Book a call Campaigns & Strategy
Book a call TL;DR: The code-delivery email tops the attribution chart because everyone opens it on the way to checkout. It persuaded nobody. Read attribution accordingly.
From the audit vault: From an audit of a functional-drinks brand: the welcome email delivering the discount code showed outstanding attributed revenue while doing no selling at all.
A buyer signs up mid-checkout for the code, opens the email, applies it, purchases. Attribution credits the email with the order, though the decision predated the signup. Multiply by every discount-seeking buyer and the account’s “best performer” is a coupon dispenser.
Judge emails on the persuasion they actually do: revenue per recipient on sends where the decision could still be changed, conversion lift across flow variants, incremental behaviour against holdouts where the stakes justify it. And deliver codes on the pop-up, which removes the illusion at source.
The Proverse Retention Report.
Retention teardowns, flow breakdowns and inbox tactics, every week. Free.
Inflated attribution steers investment towards the emails that need it least. Brands optimising the coupon dispenser leave the emails that genuinely change minds, story, proof, objection-handling, underfunded and untested.
Ship this
Code-delivery emails inherit orders they didn’t win.
Judge sends on decisions they could still change.
Deliver codes on the pop-up and the illusion disappears.
Campaigns & Strategy
Ad platforms get more expensive every quarter. Email’s pre-purchase role is to capture paid traffic once and finish the sale for free.
Campaigns & Strategy
A mature account runs 12 to 18 flows, and they carry the majority of email revenue. If campaigns are carrying yours, flows are missing.
Campaigns & Strategy
High campaign cadence works when each send goes to the segment it was written for. Blasting the full list is how cadence kills a sender reputation.
Retention teardowns, flow breakdowns and inbox tactics, every week. Free.
No spam. Unsubscribe any time.