Email isn't dead. Your list is just bored.
Five segmentation moves that 4x'd revenue per subscriber for our DTC clients.
The engaged-90 segment
Stop emailing your full list. The brands with the highest revenue per subscriber email less — but smarter. Segment your last 90-day openers and clickers into an 'engaged' cohort and send them 3–4 times a week.
Email your dormant list once every two weeks with a re-engagement angle. Anything older than 12 months: sunset. They're hurting your sender score.
Behavior beats demographics every time
What someone did matters more than who they are. 'Viewed product X but didn't buy' is a stronger segment than 'female, 25–34, US-based'. Build flows off behavior triggers, not lifecycle stages.
Top performers for DTC: viewed product → 1h cart abandon → 24h browse abandon → 72h re-engagement with social proof.
New post every Friday.
One marketing tactic + one client win + one tool, every week. No fluff.
