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:


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