# Watch Me LIVE Audit a $400K/mo Email Marketing Strategy

Channel: Max Sturtevant
Video: https://www.youtube.com/watch?v=mBGBmnRHMyI
Duration: 1 hr
Language: English
Words: 13606
Transcript page: https://viewrankai.com/tools/youtube-transcript/mBGBmnRHMyI

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[0:00] I've literally never seen anyone do this before. This is a brand that's doing over $400,000 a month and I'm going to be walking through with their marketing lead, their email marketing account, their whole e-commerce strategy, what they're doing that's working, and where the opportunities are. Now, the brand is called Happiest Hour and they have little shots that you can take. They're liquid and they give you all sorts of different benefits, similar to Magic

[0:20] Mind if you know who Magic Mind is. They've been scaling like crazy. They're absolutely crushing it, but their email channel is just not performing nearly where it could be and it's holding them back from reaching the next level of scale. Potentially hitting eight figures. I'm not holding anything back, showing you everything inside this e-commerce store and their Klaviyo email marketing, what numbers they're doing, and what we can do to get them to add over $100,000 a month in revenue just through email. So, without further ado,

[0:45] let's get into it. Yo, yo. All righty. So, here we go. We're going to be doing a live audit on the Happiest Hour, super super cool brand, excited to talk about and break down some of the email strategy live. Here I have James who's going to be talking about the account and helping us run through this stuff. So, James, welcome in. Why don't you just give a brief intro about yourself and then we'll kind of just like take it from there and I'll ask some questions about the brand before we go into Klaviyo. Yeah, perfect. Thanks for

[1:11] having me. Yeah, I've been in e-commerce CPG for about like 10 10 plus years, various different agencies, mostly all digital stuff, worked from handful of like enterprise brands, tons of startups, was in like the fintech crypto world for a few years. Had my hands in a lot of different projects, my own startups, different clients. And now this is one that I'm stepping in as the I've been stepping in as the the head of growth, managing their whole entire funnel and really taking their brand to the next level. Yeah, so they've been they're TikTok Shop native brand and now we've been really building out an entire customer experience for

[1:45] them. We're starting to activate in-person events, rebuild the whole Shopify store, activating emails and new channel, subscriptions, all this kind of stuff. So, really excited to see your insights and and take this brand to to where it truly can be. Hell yeah. Hell yeah. Right on. Lots of TikTok brands blowing up. So, excited to talk about it cuz there's a lot of fun stuff that you can do. TikTok now, as you know, it has like a lot of has a lot of limitations with what we can do from email. But, there are some are some little tricks that we can do to try to try to get the most out of the

[2:16] TikTok revenue that we're generating. So, right on. Cool. So, you're the head of growth here, looking at scaling email mainly on TikTok Shop and yeah, so I'm just going to share my screen and look briefly at the website just so we have it. So, all natural wellness shots. We have the different products here. So, we have uplifted energy, stress-free, elevated, pain relief. Could you talk a little bit about the bundles and kind of just like the store, where a lot of the revenue

[2:41] comes from, like the different splits? Yeah, so this is built for mobile. So, like your your desktop screens is not going to be as great as what it was intended for cuz we got like 98% of our traffic is mobile. So, it looks a lot better on your phone. Overall, like these these bundles were initially created during Black Friday just as in the goal of driving higher

[3:01] AOV. Our founder kind of curated a couple combinations of what both what people were already buying and combining together plus what she really likes to combine when when she's taking the shots. And so that was kind of the the intention with the different bundles. And then we've got a few different angles around like the social butterfly bundle or the like we had like a Thanksgiving

[3:24] Thanksgiving feast bundle. So, different kind of combinations that we're angling with within our ads and our emails around the the personas that these bundles are curated for. And then the different SKUs we've got Wake, which is energy and focus. We've got Calm, which is like anxiety relief. Sleep, which is obviously helps you sleep. Elevated, which was one of our initial formulations that was created for to pair alongside your cannabis experience. So, it's it's all these products are loaded with terpenes, which are found in cannabis. These are not derived from cannabis, but they intensify product, which is the elevated elevated line, really like amplifies the the effects of THC and CBD. And I know

[4:05] like my first tried it, it was like being in high school again, like that first time ever doing it. And that's kind of the same experience that we get that we hear from a lot of people. So, that's that's the intensify. It also intensifies the effects of all the other products. So, that that one's our best

[4:18] seller for sure. It's also been known to be beneficial during like what we call spicy time. So, we're around couples couples using it to intensify their their romantic evenings. And yeah, and then Bliss. So, the Bliss and Intensify bundle is our number one seller. Bliss is like the mood booster. I've got one right here actually that I'm I'm drinking. I drink one of these like pretty much every day. And then we've got Curb, which is like for to curb your munchies. And then and then kind of like appetite control. And then we've got Mend, which is pain relief for working out. And I think I covered all

[4:53] of them. Nice. Cool. Well, I probably wouldn't be a fan of elevating your high right here to go back to my high school days. I had a really bad weed experience. So, I try to stay away, but that's that's that's very interesting. I love it. Right on. These are these are super cool. What's the background on the founder? Just like curious. Yeah, so it's a it's a third generation family business. So, they're from they're in Reno, Nevada. They're they started off as a beverage distributor for the alcohol category and then they from next generation they started manufacturing beverages. So, now they're at the point where if you purchase if you go to a

[5:30] restaurant or a casino anywhere in Nevada, like anywhere in Vegas, there's like a very high chance that you're drinking something that they produced. So, this was Happiest Hour was a line extension. Again, they had a past in the cannabis category industry and then as regulations changed they they decided to step away from that category, but they still had a huge network there. And so, they created something to be paired alongside the cannabis experience that didn't have CBD or THC in it. And then now there's been this whole other world being opened up about the application for wellness for this product that beyond just people who are

[6:02] using cannabis, but anyone who just wants to be a little bit more calm or just needs a a bit more of a mood booster throughout the day. That's kind of the how this how it's progressed over the last few years. Hell yeah. Super cool. Super duper cool. Awesome. Well, very fun brand. Let's let's get into the weeds a little bit. Let's let's get tactical. Thank you for all the background. So, I'm going to open up Klaviyo here and this is what we're looking like for the past 30 days. This is Black Friday, Cyber Monday. Can also

[6:28] go past like maybe. I like to break things down right here. I just want to get a little bit more of understanding of the funnel. So, August here to December. Could you talk a little bit about the split in revenue? How much is coming from like TikTok Shop? How much is coming from e-com as a

[6:45] whole? And then and then yeah, just like the different channels you're using and what the revenue is like from each one. Yeah, generally we're we're seeing about like 75% comes from TikTok Shop and then about 10% is from email. Actually like yeah, 70% from TikTok Shop, about 10% from email and then 10% is like direct and then 10% is from subscriptions. So, the direct the direct is kind of like direct paired with organic. There's there's a huge halo effect from TikTok Shop. So, people will see the product on TikTok and then they go straight to our website and purchase it there or they'll search us up on Google and find us there. So,

[7:22] it's that's definitely like our hub and now with all obviously with the regulation stuff that's kind of looming where we're definitely going as quickly as we can to like release our reliance on them just because there's uncertainty even if we're confident that the the bill is going to sway in our favor, but there's still just some heavy pushes to to release the reliance and get our eggs

[7:42] out of that basket. Yeah, absolutely. Yeah, for anybody that doesn't know like TikTok's like deep in potentially getting banned in the US. So, that's that's definitely So, what what are the plans to kind of like get out of like being very TikTok reliant? Are there specific channels that you're going Are you going to funnel more into like paid ads? Are you doing any paid ads? Is that like the plan? Yeah, so

[8:01] we're turning on Meta starting January. We did some testing through Black Friday, Cyber Monday and saw some like indicators that there's that there's potential for success there. So, that's starting in January. We're going full fledged doing a solid investment into into Meta ads, Instagram, Facebook and then we'll activate Pinterest, Twitter, Reddit and just start to get really diversify once we get our Meta engine running. And then of course driving people into email is is really important. We've been doing a lot of like email exclusive offers where we're pushing people from our TikTok and saying like, "Hey, if you want to get one week early access or two weeks early

[8:34] access to this new product we're dropping, you can only get it if you're on our email list. It's going to sell out." We're doing like limited exclusive drops only for our email subscribers. So, that's the one channel that like you really only own because we've had our TikTok account disabled before. We've had our Shopify account disabled before cuz they thought that we were selling cannabis even though we never were. So, email's the one that like that's the only audience that you actually own. If you have their email list, if Klaviyo shuts us down, I can bring my email list to another platform. But, the same is not

[9:02] true with Shopify or TikTok or any other channel. So, that's one that we're just really really prioritizing to push people into into our email channel. Nice. Cool. Love it. I agree with all of it. That's that's why I love email. You own it and it's also cheap as hell. I know I mean, it's probably not as cheap as TikTok since TikTok's like

[9:19] essentially free to post organic. But, yeah, absolutely. Email it's going to be cheaper especially as you're ramping up ads. It's going to be super important to make sure that like we have this funnel operating in the back end and all the traffic you bring to website, making sure we're squeezing every possible lead out of them. So,

[9:33] cool. So, that makes a ton of sense. Thank you. Have a clear understanding. Now, let's talk about like some KPIs and what I see like initial thoughts like going through the account to fill people in. Like I really haven't prepped at all. I wanted this to be like pretty live to see what it's like to like review an account live and and point out like what the highest leverage are. So, like typically when I look at a dashboard like this, I'd be really concerned. 10% of total revenue from email typically very very low. Like our client average, for example, is 41%. Um and that's like our average like after

[10:03] working with brands for like 3, 4 months. Um but this is more typical to be lower if you're TikTok-oriented brand cuz it's very hard to get people's emails on TikTok. You're not getting like actual traffic to the website. But still, like for our TikTok-oriented brands, ideally we want to be at minimum kind of 20 to 30%. Um so that to me says like there's a good amount of room for growth here. And that's even um with you guys doing over double and it being Black Friday and Cyber Monday. Um so that's one thing that stands out. The next thing that stands out is this the split in revenue from campaigns versus

[10:34] flows. So campaigns making up 75% of the revenue um and flows 25%. Typically, where we want to be ideally is around 50/50. Um just that lets you know this split lets me know when I'm looking at it what the lowest hanging fruit is. So in my eyes, it seems like the biggest lever right off the bat is on the flows cuz we can kind of get that to match campaigns. Um sometimes you can get a little bit more heavy revenue from campaigns during Black Friday, Cyber Monday, or in big promotional days. But still, even your flows is are going to

[11:02] pick up revenue from that time period. So typically, it's not like huge. At most, like kind of like 60/40. A lot of this is going to depend on the brand as well. Sometimes things can be off a little bit. That's why I always like metrics, take them with a grain of salt and like comparing them to other brands cuz every brand is different. But knowing what I know about the brand, I'd like this to be at around 50/50, especially with all the cool stuff we can do with like automations and cross-sells, upsells, subscription purchases, all that good stuff. So those are like the initial things that jump

[11:27] out at me. Um then also like SMSs. Is SMS not something you guys are doing um or something that you want to do? Clavio blocked us from doing SMS cuz they think that we're selling cannabis. Um even though I've tried to fight it multiple times and we've been paying for SMS, but then like all of our ingredients, I sent them all of our like FDA statements, and

[11:45] they're like, "Nah, like we don't care. We're we're not letting you guys send an SMS." So that's something again that we're going to activate that with Postscript um starting in the new year. But yeah, that's definitely a channel that I definitely see a lot of value in and have been wanting to try and have attempted a few times and they just won't let us. That's annoying. Um all I'll talk to some people there and see what I can do for that, but um Postscript, all the platforms, they do the same They're going to try to sell you against each other, but at the end of the day, every um SMS platform's

[12:13] pretty much the same. Um Postscript's good, attentive, and Clavio help It's helpful having Clavio just cuz it's all in one place, but not the end of the world. Cool. So those are the main numbers that stand out for me um when looking at the account there. So I want to go First, what I always like to do is I like to talk about the sign-up form and the pop-up form list growth because

[12:33] this is how you're getting list growth. This is pretty much how you're getting people onto the list. Do you have a pop-up form like on another platform that you guys are using? Yeah. Yeah, it's the the Formtoro one that I told you about. Yeah, the Formtoro one. Yeah, I'd be curious to know like how that performs and what the um kind of like opt-in rate there is. Um Yeah, I can get that for you really quick. Yeah, if you have those numbers, that'd be that'd be great. I saw It's like a who are you buying for sort of situation. It's a quiz sort of Yeah, which Yeah, so our let's see. Our

[13:04] past 90 days, um past 90 days, our opt-in rate is opt-in rate is 13.6% um and then our subscription to conversion rate is 7.2%. 2% subscription. So that's just going to be the amount of people who subscribe to email, how many of them buy? Yeah. Cool. Um and then do you What's the trigger for the form? Uh immediately. It's like I I think it's 2 seconds after load. Got it. Um let me just verify on my phone. On desktop, it didn't Wait, let me see if it will do on

[13:44] desktop. Now that I'm looking at it, I think there might be there might be a glitch with it. Yeah, I It's showing It's showing zero like on our most recent one, there's showing zero percent. So there must there might be something that expired or some Yeah, there was something weird when I uh tried to do it um on desktop. Like part of it was cut out, and I think I like once I clicked onto this, it came up. Um It's not on

[14:08] desktop. Yeah, so everything's everything's been built mobile. Like we we get like 1% of traffic comes from desktop, and most of the time it's like spam, so we don't even really we don't even think about it. So we don't even think. So our our pop-ups are like designed and built for for mobile as well. No problem. Yeah, don't blame you there. Um yeah, I just got it on my phone on my phone right here. I'll just screenshot it so we can refer to it and I can put it into the doc. Um so it's asking who are you shopping for? Um let's find the perfect gift right here um for myself, a friend,

[14:38] family member, or someone else. I like it. Uh what do you need most right now? Um I'm dragging and need energy. Um learn more. Got it. And how do you get people's emails off of this? Didn't ask me for email. Oh, really? All right, there's a mistake that I made. Um cuz yeah, it should be it should be on step on step two, it asks for your email, and then what Yeah, now that's what I'm seeing now. Our our data's skewed here cuz it's saying like our subscription rate for that is not Got it. So maybe one step got like accidentally deleted or something. Yeah, or it's getting skipped from our logic

[15:09] because of like the who you're shopping for, I think it might be jumping, you Yeah. It's that who you're shopping for, then it says, "Let's help them get the perfect bundle. Uh what are they trying to do?" And it's like get more energy or whatever. Say I said more energy, then it goes to just right here, and then

[15:23] it's learn more. Okay. So maybe maybe something broke there. But the metrics that you have are very helpful already. Um so to fill you in, um 13.6% opt-in rate, amazing. Love it. Um ideally, where we want to be is at minimum like 8%. 13.6% is great. I always like to push people to use a platform like Formtoro or use a platform like Try Olia. These are great pop-up forms as well or Olia Learn, my bad. Um I typically lean more towards Olia, but

[15:52] with Formtoro, you can do a lot more. You can do a little bit more like on the email side kind of with the form logic that you're doing, how you have like a quiz and customizing people. Um and then also Amped. All of these I love, way better than like Clavio forms or anything there. Um so I like how you're

[16:06] using one of those. So 13.6% is great. Um that's kind of what we're looking for. Um this does This is a bit low. 7.2% subscription to purchase conversion rate. Um typically, ideally, we want this to be more like at minimum 10%. Um ideally, you know, up towards like 15, 20%. But since you guys aren't really giving like a discount, are you guys giving a discount? Uh no, not on the first pop-up. No. It Is there a second pop-up that you do? Um we have a we have a second pop-up for people that that haven't converted um that are revisiting for the second time. So it's kind of like it's part of

[16:42] our abandoned cart flow um that like if they've if they visited the site and they still haven't purchased, they come back, then it's the same offer as our abandoned cart, which is 20%. Uh yeah. So 70% on like top of this offer or whatever it is? Yeah, so 20 20% off of like basically 20% off your order over over 30 bucks. Um these bundles, we have like a special promo that just went out that's 33% off the bundles. So um we've been Yeah, we've been playing with the pricing a bit cuz our primary KPI right now is driving AOV because we're trying to retrain our customers. They've been so used to

[17:14] buying on TikTok Shop where everything is flash sale, like mega live, get this for so like at TikTok Shop's very like promotion-oriented. And so we're trying to retrain our our customers and our our community into like spending a little bit more. Um and so we're kind of playing with our our price elasticity right now. Yeah. No, I like it. That's badass. Um if you do want to end up Have you ever heard of Fondue? Not like the cheese, but this platform, Get Fondue. No. So they do cash Oh, okay. I've seen people doing cash back. I haven't I didn't know how they were doing it, though. Yeah, we have a

[17:44] couple clients that do it where it's cash back rather than percent off. So rather than giving 20% off on every order, it's 20% cash back. And so after somebody like places an order with cash back, Yeah, I've seen that before. Yeah, they'll get an email being like, "Hey, claim cash back by filling or just like claim your cash back here." The thing is, like literally, I believe for our current client that we're doing it for, it's a 32% claim rate. And so you're able to keep all those margins. People are buying, they're getting higher conversions off of using cash back. Um but then barely any people are like

[18:16] actually claiming it. So you get to keep all those uh you get to keep all those margins. Um and how it works is it's all just based on like UTMs. And so if you like claim this, then it'll add a UTM, and then it'll automatically add like the cash back to your cart. Um and so the only the complication with email is every single link that you have, if you're giving 20% cash back like in the welcome flow, every single every single

[18:37] button needs to have that UTM parameter. If you're giving like 20% back or something. Something that we're seeing And is there is there an integration directly to Clavio to have like a dynamic URL for that? Yeah, um you literally just like every single link that you put like inside the flows. Like if you were to click in, just like every button, you just paste whatever

[18:55] the UTM is. It'll be like question UTM. It'll be like, I don't know, something cash back, whatever it is. And then you you just create the UTMs inside of the cash back platform. Um and then you just paste that at the at the back of like all your links. So if you were to click here, you just copy What makes it better than What makes it better than just doing like an automatic gift card? You can do that. I think it's just the mess messaging that works better. Cash back, I haven't actually tested it with the gift card automatic gift card, so maybe that does work

[19:24] better. But cash back, we've just seen it work really well. Like the pop-up forms that we do with cash back, you can like they people respond really well to it, and they enter the email list at a high rate. But, you know, since you're not doing a discount, um 7% is pretty solid. I mean, ideally, we'd like to get that to 10%. We'll take a look at like some of the email flows, like the welcome flow, what that looks like. That's not That's not like bad at all. And this is good, so happy with the acquisition funnel. So I actually want to look at the welcome flow and see how

[19:53] it's doing um and what you guys do for the welcome flow. So, I assume so social snowball through purchase that's your referral program I'd assume. Yep. Cool. So, here we have the welcome flow. Okay, so let's look here. So, we have a long welcome flow multiple emails. Got it. Okay, so the open rate is fine. Some people would get concerned with like a low open rate at the back end of the flow, but it's notice how it's just like a like a steady I guess it's not as steady, but at the back end typically lower open rates is fine. You expect that and it's good to see that it's

[20:27] still converting. The clicks are a bit quite low. So, I'd like to take a look at that, but one thing that I think you guys do have going for you is the personal small brand feel like Tiff from Happiest Hour. That's always going to perform really well with email. I like seeing that. Subject lines are a bit repetitive using the same emoji. People could be getting

[20:46] like turned out a bit there. So, wondering about that and if that's something as far as the emails are is everything mainly text based it looks like? I think we do two text base and then I think then there's a couple designed. Got it. Take a look here. Got it. Cool. So, definitely like The first text one is meant to be like it's meant to kind of have the illusion like you said like the small brand feel of like I'm the founder I just saw you and I'm now I'm writing you a message versus the other ones are more like educational design oriented. So, you are

[21:17] giving 20% off on the first purchase it looks like. Yeah, from the from the welcome flow, but that that's that's not the the current offer we have in the pop-up is again it's trying to drive orders to those bundles. So, we're not we're trying not to discount those bundles which I think now that I'm now that I'm thinking back is why I wasn't pushing for emails cuz I'm trying to push directly to a sale Got it. for those, but I think there should be like a back

[21:39] door to collect email on those pop-ups. They're they'll be a different one once once holiday season's over cuz it's not so much gifting season. Yeah, that's the intention right now is that I'm just trying to push sales straight to those bundle orders. Yeah, that would be I'd recommend I'd recommend doing the email side of things adding email in just because those people will if they just click off then you don't have their information they're

[22:07] not going to come back. Maybe do maybe so what you can do is on the form you should be able to do this in the logic. So, say you have step one is step one is the who you're buying for step two is what you're looking to do you're looking to get out of it and then step three email for offer and even if they close out of this whatever they clicked whether it's energy calm whatever just have the form just direct them in the background once they fill out this. And so even if they don't do enter their email then you're still going to get the same effect, but you

[22:44] have the chance to get their email and then the offer is just you you don't need to give the 20% off. You can create duplicate this flow and just remove the offer and then just take them to that like page with like the bundle deal. That is a quite a bit of work juice might not be worth the squeeze if it's if you're only going to have it live for a bit, but Yeah, that's the the goal with with like next iteration of these forms is like the based on what they select is to split them into a separate welcome series that's kind of guiding either based on like the recommended

[23:12] bundle or the recommended products that they get and then guiding around like their lifestyle that they get a tailored welcome series based off of their the responses. So, just I've been having I've been slammed with Black Friday stuff. So, I haven't Yeah, that's how that's Which is why now it's come January I need a I need an email

[23:29] partner. Yeah, no sweat. And then so yeah, looking at some of the metrics. So, this welcome flow conversion rate is actually quite low. Looks like we have around a 6% it might just end up being that like 7% rate cuz I I thought we weren't doing a discount, but we are doing 20% off. We want to be at least like in these first two emails like at least like 10%. So, I think there definitely is a lot of room for improvement. the things I would recommend just as a quick win is changing this code to not be thank you 20 cuz it's just generic. Everybody gets

[24:02] this nobody feels special. You can either do a custom code, but I don't love that because it hurts your ability to do design and put the put the code into designs. What I like to do is static random codes. So, changing the discount code to something like like maybe thank you like 6 HG4. We've had this convert literally like 50% better for clients in tests we've done just making it seem random and it could just be a static code. That's something that for some reason psychologically you just like having your own code. Yeah. that could help

[24:34] with conversions right off the bat. Would be curious with testing this versus versus a more typical welcome email graphic. I'd be curious to see how that goes just making it look personal. I like the text base for email too. That's typically what we like to do more of a text base. The problem here is like we really don't have like we don't have any buttons in this email. We need to have a button and we need to remind of the discount. So, lots of stuff. I mean this is just cleaning up this stuff every single email remind of the discount. You're getting good you're

[25:01] getting solid engagement 40% opens. 3,700 people just saw that and didn't click just because that's 3,700 if if you had just like KPI of 5% then that's a couple hundred people high intent going to the website. So, that's a big opportunity every email we want to make sure we remind of the discount and then we also like is the discount in here? I don't even think the discount is in this one. We need to remind them every single time 20% off. We need a button. There's really no button clear button always having a button at the top of the email here in the welcome flow. Just going

[25:31] through like the content is good. I like the content good stuff and you're getting like engagement here like throughout the emails. It's really just like the buttons. The buttons and then also remind of the discount code every single time. Like the click rate on this is very low. Just add a clear button right at the top here that's literally going to transform you'll probably have over 1% click rate throughout the whole flow if just like your Happiest Hour waits don't forget to use your discount code shop now. And

[25:58] then also if we can add some urgency. Your discount code's expiring. It's a custom code just for you. It's expiring. That is going to really really really lower your cost per acquisition too once you're doing ads because once you can get these people to buy more often in the welcome flow you're not going to have to retarget them. And if like that I think this is a very very low hanging fruit change the change that code just that little switch. Like to test a graphic based email clear buttons remind of the discount every email and we're we're going to be we're going to be in a good

[26:27] spot there I think because also the emails and the designs like those look those look solid. Those look those look good some conversion based stuff we can do, but that all looks solid just some couple things that probably like realistically I think that would double the welcome flow revenue and in turn likely decrease your cost per acquisition significantly. Any questions there? I want to kind of like move fast so we can get through a lot of this stuff. That makes sense. I I'm surprised I I I didn't realize that I had no buttons in those emails it's kind of embarrassing. No sweat dude. I I've seen

[26:58] I've seen a lot lot lot worse. What you guys have is good like you have this is badass. This is badass and I love the splits based on like the product too. So, store credit let's talk about this real quick. What's this flow? That one's like this was pulled from the one of your videos actually. Nice. Oh yeah, the yeah, the hey you have store credit and so this is for people who they place an order over $75. Yeah, so I have like a segment set for people whose average order value is over 75 and

[27:27] then they get this flow. This is badass. I might even steal this. Nice. Yeah, I love this email. It looks transactional says customer's name amazing. Love that. I love this trigger too. Like that's badass. It has a really really good place or like this converts better than your welcome flow which is crazy. Look at the click rate 26% that's that's nuts. I I'm probably going to steal that. I haven't I haven't done that as like a segment based trigger. So, good stuff learning

[27:51] from each other. Awesome. So, let's talk a little bit about abandoned checkout abandoned cart. Let's look at like the flows. Let me look at like what's live see if we're missing any. Do you have an abandoned cart trigger on your website or is it just checkout? Do you know? I think Do you have a cart function? Yeah, add

[28:07] to cart. Yeah, so right now if I were to leave the website after adding this to cart I wouldn't receive any emails because you the trigger on all of these is checkout started. And so I only added to cart. In order for those flows to fire I'd have to click checkout now and then if I left I'd be receiving emails. So, Okay, so how is it going to you'd have to be a return customer there right cuz like cuz if I figured I thought you have to put in your email in that checkout started thing for us to even have your email, but I guess it's if

[28:37] you're a return customer then Returning customer yes cuz we have your email and then also if you enter your information on the pop-up form then we have your email and we're able to track those. So, we can see like if that metric's firing added to cart. Yes, it looks like it's not firing right now. Looks like it broke broke. You can just so Shopify actually will automatically add an added to cart trigger now. This is actually new as of a couple months ago. If you just disconnect your Clavio and Shopify then restart it it'll have the added cart trigger for you and then

[29:07] you're going to be able to do this flow. So, anybody you have an email for you're going to be able to send the added to cart stuff. So, that could be people who fill out the pop-up form. They join the welcome flow on email three. They click. They go to the website. They add a button. They add an item to cart and then they leave. That's going to help also that that then you'll be able to send those emails. And so that's a good

[29:24] chunk of change as well. Also something that we're missing is browse abandon. So, again so that would be for somebody who views a product and then leaves. Looks like with the side of my Yeah, so if somebody viewed this page and then left right now they wouldn't receive anything. So, the trigger for that is just viewed product. Forever viewed product is right here. Yeah, we it is firing. Um, cool. So, we could get a lot of people

[29:52] entering the browser abandoned flows. And these these are only tracking people who you do have emails for. So, 58 people right here, 60, 32. Um, big opportunity there for the browser abandoned flow as well. And let me look at what's in the checkout abandoned flow. I like how you're sending six emails. Love it. One day apart. Amazing. Um, open rates are a bit low. Um, at very low volume. Only 26 people. Yeah, now I'm realizing like yeah, the metric was if the trigger wasn't set up properly then the This is checkout abandoned. So, checkout abandoned is set up correctly. So, this is good. Um, it's just like very little people actually go

[30:26] to checkout and then leave. It's mostly it's like cart. So, cart would probably have like a couple hundred or something. Um, but it is low volume so it's tough to judge some of these numbers. I mean, place order rate, just to give you an idea, abandoned checkout, we want to be at at least 10 to 20% conversions throughout the whole flow. So, but it's really hard to say. I mean, only 26 people entered. And this is the sleep. I guess we're also splitting by the

[30:47] product. But, I like the strategy here. Um, multiple emails reminding of different things. Oops, did you forget something? I'd put a button up at the top. Um, but you know, this is solid actually. This is good. I think your abandonment your abandoned checkout is good. We just want to duplicate this for the abandoned cart flow and have something a little bit simpler for the browser abandoned flow. Somebody views a product and then leaves. Um, and and that's going to pick up a ton of revenue. I like how you're splitting by each product. Super personalized. Super custom. Love it. Amazing. Um, a lot more work but worth it, especially if you're

[31:22] going to be scaling um, and keep scaling. Yeah, like this is more where we want to be. I mean, it is only 32 people who have entered but like that's like these are the metrics that I more want to see. Um, 9.4% place to order rate. The click rate is less than the place to order rate. So, people are seeing this email and then going back to the website rather than just like clicking. We kind of want to streamline that a little bit. I'd put a button just

[31:43] right here as well as down here. Yeah. But, this is good. I don't mind it. Um, I like the strategy here. Camp I like this. 11% off. I'd also say a last chance also. Um, last chance anytime you do a discount, those are going to convert really well. And then button, of course, adding a button here. Um, and then mix in text based as well into think I've got one I think I've got two in there. Cool. There's looks like this one's from Tiff. Cool. I'd even test

[32:10] this versus like even more text based. Um, and just like a plain text based but that's solid. I like it. Cool. And then one other flow that we don't have uh, for abandonments would be active on site. So, the site abandoned flow. Somebody looks you up on Google. They don't view any products. They don't click on any of this. They just go on this page or like if we're on mobile, they're just like clicking around and they don't click on any one of these. We want to have a couple of emails in place to re-engage them. So, the trigger on that is active on site. Um, yeah, so we

[32:38] have people entering here. So, active on site is another one that we want. Mhm. And one that's missing too is like a recapture. What was that? I don't know if you're about to get into this but the recapture one is something that I'm working on right now as well. And what would that one be? Like for lagging customers. Like a hey, we noticed that

[32:54] you purchased Bliss Bliss 30 days ago. Um, come back kind of thing. Yeah, like post purchase sort of stuff. So, you don't really have too much post purchase right now. Yeah. Yeah, that's that's like next stage of the funnel that we're we're working on refining right now. Like referral, hey refer your friends, here's your custom code. Um, like join our loyalty program, subscribe, all

[33:12] those kind of things. Nice. Nice. Yeah, those are going to be nice. Um, what I would recommend is and I actually I my sales call that I had in nine minutes just got canceled. So, we can go over time if you if you want. Uh, do you have a hard stop by the way? Um, I've got I can I can I can push a few minutes. Yeah, up to you. We can go I'll I'll go as fast as I can here. Um, and if we want to stop a little bit early, we can or if we want to go a couple minutes over, that's fine, too. I just

[33:37] don't have a hard stop. Um, we'll try to get this jam packed. Yeah, so post purchase flow, here's what I would recommend. Um, so I would do this is like typically what what we do. I had this pulled up. I'll actually ignore this. Um, immediate thank you post purchase and upsell. Did I close the doc? Oh, no, it's right

[33:55] here. Um, immediate upsell thank you. Um, thank you note right after that. And I'll summarize this for you in a doc afterwards and also in the video I'll um, go over this doc once I have like an in-depth audit for you. This is just like some notes and I'll put together a doc for you. But, I like doing immediate thank you. Um, from the founder. Make it from the founder. Um, immediate thank you with PS, I recommend this. So, just have an have a thank you. Build some goodwill. Thank you so much for your order. Yada yada, you're about to do this. Whatever. And then you could you

[34:25] could customize. I like to customize by the amount of times you've ordered. So, if you bought the first time, thank you for trying us for the first time. We're excited. If it's a second time or third time buyer, be like, thank you so much for coming back again. You can also split based on product and do just no matter what, have a PS being like, PS, I

[34:40] recommend this. This is my favorite. Whatever it is. These consistently get anywhere from two to four percent placed orders for us. Um, just that immediate thank you. Don't wait any time. Just do it immediately. They just bought. There's probably another item that they were like, and no, I won't get it. I shouldn't. Have you have you used Rebuy for that? Yes, a bit. I I have. Yeah. Do you guys

[35:00] have Are you set up for that? So, I've been I was focusing on like the cart and our pop-ups and then next step with Rebuy is to integrate it into Klaviyo and start to do like we know that they were about to buy this but but like you said like they didn't add that one. So, now pushing that into the

[35:15] dynamic field on that email. Something like I've I've got to tinker with it to make sure that I do it properly. Yeah, no, that's badass. Right on. Yeah, their their triggers are good there. So, you'll you'll have fun there. Lots of cool stuff you can do. Um, email two, doing upsell / cross-sell depending on the buyer. Uh, email three, how to use the product. Not how to use. Um, how to use. Um, so, how to pair it, whatever they bought. Um, just give some information. Um, and then that's really all you need. You can switch these around if you want. And then if you want to do um, kind of a check-in, I also

[35:49] think that's a good idea. Um, check-in from founder three weeks after purchase is something that we like to do and that gets really good engagement um, as well and a lot of place orders as well. Um, just like, hey, been a couple weeks since you purchased. Hopefully you've noticed these benefits. Yada yada yada. So, that's the immediate post purchase and then we have cross-sell upsell flows. Um, so after the person's used the product like a couple times, um, I actually more just call this

[36:12] replenishment reminder. They've used the product before. They know what it does. Now, we want to kind of get them to subscribe. So, subscribe would kind of be email one to two. Try to get them to subscribe to the product that they bought and then we can get to specific cross-sells and upsells. And replenishment reminder for your product, time delay, you'd probably know better than me um, the brand and when people come back but my gut says anywhere in between 30 to 45 days for a replenishment reminder. I would need to split it based off of pack size they bought. Like cuz we have five pack and

[36:44] one pack. So, if it's one pack then it'd be like 30 days but if it's five pack it'd be like 14. Yeah, that's a that's a pain. We have that for uh, one of our client or a few of our clients and then you need to split like by the time delay and usually to make sure that your

[36:57] Shopify and Klaviyo tags are correct. And then win back, I like to do two to three times the replenishment period. So, if the replenishment period is 45 days, we're saying the first email, win back flow, you can fly that. Yeah, you can do 90 or you can go three times like 135 um, days is kind of that's what I'd do for brands that are active with sending campaigns is three times. If you're not if you're not really sending campaigns, then two times. Um, if you're How frequent how frequent like for a brand like this, how frequently would

[37:26] you be sending campaigns? That's what I wanted to go through. We don't have too much time but we'll go through that. As far as flows, so pop-ups, love what you're doing there. Amazing. Welcome flow, we talked about those. I'll I'll get this all over to you and like clean it up as well and

[37:41] then go over this. But, pop-ups great. The welcome flow, we went over like a couple of those ideas. Um, think we'll be able to double conversion rate there. Abandonment flows, we're missing a few of those flows. Ton of low-hanging fruit there. Post purchase, this is like what I would do. Um, what I would recommend and try to keep it as simple as possible. Um, and then you can build off of it. Replenishment reminder, push for subscriptions first and then go to cross-sells, upsells or whatever you want. Um, and then win back if no campaigns, you don't have time for it,

[38:05] do 90 days while this is more 30 to 45. If you are sending campaigns, then push this another period. Um, and do 135 days cuz a lot of your retention is handled by campaigns if you do it correctly. Um, so that's like everything for flows. Uh, right off the bat with base flows. Lots of good stuff there. I think right off the bat that would push the revenue up to kind of like more of the period that

[38:24] the more of the revenue that we want. And then of course, flow revenue scales as the brand scales and you get more traffic. So, there's flows. Now, let's briefly go through campaigns and what I see here. So, um, not too much that we're sending. Um, I assume, you know, busy team. Um, all this stuff. It Could you briefly talk me through like the campaign strategy you guys have if there is one? What you've been thinking? Is there kind of like anything there or like any plans? So, we we just turned on email in like October and then so far campaigns have been like restock restock new a couple new product

[38:56] releases or like yeah, product replenishments and then Black Friday Cyber Monday. Um, and there's been a couple campaigns like for example around the around the election, we sent a campaign that actually did really really well. Um, it was not political at all but it was just like, hey, like we're grateful for you. Um, just like a reminder to to find gratitude regardless of like how you

[39:18] feel about the election kind of thing. Um, and that one we got like a ton of people responding saying like, thank you so much. And like we didn't even call to action to purchase. Um, so that's that's kind of part of our campaign strategy as well has been like not so much only just try trying to drive sales and promos and and like discounts. It's more just like, hey, this is a direct channel for our founder to reach out to everyone all at once. Um, and just like things like this it helps us differentiate and we're building brand through these kind of

[39:45] emails. People even if we're not telling people, "Hey, click here to go buy." They're reminded of us and then they're going to buy anyways, but we didn't push them to buy. So, it's like they don't feel like they're just we're only talking to them when we want to buy. It's like we're not only saying that you up text, we're actually taking them on dates and going out for dinner. It's not like only the text at 3:00 a.m. when we want when we want something from them. I think that's that's like part of that's very intentional as part of like the brand development strategy. And then, yeah,

[40:11] overall like the campaigns have been somewhat segmented, but they're they've mostly been pretty broad. This this what you're seeing here too is also our warm-up period. So, we had to be very careful that we're only sending to engaged audience. We're not like blasting. We're only trying to drive it to like very high intent recent purchasers, for example, but uh we we

[40:30] just got out of our our domain warming. So, now we're So, the plan is to ramp up campaigns as well. Nice. Nice. Love it. Everything that you said there on the like gratitude sort of message, mwah, amazing. Agree 100%. Even if you're not making sales, like the point of email also is just be top of mind. Just like be be like that. So, if somebody's having like a down day and they're like, "Shoot, I would I need like I already had a coffee." And it's like, "What else can I have?" Like you like maybe they saw an email from you the other day and they just think of you. So, that's the

[40:56] sort of stuff where if you send stuff like this, you don't want to hard sell every email. You're going to piss people off in your list. Have personal emails and then also sexy-looking designs, great copy. That's what keep people coming back and engaged without being pissed off at you. And so, I think like we talked briefly about Magic Mind like before this, but their email strategy

[41:14] amazing. One of my buddies, he runs all their emails, his team does, and they're badass as well. But, they do a really good job of never really selling to you and also their text-based sort of emails absolutely crush. That's not Magic Mind. So, I would go to I would get a lot of inspiration from these guys. Notice

[41:33] buttons way up at the top of the email. This is like one of their text-based emails. This was like one of the sale ones, but from the founders here. You can see they do like brain teasers and stuff. I think that would crush for you guys. Let me try to find one of their brain teasers. Q4's been they haven't really done too much of it, but giving value like here as weekend rolls in, want to share a few tips that help me

[41:52] productively unwind. Stuff like this. I'd always put a button in the footer. You don't need to say shop now, but just do this cuz people will click your website. If it's like underneath customer's footer, I would 100% recommend that. Plus, it'll help your deliverability, always getting clicks. Three ways to enhance mental acuity. They have sexy-looking designs. They have cool transitions. They're giving value. It doesn't seem like they're always selling, but it's still they have these buttons here for a reason. They're

[42:16] there because people will just click. Start your week with a brain teaser. Something like this. Can you spot these differences? They sometimes do like crosswords. Stuff like this, badass. And then like the answers for everything are under here. Doesn't piss people off. And this you can send three to four times per week, which is what I recommend. Three to four, try to send every other day is the cadence that I like to go with. Every other day, that's the sweet spot. Don't hard sell for each one. Just

[42:39] give value. Just like broad like broad blast every other day? Engaged. Engaged email list. I Segmenting based on product interest and whatnot, overrated. Yes, it converts better, but it's like four times the work to do it for 20% increase in conversions when you could send four times a week to your general 90-day engaged list, which is what I recommend. I wouldn't get caught away with segmentation. General list, give value to them. You know the journey. You know what every customer's going through this way. You know that they're receiving these campaigns and sometimes flows. You don't got to worry about, "Oh, well, this type of customers receiving these

[43:12] emails and they're doing this." Just overwhelms your email channel and it makes you want to like blow up and it's really hard to optimize as well. So, I I recommend until you're at like such a large scale where you're at like sort of a mill a month and some of these conversions can make a big difference with the segmentation, I recommend just kind of engaged list and then just mixing up having more general campaigns cuz even if somebody's interested in the sleep product, if they see an email from us and it's just about the founder's story or find your focus, stay still even if they're not interested in that

[43:41] pack, they see your brand and they might just click the logo and go shop the product they're interested in. I love this like for example, the gift of clarity. They made this like blurred out a little bit cuz one of the benefits of their product is clarity of mind, the focus kit. So, give the gift of clarity and having that clear and then clarity clear. So, this is the exact email approach that I do for campaigns. And then flows, you do great job. Flows and pop-ups, you do a great job. We're just missing some stuff in some other stuff, but you have a lot of the stuff like is there. We just kind

