When email revenue drops, most teams guess. This episode shows how to diagnose it systematically.Jordan breaks down the two real drivers of email revenue decline: fewer emails sent and lower revenue per email sent — and walks through the exact hierarchy of metrics that explain what’s actually happening inside Klaviyo.You’ll learn how to:Identify whether the problem is frequency, send size, segmentation, or list healthUnderstand how segment mix and message mix impact revenueSeparate real performance issues from attribution noiseEvaluate inboxing, relevance, and engagement the right wayUse Shopify, Klaviyo, and attribution models to determine whether purchase behavior actually changed#EmailMarketing #Pilothouse #CustomerRetention #LifecycleMarketing #EmailAnalytics #Segmentation #MarketingAttribution #InboxDeliverability #EcommerceMarketing #DTC00:00 — Introduction01:00 — The only framework you need: emails sent vs revenue per email sent03:12 — The real reasons email volume declines05:33 — Segment mix: the silent lever behind performance10:48 — Tune-out vs opt-out: what’s actually shrinking your list15:40 — Why relevance and inboxing determine revenue per email26:34 — Attribution reality: when revenue falls but growth improvesWork with Pilothouse: ⁠https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast⁠Subscribe on YouTube: ⁠https://www.youtube.com/@DTCPodcastSubscribe to DTC: ⁠https://www.directtoconsumer.co/⁠Listen to DTC Podcast: ⁠https://podcasters.spotify.com/pod/show/dtcpodcast

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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