Email Marketing That Grows Your Store

How Much Revenue Should Your E-Commerce Store Be Generating From Email Marketing?

If you’re running an e-commerce business, you already know that marketing channels come and go. Algorithms shift, ads get more expensive, and social platforms change overnight.
But there’s one channel that continues to deliver — email marketing.

Email isn’t just a “nice-to-have.” It’s the most profitable and reliable sales channel in your business.
And if you’re not leveraging it correctly, you’re leaving significant revenue on the table.

Your Sales Channel That You Fully Own

Imagine waking up one morning to find that your Facebook ad account has been disabled… your Instagram reach has dropped by 80% overnight… or TikTok has suddenly changed its algorithm.
It happens all the time — and when it does, your sales can vanish instantly.

That’s the danger of building your business on rented land.

Social media platforms own your audience — not you.
But email? That’s your house.

When someone joins your email list, they’re giving you permission to connect directly — without an algorithm deciding whether you deserve to be seen. Every email subscriber is a real relationship you control 100%.

There are no sudden rule changes that cut your reach in half.
No platform bans or ad restrictions.
No pay-to-play visibility just to talk to the audience you built.

That’s why we call email the channel you truly own — the one asset that gives you control, predictability, and profit in an unpredictable digital landscape.

At Summit Pro, we’ve seen dozens of brands save their business because of this ownership.
When Meta’s costs spiked, when TikTok traffic dropped, when SEO took a dip — their email list kept the lights on.

 Why Ownership Matters More Than Ever

• Algorithms Can’t Take It Away: Your list is a direct connection to your buyers — no third-party interference.
• Predictable Revenue: Email consistently drives 30–45% of total eCommerce sales for established brands.
• Future-Proof Growth: As ad costs rise, email becomes your most affordable, repeatable revenue stream.
• Compounding Value: Each subscriber you add today can generate revenue for months or years through automated flows and campaigns.

Think of your email list like digital real estate — the more you build and nurture it, the more valuable it becomes.

That’s the Summit Pro philosophy: build what you own, optimize what you control, and grow what compounds.

The Ideal Email Revenue Breakdown

At a high level, most successful eCommerce brands generate 25–35% of their total revenue through email marketing.
But to be in a truly strong position, your goal should be 35–45% of total revenue.

That number represents a healthy mix of campaign emails (your broadcasts and promotions) and automated flows (the emails that work behind the scenes).
Brands within this range are effectively using both — driving consistent revenue while also building long-term relationships with customers.

Here’s how the breakdown typically looks:

• 💡 Automations / Flows: 10–20% of total eCommerce revenue
• 💌 Campaigns: 20–30% of total eCommerce revenue

Together, these create a predictable, compounding revenue engine that runs 24/7.

Automations: The Foundation of Predictable Revenue

Automations (or “flows,” for Klaviyo users) are where consistent, recurring revenue begins.
They’re your always-on sales engine — converting visitors, nurturing new customers, and re-engaging past buyers automatically.

Some key automations that drive results:

• Welcome series for new subscribers
• Abandoned cart recovery
• Post-purchase and upsell sequences
• Re-engagement campaigns for inactive customers

Well-built automations can contribute up to 20% of your total revenue — and that’s before you even send a single campaign.

Think of them like your 401(k) for business growth: they take time to build, but the results compound month after month.

 Pro Tip: Treat automations like a digital “lab.”
Test subject lines, content, and timing to discover what converts best — and keep improving every flow for higher engagement and ROI.

Campaigns: Your Growth Accelerators

Campaigns are the heartbeat of your email marketing — they build urgency, drive seasonal sales, and keep your brand top-of-mind.

Aim to generate 20–30% of your monthly revenue through campaign emails.
And yes, this fluctuates — especially around major sales peaks like Black Friday, Cyber Monday, or other brand-specific promotions.

Smart campaigns do more than sell — they add value.
Share education, tell stories, showcase social proof, or drop a surprise offer.
Each campaign should strengthen your customer relationship, not just push a product.

During peak seasons, plan a consistent content pipeline to maintain visibility without spamming. That steady drumbeat of communication reduces volatility and drives predictability — especially during high-stakes months.

Campaigns + Automations: The Perfect Duo

Your automations and campaigns are BFFs — working together to maximize results.

Example:
A campaign email brings someone to your store → they browse but don’t buy → your browse abandonment flow brings them back.
That’s how you recover “lost” sales and turn one-time interest into repeat customers.

This dynamic synergy creates multiple touchpoints, each designed to pull customers back into the buying cycle.

Email Marketing and The 3 Growth Multipliers

At Summit Pro, we look at growth through three lenses — what we call the Growth Multipliers:

1. Increase the number of customers.
2. Increase your average order value (AOV).
3. Increase your purchase frequency or customer lifetime value (LTV).

Email marketing directly impacts #2 and #3 — and the best part?
There’s no acquisition cost for either.
Once a customer’s on your list, every email you send has near-zero cost but infinite upside.

Doubling your AOV or repeat purchase rate doubles your business — without spending another dollar on ads.

Retention > Acquisition

Too many brands obsess over ROAS and acquisition, neglecting retention.
But here’s the truth: if you’re only focused on getting new customers, you’re not running a brand — you’re running a vending machine.

Retention-driven revenue (powered by email) is what stabilizes your business and keeps profit margins healthy.
Every email you send — from thank-you messages to VIP offers — is an opportunity to strengthen that relationship and increase your customer lifetime value.

 When You Go Beyond 45%

If email is driving more than 45% of your total revenue — congratulations.
That means you’ve built a strong retention engine.

But it’s also time to check your balance. If you’re too reliant on email, it may mean your acquisition funnel (ads, SEO, partnerships, etc.) isn’t filling fast enough.
A healthy ecosystem combines:

• Email (retention & nurture)
• Paid ads (acquisition & awareness)
• Organic traffic (sustainability & brand authority)

Together, they form a three-legged stool — stable, profitable, and scalable.
If one leg weakens, the others keep you standing strong.

The Takeaway: Email is the Engine of Sustainable Growth

Email marketing is your most powerful retention and profit channel.
When used strategically, it increases revenue, strengthens loyalty, and gives you control over your customer relationships.

A healthy store should aim to drive:

• 35–45% of total revenue from email marketing
• 10–20% from automations
• 20–30% from campaigns

And over time, as your systems improve, that number will grow predictably — just like your business.

 Ready to Unlock Your Email Revenue Potential?

If you’re not hitting these benchmarks, it’s not because email doesn’t work — it’s because your systems need tuning.

👉 Start with the Summit Pro Email Marketing Checklist — your step-by-step blueprint to create, launch, and optimize email flows and campaigns that drive consistent revenue.

No fluff. No guesswork. Just proven frameworks that turn your email list into your most profitable sales channel.