Watch Me Fix This $10M Ecommerce Brand’s Email Marketing In 50 Minutes (LIVE)

0:00When I started, it was a very, very promotional cadence. They were constantly doing sales all the time. Pump started before COVID and they were on the up and I think with COVID, obviously, it was so volatile, people [music] kind of treated that as the norm and forget that things have to turn back to reality. Pump Hair Care is a multi-million dollar Australian hair care brand who has reached a plateau and is looking to scale to the next level. So, I sat down with their head of marketing, Wisdom, and I was genuinely impressed with what they had set up from an email and SMS perspective. They generate over 60% of

0:29their total store revenue from Klaviyo. But, despite having some really strong-looking numbers, I still saw some significant areas for improvement. Welcome flow taking too long to convert customers, not converting their leads efficient enough, abandonment flows lacking customization, and repeat customer reminder flows that just aren't firing based on their customer data. Now, in this video, I fully audited their whole Klaviyo account setup as

0:49well as their retention analytics. [music] We're sharing absolutely everything, not holding anything back, looking exactly at what the numbers are and what their email look like. So, over the next hour, you're going to see us go through their real [music] Klaviyo account, see exactly what I'm seeing and what I would change after working with over 300 brands and generating over [music] 250

1:06million dollars from the email channel. So, let's get right into it. All righty, all righty, what's going on, everybody? Here we have Mr. Wisdom who is operating an e-com brand here that we're going to do a full breakdown inside of Klaviyo and then also within our retention analytics platform. We're going to be breaking down everything from pop-up forms so that we could skyrocket our list growth. We're going to be talking about automating our revenue here with all of our flows from welcome to all the abandonments. We're going to also go into our campaign segmentation. We're also going to go into all sorts of fun stuff with subscription, breaking down

1:34the exact account within Klaviyo, going through all the numbers. So, lots of fun exciting stuff. Wisdom, thank you so much for being here, my man. Would you mind giving us a little bit of background on you, your position, a little bit about the brand as well, and then we'll take it from there? Yeah, of course. So, I'm Wisdom from here in Sydney, Australia and I'm head of marketing for Pump Hair Care, which is a really cool hair care brand based

1:56in Australia, but we sell globally. We've been around for about 8 years. Pump did really, really well. So, Pump started before COVID and they were on the up. And during COVID, they did really, really well. And since then, they've been returning to baseline. And I think what I'd like to do since starting with Pump is try and rebuild that growth, but sustainably, right? And I think with COVID, obviously, it was so volatile. People kind of treated that as the norm and forget that things have to turn back to reality. So, yeah, I think what I've been trying to do since then is just grow the company more

2:27sustainably and efficiently. 100%. And when did you join the company? So, I've been with Pump about 2 years now. Perfect. And what is your specific role with how it pertains to email and SMS? Like, what's your role there? Describe kind of like is it you operating everything within Klaviyo and all that sort of stuff? Like, what's that split

2:45up of responsibilities? Yeah, I'm 100% responsible for the Klaviyo. That's completely on me. So, since I've started, we've completely revamped all of the flows, the SMS. We've introduced SMS, which has been really valuable. We've been working on smarter campaigns. When I started, it was a very, very promotional cadence. They were constantly doing sales all the time. And I think they'd really primed their audience to just respond to sales emails. So, we would do one email giving

3:13away something very, very low in price. And it might do 50 grand, right? So, since then, because we're not acquiring as many new customers, it's just tumbled. And at the same time, I'm trying to retrain the audience to respond more to education and community building emails, getting to know the company more, getting to know us as a team. And I think that's why it's great, because I'm seeing these VIPs respond to

3:37that and our VIP revenue has gone up. And now, they account for about half of our email revenue. But then, obviously, all of those discount hunters have dropped. So, I'm trying to fill the bucket with more responsive customers to what I'm trying to sell, whilst yeah, trying to keep revenue. 100%. No, that's super helpful context for us to kind of dive in here. So, you're managing full email. This

3:57business kind of blew up over COVID. They did really well during COVID. And now we're trying to like really grow things as things have kind of like started to taper down a little bit. It's like, "Okay, let's figure out how we can kind of build a profitable funnel here and have predictable, repeatable retention so that we can scale up our ads efficiently." That's essentially like the situation of the brand right

4:15there. Perfect. Yeah, nailed it. All right. So, I'm going to share my screen here and I am going to sort of break down everything that I'm seeing. And when I'm auditing a brand, where do I go and what are the questions that I ask? And so, it always starts with acquisition. So, obviously, I'm email, SMS, and retention. But everything starts with, you know, getting a baseline understanding of kind of where we're at. And also, what is our acquisition like? So, the first thing that I'm going to do is I'm going to get a sense of our numbers. So, we look at our placed orders. I always look at this

4:42business review dashboard. And I look at the past 12 months to get a sense of the brand and its growth. And where email sits in as a percentage. So, I'm going to kind of like lay of the land of, all right, what's going on? So, what I see the past 12 months is like a relative downturn over here. That's what this is measuring is total store revenue. And then we can also see what percentage is email and SMS. So, this blue bar is attributed revenue, which means email and SMS. So, this gives me a sense of, okay, has the brand done any like initiative? What I see here is

5:11attributed revenue January, February was down at 36% of total store revenue. And then we take a jump here to 60% plus. And we're consistently above 60%. If I go over here and I just look at email revenue, it's like campaigns didn't take a big jump, but we see flows right here took a massive jump in April right here. What was the initiative that you did

5:30here to really boost the flow revenue? I mean, that was a complete rebuild of the flows. So, like I said, when I started, I inherited these kind of historical flows from an old agency that just was set up wrong and just weren't delivering anything really. I mean, they were probably actually maybe taking like 10% of the revenue. So, yeah, it was a complete rebuild. It took about 3 months, to be honest, to kind of get it where I wanted it to be. And then, yeah, we launched around April. And it took

