222 – Stop Chasing New Customers: How Email Drives Sustainable E‑Commerce Growth
May 05, 2026
If you’re running an e‑commerce business (or any business that relies on repeat customers) and feel like you’re constantly chasing the next sale, this episode will change how you think about growth. In this conversation, Paul Sweeney sits down with Steven Gringlas, Founder and CEO of Picos Media, to unpack why email marketing is still one of the most powerful – and most underutilised – profit levers for scaling sustainably. Together, they break down how email and paid ads are meant to work as one system, not separate tactics, and why focusing only on acquisition is leaving serious money on the table.
In this episode, you’ll learn:
- Why email marketing is not dead and why it consistently outperforms many “shinier” channels
- How email drives customer retention and dramatically increases lifetime value
- The real cost of relying solely on paid ads for customer acquisition
- The key email flows every e‑commerce business must have in place
- Why list growth, segmentation, and automation matter more than blasting campaigns
- What most brands get wrong when trying to scale quickly
Paul and Steven also dive into the psychology behind customer behaviour, how many touchpoints are really needed to convert, and why persistence beats perfection when it comes to marketing systems. Steven shares clear, practical insights on popup strategies, welcome flows, abandon cart emails, and win-back campaigns – all focused on turning first-time buyers into long-term, profitable customers.
If you’re serious about building a scalable e‑commerce business (or improving consistency in any customer-driven model), this episode will help you rethink where your marketing dollars – and time – should really be going. Email isn’t just a support channel; done properly, it’s one of the strongest growth engines in your business.
Steven Gringlas is the Founder and CEO of Picos Media, a performance-led eCommerce growth agency specialising in email marketing, paid media, and creative strategy. He helps online brands scale profitably by combining strong marketing fundamentals with systems, automation, and clear execution.
Steven is known for his direct, practical approach to growth and his focus on building marketing that actually drives revenue, not just engagement.
