Engagement Can Be Misleading
📩 Email often converts the same buyers faster, not new buyers, Meta Is Turning Discovery Into Its Core Growth Engine, and more!
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In this newsletter, you’ll find:
📩 Engagement Can Be Misleading
⚡ Meta Is Turning Discovery Into Its Core Growth Engine
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📩 Engagement Can Be Misleading
Have you ever felt like email is getting sharper, more efficient, more “professional”… but the business still isn’t compounding?
That is rarely a segmentation problem. That is usually a system design problem.
Because the truth is, email is not one channel. Email is three different engines stacked on top of each other, and everyone only optimizes one.
The Three Email Growth Phases
People think email is one dashboard. In reality, there are three separate layers:
Extraction (harvesting existing buyers)
Expansion (pulling new buyers into repeat behavior)
Resurrection (recovering lost demand)
Click rates only tell you how well the extraction is working. Growth comes from the other two.
Peek Inside What Actually Happens in Strong Brands A wellness brand improves click rate from 3.0% to 3.7%. Revenue stays flat.
Why?
Because the list is now mostly made of repeat buyers. The channel has quietly become a loyalty machine, not a demand machine. That means email is no longer creating incremental customers. It is simply converting the same customers faster.
This is the hidden plateau: High engagement, low net-new growth.
The Real Metric that moves the needle: Net-New Demand per Send
Advanced operators stop asking:
“How did this campaign perform?”
They ask:
“How much new demand did this create that would not have happened anyway?”
That requires tracking: Incremental revenue, not attributed revenue, Reactivated buyers, not total buyers, New customer share inside flows, Total audience expansion rate
Email can look strong while doing nothing incremental. That is the real illusion. The More Dangerous Trap: Audience Compression
When you suppress unengaged users aggressively, you create a smaller but hotter list.
That feels efficient. But over time, you are doing something risky:
You are training the algorithm of your business to only speak to buyers who are already loyal.
The brand loses its ability to persuade cold humans. That is how brands become fragile. Strong brands build persuasion muscle, not just efficiency.
So What Do You Do Instead?
If rates are rising but growth is flat, the unlock is not micro-optimization. The unlock is building an Email Expansion Operating System:
Weekly acquisition inflows are tied directly into lifecycle
Quarterly reactivation “return moments,” not discount blasts
Creative built for new belief shifts, not just offers
Reporting split into: Efficiency Health (rates) Demand Growth (net-new volume)
The takeaway:
Email is not a conversion channel. Email is a customer population system. If you are only optimizing engagement, you are optimizing extraction. If you want compounding growth, you have to build expansion and resurrection alongside it.
That is the difference between a high-performing email program…
…and an email engine that actually scales revenue over time.
⚡ Meta Is Turning Discovery Into Its Core Growth Engine
Meta is tightening two huge levers at once. Creator partnerships are becoming smarter and more predictive inside Marketplace. And behind the scenes, Meta’s AI feed and ad systems are cranking engagement, Reels velocity, and conversion performance across every app.
The Breakdown:
1) Creator Marketplace now recommends high-intent partners - Brands will see creator suggestions based on who already follows, tags, or has engaged with their products, making it easier to find creators who are genuinely likely to accept collaborations.
Meta is adding “Similar Creators” search based on past top partners, plus new indicators that highlight creators with strong ad experience and those predicted to drive high-performing campaigns.
3) Meta’s AI feed engine drove major engagement lifts - Feed and video ranking improvements pushed Facebook views up 7% and Threads time spent up 20%, while Facebook began surfacing 25% more same-day Reels and Instagram boosted original content prevalence by 10%.
Meta’s AI-powered video generation tools reached a $10B revenue run-rate, growing nearly three times faster than overall ads revenue, while upgraded ad ranking models delivered a 3% conversion lift across Instagram Feed, Stories, and Reels.
Meta is rebuilding discovery end-to-end, from which creators and brands partner with, to which content users see, to how ads convert. The strategy is clear: tighter AI control, faster creative performance, and more predictable outcomes across the entire platform.
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