5:55off straight away. It was perfect. [ __ ] yeah. Props to you guys. I mean, you could clearly see notes to all the brands out there who are just sitting there with prehistoric flows. Get them updated. You can see the jump right here in performance by updating flows. And we'll go through all the flows and whatnot. You guys definitely have a really, really solid foundation, a really solid setup. Lots of ideas that I have, but it really is like really solid. So, we'll go through that. But, you know, this is kind of like what I'm saying. So, we took a big jump and we're really happy on email performance. 60%

6:20plus of our total store revenue coming from email and SMS. When I look at the message type breakdown, we're at about 36% to 40%, right? In the past few months, 36% from flows and then 65% from campaigns. Typically, we like this to be 50/50 to 60/40, 40/60. So, we're just outside there. So, that tells me flows have a little bit more juice we can

6:39squeeze to automate a little bit more. And that's just like a base sense of, okay, where's our email revenue as a percentage of the store. So, we're super happy on email and SMS. And so, that's sort of where we're at there. Then we're more campaign heavy. And you said yourself, okay, we're loyalist heavy brand as well. So, I get a sense I got to lay of the land now in terms of where we're at. I'm not dealing with a brand who has no email and SMS setup and they're not doing anything. No, you guys

7:02have like a really strong setup, okay? So, now, let's go towards acquisition. So, I am getting a sense of what's our funnel so I can understand the customer journey. Because one of the best ways to be sure that you have a profitable funnel on the front end and to really help with conversions, have a really cohesive customer journey. A lot of brands will struggle because they don't have a clear customer journey for the first purchase, specifically going into the first purchase and then also repeat purchases. The problem with having so many different products that we're driving traffic to, which is kind of what I'm seeing, we have all sorts of

7:37different offers and whatnot that we're running, it becomes really hard to measure what our true numbers and acquisition is. And it becomes really hard in our pop-up forms and in our email flows and SMS flows to deliver a cohesive customer journey that all works together to have customers buy the same thing. And when I go into our retention analytics platform here as well to look

7:58at, okay, where are customers coming in? Like, what is the customer journey? I could look at, for example, cohort breakdown. If I look at the past 12 months, I can even look at the past 6 months, what products are acquiring the most customers. It's all like kind of even here. It's not like a big difference right here. And so, the first thing that jumps out to me is how can we double down on what's working and create a clear funnel, drive all of our ads or 90-plus percent of our spend towards one clear acquisition funnel. It makes it easy for you to optimize around, makes you easy to know your true CAC, easier

8:29to measure your LTV and performance over time because you know all your customers are coming in on this specific product. So, that's the first thing that comes to mind for me. We have all sorts of different stuff and it might be confusing people and it also is making it harder to track for us. That's the

8:42first thing that I would consider doing. When we have this pop-up form and we're driving traffic towards one of our first products, I would ideally like to do, what's the one specific product or set that we want people to come in on that has the most success? Is there anything there that stands out to you that you think most customers or are you already driving customers like within your flows towards like one key product? Is any of this ringing true? Like, where's your

9:06head at as I'm saying this? Yeah, I guess I see it as multi-faceted, right? I I agree with you. You've got to have And I actually was just speaking about this yesterday. We've got different ranges and I think there's probably one hero product in each range and I think they probably speak to a different archetype of person. For example, we've got the blonde one, blonde range, like you said, that could be bringing a blonde person. But I've also on the pop-up added the quiz style so I can kind of select where they're coming in from cuz really out of the six ranges, we've probably got three hero

9:34ones. And in each of those three heroes, we've got one hero product. So, in my mind, I think the acquisition could be on three products, but then I could tag them on entry and then kind of separate them into flows, which is kind of what I've already done. Uh I've been sending them to the bundle page to try and keep the AOV up. So, that key product is then bundled with a load of others to try and keep the AOV high. But just yesterday, I looked at all of the acquisition and no one buys the bundle. So, I've just added the cuz it's too expensive. So, I've

10:03just added like downsell module on each of the bundles to try and pick them up that way as well. Does that make sense? Yeah, do you think this bundle page is going to work for acquisition? Cuz I want to try to funnel us into one key acquisition offer is kind of like what I

10:17would think. This is build your own bundle. If you go onto the shop page in the top, there's actually pre-made bundles there. So, this is kind of So, all generally, I'll point the ads to one of these guys. But in within each of these is a hero product. Um cuz I'll look at what people buy from a new customer perspective every day. And although I point them to

10:36the bundles, they don't often buy them. The trio seems to be the one that kind of they go to and they convert on it, which is a hundred versus like three hundred. Where's the trio? I've added it as a cross-sell on that first one. So, if you click on the first one, you'll be able to go to it and then scroll down slightly. Oh, no, they

10:50haven't done it yet. Is this one? Yeah. This is my jam. Like if customers are already gravitating towards this when we're not even directing them towards it really, like that's the signal there. And this is where you could build a specific funnel towards and try to just get everybody on this. That's like where my mind goes. But that's just like I'm thinking out loud here. The reason I always ask that is is there one super super clear key product? Because then we could build an offer around it. Because, you know, this right here is 7%. We're giving away $6. And then also in our pop-up form, we're giving away 10%. So,

11:23that's going to be another like $8. So, in reality, we're giving like, you know, $10 or so, whatever it is. So, it's like But if people were buying bundles like crazy and you're giving 15% off, then I would change our whole acquisition offer to be up to 25% off. I mean, I'm open. I really don't mind. So, I think obviously I want to value them. In my mind, I think I've always kind of pointed them at the most expensive SKU in the hope that I get potentially less people buying, but the ROAS remains. I'm open to pointing them like and more have been more open to

11:53this recently, pointing them to yeah, a specific like the trio for example. So, that particular product in the trio is a really good seller. I'm just a little bit concerned about sending them to one product only, particularly cuz they won't get free shipping. Free shipping is a nine They won't hit the free shipping threshold. But yeah, in my mind, I'd like to have like one hero