[44:09] of like need to build on top of it. Campaigns, a lot of these emails like based on the designs I'm seeing, the designs are solid. I like this button up at the top. Love these transitions. These are great. I love the text-based approach that you do. I would even potentially try shortening the text-based emails. These are a bit long. I also don't like to have as many buttons in my text-based emails. They can overwhelm you. I've tested this and it harms click rates in the past. I like to just have simple sort of one button kind of at the end. Like you can see Magic Mind does this too. They're not

[44:37] having a ton of buttons. You can if you're promoting different bundles and whatnot, you're going to need different button bundles, but like here every single time there's pretty much always just like one call to action and then buttons at the bottom. But, and then just like the navigation buttons at the bottom. But, glad you're warming up. Just fire out the list. Just do engage 90 days is what I'd recommend. Once you start Once you're on a good cadence of three emails a week and you're worked ahead there and you're no matter what you're sending three emails a week to the general engaged 90-day list, then if you're

[45:06] worked ahead, things are good there, you're sending all that content, then you can send like some extra segmented stuff if you want. But, that's like a lot of briefly running through all the campaigns, that's like my recommendation. Yeah, that makes sense. Thank you. You bet. So, what I'm going to do, so that was super helpful. I think it would be pretty implementing the consistent campaign structure that I said cuz right now we're just a little bit intermittent, starting starting and going here and there. Cleaning up the flows, adding in those remaining flows, and then also the post-purchase flows. I think within within 60 days, very achievable to be at 25% and 30% of total

[45:38] store revenue. Very, very, very achievable. And then if the fact that you're on TikTok and a lot of the sales come from TikTok, I don't think with that funnel we'd get up to 40% where like the client average is, but I think you would be able to get to kind of more at minimum 20% minimum minimum is where I'd like to see. Ideally like 30% I think is what's achievable for the brand

[45:58] from email. Right. That makes sense. Cool, cool. Awesome. So, I'm going to summarize everything. I'm going to put together this audit doc, break down some stuff in a little bit more detail, and I'll deliver that to you. And then we can chat through like any other stuff that you have. But, any other questions? I know I know we're running on time here. Any like quick questions or anything you wanted to run by me before we jump off? And then I'll send this to you and we can talk over text or whatever. I'm curious just on like on segmenting strategy. I know you said like not to get too over like

[46:26] overthinking of it, but like what are kind of like key base segments that you always like taking on a new account that you would like prioritize to start to improve kind of like 100%. So, the segmentation how I view everything is campaigns, you cast a wide net, and then funnels or in flows is where you funnel them a little bit. And that's where you're utilizing segments is in your flows to send targeted messages to people based on products they're interested in, based on the last time they bought, based on their AOV. You're doing all the segmentation you need inside your flows right now. Campaigns is always cast a wide net, know exactly

[47:00] what our customers are receiving, know exactly the sentiment of our customers just because we know everybody's receiving these value-based emails. Cast a wide net and use segments for analyzation and then also for flows. So, when we when we're working with accounts like again, we manage over 50 seven- to eight-figure e-com brands, multiple brands doing over a mill a month. Even for them, it's for 90% of our sends, we're sending just to like a base 60, 90, or 120-day engaged list. And then we'll do more segment stuff here and there. And we're generating we brand like brands over a mill a month who

[47:29] don't even do retargeting ads at all. They only do acquisition ads and email is they make a ton of money in the back end from email. And it's literally just we're still just sending like these base engaged list. So, there's really not too much there that I recommend. Some people will, but I'm but frequency for in my opinion is king and you can send a good frequency if you have sexy designs and copy and you're giving value to the email list and building goodwill,

[47:56] then you'll keep your unsubscribes low. But, to answer your question, segments that we always like to do when we work with a new account that are useful for looking at and getting like information from the list and maybe sending emails for, window shoppers segment or espresso shot segment, same sort of deal, but essentially anybody who's been on the website two or three times in the past 30 days and they haven't made a purchase, they visited back multiple times. We like to have a quick email or

[48:20] flow to be like, "Yo, stop flirting. Take action." Or do a quick discount if if we want to be more aggressive. Espresso shot flow is good. AOV above a certain number. So, splitting your list by AOV, what their AOV is, it's helpful to see that and then you can give them custom information if you want. You can split up flows and offers you do based on their AOV. I don't do it we don't do anything in the campaigns for them. So, AOV is good information. How many times

[48:43] they've bought as well. Very important as well. And then what they purchased. Those are really like the main ones outside of engagement ones. So, typically for an engaged list, we like to include email engagement and then also site engagement. So, your 60-day engaged list should be anybody who's opened or clicked an email in the past 60 days or somebody who's been active on site or added to cart or anything in the past 60 days. Once your deliverability is good, those are good places to start. And then some of the other flows, I'll send you a I'll send you a list of literally every segment that we set up right off the

[49:14] bat. Those are the main ones. I'm really not a big segment guy in terms of like executing on them just because why try to send to 2,000 people and only half of them are going to see it. A thousand people will only open it when I could send it 10,000 people at once. And I might get slightly less conversions, but

[49:33] I'm sending to five times more people. So, that's like my thought process there. You bet. Any other questions? Not not pertaining to this. I think there's I have some other questions around just like offer structure and things like that. Um but yeah, we can we can chat about that offline. Cool. Perfect. Perfect. Awesome. Well, my thoughts on the brand. So, I audit at least I do in-depth audits of at least like five brands a

[49:56] week. Um and I talk with at least like 10 to 20 brands a week. And this is a badass brand. I like it. I'm not just blowing smoke up your ass. You guys also have like a good marketing setup. You guys have the right thought process. You're scaling hard, scaling fast. Um email definitely a big hole. Um but I love the Tik Tok. I love the

[50:15] personalized nature that you guys have. The um the the feel of the brand also and the founder being involved. You know what you're doing with email. It's just like some of the little stuff that need to get plugged. You know what you're doing. I think you guys are going to crush. Um frankly, I think subscriptions are going to be a big big big play for you guys. I think that's going to be huge and that's kind of like once all these bases are set up, then you can double down more on subscriptions. But I think the brand is badass. I don't know what the margins are, but I assume like

[50:43] they're pretty solid as well. Um I think you guys are going to keep crushing. Like I'm I'm pretty impressed with with everything that I've seen so far. Um so, wanted to give you props there. Of course. So, yeah, sorry went over a little bit, but everybody hopefully you got value from that. Um lots of good stuff. I'm going to put this all like in a more in-depth doc um and then we can chat chat about that, share, all that good stuff. Okay, so hopefully you guys have found this valuable so far. Just after I cleaned up some of the audit and some of the notes, I just want to share

[51:11] this doc with you and briefly go over everything just to summarize it all for you. So, I went through and updated everything, kind of split it up by the main segments here. So, brand info just to clarify, revenue 70% Tik Tok shop and then everything else is coming from here. Email's only about 10%. Thing with Tik Tok shop is you can't really get information on people's emails. And so, it's a little bit tougher to get their emails. But we have people coming in with the organic and they're trying to push a little bit more. So, we love to see that. Future plans, move away from reliance on Tik Tok. Might get banned in

[51:41] the US in January. So, obviously you don't want to be too overly reliant. And also, if you can sell on your actual store, then you can retain margin. So, going to start ramping up ads in January. So, the plan is to funnel them all into email. It's really the only channel you can really own. Can't really get banned off of email. You own your email list. So, they're prioritizing email going forward. Okay, let's break down the acquisition funnel and all of the notes that I gathered. Pop-up form, the current form that they've been running for the past few days, there's no email entry. We need to make sure

[52:07] we're getting this. So, we're getting information from these people who are going to our site. Cuz otherwise, we're never seeing them again. So, we want to add an intermediary step before promoting the bundle to get that person's email address. And so, with the current form, when they did have the emails, opt-in rate was strong at 13.6%.

