197. Email Marketing Secrets Every Shopify Brand Needs with Jordan Gordon

In this episode of Mastering eCommerce Marketing, Eitan Koter welcomes Jordan Gordon, Head of Email Retention and CRO at Pilot House Digital, and the host of the World’s Best Email Retention Podcast.

Jordan shares how he found his way into email early on, why he stayed focused on it, and how that focus turned into a long-term advantage. The conversation centers on one simple idea. Brands cannot scale efficiently if retention is treated as an afterthought.

They talk through what Jordan sees when auditing Shopify and Klaviyo accounts, how email revenue compares to paid media, and why the cheapest customer is often the one you already have. Jordan explains how email supports ads behind the scenes, improves return on spend, and creates room to grow without increasing costs.

On the CRO side, Jordan walks through how he looks at funnels, where most sites lose momentum, and why homepage and product page paths matter more than most teams expect. He also explains why simplifying choices and highlighting hero products often works better than complex redesigns.

They close with a look at the inbox today, why automation matters more than constant campaigns, and how brands can stay visible without wearing out their list.

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Podcast website: https://vimmi.net/mastering-ecommerce-marketing/

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Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube

Guest: Jordan Gordon, Head of Email, Retention and CRO at Pilothouse Digital

Jordan Gordon’s LinkedIn | Pilothouse Digital

Watch the full Youtube video here:

https://youtu.be/-GQliosqjjk

Takeaways:

• Scale, depth, and dedication are crucial in e-commerce.
• Email retention can significantly impact revenue.
• Your cheapest buyer is the buyer you already have.
• Email is a 50-year-old protocol that remains vital.
• Email marketing is the most prolific communication system.
• A tight campaign window and automation are essential for success.
• Focus on the landing pad for traffic to improve results.
• Retention tactics can prevent leaving money on the table.
• Understanding the connection between bottom-of-funnel and advertising success is key.
• Optimizing conversion rates requires understanding user funnels and choke points.

Chapters:

00:00 Introduction to E-commerce Retention Strategies

02:50 The Importance of Scale, Depth, and Dedication

05:18 Email Retention: The Bottom of the Funnel

08:22 Connecting Email and Advertising Success

11:08 The Riddle of Email as a Profit Center

13:46 Optimizing Conversion Rate Optimization (CRO) Strategies

16:28 Understanding User Funnels and Choke Points

19:17 Measuring Success in CRO

21:55 The Future of Email Marketing in 2026

24:40 The World's Best Email Retention Podcast