Look, I don't usually share behind-the-scenes stuff from our audits. But after spending the last week diving deep into three Ecom brands' Email and SMS strategies, I had to put this out there.

Because the same issues keep showing up. And they're costing brands serious money.

If you're doing 6-7 figures in revenue but your Email and SMS aren't contributing at least 30% of that, you're bleeding cash. Period.

Let me break down exactly what I found, why it matters, and what you should be doing instead.

Consistency Isn't Optional - It's Everything

All three brands we audited this week had the same fundamental problem: inconsistency.

One brand was sending just 3 emails a month. THREE. That's not a strategy – it's an afterthought.

Here's the brutal truth: your customers aren't sitting around thinking about your brand all day. They're being bombarded by 5,000+ marketing messages daily. Send three emails a month, and you might as well not exist.

Another brand was crushing it at $150K/month but had ZERO SMS strategy in place. They were leaving at least $30K monthly on the table by ignoring a channel with 98% open rates.

What you should do instead:

• Email: Minimum 3-4 sends weekly (mix of promotional and value-driven)

• SMS: 4-6 monthly sends with clear revenue intent

• Segment aggressively – don't blast your entire list with every message

• Set up automated flows that trigger based on customer behavior

The math is simple. Double your send frequency (with quality content), and you'll see 30-50% more revenue from these channels. I've tested this across 50+ brands.

The "My Baby" Syndrome Is Killing Your Growth

Every founder thinks their brand is special. I get it – It's my goal to build a multiple 8-figure businesses myself (and we're well on our way). But that attachment is precisely what's preventing your growth.

The second pattern we saw this week: founders treating their brands like precious babies instead of businesses that need to scale.

One founder was micromanaging every email, spending hours tweaking subject lines instead of focusing on big-picture strategy. Another wouldn't pull the trigger on SMS because they "just didn't have the time."

Meanwhile, their competitors are eating their lunch.

What you should do instead:

• Recognize when you've hit the ceiling of your expertise

• Find specialists who live and breathe these channels

• Create clear KPIs so you can evaluate performance objectively

• Focus your time on the 20% of activities that drive 80% of growth

Your customers don't care about perfect emails. They care about relevant offers that solve their problems. The best-performing brands we work with are the ones where founders get out of the way and let experts execute.

Previous Agency Trauma Is Real (But It's Costing You)

Nine out of ten brands we talk to have horror stories about previous agencies. They hired someone who talked a big game, delivered mediocre results, then disappeared when questions came up.

I'll be straight with you – there are a lot of garbage agencies out there. Agencies that are great at sales pitches but terrible at execution.

But here's the reality check: avoiding agencies altogether is like avoiding relationships because you had one bad date. It's an emotional decision, not a strategic one.

What you should do instead:

• Look for agencies with proven systems, not just case studies

• Ask specifically about their communication protocols

• Demand clarity on their KPIs and reporting frequency

• Check how they handle accountability when targets aren't met

At ETP Tech, we lead with free audits because they showcase our expertise before you spend a dollar. We come prepared with actual data and specific action plans. No fluff, no BS.

The common thread across all three audits? Lack of systems.

The brands struggling with Email and SMS don't have consistent processes for:

• Content creation

• Campaign scheduling

• List segmentation

• Performance analysis

• Testing and optimization

This isn't just an Email/SMS problem. It's the same reason most brands hit plateaus with their growth overall.

Here's my challenge to you: identify one area of your business you've been reluctant to delegate. The area that's becoming a bottleneck because you're the only one who "gets it."

That's precisely where your next growth opportunity lies.

If you're doing more than $50K monthly in revenue and your Email/SMS isn't generating at least 25% of that, we should talk. Our free audit will show you exactly what's broken and how to fix it.

No obligation, no sales pitch – just a clear roadmap for scaling the channels that should be your highest ROI marketing assets.

But either way, get serious about these owned channels. Because while everyone else is complaining about rising ad costs, the smart brands are quietly building cash-generating Email and SMS machines that print money month after month.

The choice is yours.

[Book your free Email & SMS audit here]

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