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Why Your Backend System Is Costing You Thousands $$$ Every Month
This setup can drive 50–70% of your email revenue...
Kody Nordquist
July 15, 2025
Welcome back to the 131st edition of Nord Media
You check the dashboard. Sales feel sluggish.
The team hasn’t changed much. Creatives are fresh. Budgets are holding steady.
But performance dipped overnight.
Again.
This is the common reality of running on paid traffic alone. Algorithms fluctuate, acquisition costs spike, and you’re constantly on defense.
When the only lever you have is media buying, growth turns into a treadmill instead of a system that compounds.
The teams that scale predictably build backend systems that operate without constant input.
In this email, we’re breaking down:
How to structure email so it drives revenue passively, not reactively
Why behavior-triggered flows are more than just abandoned cart reminders
Smarter segmentation setups that directly increase revenue per send
Let’s dive in:
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Paid Channels Stop. Email Doesn’t.
You already know how paid platforms work.
One day, your ads are printing. Next, they’re tanking for no clear reason.
Auction volatility. Algorithm shifts. Creative fatigue. Whatever it is, it keeps you on edge.
Email doesn’t work like that.
Once it’s dialed in, it just… runs.
But here’s the thing most brands miss:
Broadcasts are only step one.
The real engine lives in your flows, the automated sequences triggered by customer behavior.
We’re talking:
Checkout abandonment recovery
Post-purchase upsells and cross-sells
Re-engagement flows for inactive profiles
When these are built right, they drive 50–70% of your total email revenue
Behavior-Triggered Flows Beyond the Basics
Everyone has abandoned cart emails. That’s basic.
Where backend revenue gets serious is building a full ecosystem:
Browse abandonment flows for viewed categories or collections (not just products).
Winback flows are triggered by predicted churn windows (think: time since last purchase).
Post-purchase education series to boost retention and repeat rates.
What matters is tying triggers to specific customer actions.
Not random timelines or ‘blast and pray.’
The more intent-based touchpoints you build, the more consistent your backend becomes.
Bonus points if you integrate with your CDP so your flows pull from site behavior, purchase history, and engagement signals all at once.
Segmentation That Directly Affects Revenue Per Send
Segmentation isn’t just ‘male’ vs. ‘female’ or ‘past buyer’ vs. ‘non-buyer.’
If you want backend revenue to hit real numbers, go deeper:
Sort lists by order count and average order value.
Segment by product category preference.
Exclude high-risk profiles like serial returners or unsubscribers.
Then layer in engagement signals:
High open rate segments get more frequent sends.
Low open rate segments get pulled back and tested with different content.
For bigger brands, machine learning segmentation through your CDP can uncover hidden clusters based on shared behavior, things no surface-level profile data will show.
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Final Thoughts
Acquisition is important, but it is not a complete system.
If your backend isn’t working hard on its own, you’ll always feel like you’re fighting uphill.
Email, set up right, flips that dynamic.
You create a compounding growth machine that doesn’t need babysitting.
Flows + segmentation = revenue you don’t have to think about every day.
Want growth that looks like this👇?
HOW??
We Use Strategies and Systems that Produce Consistent Results.
We currently work with a small handful of brands from early-stage DTC startups to global brands scale smarter, grow faster and get profitable. Whether your goal rapid growth, consistency at scale or just to be profitable again, we've built systems and strategies to achieve that for hundreds of brands over the years.
The results? You get reliable and consistent growth without sacrificing your profitability.
Sound interesting and worth a conversation?
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Thank you for reading! I appreciate you.
Sincerely,
Kody