The silent revenue killer for Shopify stores isn't bad email marketing—it's not enough email marketing. Here's why most brands under-send and how to fix it.
Here's a pattern we see constantly: A Shopify store with 50,000 email subscribers sends maybe 4-6 campaigns per month. They have Klaviyo set up. Their flows are working. They know email is important.
But when it comes to campaigns—the proactive, revenue-generating emails that reach their entire list—they're barely scratching the surface.
This is under-sending, and it's costing ecommerce brands millions in collective lost revenue.
The most common objection: "We don't want to spam our list."
This fear is almost always overblown. The data consistently shows that engaged subscribers don't mind frequent emails from brands they like.
"What should we send?"
This question kills more campaigns than anything else. Without a campaign planning system, every email requires starting from scratch.
Small teams wear many hats. Email marketing competes with everything else—inventory, customer service, ads, product development.
Sporadic sending is the symptom. Lack of a system is the disease.
Let's quantify this. Assume:
The gap: $6,400/month = $76,800/year
You might be under-sending if:
Look at your send history. Count your campaigns from last month.
Block out campaign slots on your calendar.
Know what you'll send before you sit down to write.
Your Shopify store has campaign ideas built in.
Build the system yourself or use a tool like Eltie to handle planning and drafting.
When stores go from under-sending to systematic campaigns, we typically see: