I Showed 7-9 Figure Ecom Brands the BEST Email Marketing Flows (2026)

0:00Last week I presented the 2026 email playbook on stage to a group of seven to nine figure e-commerce [music] founders. I spent an hour walking through a presentation and doing Q&A, going over everything that I've learned after working with over 300 seven to nine figure e-commerce [music] brands and generating over $250 million from email at my agency Well Copy. The whole session got recorded and I shared everything that we use in our playbook for the brands [music] that we work with. From acquisition and pop-up forms to proper onboarding to winning

0:25customers back after they've churned. Whether you're running a 10K month store or a $10 million store, the information I went over is the exact stuff that we hear from brands every single week asking us about [music] our services. So grab a notepad, stick with this from start to finish, and get ready to implement. But actually taking in the real strategies that uh he just shared, that's like the real difference. Uh that's stuff that actually drives revenue one thing. As well that I preach is a lot of times email marketing is just picking up like when you use AI email marketing or [ __ ] email marketing, really all the

0:58revenue you're seeing are people who are already going to convert. And these email systems are just converting the warmest leads. But how do we actually get the incremental people who are over the line? How do we get those people? And that's what these advanced strategies uh the stuff that Jimmy shared and the also tactical stuff that I'm going to share here. So, so

1:16this is the 2026 email close playbook. That's what we're going over for context. I just happened to find out that I was speaking uh just the other day. So I put this all together yesterday. Um so there's going to be a lot of stuff here. I'm going to ask you guys questions. I'm going to make this a little bit interactive. Um so I'm going to share with you guys these actual strategies that we're using across all of our accounts uh to generate some pretty sexy results. I'll just include these screenshots but actual uh retention revenue and stuff that matters. So, uh a little bit of numbers in the background. Um well you

1:51guys probably don't know me. Uh but my name is Max. Uh Uh, so I'm 23 years old, ex-frat guy turned email marketer. Uh, I just graduated school club Montego, started my agency uh from my dorm room while I was freshman. Uh, and then just all day every day I just became sort of a big analyst of a

2:08couple of different brands freelancing. I was like looked up how do I make money online after I lost a [ __ ] ton of money on NFTs. Uh, I was like I need something sustainable and then I came across upward copywriting and then one of my brands was like, "Hey, we need an email marketer." I'm an expert email

2:22marketer. I was just open. Uh, and then I just got paid to figure the [ __ ] out, figure the [ __ ] out. Started to build out build up my clients. I was like, "Oh, [ __ ] I'm spending all day every day in these accounts. I need to build up a team." Uh, so then started to build up a team and now we have we have a lot of team members now. Uh, but uh a little bit by the numbers. So, 250 million dollars in email revenue generated. We We do about 30 to 50 million a month now just through email SMS play video attributed

2:49or omni-channel attributed. So, uh that's the numbers there and then so that number is actually probably way higher. Uh, we I worked with personally over 300 brands. I've audited over 1,000 brands at this point. Retention This is all day all day every day. It's all I do. Yesterday at work literally 17 hours straight. It was just audits audits audits and tons of team stuff. So, I live and breathe this [ __ ] I see a lot of numbers. We actively work with over 100 brands managing their email, SMS, and subscription programs. We have

3:15access to a lot of data. Uh, I don't even want to name five plus off the week we work with. Lots of eight-figure, nine-figure brands and we get to see everything behind them. You know, you know we work with I get to see all the insights and then I'm able to pass that on to you and we're able to apply that. So, uh that's what I'm going to be sharing is all these systems that we're seeing actually work today. Our front-end accounts are the fastest growing ones. Farmacy, Native Republic, Happy Dad Lift Forever, Open Hat, Next Gen Daisy, Bold Body Co, Leather, all sorts of different brands that you guys

3:42see crush. Uh, it's the email systems that are behind that. What we're working today. It's going to get really tactical. And so yeah, let's do it. Uh, okay. So, the first thing I'm going to say is focus on the high levers first. So, Jimmy always talks about like some advanced stuff, but I also want us to realize that there's a few things that really drive the majority of revenue here. Like we can do these I see a lot of brands who try to like they come to us and they're like, "Yo, let's create these

4:11hyper-segmented customer journeys." Sorry, I'm talking fast. I'll slow down. Uh I saw somebody get hurt. So, slow down. I saw a I get a lot of brands who are like, "We want to build hyper-segmented post-purchase cross-sell journeys for our 20 different SKUs that we have. We want a custom journey for each one of them." Look at their

4:30account. Their abandoned cart flow has one email. I'm like, "What what are we doing?" Okay? Like there there are high levers here. And so, before we do all this advanced stuff, we want to do the stuff that generates 80% of the amount of revenue. And so, we always ask, "Are the basics dialed in first? Do we have the basics at a high level?" That's what we want to do. And so, the first thing that we want to do, that every brand needs to have in 2026, if you don't have this then you're wasting a lot of money. We want to optimize the living crap out of our bottom of funnel and get

5:02as many leads as we can off of our ad traffic because you guys know it costs a [ __ ] ton of money to drive traffic to your website. So, we want to optimize that. We want to be sending three to four email campaigns to our list minimum. We some brands we send even three email campaigns per week. If they're hyper or three a day, if they're hyper aggressive. Uh but at least three to four, that's what I recommend to stay top of mind. And that's engaged sends. That's not hyper-segmented. I'm saying engaged list, 90-day engaged or 120 days. Three to four per week, as Jimmy said. That's when I start to go

5:35segmented. Once we hit that quota of three to four email campaigns per week, now, okay, let's do our product interest segments. Let's do our RFM stuff. Let's do um those sort of targeted sends. You no business, you have a 100,000 person engaged list. Like one of my biggest pet peeves is brands who are sending four emails per week. It's awesome, but only one of those sends goes to their engaged list. Their engaged list has 500,000 people and these targeted sends only have

6:0620,000 people in them. 100,000 person email send is going to make you a [ __ ] ton more money. Why are we not doing that every single time? And then you can layer on more advanced stuff. Um, so consistently sending that and all of our base flows that I'm going to be talking about, three to five emails in

6:21each. That's where I found to be the sweet spot. Not just one, three to five. Uh, frequency, it being in the right place at the right time is probably more important than the messaging in all honesty. I could send a Let's say I went and I went to a website. How you go to this website and

6:40I abandoned a cart. They could send me an email 30 minutes later that's just blank and just has return to cart. That's I'm going to buy from that. And so a lot of times email is being in the right place at the right time. So that's why we need to make sure we have a frequency here. So three to five for all

6:57the base flows, that's welcome flows. I'll go through all of these, but welcome, site abandon, browse abandon, cart abandon, check out abandon, post purchase, win back. Those are like the core four that we have. So we have all that. And skip this for now. Um, so I'm not going to be talking too too much about this, but that's product

7:14specific like cart abandonment splits. Make sure we have our base splits set up. Hyper-targeted VIP sends, complex product interest segmentation. So that's just one thing that I wanted to start out with. It's focus on the high levers. Let's make the most amount of money with as little effort as possible. First. All right. That real quick before I get into the next section of this video, I just want to show you guys Well TV. This is the retention analytics platform that I've kind of been showing throughout this video, but this is custom built by my team exclusive for our clients. It tracks absolutely everything as far as

7:46retention analytics, things like time between orders, cohort breakdowns, core LTVs, snapshots, our repeat purchase rate, where our customers land, whether they're new, active, at risk, returned, all the email and SMS analytics, and if you're a subscription brand, custom subscription analytics and further insights. And even it has an AI chat where you can ask anything about your data and you will literally get a response from AI querying all your data and bringing you back accurate data pulls. If you want to see this on your brand, click the link below and book a strategy call with the link below. And we'll show you a bit about what the

8:16platform is and how we use it for you. Now, oh. Oopsie. Uh okay, so the first thing I'm going to go over right here is the pop-ups because I talked about that. It is the biggest lever. You can absolutely transform your results just by optimizing your pop-up form. Uh more subscribers, more revenue. For most brands that we bring in, we get a 2.7x in list growth just by updating a stupid little pop-up. And I'm very excited that pop-ups have had a resurgence in the past year. Uh where a lot of brands are taking it seriously just because they are super duper impactful for their website conversion

8:55rate. So, as long as you have a good pop-up, um you know, I'm going to talk about this uh that works. So, the target that we like to shoot for is at minimum 10% opt-in rate. At minimum, we want 10%. There's some brands where 10% is too low. So, what this means is new site visitors who view your form. Sometimes 10% is too low. Sometimes we have a brand that's like 16%. He's like, "I

9:17think you should be higher." Um but 10% plus is what we want to shoot for. Always be testing. All personality they send you test, timing, design, copy, every element we can test. And then what works right now that we see work the best in terms of not just opt-in rates, but also getting conversions um and contributing to the customer experience is using this quiz sort of pop-up, which I'm sure you guys have seen hopefully. Highly recommend you set it up. Um, instead of just asking for somebody's email right off the bat, that's like asking somebody to marry you on the first date. Uh, we you want to engage, you want to reel them

9:52in. So, we ask them with the quiz question here. This gets super high engagement. Typically, you want to get around 40 to 50% of people who see this pop-up form will interact with this first step. That's what we want, a lot of people. That gets commitment out of something. Why do they fill it out at a high rate? Cuz they like custom to that. It's like,

10:09oh shoot. I might as well I'm going to be able to tell them my exact problem, see if this product works for me. So, this it's got that like customization bias, where people are like awesome. Uh, we've got the copy here that says you've got 10% off. That's a really good note, if you don't have that in pop-up form. I would suggest it psychologically, rather than

10:28say, "Hey, get 10% off." Psychologically, it's like, I got to put in work to get 10% off. It's like, you've got it. It's like, I already own it. It's loss aversion, you don't want to lose something that you have. So, you're more likely to fill that out. Um, and it's low barrier to entry. I've got to enter my email address. It's like, "Hey, 10% off, let's answer this question. Hell yeah." I click it, but yeah, 40 to 50% of people who see it typically hit. And then we ask for

10:53email. Now, you've got commitment bias. Humans are much more likely to finish something that they've already started. And so, now it's like, "Ah, I've already made it this far. Let me enter my email." Enter the email, and then it's like, "Finish signing up with a text to activate." It's like, "Ah, [ __ ] I got

11:05to enter my phone number as well." Uh, and then they fill it out. And then also, we're able to use that zero-party data within our flows to be able to get higher conversions. So, it's great to get email and phone number pop-up forms to get [ __ ] ton of people, uh, into your list, and then also you get commitment

11:21out of people. They then humans bias towards, you know, stores that they've committed to. If someone is shopping around for shoes, uh, they visit four different stores, one store they ended up giving them the email address, the automatic default option and that person said this is one that they gave the email address to. Also, that brand is also going to be sending daily emails. They're going to be top of line and they have much more

11:43chances to convert that customer. So, that's pop-up forms. There are all sorts of different forms that you can do. You know, there's like gamified ones like scratch to reveals, all that sort of stuff. I always opt towards the quiz because we get really strong third-party data. You can even go even deeper and see what people convert with less based on which answer they click. For example, maybe the platinum card of people convert at 50% higher rate than people who just say like dumb out or saying white. Then we can tell our ad team that and you know, be able to have more profitable customers and so that's also

12:16something that's super nice and great feedback for brands. So, that's a pop-up form. We all good there? Anybody got any questions on that? I'm happy to So, chat. I have a question around this Plinko pop-up. Like like for our audience. That was for like middle-aged women who don't play games or GB session for your

12:34customers or brands. Dude, we see we see it right I don't know if you guys know the Plinko but it's like a little triangle and you drop the ball at the top and it like and it lands on like a prize at the bottom. Um yeah, oh we see it crush. I'm an OG like spinner wheel guy. I love I raised the wheel wheel back spinner

12:56Plinko to the scratch to win it. Oh yeah. Spinner wheel what up? Is anybody else playing with Plinko on like pop-ups as Green Rebel? Those crush. The Plinko is great. It's really good. Degenerates. We find it work like really well for younger audiences like younger male like we have a car brand where we were doing like a quiz and then we implement the Plinko as the first step instead and brought like double the opt-in rate just on that first step and it's just absolutely

13:20crazy. I can't remember any brands we worked with it. Like candles and their pop-up was a candle well, wasn't lit And it said like "Answer this house almost win." So, they're paying playing going. So, they were like he actually needed to answer it. Like it was like but like the candle it said. So much fun stuff you can do to contribute to the customer journey

13:41pop-ups that don't need to be intrusive. It doesn't need to be discount. You can you can have the fun. You can make it part of it. Uh but yeah, I see the blink goes actually red. They get really good opt-in rates. It's just about commitment. If you can get people who engage psychologically, they commit uh and you become that bias of that

13:57frame. It's absolutely easy. Peace out. Last thing is you should bring two active tests right now. At crazy Yeah. We we wouldn't enjoy our traffic. So, our home page doesn't get most of our traffic. Yeah. So, I'd say like 60-70% of people on our site are not purchasing. They're not purchasing on our actual home page. And so, we we're finding a better opt-in rate and uh uh revenue per

14:26like revenue per visitor RPG. If you delay the pop-up by 10 seconds, or probably like 5 to 10 seconds we're winning at a 10-second and now we were winning at a 5-second. So, we'll see what happens. That's But popping up immediately on the A and home page has it underperforming as it should be. You don't need a pop-up or joy order scroll on a deep page traffic

14:46from Menace City. Anybody already be trying to do that right now? I'll probably run with it. Yeah, probably. It's been a grind. It's been a grind. I think the next thing from I'll terrible traffic. Is it going to go viral on marketing talk about? Yeah. Spend is like That is high. I would rate it at 1000 clicks to get up in his face. It's a lot of great

15:06traffic. I mean very very very very concerned or aware of Mike you guys not split testing when the pop-up hits. You guys are going to be in some trouble. I think it's like the most accurate thing and accurate new ACs that one. There's a ton of ACs in here. The program Do like talking about EG's way that you you you You know what actually is fire night or long knowledge is because You EG's Once again, quickest way to

15:30slide possible. All those Well, I love it cuz I can do it in day one with the client and they're like, "Oh my god, you delivered this fast." Yeah, it's it's such an easy win. Everybody [ __ ] it up, but it's so freaking easy. I think I would have just I usually got the triple click on the

15:46thing. Triple click, yes. Um one of the things that I was going to say but I forgot. So, if they go and remember what you talked What's your ratings on the placement of the X button pop up? Everyone always thinks top right, but how do you guys feel about moving all together? You just think you know things bottom, moving up

16:02to the top left. So If you get it out of the top right You got a ADA lawsuit on our way. Yeah, just make sure you have it visible. And you can't block on it. I'm going to play it safe. You're louder. You do the ADA lawsuit right now. You got to pay with a credit card or a check, but like got to make sure that

16:19you're accessing some of it visible. I saw a company one time that was compliant at all. But you went to the X it ran away from you. [laughter] Well, maybe we do have to show it. But what I do what we've seen what we've seen That's I I I do that on purpose. [laughter] Um but yeah, I mean you get better conversions. You can remove the X completely, have a no big button down here. And then I guess I would version up to say up to force stuff. Like when somebody sees a pop up their thumb is

16:50already moving to the top right corner. It's just like you've been trained. It's just like you see pop up that you don't even look at it. So, if it's not there, of course you think about it. What we can do is move it from the top right to the top left. And so then the thumb like

17:02does a double take. You're like, "Ah." And then it kind of forces you to look at it. And also, it's annoying to have a have an X in at the top left corner because if you think about your phone This is an iPhone. [laughter] Oh, this is so annoying. Where my phone is. But like, I hold my phone in my right

17:18hand. X in the top right hand corner. And so it's like a little bit more annoying so they're much more right hand forces up look at the water. Maybe about a bang your arm for a little bit. And so moving to the top left we see that help not it's not like a double in there you can get like a nice little 15 to 25%

17:36increase. Doing the note things painful rise and forcing them to do that better or to break it aggressive. Hopefully you don't get sued. Yeah you can make it like top left that's I haven't seen a blues typical. You should always run the landing pages always Yep yep absolutely. Anywhere we can get it. Anywhere we're driving traffic to. People will go to a website and leave

18:01and you don't get anything off of them. And you have to pay for more ads to see them again. So if we get a pop up on that page like absolutely. So we can do like we can do bottle specific pop ups and like Nick was saying right here. Like if if you have like a specific bottle for a specific for some men you can have a specific pop up for them if you're doing your weight age or you have testosterone outlet while the ankles is to burn belly fat. You know pop up specific to that or a specific

18:29offer. The landing page yeah absolutely. [snorts] What's your pro tip on teasers? Teasers? Um I don't really have any like crazy sauce. There's not really any crazy sauce for it in my experience. Just like have a teaser when people close out have it available make sure it's not too intrusive. But there is extra sauce on re-sending the pop up towards people after they close out of your pop up. So Yeah so if you somebody closes out of your main pop up 30 seconds later you

18:58fire new pop up. Maybe that first pop up works out. And afterwards all yeah that's a great feature for that as well. You guys know that but as far as the teaser not too much. On the pop up form the biggest thing that you can test if you're having of our plan is always going to be your offer. 10% off versus $10 off versus

19:16free gifts, whatever. Anything that has the biggest lever that you can pull off. You can't talk about that. Surely. Um but I can literally talk about pop-ups all day. I love them because they're quick wins, easy, all that good stuff. But I'm going to have to click here to the next one. The easy wins, I can see a lot of brands

19:32too. Um it's uh depends. You have to make sure you look at that conversion data, not just opt-in rate. Doing an industry discount, but 10% off versus hey, an industry discount and give them the 10% off after. And then you can treat your people but make sure you look at conversion rates. Do people actually convert or just get email lists destroyed. I was opt-in so that's

19:52great. Um so we spend a lot of time there, but now let's talk about the actual flows. We're going to talk about the principles that result in high ROI. So these are like the standard like across our top brands we're sending out all of our flows. Like this is what These are like the things that we need to run through in all of our flows. First one, send

20:10every day. Particularly in the pre-purchase flows. Post-purchase, replenishment, win back, longer term stuff, that's going to be different. I do not want to look at a club or waiting 2 days, 3 days between emails. No, do not do that. If somebody clicks on your app, opts into your email list, Meta knows like if you're if if you're Breeze for example, like Meta knows that that person just clicked on a THC ad, some sort of something like that. And so

20:35it's going to start serving competitors. If I don't convert this person as fast as possible, first purchase, they're going to go with a competitor. They see my social media ads. So we get sent every single day. Abandoned cart, abandoned checkout. Sent every single day. Please. Uh all of our post-purchase flows we want to do that. Um at the end maybe you can do later ones, but we want to send every single day to be

20:56aggressive. Two, segment by purchase history. This is the one segmentation where I think it's high ROI from the beginning in your flows. So I don't need to split too much by product unless it makes complete sense to do it. But, like in our abandoning flows, split by buyers and non-buyers. A non-buyer remind them of the welcome discount. That's a huge quick win that we're able to always have a lot about that in a

21:20second. Is Have you had a bump before? Remind them, "Yo, you just signed up for 10% off. Your code's right here." So, don't have to go to the efficient forward again. It's an easy quick win that you're able to do. Ideally, you give them this custom content as well. Also, as a by the way, I have this paid community of 145 members monthly. It's

21:36private calls with me every Friday. There's an agency call for agency sauce and learning agencies every Tuesday. You get a full course email marketing course. You get a [ __ ] ton of templates. You get monthly templates. You get all the call recordings. You get community access with me where I share insights every single day. Here's Claude design a custom video on that, email analytics tool that we use. And then you have access to ask questions every single day. And you'll have myself and the team to also reach out. You have access to me

21:58in the DMs whenever you want as well. You should definitely check this out. Link is going to be in the description to join this community. And you'll get more information on these funnels that I post in there. All right, back to the video. about what you're into a little bit more background. So, 75% of your same for your abandoned purchase flows. Very, very useful. Use the plain text base emails. Should you guys hear a lot about that, so I won't talk about it too much. Emails that look like they're going to come from a friend. Plain text, dead simple. They just stand out in all the graphics and

22:26they should be getting super easy for the customer to see. But, also usually have better deliverability. What we're going to be aggressive with our copy, which I will give you some examples. You don't want to say if somebody went to check out and left. I hate seeing the "Hey, you left this behind." Like

22:41No, like like that person was so close. You want to be like, "Yo, we got your order packed in the warehouse. Our team spent 2 hours putting together your order." Then you stopped. Like, "What are you doing?" Not obviously not that aggressive, but we want to make it seem that like you pretty much already bought. And so, we want to make it just like be aggressive. Make it Make it seem like that. And so, that's like one thing as well that we do. We see way better conversions on that. Be careful, you can get a little bit more complaints if you use like this, but it's just like your

23:07order's ready to ship 5 minutes after that second. That line absolutely crushes for us. And then for our dynamic flows, our dynamic product block goes as high up as the email scrolls. You don't want to bury that. The higher up it is, the better. Because a person abandoned an item, and then in an email you see exactly what they abandoned. I've seen that uh just absolutely crush. So those are like the principles and like the non-negotiables that we want to make sure we have across

23:32all of our flows. So now we're going to get into each flow. I have an example flow right after this, but this is like the typical framework. Of course, as I walk through this, everything's contextual. Every brand is different. I have some brands where we have 10 plus emails in the welcome flow. Like everything's contextual. This is just a starting point. This is, you know, probably what 75 to 80% of our

23:58brands are doing. Just a starting point. Don't take everything you're too literal. Uh but the welcome flow, obviously, somebody signs up from the pop-up form, we want to get them to convert. First principle, if you want to send daily, we send three to five emails. Uh at email three, typically we're doing five for our brands. It's just daily. One email first day, one email second, third, fourth, fifth. We're starting to do a lot more two emails in the first

24:20day, uh potentially even three. Uh but just super simple. You have like at least four or five. The reason why we don't do something like eight to 10 is because we see a massive fall off in conversion after day four of somebody signing up, to be honest. Somebody doesn't buy within the first four days, it's really difficult to get them to buy. So if we have a 10 email welcome flow, that means we have to wait 10 days

24:46to start using urgency on our discount. And there's just it just takes too long. So we like to have the urgency kind of like day four or day five or whatever it is that we have with that person. We can use that urgency. Um so that's why we like to have it there. Also, people are going to start receiving campaigns. They go receive our first four emails. They

25:04don't buy it from the first four emails. Oh, [ __ ] They're just going to go to our campaigns. So, we're going to have cool stuff to invite them as well. So, that's kind of our philosophy there. Yeah. Could you talk a little bit about like the content that you're sending in the For sure. five days cuz

25:18Absolutely. Like say it or you got time to tell your story as much. Absolutely. So, are you saying like in comparison to doing just like one email or Or like a 10 to 12 day series. Perfect. Absolutely. I will walk through this like Here, let me just go through it. So, here's like an example right here of like what that would look like. Um, so, here's some As far as like content, I want to talk about like the version rate optimization and layout and everything. But, for example, email number one, just super simple, what is our main selling point? Not that a way to wind down. This is a

25:54uh essentially it's a fear replacement. Like humble water. Um, and so, summarize, what's our main point here? People first of all just sign up for a discount. Let's just leave it at that. Right in that phase, also tell them that they have a uh we have risk-free. So, that's summarizing our elevator pitch. And then

26:11the next one, how to use our product. And then the next one, testimonial. And then the next one, us versus them. Then we have a plain text basic email. And then we have a customer survey. So, that's like kind of how we split it right there. The thing is like Really, I found with that it's more You don't want to overwhelm the customer too much with so many different selling points and benefits. People usually buy your product, especially if it's consumable, for like one reason. It's why you see like Mars Men, for example, or IM-8. They're a They're, you know, a supplement brand that has a million

