Do People Even Buy From Email?

Do People Even Buy From Email?

Hey, it’s Zsombor from Emailtorials

Let’s get real for a second.
We’ve all asked it before: Does email actually drive sales?

As an email marketer, I’d love to take all the credit for revenue. But the truth is, it’s not that simple.

The Reality of Email Attribution

I’ve generated $600K in Klaviyo-attributed revenue for ecommerce clients. But here’s the thing, Klaviyo’s attribution standards count a sale if it happens within 5 days of opening or clicking an email.

Change the settings to only track clicks within 24 hours, and that number would drop significantly, probably to around 10%.

Attribution is tricky. Every platform does it differently.

So, Is Email Worth It?

Absolutely. But email isn’t a one-and-done sales machine.

It’s part of a bigger system. It nurtures leads, builds trust, and keeps you top of mind.

Think about it:
You send helpful, engaging emails to a new customer. They don’t buy right away, but over time, your emails build trust.

Weeks later, they see a post from your brand on Instagram and decide to purchase.

Was it the email or the post that made the sale? Probably both.

Email Is Your Gardener

Picture your ecommerce ecosystem as a garden.

• Seeds = prospects.

• Plants = customers.

• Fruit = loyal customers making repeat purchases.

Without consistent care (email), most seeds won’t sprout. But with nurturing, like valuable emails, they’re far more likely to grow into fruitful plants.

Email keeps your garden thriving by giving your audience the information they need to convert, stay loyal, and come back for more.

TLDR

Email doesn’t act alone, but it’s essential. It keeps you in your customers’ minds, builds trust, and helps convert over time.

The real question isn’t “Do people buy from email?”
It’s “Can you afford not to use email?”