This week we hosted a practical webinar dedicated to one of the most discussed questions in performance and retention marketing:
Can email marketing really deliver positive ROMI — and do it fast?
Below are the key insights and practical takeaways from the session.
Email as a ROMI-Driven Channel
One of the main messages of the webinar was simple but powerful:
Email should be evaluated as a performance channel, not a branding tool.
When built correctly, email marketing can:
- generate consistent incremental revenue,
- reduce dependence on paid traffic,
- increase customer lifetime value,
- deliver one of the highest ROMI figures across digital channels.
However, this only works when email is designed around revenue logic, not just newsletters and occasional campaigns.
What Positive ROMI in 2 Months Actually Requires
Achieving positive ROMI in such a short time is possible — but only under specific conditions.
Artem highlighted that fast ROMI growth requires:
- a clear monetization strategy from day one;
- focus on high-impact flows instead of volume sending;
- strict prioritization of revenue-generating emails;
- realistic expectations based on traffic and database quality.
The biggest mistake companies make is trying to “do everything at once” instead of launching what brings money fastest.
The 60-Day Email Launch Framework
A central part of the webinar was the 60-day framework used by Netpeak Agency for launching profitable email channels.
Phase 1: Foundation (Weeks 1–2)
- technical setup and deliverability basics;
- ESP configuration;
- data structure and segmentation;
- integration with CRM and analytics.
Phase 2: Revenue Core (Weeks 3–6)
- abandoned cart and browse flows;
- welcome series focused on first purchase;
- basic reactivation scenarios;
- transactional emails with upsell logic.
Phase 3: Optimization & Growth (Weeks 7–8)
- performance analysis;
- subject line and content testing;
- conversion rate optimization;
- preparation for scaling.
The key idea:
you don’t need dozens of emails — you need the right ones.
Revenue First: The 80/20 Principle
A major insight of the webinar was applying the 80/20 principle to email marketing.
In most projects:
- 20% of email flows generate up to 80% of total revenue.
- Automated emails consistently outperform manual campaigns.
- Lifecycle communication brings higher ROMI than promotional blasts.
That’s why the recommended strategy is to:
- launch revenue-critical flows first;
- delay branding and content-heavy newsletters;
- invest time where financial impact is highest.
Cost Control & Common ROMI Killers
Positive ROMI isn’t only about revenue — it’s also about cost discipline.
Artem outlined the most common ROMI killers:
- overpaying for ESP features that aren’t used;
- sending too many low-value campaigns;
- poor segmentation leading to unsubscribe growth;
- ignoring deliverability and sender reputation;
- lack of attribution and performance tracking.
Without proper analytics, email may look “busy” — but not profitable.
From Break-Even to Scale
Once break-even is achieved, email becomes one of the easiest channels to scale.
Scaling happens through:
- database growth optimization;
- deeper segmentation;
- personalization based on behavior;
- cross-channel integration with paid media and CRM;
- continuous testing of offers and timing.
With the right foundation, email transforms into a predictable revenue stream that grows alongside the business.
Key Takeaways
The webinar clearly demonstrated that:
- email marketing can deliver positive ROMI within two months;
- success depends on strategy, not volume;
- automation beats one-off campaigns;
- revenue focus must come before branding;
- cost control is as important as open rates.
When approached as a performance channel, email becomes one of the most stable and scalable sources of profit.