26:47different benefits. You I might not buy IM-8 or I'll use Mars Men testosterone supplement. Um I'm not buying for all the benefits. Typically one specific pain point that really got me and one specific ad where it said where it's like you know, maybe you're having trouble with like stubborn belly fat. Like that's the angle. It's usually one thing that gets you. All the other stuff is the bonuses. So I found try not to overwhelm but this is like kind of how we do the content. Um and we break it down point by point, one specific thing for email. Uh we don't like to overwhelm with these are all of

27:21our benefits. It's just like here's the one goal for this email. We want people to know what are the use cases. So there's that. And then it's like, "Okay, we want people to know that it works for you." We're like, "So we use we cherry-pick really good testimonials." ones that we like. Long-form testimonials. Notice how it's not a testimonial that's like [snorts] This is super important and one of my biggest pet peeves is just simple testimonials that are like, "This was a great product." You should pick stupid ones. No, we want to actually find really good testimonials that have a story behind it. That your customers

27:52tell for you. So you really pick out your good testimonials. Um and then this is one where we're actually showing the us versus them. The bottom of this got cut off. And so now it's like, "Okay, we're using IP reviewing alternatives." So we needed that. And then we also mix in our urgency. And then we have a plain text-based email from the founder right here with a little bit story and emotional from my

28:15friend. And then we had a survey. This is an extra sauce here where it's, "Hey, I know you didn't buy. This is great feedback. Um just click this button and let us know why you didn't buy." And then you can actually get feedback from your customer on why they didn't buy. So like that's a good example there. I'm not sure how well I answered your question or what do you have on Does that make Yeah, I mean I think you're just consolidating what we're doing already

28:39in five minutes. Exactly. And that's that's the goal for it essentially. And it makes it much easier to test as well. When you have less emails, that's also a reason that would do that. And then just like quicker urgency is kind of the main point. Uh this is obviously a very intentional journey. You want the new subscriber to go through this welcome flow and then

28:57you go through this little journey. When you are what is your agency welcome flow strategy? When someone just blocks you from receiving any other flows and any campaigns during that time, so you can make sure you're not receiving the the has spoil that like the next day you're getting our product and then the next day you're getting the next part of

29:17the journey that you want to receive. I've had a break that happened and break that happened here. What makes success in that? What's your Yeah, we don't see any performance on results. I've looked at that. The only thing where you can get kind of pushback is unsubscribe rates. Somebody signs up to your email list, they're getting these emails in the welcome flow. They also happen to view a product and they use and now they get the browse and then also you can make product browse rates any any campaigns for. Somebody signs up to the list, they get three emails that and so like that's something where like you

29:49will get that you will get the unsub rate. The people what I like to do personally is if somebody like abandoned checkout abandonments, you can exclude them from the welcome flow and then just enter those. Next good recent signups from campaigns like first five to seven days. That's something you can do. I don't do it all the time. It's just a little bit more contextual. It's usually more for brands that you know, I'm worried about unsubscribes and from a lower demographic where I exclude them. But kind of just personal preference. If you're okay with over sending like

30:18go ahead. Um but completely up to you, but a lot of people exclude from flows. I the priority flows, checkout abandoned cart abandoned. Browse abandoned not as much as the welcome flow I'd say. And so have up to your preference. So we have two by Edinburgh was low cost ones that I got. Low cost served up to know customers are purchasing

30:44within 6 days. Yeah. One day for the Arabic school says the higher price figure that a month That's 75% What do you sell? We sell next week buyers. I actually buy Yeah, it's primarily to like two athletes. And then he he keeps actually So one is like the traditional audience like like shooting the office but so Yeah, they they do it's like a whole

31:10a whole workout related Yeah. like physical therapy So the only the three quarters of our purchases are coming within 38 so just seven. Reduce your frequency, space out the welcome series this exception for what you like. I still have a seven-day welcome series but there's just a ordering early or hit gates. They are This is actually a Yeah, for sure. So I would still go with the daily sends for at least like the first five days. That's what I do and just put people in the campaign. Welcome flow also especially for products where it's a long decision

31:49cycle like you need some time to buy. The purpose of the welcome flow is not always buy this right this second. It's also a priming mechanism where it's not everybody needs your product right now in this second. But our goal customer has objections in their head. The welcome flow is also to address those objections where they don't have any where they do eventually a month or two down the line they have a

32:13specific kind of need for your thing. They you don't have objections that you overcome. They already used to that. So it's a priming as it flows. So that's why you want to get in as much as possible while we have their information and then do that. So that's also just like one thing about the welcome flows. I saw it the final let's overcome all their objections and then once they have a super dire need like a person gets that injury they already have all objections addressed and they trust us down the line. Uh for me, how I treat it, I just like to do the first 7 days um

32:43and then after that they go to campaigns. We're going to send you sending three to four campaigns for a week and it'll turn out less and somebody would buy from that. So, that's how I do it. If you want to automate it, hell yeah, you can. If we don't mind, you know, it's worth too much time. It's just tough to you know, you got to think about it, you got to create all the creatives and then you got to monitor it, all that sort of stuff and I

33:04typically just prefer simplicity. Because I know your business, I think the biggest fear is whether they're a regular consumer or a special funny case. I know your second patient fear my first question off you should be like, are you a Are you plotting services for equal cow packing? This is your therapy. Yeah, I didn't talk about this, but I would just make that the hot up question

33:25and second to what we'll base on that. You're getting thing about me. I'll be your sheet somebody dies. So, like you're What do you opt in with your regular person that just like easier when you order whatever it is provided services like your second patient by person is so important for you guys cuz you probably want to increase but it's not crazy to a person that's going to

33:46sell it or up your biggest flight. Yeah. So, I think you guys a lot. Because you mentioned that, just curious if you on a free specifically patient, you don't know what that person does. So, should I ask them? There's you see utility tapping the questionnaire or do you use your questionnaire to get like even more niche Yeah. What do you see on your street email and you know, this aggregation on that page is Yeah, the function of the quiz is sometimes I'm having anything useful to ask the customer, but I still will do a quiz because of the increased engagement it gets. And so, you get high volume and

34:21stuff like all that's all that's the [ __ ] questions sometimes. Like, do you like do you like this or this? If we don't know, we'll do just like, are you shopping for yourself or somebody else? Like, that's a stupid question to ask anybody. And the goal is just get committed to something. And it just increases your ego often because again most welcome flows you look at are like five to 10 opt-ins. With Quiz Funnel you get at least 30% of the average rate on that first step. That person's fit and then so usually it's a function of

34:48just getting more opt-ins.

34:58So that's like a bit on the creatives. Um couple of the things I want to point out. I'm going to wait spending a lot of time here. I'm not sure how my arms are. All right. I'll we'll keep going crazy. All right, but the other things that I want to mention common mistakes that I see in welcome flows. So a fortune set Sunday daily remind of the discount in every welcome email. I don't know why there are so many welcome flows where there is not a discount. Like why are you sending like

35:24email number three without a discount? That's just a regular campaign. Remind of the discount and remind at the [ __ ] top of my email. Not everybody is scrolling. Put it in their face. Like look right here right at the top. Welcome back. So I better write it right here. Here's the discount right here. Right right in their face every single time. And then remind throughout the email so see at the bottom call to action. We'll also have a reminder of the discount. Makes no sense. Easy win you're not doing it

35:48on every single email. I get you a welcome flow. I'm not sure why that happens so much. Three, you can have urgency. Not sure why I see so many welcome flows that don't have urgency but add urgency. You know that's a good question of is that from welcome 10? Have you added urgency to that? Just add urgency. You should be like, "Hey, your access

36:08we can't hold this free much longer. Just do it. It helps. One thing that you can do and often times we do it typically adds a nice little bump is make your welcome discount look random. You can use a dynamic code. Like like a click like a claim your offer send dynamic code and generic where you can just create static code that looks random like, you know, hi 47 ghz so that you don't have to do like the dynamic you can still have a full design email. It looks random and then your urgency will be a lot higher weight than

