Bonus: Send Less, Earn More: What Brevo's Data Says About Email Volume and Conversion
DTC Podcast · with Channing Ferrer · September 16, 2026 · 35 min
Summary
Ecommerce brands are losing money by sending too many emails and paying for inactive contacts. Brevo's data reveals that brands sending fewer emails achieve higher conversion and click-through rates. This episode challenges the traditional "send more" approach, advocating for a data-driven strategy that optimizes email volume, leverages mobile wallets for retention, and focuses on value over sheer quantity to improve ROI.
Key takeaways
Audit your email contact database and stop paying for dormant contacts; focus on engaging active subscribers to reduce costs and improve deliverability.
Prioritize sending fewer, more relevant emails. Brevo's data indicates that lower email volume correlates with higher conversion and click-through rates.
Leverage mobile wallets (e.g., Apple Wallet, Google Pay) as a retention channel for loyalty cards and personalized offers that can dynamically update on a customer's lock screen.
Shift your email marketing strategy from a volume-based approach to a value-based one, emphasizing segmentation and personalized messaging to maximize engagement and conversions.
Regularly analyze your email performance metrics beyond opens, focusing on conversion rates and customer lifetime value to identify optimal sending frequencies and content strategies.
To Subscribe to DTC Newsletter - https://dtcnews.link/signupMost ecommerce brands are paying for every contact in the database, including the tens of thousands they have not mailed in a year. Then they mail them anyway, because they are paying for them. Channing Ferrer argues both halves of that are costing you money, and he has his own company's data to back the second half.Brevo studied its customer base and found the brands sending the least email posted the highest conversion and click-through rates. The heaviest senders were worse on conversion, worse on click-through and worse on opens. Brevo bills by the message sent, so telling customers to send less costs them revenue. They say it anyway.For a retention lead, a lifecycle marketer, or a founder still building the sends themselves, this is a conversation about where the money actually goes in a retention program. Channing spent six years at HubSpot running sales strategy through the run from $200 million to $1.5 billion in revenue, then ran sales at Semrush and led Brandwatch back to growth.Discover More: https://www.brevo.com/solutions/enterprise/?utm_medium=partnership&utm_source=podcast&utm_campaign=podcast&utm_term=enterprise&utm_content=dtc-podcast-0926 What you get in 38 minutes:What changes when you stop paying for stored contacts and start paying for messages sentThe mobile wallet as a retention channel, including how a loyalty card gets pushed a new offer and changes appearance on the lock screenSalomon's use of a wallet pass, and how the same mechanic works for a br
Audit your email contact database and stop paying for dormant contacts; focus on engaging active subscribers to reduce costs and improve deliverability.
What does this episode say about customer retention?
Prioritize sending fewer, more relevant emails. Brevo's data indicates that lower email volume correlates with higher conversion and click-through rates.
What does this episode say about conversion & cro?
Leverage mobile wallets (e.g., Apple Wallet, Google Pay) as a retention channel for loyalty cards and personalized offers that can dynamically update on a customer's lock screen.
What does this episode say about analytics & attribution?
Shift your email marketing strategy from a volume-based approach to a value-based one, emphasizing segmentation and personalized messaging to maximize engagement and conversions.
What does this episode say about email & sms?
Regularly analyze your email performance metrics beyond opens, focusing on conversion rates and customer lifetime value to identify optimal sending frequencies and content strategies.
