Automated email campaigns must be actively managed for continued success, similar to caring for houseplants. Without regular updates, these campaigns can become ineffective or neglected. Surprisingly, some poorly designed campaigns can still generate revenue despite their flaws. Optimization efforts can lead to significant improvements, as even minor changes can rejuvenate underperforming emails. Investing time in enhancing highly profitable automation is often more beneficial than attempting to fix those that regularly underperform. Proper upkeep of campaign elements, such as links and images, is critical for maintaining revenue streams.
Automated campaigns are more like houseplants than vending machines. If you don't water them, check that links still work, images still pull in, offers are still relevant, they wither.
Some automations have such high revenue-per-email (RPE) that they're still worth money even when they're limping along. Optimization pays off faster for these.
We took an automated email delivering zero conversions for months and quickly refreshed it with small but targeted changes to the creative.
It's often easier, and far more profitable, to take a good automation and make it great than to try to resuscitate one that's been underperforming for years.
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