12:11product within the top three ranges. Yeah, I get scared with multiple hero products for brands just because you're essentially running with how meta works in targeting, you're essentially running three different businesses. Yeah, I do agree. That's where I get a little bit scared. I feel like it's going to be much easier to scale a brand who all they do is you target people with curly hair, and

12:32you're the curly hair hair care store. That's going to be a lot easier to scale, and then you can eventually expand off of that once you have resources to create the creative at scale you need to be able to profitably acquire customers here because if we're splitting spend and resources and thought process on trying to create ads and products that work towards people with curly hair, well, also now we're splitting spend and focus on trying to get like people who are trying to grow

12:57their hair versus people who are blond. And so, that's like when I see all of our fastest growing brands, it's one persona, Yeah. one product, and just doubling down on that. that's how they took off. They started with curly, and that's kind of was their hero range, and they built on the back of it. So, to put things into context, the acquisition strategy for the agency is just to create ad sets and put all the different ads into the ad one ad set speaking to every different person, and just let Andromeda do its thing. Whereas I one, it doesn't produce the results that I want, and two, it only ever

13:28recommends blonde products. We've probably got 150 ads in every set across all the ranges, and it only ever recommends blonde. So, I do kind of think we double down on that, to be honest. Yeah, if one of them's clearly outperforming, like you don't need to force the rest. Like all the fastest growing CPG and supplement brands we work with, it's like you have one key product, you can easily know your numbers because it's a LTV game, and you really have to know your numbers so that you can spend profitably. Not necessarily profitably, but be comfortable taking a loss on the first order if you have to because you know

13:58your numbers so well. The only way you can know your numbers so well is if you just have one clear acquisition system. So, that's just like where my head is at with like funnels and whatnot. And so, that's something I would consider doing, but let's just say that we're not doing that for the sake of this argument. Cuz I'm also thinking about the 10% off and how do we frame this pop-up offer? Cuz again, like the reason I asked that is do we have one key product? Because like the last time we did a live audit on the channel, we did Chronic Australia, and

14:23their core product was right here. Everybody, he's driving traffic towards this, and everybody's buying from that. And they're giving essentially $25 off, and the pop-up form was giving like 5% off or whatever. But it's like let's stack the 5% with this $20 off discount and just highlight essentially that. And so, essentially we can say you've got up to $40 off. And just reframe it. And so,

14:45that's why I asked that. 100% like I think we should do that. That's how I would think of it on like the acquisition side is if we can ideally do like the ad side, we're not going to be able to control this. This is perfect though. No matter what, I run a quiz pop-up, and engage with the customer, we get higher opt-ins on the pop-up form. My thing is just like the offer because 10% off is boring, and it doesn't work very well. And so, we want to find a way to how could we don't need to give more than 10% off. But how do we

15:11just frame it? Because for example, if I were to buy this right now, do I get any bonuses? Do I get the towel? Was that something that I saw? Like was it got the towel with that, I'm bought that's all I'm going. That's just like a promotion at the moment. Okay, got you. All right, no sweat. Cuz that that's kind of like what I'm thinking like

15:27Yeah, say that was your core product. If this was my core product, it is $14 off essentially already. And then also I'm giving 10% off in the pop-up form, that's another $10. So, what my pop-up form then will say, which we could do right now, is hey, you've got X dollars off. So, that would be $24 off or

15:44something like that. would you just send them straight to this path straight to the PGP? Yep. So, essentially that's how I would do it. Just like that. If that was like my core product and I just wanted to push that. I don't think you do that until you have your key product figured out on the ad side. Yeah. I don't think you need to fully direct your email

16:02flows until we're confident with that. So, looking at the pop-up form right here, we have 13.7% on mobile, which is good, which is where we want to be. Doesn't mean we can't be better. We have 22% of people do the opt-in to the first step here. Let's go into the pop-up form on mobile. For anybody that doesn't have a quiz, I highly recommend it. We have you've got 10% off. So, this is the offer where we have the buttons and we apply a profile property to people who,

16:30based on their answer, that's perfect. What I would do, just so we could get higher opt-ins and also we don't have to force the dollar offer. Like something that you can do is up to $25 off essentially because that's like essentially what these offers are and you could say that. And then you give the discount, be like, "Hey, our store has deals up to $15 off and here's an extra discount of 10% off. It'll save you at least up to 25%. Something like that. But I think we can keep it at 10% off for now. I would maybe consider

16:56doing $10 off orders $100 plus. Sometimes that performs better. When I did an AB test on this actually recently, you'll be able to see it in the flows. And what I found is our average order value, exactly that, $10 versus 10% was $50 higher with 10%. I think people were using the 10% as like a they're just bending more. There's a point when they got the $10, they weren't spending as much. So, I'm I'll

17:22be interested to see that up to 25. Yeah, I'd be curious in testing that, but everything looks good settings-wise here. What I would do here is make sure that this is full screen. That's going to help with conversions. Right now, it's not full screen. SMS, activate your discount by signing up to SMS. That's perfect. And then we do the discount code success welcome in. I would tell them to go check their email for the discount code just so we can get some

17:44email engagement boost or their SMS. Since they're getting both, I would tell them to opt in to email. The main test that I would do is test a mystery discount. So, say you've got a mystery discount. Usually, that's the first test I do when I don't want to change the offer. I don't think we change 10% off right now. I would just AB test framing it as you've got a mystery discount. The welcome flow can stay the exact same,

18:04but it's just we say a mystery discount. That intrigue gets people to opt in, which is pretty interesting and pretty fun. I won't talk about desktop too much, but the main thing is a lot of times mystery discount really boosts performance. I think it could bring it up another 25 50% and if you had another 25% of people opting in, that's, you know, 400 more people. So, I would