36:42if your custom code instead of that. That's not the case of this. Sometimes that doesn't work as well because people don't want to have to type the random stuff. Welcome 10. I think with my older demographics prefer just the static while younger demographics they're a little bit sappy and they know they're like welcome 10 I can always come back to that. But if you use a custom one it typically converts it has more urgency

37:04behind it. Yeah. What's the psychology behind this? We we see that internally as well but I don't really understand it. I'm just curious. Yeah, so welcome 10 it's like I can always come back to that. Like welcome 10 that's available for everybody. You know, there it just gets the impression, you know, welcome 10. You can find that anywhere. It's always

37:25live. So I don't need to buy now. I don't need to buy now. So when we say like send this email off ends in 48 hours customer's like The code is welcome 10. The code is welcome 10. But if you like your custom code hi-47g84g like it expires and it's like oh [ __ ]

37:42like I'm not going to get this back. Yeah, so there's that. Um and then Mix and Text Me emails [ __ ] that. They absolutely rip. They're our best performing emails across every account pretty much. Um but this is one where it's from the founder it's on base five right here. It's super friendly. It's like hey, it's Jose here want to thank you so much for being here with an offer. It was it was it was a personal thing blah blah blah

38:08blah blah. Just a reminder I extended your welcome discount. Here's your last chance. Boom right here. Um and so always Mix and Text Me emails. We love to include that even if somebody doesn't buy from it they get positive associations with the brand if they see, you know, like a a real person reaching out. You get positive associations by and then this is a final one again, extra little sauce if you want to add this in. Hey, those you didn't place order yet, I just want to know why um and then you can tally those those, get those numbers, keep it segmented based off of this. I find it's

38:42not needed cuz a good email like this will get 5% click rates. It's like how many people are already really getting, so you don't really need to segment. I usually just use it as an app. Yeah. Uh what are your thoughts on having text-based emails earlier in the flow? Oh, love it. Love it. We have a lot of welcome email number ones for a lot of our brands. First email is a text-based email. Like we always do that very often. Uh email number two is well we often do better stories, um that sort of thing. We'll have that as plain text-based email email number two. Love

39:11it. Love it. Just that's on the brand head, their branding, their style. Uh typically text-based emails work best for supplement brands and health where your product results do they happen? Maybe maybe not. Where it's just direct response you have to convince people at the end state. But like fashion and like complex stuff like, you know, a neck uh strength and things have got show visuals of what not. Things that graphic emails can do that text-based emails can't. Is a Can use infogrammers they can show the product the brands like they they they easy to read and so uh that's like some some differences, but we have some

39:51welcome flows that are full text-based as well. Yeah. With the the last point that uh getting the feedback, what do you like instruct the brand to do with that feedback? In case that they see your customer or how do they people convert, but that feedback I think is useful for your sport team. My team is poor there.

40:08Like internal strategy or something. How do you make sure that these are prioritized in the first place? Yeah, for sure. I mean that part of that's out of our control. Um so like this this quiz question it says I'd have to be it right now. That tells us that we didn't have enough urgency. The next one is I'm not sure which one to get. So that then we just tell the client that like no, we do quiz or if thing. Too

40:31expensive. That's going to be a common one but all usually the most like once I usually like to this that one. But then the last one is like I'm not convinced I'll like chase. So like we can't do anything about that one. Besides we'll educate about that earlier in the welcome sequence. It's like common objections that we get. Educate about that earlier on. But mostly it just goes as feedback back to

40:52the founder. Back to the team to be like hey, this is what we're seeing

41:10For sure, absolutely. It's also just question of is the juice worth the squeeze because you know, a good sales rep gets, you know, 5,000 people that to the welcome flow every single month. And a great email like this I would be shocked if this has 5% click rate. Whatever that math is like how many people like I only did like 10 to people and it's like is my time better spent like to bring this thing on a two campaign a week and that try like add this custom flow base on. You know, maybe 100 people will enter this every single month. I'd rather send more campaigns. So it's like question of is

41:43the juice worth the squeeze. In an ideal world, yes. So that you have time, do it. And we actually own the Zap. But it's not something from the start probably where I'll spend too much time. There's one word that's super visual. Say you do this 5,000 but you feel Great question. When you do that text base with the founder and you change the sender name to like Max from XYZ, have you seen that

42:08change like deliverability at all? Haven't seen it change deliverability at all. No. Have you? I like I forget who it was I saw it but it was somebody who was like, "Oh, be careful if you change the sender name because you thought mine Yeah, it changed deliverability but I've been doing that so like forever and I've never seen any

42:25change. I haven't seen it. The only thing it's just like to be all the regulations is you can't You have to like say the brand name and it has to be clear that's not from the brand. Uh, if you if somebody doesn't clutch that. Uh, I think it was Jerry you commented on a post that I made. Uh, it was like create Yummies for Christmas. They get an email that said something with Santa

42:44Claus. It's just Technically illegal. Technically illegal. I'm probably there but you don't really want to use something that's representative. It doesn't matter if you ask for a creator value as long as you be John from Bobby's World or might be as long as you're making sure it's a real representative of a real marketing to the brand. And if you change like the sender name you know cute to make it look even more legit like maybe Yeah, that starts getting a little

43:11That's where people get really confused. Okay. You might get a false flag but you'll often be selling down or below what you even were. Okay. Yeah. I didn't have any question about that so Do you worry about time of day with emails? I typically do not because if somebody if I just set a 24-hour delay, say somebody opts into my email list at

43:339:30 a.m. They just proved and I sent email one at 9:30 a.m. They just proved to me that they are on their phone in a buying mood at 9:30 a.m. So, why would I try to guess and be like, "Oh, we send our emails at 2:00 p.m. in the welcome flow." That person might not be available at that time. But, they literally signed up to the email list at 9:30 a.m. So, I just like doing 24-hour delays. If I do a follow-up email where it's like if I do email one it gets sent to that person 9:30 because they signed up at 9:30. I'll do a 4-hour

44:05delay for email number two. And then email number three, I'll do a 20-hour delay. So then email three is at 9:30 a.m. the following day. I don't like to mess with that cuz also you have come you'll run into problems where it'll skip a day for people because say that it is say somebody signs up to the email list at uh

44:262:00 p.m. And you have a time delay of 1 day and you set the time to 11:00 a.m. So if I sign up to the email list at 2:00 p.m., it's going to wait 24 hours and then it's 2:00 p.m. right now. So it'll go to the next filter and be like, all right, wait for 11:00 a.m. So then it'll wait another day and so I just my 1-day time delay turned 2-day time delay for a time that I don't even know is proving to work for this specific customer. So I

44:51don't like to personally. It is a good question regarding the optimum time to have a purchase. So what we consider that is most people be easy off emails right after their purchase. Yeah. 100% everything is contextual. That's just like my general rule of thumb. I'm going to be a lot of the [ __ ] I say here is going to be completely wrong for some brands. That's like some brands is that so like this is just a starting point like what I'm saying is a starting point but of course test on your own and after the brands is different so I mean that's a good good theory. Um so it could be

45:29you're being right especially for certain brands. Well, we're done with abandoned chief. Let's see what we got. I love it. All right. I put all the abandoned flows on one slide so we can hopefully uh keep this uh kind of moving but we forward with abandoned flows. Rare that every brand has at least been closed. So make sure you have all of them. So we have the site abandon. So if you somebody goes to the website, they

45:54don't view any products. They just go to the website, maybe they click onto a landing page whatever the a page. That's another abandonment. Well, you view collection of that activity on the too much like side abandon, they don't view a product. They have the browse abandon. So, they actually physically click on a PDP page. And they view a product. So, they showed some interest in that product. We call

46:16it abandon. So many brands miss out on this. That was a big thing 1 or 2 years ago. No brand had a cart abandon flow. Now brand more so a lot more brands have them now, but it's quite shocking how many do not have a cart abandon flow. I think they do. Um it's labeled cart abandon. The trigger is active. Check out. So, then you have check out abandon, which is somebody physically adds to cart. They click go to check out. And they're at the page where they actually enter their

