Free workbook
The Revenue Ceiling Worksheet
What could each part of your email marketing system earn, and how big is the gap you have been living with? Estimate it with your own numbers and sensible fixes.
Ask yourself first
- Which stream earns the most today, and which one do you suspect is underperforming?
- If your best month became your normal month, what would change?
- What share of your store revenue does email really drive?
When to use it
Use it when you need to decide what to fix first, or to make the case for investing in your email marketing system. It uses your own numbers and modest targets, not industry hype.
What is in the workbook
- Revenue by stream. Current monthly revenue, a target, the gap and the main lever for each stream: welcome, cart reminder, post-purchase, win-back and campaigns.
- The ceiling summary. Total gap per month and per year, and email's share of store revenue.
- Action plan. The biggest gaps first, with owners and dates.
How to use it
- Pull last full month's revenue by stream from your platform.
- Set a modest target for each, starting from your own best month.
- Subtract to get the gap, and total it.
- Rank the gaps by size and effort.
- Update it each quarter, using the same attribution method every time.
Common mistakes
- Copying another brand's numbers as your target.
- Changing the attribution method between quarters.
- Treating the result as a forecast instead of a range for decisions.
Questions people ask
How accurate is it?
It is an estimate for deciding priorities. Attribution differs between tools, so use one method and keep it the same.
What target should I set?
Start from your own best month or a known fix, and move by a modest step, such as 10 to 30 percent.
What should I use next?
Test your fixes with the Lab Routine. See all fourteen workbooks.
Curious what we would find?
Run the free scan, or book a call and we will size your opportunity together.