18:23highly do that. Highly recommend that. This is also Olia Popups. If you're able to get on Olia Popups, they're the best popup platform. They will get you at least 25 to 50% more opt-ins, no matter what with this popup platform. Highly recommend this if you're able to do it. You get a free trial and it's super easy

18:38and they build the popup forms for you. That will pay for itself and more. That's on the popup form and offer. I just test a mystery discount. I would do the quiz popup. I would keep that, but if you go to Olia, the gamified popups work really well if you're open to doing it. Like the scratch to reveal works well. see all the quiz ones. There's a Plinko. Those work extremely well, but also the quizzes. I usually opt towards quiz or do the gamified one and then ask the quiz question later so we get that data. Like you can see HexClad. People scrape off and see if the scratch

19:05reveal. These absolutely crush it and guarantee that it'll get you 25 to 50% more leads on the popup form and more people into the welcome series. So, I'd recommend that. Let's go into the welcome serieses right here for email and SMS. As far as metrics that I'm looking for, it depends on the brand, but overall, I like at least 10% plus conversion, and it looks like we have that. So, we have 7% right here in email, and then SMS, we get 11.1. But, we don't get no orders, no orders, no orders, and then 0.2. So, something that's super interesting is a fall off every single day that somebody doesn't

19:42buy from you is literally like 50% every single day. Like, if somebody doesn't buy, they opt into the email list. Day two after somebody opts in, day three, the odds of somebody buying, it drops 50% every single day. And it looks like we're just not getting anybody within this until we get our last chance messaging. I would consider cutting a lot of these middle emails and going straight towards some urgency. As well as we wait 5 days here, and then we have this. So, what I would do, probably, that would cut this to four emails every single day. And first email, we could keep this sort of thing like here's 10%

20:15off. We also have a lot of success as well telling people it's a mystery discount still and not telling the discount code and being like this mystery code reveals itself at checkout. We get a lot of engagement and sometimes that performs better for some demographics as well. But, the content, the main thing that I'm going to look for here is making sure we remind of the discount code with urgency. This looks good. The good email. Not sure where to start. Discount code, I'd make sure to put this in the hero section. We don't want people to have to wait for it. This content's fine. Social proof. Discount

20:46code, I would add a little bit more urgency. I think really what we're missing here is text-based email. Do you guys do many plain text-based emails? A few. Um so, you they've probably one in this one at the end. Yeah. They do perform well. I mean, they're easy from a real like making them perspective. Yeah. So, they tend they tend to be kind of like after the fact rather than trying to and

21:05it. They're usually some of our best performers, especially within flows. Especially, especially within flows. And so, what I would do here in the welcome series, no major changes besides I'd probably want to cut these and just get straight to urgency and have another text-based email. The other thing that I would do is when somebody opts into the email list, when do they buy and what that falloff is? I'm going to pull up one of our brands here. The prospect funnel. I don't have it for you guys cuz I don't have the you guys connected to Klaviyo. But, this is going to show us essentially when somebody opts into the

21:35email list, when do they buy and look at day zero. Right when somebody opts into the email list on day zero, it is this tall compared to everything else. And then if we hide day zero to see the rest of the data, look at the falloff every day. Day one, day two, day three, four, five, six, seven, eight, nine, 10. It's just at an insane falloff. So, every day we don't get somebody to buy, they get colder and colder. And so, that's why we like to get a little bit more aggressive. So, I would consider doing two emails in the first day. And we want to get to our urgency cuz right now your

22:02urgency is happening like right here. Just a quick question. If you're emailing someone on twice in a day, right? So, how do you set that up? So, obviously the first one it goes straight to them. With the second one, are we sending it if they don't open or we just resending it regardless? Uh resend it.

22:16You just resend it anyway, yeah. Yeah. I'll just resend it anyway. Different content or would you just resend just copy and paste change the subject? email. Make it easy. Make it easy on you. Or just send this next email, just change this from one day to four hours, for example. But, I would just do text-based. Maybe do two in a day, but the main thing is I'd do SMS every day

22:34for four days until the urgency. SMS every day? Yeah. Yeah. SMS every day for the first four days and then it's just urgency. And then what I would do is cuz you see the falloff right here, these people are buying from campaigns or whatever. The last thing is the store credit email. I like to throw it in at the end of the welcome series. This is our best way to do store credit is make it look like this where it's like a system email. See like account email this, credited to account this random number expiration date. I like to throw this at the end of

23:02the welcome series. So, I've got this in my win back flow, the exact one. So, do you think I should put it in the welcome series? Do it in both. I think it's the last one. Yeah, it's you have your credit is waiting and then also we have the SMS in it. Yeah. So, this is unheard of with a 180-day win back to have the private place order rate. Like this store credit email is the [ __ ] Use it here, keep it here, and then also put it at the end of the welcome flow for people who haven't bought. You can't over use it. There's

23:31no way to over use it in my opinion. Like drill it. So, I would do that at the end of the welcome series and then also I like to use it in win back and then here and there mixing it in campaigns. So, that's everything I would change in the welcome series, but like pretty rare for me to not have this many comments on a welcome series. Like

23:46you've got the base stuff. This is fine. You It's normal to have not too many orders within these middle ones. When that's the case, I like to just compress the time, compress the emails, and yeah. The only thing is just making it cohesive. Usually conversions are better if we just give people one specific product to look at. So, that's my main

24:06thing. But the emails look good. Discounts at the top. Just adding a little bit more urgency. Add text based. So, an email like this, reminder of the welcome discount down here, and that's sort of what I would do here. Getting into the abandonment flows now. The biggest thing that I'm going to say, so we have we have This is checkout abandon. Right here we have 1 2 3 4 emails and 1 2 text messages. Card

