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:

• Visit eCapital  to see how much working capital you may qualify for: https://bit.ly/4xO3VDd

• Explore the Prophit Engine: https://commonthreadco.com/pages/prophit-engine

• The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have