Hi {{ first_name | default: }},
Over the next 4 weeks, we’ll deep-dive into the most ROI-rich — and most overlooked — channel in e-commerce: email.
Each week, we’ll translate one scientific study into actionable strategy. Here’s what to expect:
Price-sensitive segmentation: How discounts actually convert in email
Gen Z on your list: Why they open but rarely buy
The limits of personalization: When it backfires
The subject line as your most powerful conversion lever
Four editions. Four strategic deep-dives. One goal: consistently grow email-driven revenue.
Price-sensitive segmentation
You send a discount email to your full list.
Some click. Most don’t.
The offer was strong. The copy sharp. The timing right.
Still... conversions underdeliver.
The issue?
You’re talking to the wrong people — at the wrong moment.
Not everyone reacts the same to price drops.
Not everyone buys for the same reasons.
But: those who get this right can drive 25% more revenue — with the exact same discount.
That’s the conclusion of a 2024 study by Anirudh Reddy Pathe, analyzing cohort-based email marketing and price sensitivity.
👉 Here’s what the data shows:
By linking price variation to segmentation strategy, marketers saw:
+35% higher click-through rate
+25% more conversions
Significantly higher revenue per email
What this means for your flows — and how to implement it tomorrow — is below.
The research
Author: Anirudh Reddy Pathe (Glassdoor, California)
Published in: Journal of Mathematical & Computer Applications (2024)
Approach:
Literature review
Case studies: Closet London & Sway Chic
Combined analysis of cohort behavior, pricing dynamics, and email KPIs
Tracked metrics: open rate, CTR, conversion rate, revenue per mail
Why this matters for your webshop
Email still delivers the highest ROI of any channel —
if you know who you’re emailing, when, and why.
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