Most email campaigns flop because brands push features instead of exposing problems. This dog supplement email is the perfect example of what you should do instead: It instantly reveals the hidden issue: "Even quality dog food leaves nutritional gaps that could be holding your

Pop-up forms converting less than 8%? You're leaving money on the table. Here's what your pop-up MUST include: - Clear incentive ($X off, X% off, Mystery Discount, etc.) - Single field on the first page (email only) - Takes up significant screen space - Minimal copy (less is

The 9 flows that make up a complete retention system: 1. Welcome Series (9 emails) - Brand story, social proof, urgency 2. Site Abandonment - Catch early exits with A/B testing 3. Browse Abandonment (6 emails) - Product-specific re-engagement 4. Abandoned Cart (7 emails) -

Lost a client of 18 months today. They decided to go in-house. Hurts a bit, but it's just part of the game. I'm happy for them.

The most overlooked flow in email marketing: Sunset. Why it matters: Unengaged subscribers hurt your deliverability. They drag down your open rates. They make ISPs think you are spam. And you are paying for them. Klaviyo charges by active profiles. Dead subscribers cost you

Browse abandonment is not cart abandonment. Most brands treat them the same. That is a mistake. Browse abandonment: - They looked at a product - They did not add to cart - They are curious, not committed Cart abandonment: - They added to cart - Clear purchase intent - Much

Post-purchase is where most brands completely drop the ball. Someone just gave you money. They trust you. They are excited. And your response is... radio silence until the next sale? A strong post-purchase flow does three things: 1. Confirms the decision - "You made a great

"How often should we email our list?" The real answer: it depends. Massive brands with huge product catalogs (think e.l.f., Fashion Nova) can email daily. They have enough new products, content, and news to keep it interesting. Most brands? 3-4x per week is the sweet spot.

One email in your welcome flow should pay for itself immediately. Email 1 is usually the highest converting email in your entire retention system. Why? They just signed up. They are at peak intent. They want the offer. They are ready to act. Lead with the incentive. Deliver

Sending the same email to your entire list is lazy. And expensive. Not everyone on your list is the same: - Some bought last week - Some have not bought in 6 months - Some are VIPs with 10+ orders - Some never opened a single email Why would they all get the same message?

Your VIP flow should not just say thanks. Someone hits 3+ orders. They are officially a repeat customer. Your best segment. Most brands send one email: "Thanks for being a VIP!" That is a wasted opportunity. Our VIP flow (3 emails) does this: Email 1: Recognition + exclusive

Most winback flows trigger at the wrong time. The goal of a winback flow is to reactivate people who should have bought again and did not. Not to get the second purchase. To capture people who missed the second purchase window. How to find the right trigger: Look at your

Site abandonment and browse abandonment are not the same thing. Site abandonment: - They landed on your site - They left without viewing a product - Very early in the journey Browse abandonment: - They viewed specific products - They left without adding to cart - Further along,

Welcome flow email 1 has one job. Deliver what you promised on the popup. If you offered a mystery discount, reveal it. If you offered a free gift, explain how to claim it. If you offered a giveaway entry, confirm it. Do not bury the offer. Do not make them hunt for it. Lead

The difference between brands that scale and brands that struggle with email: A campaign calendar. Struggling brands: "What should we send this week?" every Monday. Scaling brands: Campaigns planned 4-6 weeks out. Content batched. Design queued. Why it matters: 1.

Open rates are vanity. Revenue is sanity. I see brands obsess over open rates. "We got 45% open rate!" Cool. How much revenue did it generate? The metrics that actually matter: 1. Revenue per recipient (RPR) - How much you make per email sent 2. Email attributed revenue -

$77K/mo to $318K/mo in email revenue. Not from one change. From rebuilding everything. When we stepped in, this brand was sending the same blast to their entire list, had a popup converting under 2%, and had 3 basic flows running. We rebuilt all 9 flows from scratch.

Your customers aren't cheap. You trained them to be. Every time you send a "20% off everything" email, you're teaching your list to wait for the next one. And they will. I've seen brands that literally cannot sell at full price. Every campaign needs a code, or revenue

Luck has nothing to do with email revenue. It's math. Happy St. Patrick's Day! Now let's talk numbers. Your email revenue comes down to a simple formula: List size x send frequency x open rate x click rate x conversion rate x AOV. That's it. Want more revenue? Improve any

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