24:28abandon, we have 1 2 3 4 emails. Perfect. And then we have for anybody watching, this is what we want. We have 1 2 emails for browser abandon, and then we have site abandon. It's the last abandonment. We have two emails here. Real quick, what makes a true effective audit is looking at your real retention data. This is why we have Built Well TV, our custom retention analytics platform that is exclusive to our clients. You can see all the different views here and what we are able to actually look at and break down and customize for each one of our brands. At Well Copy, we manage the

25:05email, SMS, subscription, and retention program for over 100 7 9-figure e-commerce brand. And if you want a team to execute all of your email strategy, retention analytics, copy, design, implementation, and analytics for your email program, and get access to this kind of data, then book a call. The link is going to be in the description. Back to the video. Where did you learn all

25:23these flow stuff, by the way? Listen, I've been watching your YouTube. Hell yeah. Hell yeah. That I assumed so. Just making sure. No, this is this is great. Okay, let's start with checkout abandonment. It's the most important. The main thing for abandonments that I'm going to recommend that is going to make the biggest difference for you is splitting by buyers and non-buyers. So, just like I showed you with the conversion thing here, with how every single day somebody

25:48doesn't buy, they get colder and colder. This is the activity within the first 90 days of somebody opting into your email list. All the activity is right here. Like, it's all right here. And that means all of these abandonments for non-buyers are people who just signed up to the email list. And those people still have their discount code. So, our biggest impact and the biggest lever that we're going to be able to pull, since we have all of our core emails in here, is splitting at the top by buyers and non-buyers. Non-buyers, you can literally like duplicate this email and just add a text block that just says,

26:17"Hey, reminder you have a welcome discount and it's expiring." Literally just as simple as that. So, here's like an example. Ideally, you can customize the content, but you really don't don't necessarily have to. So, they go into the So, if it's the checkout, if they haven't bought, they go one branch. So, it's a conditional split

26:32whether they're a buyer or non-buyer. Conditional split, exactly. So, these are the same two emails, but this is for non-buyers. We have the acquisition offer at the top versus past buyers, there's no offer right here. Um, so, yeah. And so, if we go to like flow email examples, here's essentially I could go just like this. A 10% off your order right here. Essentially like, remember your 10% welcome offer is still waiting. And so you just change it based on if they have if they're buyer or non-buyer. So it's just a split up at the top, split by buyers and non-buyers for the text message. Did you forget

27:05something? Reminder you have 10% off your first order with this code. Okay, so yeah, that's a good idea. Yeah. Don't make people go dig for it. That hurts conversions. So we just tell them that straight up. The other thing that I'm going to say, so this is another trick for everybody watching that I talk about that works incredibly well. Your order is ready to ship. It's one of my little secrets within here as well that I always bring up to brands. Instead of doing wording that's like, your cart is waiting or anything like that, like forgetting something. Doesn't work very well compared to the psychology of like,

27:33your order is ready to ship. Like it makes it seem like there's inertia. The customer like already like you're already there. So it works super well. So I would immediately get rid of this, change this headline to your order is ready to ship. You'll see it like on our emails, your order is ready to ship. We use it every freaking time. Your order is ready to ship. It works every single time. So I would just change that. This is fine right here. Then we'd be good to go and apply that in your SMS. Change this to your order is ready to ship. You have 10% off your first order. And for

27:59past buyers, just don't include the offer. Then that's perfect. We added a little discount at the end. That's good. I throw it in at emails three and four. That's fine. This layout's fine. We're just missing text-based emails. We have a second SMS. It's illegal in the US, but if you're Australian, you can. So you can get away with having multiple. I would use the plain text layout rather than that layout that you have with the non-abandonment. Other than that, this is good. We have proper education. We just need a split based on buyers and non-buyers and you're going to be cooking. That applies towards all the

28:30abandonments. Browse abandon, same thing. Split by buyers and non-buyers. No major changes I don't think I'd do here besides I usually have three to four emails. We only have two emails in here. Make sure we have a plain text in each abandonment flow and then split by to and non-buyers and we're cooking. Then we're all good there with abandonment. Any questions there? That

28:49all make sense? Yeah, no, it all makes sense. Yeah, perfect. Hell yeah. So, that stuff right there, if we get our pop-up form to 25 to 50% increase by changing it to a mystery discount and/or using all the pop-ups, and then also we do add that split for buyers and non-buyers on our abandonment, we should see this flow revenue creep up towards 40 to 50%. We should see that creep up there. Let's go towards our post-purchase flows now and see what we've got here. We have that win-back, which is performing. We have post-purchase order count split. We have loyalty points right here. All right, replenishment reminder. All right, so,

29:26we have the immediate post-purchase. We wait 1 day. We split based on what they've bought as well as your order has landed. Okay, we have three emails, and then your order's landed. We wait 1 day before we send our first email. Okay, so, immediate post-purchase, this is a very, very strong email that should be getting you at least 1% plus placed order rates. The reason why it's not is we're waiting too long. We're waiting 1 day. I would get This is fine. Really

29:52good copy would be something like this. If we go to this email right here. Thank you so much for your order. Hey, just want to personally say thank you. I understand that your first order is more than just clicking buy. It's a leap of trust, especially when it comes to what you put in your body. When I started it wasn't da da da da da, all that sort of stuff. PS upsell, while you wait for your order, this is my favorite supplement by far. You kind of have a very simple version of this, which is fine. But, this is like really emotional copy if you really want to take it

30:13another level. But, this is fine. We just want to get rid of this 1 day. Send it immediately. Get rid of that 1 day. That's going to start netting you sales because people will see that. They just see that and they're like, "Ah, shoot. [ __ ] it. I'll go place another order." And so, a lot of times that happens. I'm going to go towards your data here. We

30:31could look at the time between orders. When we look at when people are re-buying for you and what this looks like. We can look at 1-day buckets. When do people place orders? Pretty interesting. You guys have a really random big spike on 60 days. Probably rebills for your new subscription potentially. Oh yeah, possibly. Yeah. You just have a really random big spike there. We can also change this. Yeah, so we're really heavy first 90 days. Pretty spread out, but really the you can see big on day one. Big spike day one, right when the customer gets the product in here. And then biggest sort of range is