46:42enter their credit card. So, let's go over these abandonments. Um site abandon less than 10 1 or 2 emails here. Typically, when somebody goes to the website, uh maybe they're back on the website. They clicked on another ad. Maybe you know, whatever they're on to websites or they're browsing. They didn't show too much intent. Um we just like to you know, give them specific just like brand information and help them just like hey, saw you browsing like here's our different products. Here's like different categories for different reasons. This would be, you know, something like that where it's super

47:17general. Um they're just trying to get people back. 1 or 2 emails. We like to first email have it be graphic one if you're like eh. Saw you browsing. Do you have any issues? Here's some information. Here's some help. We'll follow it up the next day with a founder text based email as well. Um

47:33do I talk about this in the next slide? Yes, I do. Uh no, I don't. But I talked about it before, but all of our abandonments, guys, all of them, we split at the top like if somebody's bought from us before and if they haven't bought from us before. So, if somebody hasn't sourced site abandon, we're going to have the trigger up here like when you build this app here YSK. Trigger is you got my mouse in the ear for a second. I'm sorry. Um the trigger up here and then you got to split fire path one email non-fire path one email and then the follow email. And on the non-fire path

48:08for people who haven't bought from us before I'm going to remind them of the welcome discount. Easy quick win. Don't make them go have to fish for it back in the welcome series or they forgot they have a welcome discount. Remind them of that welcome discount. Split it 20% off whatever. Hey, you come back. Plus reminder plus we just reactivate your welcome discount or plus

48:28you never your your offer happens. Is that uh so make sure you do that all of our abandoned. Ideally explain the different content as well. Somebody who hasn't bought from us before you want to give different information. You can even go a step further I'm I'm going to wrap this up but um you can give custom information. Somebody who has bought from you before

48:47yeah, it's all just a matter of time. At the very least you could duplicate the email and just add the discount code. Yeah. Uh so sign in, browse men, somebody views a product and leaves. Um I don't have too much extra sauce besides use your best judgment. You know why people didn't convert um for your product so they viewed a different product. This is where it's like they can like the product well enough maybe

49:13it wasn't right for them. But just show the product up the top of the email which right in there place hey, you see something you like. Offer a little bit social proof and show other products in case you know, other recommendations he didn't like that product. And then we're always going to end them in a text based email here of course. We usually go graphic based email, text based email, graphic based email, text

49:35based email. Um so that's what we like to do. Cart checkout abandoned very similar structures as well for browse abandoned but a little bit more convincing and social proof about the product. Somebody adds to cart I'm not giving them recommended other items. That person showed interest in that item. I don't got to show them other their Let's just go in on that. It's more about using urgency. They can be like, "Hey, you just bought." And so, all of these split based on buyer

50:00non-buyer. For the non-buyer section, remind them of the discount. And then we usually enter discount at email three and four. So, for the people who have bought in the past before, they use three and four. How did this go? And then people who haven't bought in the past before, first two emails are never They don't love the discount. They have to raise discount at the end for emails three and four. That's what we get. We don't want to show discounts to past buyers right

50:27off the bat. Easy way to just reduce margins. Uh we're going to enter that later on. So, abandoned checkout, very similar concept. You could literally have the same abandoned checkout. Ideally, yes, slightly different. Uh but if you're strapped on time, just duplicate them and change your dynamic sections. Uh so, a couple notes, just two rules for every single abandoned

50:47email. That abandoned product block at the top, do not vary what the person left behind. Show them exactly what they left behind right in their gosh darn face. First thing they should see is just like, "Oh my god, I literally just had this. I was just looking at this." That's what's going to get you to buy. Number two, again, be aggressive with copy. You can see again that dynamic

51:07section right here. We use wording like, "Your order is ready to ship." They can see like they already have it. If you get one thing for today is AB test the subject line in your cart and your checkout again, email number one. Guarantee you've never seen it before in your life. I [ __ ] some more. It's the most It's my favorite hack that

51:25favorite hack that hack. Um I saw it like three years ago on dating account and I just I just like It's my favorite thing ever. I day capped it for forever. Um but then one day I didn't know what to make a video about on Instagram. I was like, "Hi, [ __ ] it. I'll share it." And it just blew up and I see it in every

51:42account now. And so, I lost that, but I wouldn't say I lost my [ __ ] Little quick tip as well. Using a mystery discount in your cart abandoned, check out abandoned. For some reason that mechanism works really well because it's similar than using a welcome a mystery discount on campaign. Because if I can say we put a mystery discount in your cart,

52:04your cart is just already right there. It's like for some reason the psychology like actually got to click right here to reveal it. Whereas like if you do your welcome close a mystery discount, the person's got to go to this side, they've got to pick a product, they've got to go to checkout to then reveal it. For cart and checkout it's different. So typically like every single AB test we do this for, typically double click

52:23rate. Uh 50% to a doubling click rate. Um and then place order rate usually like 50% is kind of standard, but I tend to rank brands as well. So, those are the abandonments. Um let me see if I have anything else on abandonments. Um Yeah. So, it's like I I feel like a lot of brands either have to make the decision of do we supply provide this coupon code and that tree fully value or we're going to get a subscriber through

52:56weeks of acquisition. So, each uh another credit on a discount. Do you typically use both strategies with your brands? And if so, does it feel like you don't have a lot of Could you say it one more time? So, like with your brands typically offer a discount at the bottom series acquisition of the year and that also the 15% 20% in the bottom of the funnel cart abandonment checkout abandonment, does that feel like you don't have a lot like

53:30room to go with it? or versus exclusively designing a discount strategy cart abandonment or both? For sure. I would recommend having an acquisition offer to the easiest lever that you can pull on a brand. So, back to acquisition offer, test the [ __ ] out of your acquisition offer. Not just throw up 10% off. You should be testing 10% off versus dollar off versus different free gifts versus bundles, that's the biggest lever that any brand can pull. You should be doing a lot of that. But that's the first thing I think that no matter what, you should have at least one abandoned acquisition followed by the first purchase. So, absolutely

54:04that's bare minimum. I'd rather have that than have no discount and it's really hard for me to get email leads and convert cold traffic with no offer but then have discounts in my abandonments. I'd really rather have the acquisition. But that's why for abandonments, I don't do discount right away. To past buyers. Remember the past buyers, I don't give them a discount right away. That's like giving them full bars for buying a product and then they

54:28have to pay interest again. For the people who haven't bought from us before, we're reminding them of the welcome discount. It's like giving them an extra welcome. So, we just remind them of the welcome discount versus the [ __ ] email and then we raise the discount. So, that's kind of like the thought process and how how I do it. I like to have both. I think they're It's different. You make your life a lot harder

54:46if you don't do that. If your promo you just replace that with your promotion that's going on site-wide, like other sales or Black Friday and stuff like that, I don't think you still have an exclusive type If it's a big sale, yes. If it's a big sale, but often times you just turn off the discount code that you have and people will just automatically have the big site like Memorial Day discount

55:05live. For brands where we're For like recurring sort of brands, when we have sales, we up in the pop-up to be around that sale and like core well emails as well. Just to be around it and house with conversions rather than give an extra 10% off while you have the Memorial Day sale. So, we'll up in pop-up people for Memorial Day sale or it's off until we get back. You don't need that, so you know. We'll still get But cart abandonment not as much from

55:33adjusting that as much. So, that's abandonment. All right. I'm just trying to do it out. You're way over but it's great it's great content. This is this is great this is great conversation. Beautiful. All right. Post purchase flow. So, this is why I like the post purchase. This is going to be completely different for subscription brands. You're a subscription brand. It's completely

55:56different. I almost did a press a presentation on subscription but I get it. But fairly similar for subscription. Uh but this is a post purchase flow. This is a sequence that I like to follow and there are a couple of non-objectionals here. Post purchase sequence. I have to think of it it's not a sales first flow. I'd rather deliver a great experience rather than try to upsell, cross-sell, do some freaky [ __ ] No, I'd rather educate and make them consume the product and enjoy the product. The best way to deliver retention is that people actually use your product. Consumer brands, you guys know it if you run

