Kathryn Bynum

After working with dozens of product-based e-commerce brands, we've identified six areas that every brand needs to have built and connected to grow predictably. We call these the six pillars. When all six are in place and working together, marketing stops feeling like chaos and starts functioning like a system.

Your email marketing platform gives you a lot of data. Open rates, click rates, bounce rates, delivery rates, unsubscribe rates, spam complaint rates, revenue per email, conversion rates, list growth rates. It can feel like a dashboard full of numbers with no clear hierarchy.

Most brands think of their website as a destination. The place where customers go to buy things. It's also a lot more than that, and treating it only as a destination is one of the biggest structural mistakes we see in e-commerce marketing.