Episode 265: The Merchandising Calendar Blueprint: Turn Email & SMS Into 30–40% of Your Revenue

Episode Description

Most eCommerce brands are obsessed with traffic.

But what if the real growth lever isn’t more clicks? What if it’s better monetization of the audience you already have?

In this special training, originally delivered live in partnership with Omnisend, Ezra Firestone breaks down the exact framework he uses across his 8-figure brands to turn email and SMS into 30–40% of total revenue.

This episode goes far beyond “send more emails.” You’ll learn how to structure a merchandising calendar with major campaigns, micro-offers, product launches, live events, and strategic content that keeps revenue flowing all year long while building a more valuable business asset you can eventually sell.

If you care about profit, retention, and long-term brand equity, this is required listening.

“Email and SMS are king and queen of revenue, and they should really account for 30 to 40% of your total sales. And if they're not… you got work to do.” – Ezra Firestone

You Will Learn:

• Why email and SMS should drive 30–40% of your total revenue
• The real difference between major campaigns and micro-offers
• How to structure a merchandising calendar that creates predictable revenue spikes
• Why most brands under-promote and how to fix it
• The highest-performing eCommerce promotions including BOGOs, bundles, and threshold offers
• How to use product launches even when you are not launching something new
• When and how to use SMS during campaigns
• How to increase average order value with bundles, basket builders, and one-click upsells
• A proven email layout structure that increases clicks and reduces unsubscribes
• How to use AI to scale content creation without losing brand voice

Links & Resources

Omnisend Special Offer for Smart Marketer Listeners
https://smartmarketer.com/omnisend
Use code SMART for 50% off your first 3 months

Smart Marketer
https://smartmarketer.com

Zipify Apps
https://zipify.com

Timestamps

00:00:20 Introduction: Building a More Valuable Business Asset
00:01:14 Why Ezra Trusts Omnisend for Email and SMS
00:02:17 The Real Game: Wealth Creation Through Asset Building
00:07:22 Inside a $10M eCommerce P&L
00:10:32 Why Email and SMS Are King and Queen of Revenue
00:15:35 Email vs. SMS Conversion Rates Explained
00:17:04 The eCommerce Ecosystem from Traffic to Retention
00:23:17 What a Merchandising Calendar Really Is
00:25:59 Major Campaigns vs. Micro Offers
00:27:40 Why Product Launches Prevent Revenue Plateaus
00:31:51 Examples of Major Campaign Structures
00:34:55 How to Run High-Converting Micro Offers
00:36:21 Launching Products Without Creating Something New
00:40:22 When to Use SMS in Your Campaigns
00:41:14 The Types of Content That Build Trust and Drive Sales
00:46:44 Black Friday Cyber Monday Breakdown
00:48:09 Increasing AOV with Bundles and Basket Builders
00:52:29 Promoting Across Every Channel
00:56:13 The Proven Email Structure
00:59:42 Campaign Communication Frameworks
01:00:26 Why You Should Not Ignore the Shop App
01:01:10 Final Strategy Recap
01:02:28 Outro

YOUR ENGAGEMENT MATTERS!

If this episode helped you rethink how you approach email, SMS, and merchandising, share it with another founder or marketer who needs it.

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