56:31subscription. Biggest reason people cancel is because they have too much of the product. So, we just want to increase consumption. We want we want people to get value out of our products. So, that's what we want to do. We want to set the relationship right. So, immediately I like the founder, check space. Thank you, you know. That's always just like one of my non-objectionals that I

56:51like to do. Here's a perfect example. What is message right here from the founder. Thank you so much for your order immediately. But do not wait 30 minutes, do not wait an hour. Person just bought, let's email them thank you. Just want to personally say thank you. I appreciate your first order. I just wanted to just like provide deep and trust especially when it comes to what you're putting in your body. When I started this brand it wasn't corporate edition. It was me in my garage obsessed with buying clean affect supplements. I said that's today. Now you're a part of

57:16that story. Happy you are with care. Can't wait for you to feel the difference. Oh my goodness. You just feel real relaxed about that. The place here inside is warm. I think I have to kiss up so he has this is my favorite. It's often quite warm here. So, you get so many you get trust points but also everybody reads PS sections. Just prove it. Everybody reads PS. So, that's where you get the upsell, but it doesn't seem like an upsell cross-sell. It is one better than any upsell cross-sell that will fit. So, I highly recommend everybody does this if you can. So, that would be the immediate founder thank you

57:46message. With the personal you can you can update that. You can get really freaky with your segmentation if you want to based off products. I just always start as simple myself. Um I just like to lower the barrier to entry. If you go out to set this super comply system up there, I put it off for forever. I'm sure there are many There are a lot of things on your guys to-do list that you're not doing cuz it's so complex. You're like, "I'm so scared to take this on." So, I like to keep it as

58:10simple as possible for our base systems. Sorry I'm calling you guys. Um but there's that thank you email. I do like to split by how many times the customer's bought. I'm not going to send additional every single time the person buys from us. I see the big ad 1 2 3 4, and then fifth we stop sending the thank you messages. It's like, "Appreciate you. Thanks for coming back." Um but usually 1 2 3 4. Um so, the immediate thank you message, phase two to three product education, how to use it, hair growth lasts for whatever it is, after usage, after reorders, education, whatever you you're to educate. It's

58:44going to depend. Um so, uh that would be like this one right here. 30-day smile so right here it talks to you like that education what your body sees, understands silent inflammation. Uh you might feel fine or body's experienced inflammation. Our product works out to overcome that. And it shows the 30-day timeline of using the product. They keep you feeling good about it. It's like shit's actually going on. What's key

59:04here is you say silent inflammation. It's like, "You might not feel it until it gets you to continue using our product so they don't just expect their life to change when they try the first product." It's like, "Here's the silent transformation going on." Uh but you might not feel it but it's working on what our body sees. Look at the list to keep consuming it. Uh so, product education going to depend brand to brand, whatever it is. And then day 2 to sound, additional education or social, whatever it is, flexing based on brand. I just like to go all out on education cuz I think we need it

59:33ourselves. And then day 10, that's the waste on to receive their order. That's another exciting point and dope mean point. That's where then I like a cross-sell upsell. You get by this on the fulfilled order, tag, wait like a day or something. That's the our cross-sell upsell. I like to get too too aggressive cuz again, we have Kim Haines going out

59:51three to four times a week. Usually set. Somebody's bought within 7 to 14 days of receiving the campaigns. But people will naturally cross-sell upsell on campaigns. I see a lot of people get really freaky with their post-purchase journeys. It's like, bro, we're sending three to four email campaigns for a week. If product releases, sales, product education, people will naturally

1:00:09cross-sell from that. So, I don't like to get too too crazy except where it works or it makes sense and for the brand. Upsell cross-sell is just like a jab while he use. Hey, there's a Dectonic forever moment. Here's our focus blend. Here's that. Here's this. Just so at least educate them so they become aware that we offer

1:00:26that. So, I like to do that. Excuse me. Sorry, I don't know what that was. But then then we have the checking in on your experience. It's a nice little check-in. I like to do that day 21 to 28 if we're a CBD brand. It's a nice little addition from a real person, from the founder. Checking in on your experience. I hope you are well and keeping you in good health. It comes from a real person. I'm Hirsch, I'm a vice president here at Link Breath. It's been nearly three weeks since you started your oral health journey. I want to personally follow up and see how you're doing. By now your

1:00:58teeth should feel this. You should wake up with this. Most importantly, you should be experiencing this. You probably tell we're not just about empty promises. This feels awesome. Feels like a really good nice message. And it brings. It's a we we made a first thing we ever did experience, but also like this sells. It says like, "Hey, check out some of our other products. If you need to restock, check in here." You build good will. And then you're like, "By the way, bye." That's performed better than any sort of Free up on your on your running low {question mark} This will perform better than any of

1:01:30that sort of stuff. So, we'll let you know that. So, that's post purchase flow or electric glover. I'm just going to go straight to the win back flow just for the sake of time. Win back flow, that is going to be long term. Somebody bought months ago. How do you get them to come back? It's going to be different for any brand

1:01:44whatever the time delay is. For a supplement brand or this supplement brand, when that might be at say 90 for furniture brands, you know. That's going to be a lot longer. But, I like to go for timing. Timing is going to be the biggest one. Again, we have to think, these people are receiving three to four campaigns per week from us. And if they haven't bought it, what has gone on? You probably had new product drops. You've had sales. You had You had banger campaigns, and somebody hasn't

1:02:15bought. Do you think a email campaign that says, "We miss you." is going to get them to buy? No. So, that's where the only [ __ ] that works in my experience with that is worth it is offers and offer testing. So, everything matters. Just test your offers. That person has been receiving all these

1:02:32campaigns, so just test offers. It's the only thing that's going to get them back at this point. They have bought all this awesome stuff you've been doing in the campaigns. And the other thing to test is timing, whatever the timing is. Typically, we start off at around three times the average repeat purchase length. So, if on average people buy on day 45,

1:02:53we'll triple that. So, 45, 90, 135. We'll trigger the win back flow in roughly day 135. That's something that we like to And then just test the [ __ ] out of your offers. Like, don't just throw up 10% off, 15% off. Test it. Acquisition offers convert different than win back offers. So, a new customer that that offer that hits a new customer is going to be the than for old customer. So, uh a lot of times the date phase, the brand phase, the returning customer AOV is really big. Cuz usually you get a big purchase order AOV and that second is

1:03:27low. That's where you might do like gift bundles and whatnot as you offer them back. But here's like for example, what a really good win-back email is just with an offer that ended up working. 30% off just for you. Cuz you see this as a come-back email to any like "We miss you." type of email. People like from that. Only you get [ __ ] on is the offer. It's a stack code, but it looks custom to the

1:03:47customer. Um so, you have that. And if you have not implemented this store credit email, do it. Best email ever. Um I now see it all the time when I audit accounts. And I'm taking the credit for this. Cuz it's the greatest email of all time. Greatest email of all time. Um I take credit for making it popular. But you It's going to be just a discount code. You send somebody a store credit, it's just a discount code. The psychology of it is just crazy good. Cuz

1:04:16you say it, you give a specific number. $17.63. $8.04. Uh whatever you want it to be. It makes it official like "Hey, account email credited to account. Expiration date." And then it's "You've got store credit that's just set to expire. Account your email. And then use this code." We see what works best for win-back. We also build this at the end of our welcome flow often cuz it works so well. Um and then we'll send this as a campaign every

1:04:40so well. I took You scratch that. Yeah. Just a discount code in Shopify. Um but the psychology of it is that when you say get 30% off." It's like having credit in your account. It feels like if I don't spend it, I just threw away $17.63. It just looks so official. It's like "What did I do to earn this?" It's like "You earned it." The psychology of like

1:05:00"I want my account." I can't let it go to waste. It's expiring. I'll never have this again. I'd rather have my 30% off. So, that's what we like to do in people in back. You can do it with a minimum amount. Yes. Yes. Absolutely. Exactly. And so you can have that you can put that there or you could just have it just set on the code for checkout. But yes, good point good

