Most DTC brands are sending 50-100% more emails than they need to hit the same revenue targets. The problem isn't frequency, it's segmentation. When you don't know where your incremental revenue breaks, you're just burning list health and paying double your ESP bill for zero return.

Eric Rausch is the co-founder of New Standard, a top-tier email marketing agency specializing in retention strategy for seven and eight-figure ecommerce brands. His approach to segmentation has helped dozens of brands unlock 20-40% more revenue without increasing send volume — and in this episode, he's breaking down exactly how to do it.

→ Why most brands waste 150,000+ emails producing $0 in incremental revenue

→ The exact engagement windows to test: 15-30-45-60-90 days for non-buyers, 30-60-90-180-365 for buyers

→ How to run incrementality tests that prove where your revenue actually stops growing

→ The "buy or bye" philosophy: why Eric kills non-buyers after 15-40 days instead of nurturing long-term

→ Benchmark KPIs: 60% open rate, 1% click rate, 0.10% CVR for evergreen emails

→ Frequency testing methodology to find your optimal send count per segment

If you're a DTC founder or email operator sending daily campaigns and wondering if you're over-mailing your list, this episode will give you the frameworks to test, the benchmarks to hit, and the exact three-step plan Eric gives every brand that's starting from scratch on segmentation.

00:00 How to unlock 20-40% more retention revenue without sending more emails

01:01 The fastest way early stage brands can increase retention revenue

02:03 Five core metrics to track for list health and segmentation strategy

03:27 Benchmark KPIs: open rates, click rates, and CVR for evergreen vs promo vs BFCM

05:13 Why revenue matters more than vanity metrics like open and click rates

05:39 How segmentation strategy differs by industry, AOV, and subscription model

07:04 The incrementality concept: making 85K from 150K emails instead of 300K

10:19 What "full list send" actually means and when to reserve it

14:14 How to reduce unsub rates by strategically limiting full list frequency

17:27 Engagement windows explained: who receives evergreen campaigns vs who gets suppressed

20:06 Frequency testing methodology: BAU vs 70% vs 50% send cadence groups

23:25 The three-step segmentation framework to implement in the next two weeks

25:32 Wrap-up and final thoughts

25:39 Key takeaways and how to provide feedback or suggest future guests