The best way to think of your customers is in a pipe that loops around your business. A successful loop keeps customers passing by your shop window on a regular basis. They may not always be ready to buy but, when they are, your business will be the first place they go. Unfortunately, most companies fail to maintain this pipeline, leaving it with holes that slowly drain customers out faster than new ones can enter.
Perhaps you have a low quality abandoned cart sequence, or are losing people to disengagement - whatever the issue is, you’ll find you struggle to scale your business.
However, if you can plug those gaps and keep your customers in a purchase loop, you will be able to retain a consistent % of revenue from your email marketing as you scale.