31:03day 30 to 38, it looks like. Or this 23 right here. Then we have this 60 day right here. We can also split by product if we want to. Cuz like different products are going to have different ways, but I don't think we really have to worry about that right now. We'll address that in the replenishment. But you know, we have a spike right in these first couple days, and so I would like to send that immediately. And then so we have that plain text base, so that's good. These other emails like we have emails in place, which is good. How to get the most. Perfect, as long as that's

31:31relevant to them. That education is good. Good tips. Yep, no. That's a good flow. You could keep it. I wouldn't change too much besides maybe make this copy a little bit better, remove that time delay. And I like how we split based on what order number it is, and slightly adjust the copy. I would just make this a little bit longer and a little bit more personal. Now we go to the replenishment reminder flow. We wait 90 days. So based on our data, I would probably do probably 45 days send a replenishment reminder. If somebody's about to run out, that's probably where I'd trigger this. Rather than 90, that

32:02seems a little long. I want to hit people in the prime period. So I would probably do that. And then it's just super simple. Need a time for top up, and then it's on us. And for top up, ready when you are. I like using the Klaviyo dynamic block. I assume it's going to show products that they're

32:18they've recently looked at. Yeah, I mean it showed. Recently bought, so that's good. Simple here. And then it looks like we give a discount here. We only send one email. So what I would do, so we're giving 10%. Only thing is I would have a different discount than our welcome offer, cuz then it's like ah I've already had this

32:35offer. It doesn't hold as much weight. So I would change it from a percent off to a dollar off. I've seen that have an impact. So, that's kind of what I would do. And then also, we only send one email with a discount. There's no urgency on it. So, anytime we give a discount, we need to have a follow-up email or and SMS with urgency. So, I'd just add that. Ideally, make it a dollar off, like $10 off orders $100 plus or whatever it is, just so we can be a different mechanism. I would ideally like to do that, and that should get some extra sales for us as well. Then

33:02when we go to win back, and just for everybody watching, this is what you want to have set up. Not many brands have this properly set up is you have a post-purchase flow, which is immediate, within the first 30 days. What's that sequence of emails in the first 31 days after somebody buys? And then a replenishment reminder flow, which is going to be anywhere between days 30 and 90. Look at your data, just like with what we were just showing. That's a replenishment flow. Then you're going to have the win back, where it's 90-plus days, 120 days, 180 days since the person's last purchase, where that's

33:30like the longer-term thing. Right here, we have this email 2.6% place to order rate. That is insanely strong for a 180-day win back sequence. That's the power of the store credit email and SMS. I would just follow this these up with expires today. Just duplicate this, change this as with expires tonight, and then same thing with this. It expires tonight, cuz right now it's saying 48 hours. You're going to pick up more sales from this. This is perfect. Absolutely love it. Looks like those are going to be the core flows here. We can talk about subscription

33:58later on, but I want to get to campaign. Anything else on the flows or any other ideas or stuff that I would say win back, like the main thing is testing offers. No, I love how right here we do not mess around with any campaigns or emails that are like, "We miss you." Like that [ __ ] doesn't work. Nobody receives an email from a brand that says, "We miss you." and is like, "Ah, fine. I'll buy from this brand cuz they said they missed me." Like that doesn't happen. It's just get straight to the offer. These people have been receiving email campaigns from you for 180 days

34:24and they haven't bought. Like the only reason they're going to buy is because of an offer. And so, usually, win back flow, all you you to do is offer test. Test dollar off, test store credit, test percent off, test BOGO, test all that sort of stuff. That's usually the only thing that I like to do in the winback flow. But, this is perfect, it's performing, no need to really change anything. Any other notes like on your

34:43end on the flow side of things? No, not really. Yeah, that's really good information. Thank you. Oh, yeah. No, you guys are doing great. Just those couple changes, they're big levers, so that should get us up to where we can be. All right, let's go towards our campaigns. Walk me through your general campaign philosophy in terms of frequency, segmentation, and strategy. Like, what is your general best practices of planning out your month? Like, what are you making sure

35:09you do? Yeah, so we have kind of four core pillars. So, we're a hair care brand, so we try and educate customers as much as possible, and that's a big part of our philosophy. So, we our cadence is generally three emails a week. So, we'll go through education, loyalty, so that's kind of a community building, talking about the team, the update, kind of those more personal, heartfelt type of emails, like storytelling. And then, we've got sales as well. So, that's um generally we'll kind of cycle through sales, keep it um keep it interesting, but without kind of

35:42priming the audience to expect a sale. So, yeah, we kind of do that sporadically. We'll still participate in the big sales, obviously Black Friday, Click Frenzy, Afterpay Day. But, other than that, we kind of just keep it ad hoc. And then, what was the other one? Loyalty. So, we kind of try and build our loyalty program, too. So, um that's always done really well. So, yeah, we'll do like a points-based email

36:04once a month. What about frequency? Like, what's your general frequency you shoot for? We aim for three a week. Three a week? Cool. But, whether we hit that all the time is a different story. So, yeah, generally we might hit two, then a boost as opposed to three originals. Two and a what, you said? Like a boost, like when you resend it after 2 days. Like, you see with the

36:22store credit follow-up. Perfect. All right, well, the first thing So, the biggest lever for any brand listening to this and any audit where it's like, I know we'll be able to make money, it's always frequency and then segmentation. Or just like, let's make sure we are sending the right amount and then we're sending to the right number people. Like it's always that's the biggest levers and so I always ask about frequency and segmentation first and that's always the first thing that I'm looking at. So my baseline for minimum that I go for and if a brand isn't hitting this, I know that there's money being left on the

