In this episode Luke breaks down the complete CTC email methodology as part of the Canon series. This is the framework CTC uses to build email programs that generate a median of 22% of total store revenue, with the scaffolding to push well beyond that for brands operating at the highest level.
What you will learn:
Why an email plan is a revenue forecast commitment, not a content calendar
The three-act framework: hit the forecast, expand volume, add segmentation
All 10 core flows and how to tier them by priority
The 4 campaign types CTC uses and when to deploy each
Moment orchestration across standard days, promo days, launch days, and sales events
Why revenue per recipient decays with volume but total profit keeps growing
Engagement and lifecycle segmentation dimensions and how to combine them
Attribution settings: 3-day click, exclude opens
The Statlas Email Plan and how it connects email to the revenue forecast
Key stat: Email delivers 22% of total store revenue (median) across CTC-managed brands, with range from sub-10% all the way to 65%.
Show Notes:
