This guest post comes from David Wardenga, who has been in the email marketing field since 2019. David has worked at two of the largest eCommerce agencies in the world, supported more than 500 brands in growing their retention revenue, and now spends his time building the Aimerce Agents.

After all of that experience, one truth has stood out: the brands that win with email all build on the same three pillars.

They are simple.

1. Acquire subscribers in the right way
2. Send campaigns that educate, entertain, and promote
3. Automate touchpoints so customers never slip through the cracks

Let’s break them down.

1. Acquiring Subscribers Without Killing Your Margins

Most brands overthink PopUps. They either discount so aggressively that the first sale becomes unprofitable, or they lean on language that feels pushy and off-brand.

The truth is, you do not need to bribe customers to join your list. What you do need is structure.

A high-performing PopUp works like this:

• Teaser: allows people to re-enter if they close it
• Opening Page: show the offer and use a simple call to action, without asking for an email yet
• Subscription Page: ask for the email and clarify that the gift or offer will be delivered by email (to cut down on fake signups)
• Confirmation Page: add a timer to nudge urgency

One more important detail: deliver the first Welcome email instantly. Any delays or filters cost you momentum.

When you put this together, you have a PopUp that grows your list sustainably and sets the stage for revenue-driving automations.

2. Campaigns: The Fuel for Your Flows

Many brands misunderstand the relationship between campaigns and flows. They think flows are the big moneymaker and campaigns are just “extra.” In reality, they work together. Campaigns fuel your flows.

If campaigns are generating more than 60 percent of your revenue, your flows are under-optimized. If flows dominate, you are probably not sending enough campaigns. The sweet spot is close to a 50/50 split.

How much should you be sending? That depends on your stage:

• 0 to 100K per month: focus on growing your list and do not worry about design
• 100K to 500K per month: build consistency and test campaign series such as teaser, early access, launch, reminder, and last chance
• 500K and above: focus on testing and loyalty, since small percentage gains make a massive difference

When it comes to content, think in three buckets: educational, entertaining, and promotional. A simple ratio that works across industries is three parts educational or entertaining to one part promotional. And remember: promotional does not always mean discount. Highlighting a product, collection, or bestseller counts too.

To stay consistent, plan campaigns at least a month ahead and always keep a few evergreen campaigns ready as a safety net.

3. Automations: The Engine That Runs in the Background

If campaigns are the spark, automations are the engine. They keep things running 24/7.

And yet, even in 2025, many brands still get the basics wrong. I still see abandoned cart flows triggered off the wrong event, or welcome series slowed down with unnecessary filters.

Here is a structure that works reliably:

• Welcome Series: send immediately, no delays
• Abandonment Flows: site, browse, cart, and checkout abandonment, designed to cancel each other
• Winback and Sunset: winback triggered by a past order, sunset triggered by engagement level

These flows capture intent at the right moment and prevent customers from slipping through the cracks.

Pulling It All Together

PopUps grow your list. Campaigns engage and fuel flows. Automations capture intent and keep revenue flowing on autopilot. Together, these three pillars create a retention system that scales.

I have seen this framework work for small brands making their first hundred thousand and for 9-figure giants. The execution changes, but the structure never does.

If you want to stop treating email like a checkbox and start treating it like a growth channel, this is where to begin.