36:54table is every other day campaigns to a wide engaged list and we're mixing in emails towards our mass email list. And so when I'm looking here like I want to see 62,000 recipients receiving an email every other day. It's like right here September 1st, we wait five days in here before we get this. Like we have this Father's Day non-opens which is kind of irrelevant. Like I'd say just resend that [ __ ] to the same list. I would not worry about for the future. [ __ ] it. If if they opened it, just resend it. Like

37:28they don't care, they don't remember. Just use a different subject line. And what happens if they've purchased? Would you exclude purchases? You don't have to. I personally am not as much on the side of exclude recent purchasers just because people will rebuy. I would send it. They've proven that they are interested in you. And so I would do that. So that's where my mind goes first is like, okay, let's make sure we're sending every other day. So there's two days in between here, there's five days in between here, three days, six days, everything. So what I would do if I were you, if I am like, I

37:57didn't get my campaign out today, all you have to do is go back, what I would do, cuz you need to hit email every other day to maximize our email sales. Just literally go year-to-date, filter by your best performing emails and just resend a past best performer that doesn't have a discount. So what are my

38:13best performing educational emails? Maybe not summer bundle, we probably can't do that. Spring predictions, probably can't do that. But I'd just go down the list and over time we're just going to resend emails like they there was that one. What can we do for you? Let's see. I just go towards a past email and just resend it and nobody's going to care. Like nobody's going to remember. Nobody's going to care. Here's like a hair fall out educational. Just duplicate this, send it out. Frequency matters more than everything. So, that's all that I would do right there. And so, that's going to be the first thing is

38:41making sure we do that. And then I wouldn't do this engaged non-openers. Just resend it to everybody if you're short on time. Love this store credit for everybody seeing this. Crushes segmentation. We're just sending to 90-day engaged which is fine. I always recommend keeping things simple. And then we have this all subscribed list. I love sending to the full list every once in a while. I love doing that. And so, I would recommend doing that at least once to twice a month. So, it looks like we did it once this month. That's really all I would change besides on the content side. Looks like we have a

39:11decent balance. I don't mind this too much. I would just add more text-based emails. I'd have to look at your guys' numbers, but like every single brand that I ever work on they mixing them in 25% of the sends works works extremely well and the best. Um, so I would do that. SMS, our biggest lever is just going to be send more. We

39:32only sent one in the past 30-ish days. Send that to one to two per week. It looks like we have a bot problem. 30% click. I know that didn't happen. Definitely have a bot problem here. So, I would pull a list of everybody who clicked on this and look into this. I'm just looking at this last SMS campaign right here. It has 30% click rate. 2,868 clicks. So, we could like go into these people. Yeah, like this number clicked 26 times. Definitely some bots in here that we got to clean up. So, what I

40:02would do is I would create a segment. Has what somebody has done clicked SMS clicked text message. Like we definitely don't have that many clicks. Something weird going on here. I would look at where where people came from. This happens all the time. It's standard. You're not like You're not like [ __ ] or anything. What's weird about these bots is they're clicking, but like they're not being active on site, you

40:24know? Like there's one mixed in here. So, we just have to look into that. It's not like the end of the world, but that would be another thing to look into. But, that is essentially with campaigns, it's going to be sent like we're getting enough frequency, we're mixing in our store credit offers. Like this is the right type of stuff you should be doing, guys. Have different offers that you're doing. We have 20% here. We have this offer here. Like a lot of people talk down on discounting here and there. And your email list is on your email list to get deals and offers. And so, give them

40:55it. It's really good for ongoing email engagement. And just as long as you're doing different sales and you're mixing things up for them, it's exciting and it's fun. And so, we do have good education mixed into here. And so, I do like that. So, I'm not too concerned about that. The segmentation is overall fine. Besides, I just send to our whole list a little bit more. And this segment includes active on site. And so, we have site activity people in here. So, that's

41:21good. Nothing much I would change there. The biggest thing is just frequency. Make sure we send every other day. Don't do the non-openers exclusion. Just resend to everybody on these. Then send SMS one to two times per week. And honestly, you're chilling. I'd say it's just a frequency thing. And then more text-based emails. I do 25% of my sends is text-based emails for your specific brand. And honestly, I think you're chilling. If you have loyalty points and that's important to you and it works well for you guys, I would 100% recommend that. Inside my school, I have a post about it where I was doing Clavio

41:52show hide offer block. Essentially, we can add blocks up the top of our emails based on profile properties. For everybody watching, you can just have an image or a text block and then have it show that person's how many loyalty points they have with a button to shop as a little bar at the top. And then, you essentially just within Clavio, you click on that block, you click display, edit logic, and then you change it to essentially be like, "Does this person have loyalty points?" So, it would be like, "Loyalty points is set." And then just put that at the top of every single email, and now every single email is

42:23selling for you on loyalty points. So, that is the last little addition that I would recommend. And then, honestly, then the email and SMS program is perfect. And Kogan, I would say what you have right now is a great program already, great program. The main levers to get us to exceptional would be the upgraded pop-up form, ideally on Olia, going to be splitting our abandonments by buyers and non-buyers. I would say that. And then, those are like the big ones on the automation side. And then, campaigns, it's literally just make sure we send every other day on email and SMS send one to two times per week. And

42:59then, 25% more text-based emails within campaigns and flows. And that's literally it. It's a really, really solid setup. And so, you've done a great job, but just a couple key levers that we can do to really get take this to the next level. And then, real quick on subscription, so you guys are scaling subscription in any way, testing it? So, we have the new subscription created,

43:19and this is like the general flow here. We've got a few emails here. So, the only emails really that you should have inside of Klaviyo for subscription is we're going to have the billing reminder, so the upcoming order reminder when somebody is about to get rebilled in 3 days, very, very important. We want that off in Skio, we want that built in Klaviyo. We're going to have that. We're going to say also the subscription onboarding in Klaviyo. You can't really do that within Skio, but you absolutely should not have a subscription confirmation email from Skio. Turn that off if you have that on. And then also,