1:05:23reminder. Make sure that you have them in the lower thresholds. They don't just spend $40. Whatever two bucks. Yes, they call it. [clears throat] So, that's post purchase journey. But but from my post purchase journey would you say that sequence differs between that and there for subscription? Is that different just the space like overall here but

1:05:47Yeah. I like to with subscription brands I like to be aggressive up front and then cool off. So I like to be daily emails for 7 days roughly. I like to go daily hard education and then we'll kind of like cool off a little bit from them and subscription I There's all sorts of fun stuff that you can do with subscription but we're not going to do any upsells cross-sells cuz like you got that subscription. It's just really strong onboarding right after that a lot more

1:06:14on consumption because you've won. You've won when you get into this extract. It's just about getting them to stay and extending their experience. And so for them it's like I'm sending like five of these sorts of emails as much as I can be like use the product every day. You're not going to see results for x amount of time. I like you need to you need to take this product every single day or like do it. We're going to have a how we consume our products like it takes for consumption. Like for example, we have a creatine brand who um They The biggest reason people cancel

1:06:42honestly is people don't use the product. They just forget. They don't take their creatine whatever. So people cancel their subscription and it's like I got so much already. So the big thing is how do we get people to consume? And so we asked So you can send a survey for example this is some extra sauce for you guys. Send a survey to everybody who's been subscribed to your product for 6 plus months. Send them a survey and ask them a ton of questions Um and ask like for example, we did this, we found out that our customers who put their creatine in their coffee

1:07:15had the highest LTV. And that makes sense because you have coffee every single morning. You just put your creatine in it. You won't forget every single day. You just put creatine in your coffee. So, what do we now do in our onboarding club? What do we do on ads? Put your creatine in your coffee and then LTV just skyrockets. And so, that's like the sort of stuff that we're putting putting in there cuz they can be pretty similar, uh but we also like giving them like a subscription education email on the ads you subscription for all these

1:07:41reasons, all that sort of stuff. subscriptions Follow up Yeah, my company actually has subscription and also they do a la carte and a lot of subscribers also keep great sales on the site. In that case, when [clears throat] um there are in follow up post purchase flow Yeah. And then they buy again. That would be something for another customer as well or they do a

1:08:02subscription on. Yeah, that's going to depend brand to brand. That's a little bit more like unique sort of case. Um I just like to look at cancels and how many cancels we're getting as a result compared to upsells. Um so, for that one I just go direct to that to start. Should I accept that from like the generic post purchase flow? I would definitely put priority on the subscription flow. My gut says use subscription flow. Don't let them do the post purchase flow. Just for our one time post purchase flow, you can exclusion of they don't have an active subscription. So, like if somebody has an active subscription, they're not

1:08:34getting our one time post purchase flow. And so, that's how I would do our conflict flow. What do you think of that, Austin? Good. Have you had any success with a brand where you don't make a discount offer? And um just like as a whole? Like I don't know actually like Yeah, absolutely. Absolutely. Um it's a little bit more difficult and it takes a little bit more time usually where you need to have a really unique product, but absolutely. We have We have multiple brands. They have to do the rush with no discount. It's they you see that some sort of unique point about you, whether it's your

1:09:09story, whether it's your product that's really unique, a really strong brand. Uh usually that's what it takes. Um but a lot of times they're doing by like new products for example. Like you know, premium fashion brand for the app, absolutely no discounts. You can't ever discount it, but what carries their performance and retention is their like new product releases that are always going out. That's how they're able to collate. That's their that's their selling point. Um makes it a little bit difficult for new brands to start out if you don't do discounts. I mean, you can look at it as, you know,

1:09:41we'll get any of from all these stuff. Offer is everything. You don't necessarily need That doesn't mean give up margins. That doesn't mean, hey, give a 90% off discount. It's just framing. What is How How do you frame your offer? Uh what's your positioning? It's, you know, do you get it X% off or do you give all these bonuses? You get these upsells. That sort of stuff. Is that

1:09:59what you mean? I mean, we have bundles, Exactly. bonuses, right? And it's just positioning, right? Discounts are just I'm getting more value for my money. I would keep positioning that. You don't want to do frame for the discount. You start thinking about I have to give you something for free and a digital download. Anything you can do just

1:10:15satisfy like that. That's all the word of mouth. We had a brand. They sell $2,000 office chairs. No discounts. We're not discounting. Nope, we're not doing any of that. I was like, okay, well, how can I make this offer enticing? The whole branch is like, hey, buy our office chair. It's really nice. Leave the

1:10:31website. And well, well, I asked them. And I was like, okay, what do you guys Cuz they were like, this isn't a really strong offer. It's really nice chair. I was like, how can we make this a little bit more sexy than just a fire cool chair? Here's like a size behind it. I was like, okay, so many buyers like, what do they get? What do they do to get it? They're like, oh, they get a free

1:10:49consultation from one of our experts. They get this ebook. They get this course. They get access to this clinician. They They come comes with free two-day shipping. It's a two-year warranty. It's like, "Oh my goodness, why are we not advertising this?" You save like X amount of dollars of free value. You're getting free two-day shipping. Let's lead with our product. And they implement that, they've been ripping. So, we actually just did like pop-up offers to be around like, "Hey, you've got free shipping and these free gifts [snorts] under your first order value at X amount of dollars." We didn't give any extra discount or anything like that. Worked

1:11:20really well. And it crossed for them, they now advertise that in their ads. They just What? They were giving all that away, but they just weren't telling people. So, a lot of times it's positioning there. Um that's like more for brands. Um yeah. There's also something to be said about like, you know, you don't want to discount for branding. You want to

1:11:38brand. Um maybe they wouldn't want to do that. Everything that I said, there's always clever ways with positioning for the All I know is that the framing is the biggest lever that you can pull. Your front-end framing offers that your value perception. That's the biggest that doesn't need to be discounted. All right, what works best? Have you seen success sending on purchase products daily, especially when it's not

1:12:04like a daily subscription for a product? Yeah. Yeah, so if getting one-time first search to subscribe Yeah. Yeah, and there that's the strongest cohort, highest LTV cohort you will have as a brand. It's the people who place a one-time order and they come back to subscribe. You look at LTV and subscription first versus just one-time order placers versus one-time order people who turn into

1:12:28subscription. Those people highest LTV. And so, that's really important to in your post-purchase journey, in your replenishment journey, is to hit people who place a one-time order and get them to subscribe. So, you want to make sure that they know that hey, you give an extra discount if you subscribe. Maybe give them something something juicy. Uh just to get them to subscribe because that's kind of your

1:12:49highest LTV cohort. Last thing is just what to AB test. Offers. You can test nothing else besides offers. That's it. It's the biggest thing that you can do. Biggest breakthroughs that we ever get by offer testing. You cannot conversion rate optimize your way to a double in revenue. But you can have an offer test double your reps and double your profit. I'm joking. That doesn't mean give bigger discount. That

1:13:20means different framing. Got to explain. That means different free gifts. That means different bundles. That means dollars. That means per sex. You cannot adjust little words in copy. You won't have a cent time test result in two extra amount of money. But an offer test in conditioning test can. Subject lines are actually great for revenue. I don't give a [ __ ] about open rates. I do not give a flying [ __ ] about the new subject line everybody likes. Subject lines for open rates. I don't give a [ __ ] about open rates. If I have a subject line that gets me more revenue or higher

1:13:46place order rate because it has a different positioning or different angle. It changes the frame in which the customer opens the email. So, I don't give a [ __ ] about that. I care about revenue. Your order is ready to ship. That opens a mind. Doubles revenue compared to forgetting something subject line. Different framing that the customer opens the email with. It's like forgetting something which is like oh [ __ ]

1:14:08Email format graphic versus text base. And then send time you ask. But the big ones that I care about offers and subject lines which is there's a breezy to do at scale just like Santa Claus. Easy to do at scale. Subject line test and send time. Email format. Follow me on Instagram if you don't already. That's where you can find me where I share all this cool

1:14:25stuff. Thank you guys. That was my talk.