43:54we have the recurring order confirmation, which should not be in Skio. We should have that off, we should have that within Klaviyo as well. So, those are like the three. So, within Skio, you need to have a billing reminder, but I would build that into Klaviyo. And then to optimize it because that email is a very high churn driver,

44:13and you can just optimize it way better. And so, I'll just show you real quick what I mean for anybody watching. Like, if you are on a subscription platform, really the only emails you should have going out of Skio or Recharge or anything, the only ones you should have is like the pause confirmation, order failed, that sort of stuff. Do not have any order confirmations, subscription confirmations, or billing reminders in there. We don't want them in there. Keep them live until you have them rebuilt into Klaviyo, but we don't want them in there. And so, the reason why I say these three emails, like the billing

44:45reminder, is if you look at any brands days until churn chart, like when somebody signs up to subscription, when do they churn? We can see here where these spikes are. You can see this big spike in churn right here on day 27 is when that billing reminder is sent. That's a very sensitive email. It can cause churn. And then you have right here day 30, customer gets charged. But that again is a very sensitive email when somebody receives that Shopify receipt. So, when you have your billing reminder inside of Skio, it looks something like this. Hey, your subscription's about to process. Here's how much I'm about to charge you. Manage

45:16my subscription. So, people just see this and they're like, "Oh, [ __ ] I'm about to be charged. I should probably just cancel my order." You can see right here it has 1.7% cancellation rate when we tested this. We tested this many times. And then if you optimize it, we actually brought it down to 0.7% cancellation rate caused from this email. 58% decrease in cancellations caused from that by changing it to be designed. Have a image. Make it exciting. Show them all the benefits and make the manage my subscription button way after all these benefits and all this other stuff within the email. And so, you can only do that in Klaviyo. You

45:46can't do that within Skio. And then order confirmations, if you're on Shopify Plus, which maybe you aren't, but you can turn off the basic Shopify order confirmation email, which people will on day 30 or 90, whenever they get rebuilt on their subscription, they just receive this plain receipt being like, "Hey, thanks for your money." And that prompts them to cancel. Instead, a good recurring subscription confirmation email looks something like this, and you turn off the basic Shopify one, and it's more exciting education, talks through the benefits of the product and subscription, and that really, really helps with reducing cancellations, as well. So, those are really the only ones

46:17that you want to build out, as well as subscription onboarding, which it looks like you four emails, which is fine. The time delays, 2 to 3 days, are fine. The only thing is I would remove any manage my subscription buttons that you have in here, cuz this will just prompt people to cancel when we got them. Like, we don't we don't want them it's just telling them to cancel, essentially. So, we want to remove the manage my subscription buttons throughout here, and just focus on education, and you

46:40don't even need buttons within here. Like, don't include the manage your subscription button. That's just going to cause churn. That pretty much covers it. So, this is my favorite way to look at it is this dashboard. I've just added it into your core dashboard. We can look at subscriber growth. We definitely are going down big time. So, this is also measuring suppressions, whereas newsletter does not include

47:02suppressions. Um and people who are being suppressed manually. This is just count like it's not including everybody. It's just people who unsubscribed from this list, rather than all the profiles that are being suppressed, and their whatever reason Klaviyo suppressing them, like they do one-click unsubscribe with Gmail, or they mark an email as spam, or whatever, and so then they're suppressed. So, this is our true list sort of outlook, which is very, very low. Very bad. But, the main thing like our list growth is fine. I mean, these people I mean, this is just a result of not like that definitely is the thing holding us back. And these are this is

47:41just coming from people unsubscribing. And so, essentially, we're just not replenishing at the volume replenishing enough at the volume at which we're sending. So, if you're really concerned about your list, what you would do is you would cut your email sending in half, but I wouldn't do that. I think this is going to come down to an acquisition thing. Like these aren't high on subscribe rates. That's why I'm not and spam is fine. Like if we were at 0.6% unsub rates across the account, then I'd be like, "Okay, let's slow down our sends." But we're doing our best practices in terms of how much we're sending and what our unsubscribe rate

48:15is. And so, right here, it's just acquisition on traffic and ads because for a brand of your guys' size, your guys' ad budget is very low with how much you're spending. So, the second that you increase the spend, like everything's in place. This system is good. Your retention system on email in the current setup you have, the same [ __ ] we run for our nine-figure hair brands. Like it's the same [ __ ] Everything that I just showed you. And so, it's good. That's why I'm not a [ __ ] we have to change [ __ ] on email because of what I'm seeing on uh this

48:46list. It's on the the list growth, it's on Once the acquisition does get there, this is going to even out and we're going to be at Like for context, we like to be at like 3X new subscribers compared to exclusions. And so, once we get there and spend increases, where you have the setup and everything's going to be good in the back end. Like this is what a strong email and SMS back end

49:06looks like with the edits that I've set. Now, the biggest takeaway from this audit is that even if you have a strong setup on paper, there are still many ways that you can improve from how you're converting and retaining your customers. And Pump Hair Care is a really good example of that. Wisdom has done a way better job with their email channel than most people that I review, but still there are opportunities within how we're sending the welcome series, how we can recover more abandonments, and bringing customers back sooner with properly timed email sequences. What's actually interesting is that their biggest problem is probably getting customers actually into their business,

49:35and not necessarily retention. Because once you've got a solid retention system in place, growing your brand is just about acquisition. Massive thank you to Wisdom for letting us share all these numbers and taking the time to be able to share this all with you guys. And if you want to learn more about how we approach email retention at my company Well Copy that works with over 100 different brands, I have a community, which is going to be linked in the description below. Course, community access, two live calls per week, tons of good stuff in there. Now, I've got another video on the screen here where I'm going to break down one of the top

50:00flows that you need to have live for your brand and what you need to have optimized. And this is one of the opportunities that I identified in the audit today. So, I'll see you in the next video and thanks for watching.