[52:22] That's solid. Like what they're doing. That's where we want to be. So, really nothing there. The only thing is off of the pop-up form, 7.2% of people are buying. Would really like this to at minimum be 10 to 15% ideally 20% for a product like this. But on the low end, 10 to 15%. And imagine if they doubled this like conversions. Like that would transform their business. They're able to get more profit on their acquisition funnel cuz you're not increasing how much you're spending. You're just getting more out of the site traffic that you're getting. So, that would transform the business. If we can just make the welcome flow perform better. I

[52:52] do like the small brand feel. Something that we want to keep for this brand. It's a strategy that works for them. The founder is very involved on the social media. So, I like that. Definitely want to keep them involved in the text-based emails. I'll talk about the text-based emails a little bit shortly, but there's a lot of things we can do there to improve. The discount is really only

[53:07] being promoted hard in that first email. We need to remind people every single email that we're sending, "Hey, you get 20% off." That's a big big discount. So, we need to tell these people every single time in every single email in the welcome flow, "Hey, you have the discount and it's expiring soon." That alone is going to really transform also the conversions right there. Cuz people are like, "Ah, I have to pay a full price." No, show them discount. I'd update "Thank you 20" that discount code to be a fake custom code to be like TY

[53:30] for thank you. So, like thank you 6HG4. We've seen this convert a lot better for brands up to 25 to 100% better some cases by using a code that looks random. Makes it feel like it's personal to you. Buttons are way too low in the emails or they're not present, which we need to have buttons present. We need to get people on the website. Huge low-hanging fruit there. It's going to help with click rates and deliverability, getting

[53:50] people on the website to then purchase. So, add a button into the hero section before the customer needs to scroll. Then the subject lines, they're a bit too repetitive and they kind of impact some of the low opens that we're seeing there. Those are the main notes with the welcome flow and the pop-up form. That being said, the strategy and what's in the emails is solid. There's just like this stuff that we can clean up. That's

[54:08] what's going to get us to this point. And then they're really going to be cooking. Getting to the abandonment flows, huge huge huge huge opportunity by adding the site abandon flow, adding the browser abandon, adding the cart abandon. Tons of revenue being left on the table. Like that's going to be amazing for them. This is why I am confident in them getting to, you know, 30% of total revenue from email. So, add in these remaining flows with you can use a similar strategy as the checkout abandon flow. You really don't need to do anything crazy different except for think about the objections a little bit more and change up the emails, the

[54:37] design and the copy. The current like checkout abandon flow, the only abandon flow that's in there, like it's good. Like it's okay. Good frequency and information. Five emails, one every day. Information there is good. I like the customization in the checkout abandon. We're splitting by product. Lot more custom. It's going to help with customer conversions. I would recommend though instead of doing checkout abandon for each product SKU, having it all into one flow where it's the checkout abandon flow. In the checkout abandon flow, splitting from there. Just so it's all

[55:02] in one place and you can track that all. Would recommend doing that. What can be improved in the current checkout abandon flow? So, dynamic content as high up in the email as possible. We don't want the person to see their product way down low. If they open an email and they see exactly what they left behind and it's like this is the price. This is this is the name of it. That just converts. We see that works so much better. As well as buttons. We want the buttons above the fold so the customer doesn't need to scroll. They open the email, they can

[55:24] just click and finish their order. That's what can be improved and that's what we need to apply to these remaining abandonment flows. Going to the post-purchase flow, which is the one that fires immediately after someone buys. Currently nothing in place. Big big opportunity for quick upsells and then branding and relationship. This is going to add good chunk of change here, at least a few grand a month. Immediate thank you right off the bat right when someone buys. Thank you from the founder. Thank you so much for

[55:45] supporting our business. Yada yada yada. Have a PS, buy this product or PS, do this. And you can customize the upsells if you want. But an immediate thank you is going to work. One to two days after purchase, you can do an upsell or cross-sell. If they want to be aggressive, you can skip this if you want. But this usually picks up a lot of revenue as well. Email three, how to use your product, how to get the most out of it. So, split based on what they bought and give them information. Then email

[56:06] four, I like to throw this in sometimes. A check-in from the founder kind of three weeks after purchase. Like how are things going? How's the product been? It's going to go a long ways with the customer journey and them feeling looked after for. Giving that full small brand feel. That's post-purchase flow. Let me move into the two other post-purchase flows, replenishment reminder and then winback. So, replenishment reminder, nothing in place. This is going to fire kind of like after somebody would typically run out of their product. So, they have like five packs, 12 packs, different sort of packs on their website. So, we want to split like a

[56:35] five pack. Maybe you can only wait 30 days versus like a 12 pack you want to wait like 60 days or something. That's something that we want to check. So, I'd recommend 45-day wait time after the last purchase. We just want to push subscriptions first couple emails and then do a specific cross-seller upsell. You bought this, this pairs well with this product. Whatever it is, you can add more emails if you want. But kept it

[56:53] simple. Then winback, nothing in place. This is more longer term. You bought from us a while ago. Where'd you go? So, if you're not sending campaigns, tighten this a little bit. Make it 90 days cuz if you are sending campaigns, people might be buying from those. If you are sending campaigns, 135 days, that's solid. And then just keep it one to two general emails at first just being like, "Come back. We miss you. It's been a while. Get back into the habit." And then after that, do general discount

[57:15] opener and closer sort of situation. Have as much urgency as you can and give a discount right here. So, those are the flows. These are going to work wonders. A lot of these things right here going to pick up a ton of revenue. Then we have campaigns. So, there's really not too much going on because we kind of just sent emails for Black Friday, Cyber Monday. And we've seen from the email that they sent about like the election that the campaigns work well. You're

[57:36] going to get good engagement on them. And the founder based one, too. And it didn't even have a button and it printed revenue. People saw the email and they went to the website and bought without even a button. I would literally just copy what Magic Mind does. I know they're printing. Obviously what they're doing is working. It's a very very very similar brand. And so, I go to this website right here. Just Magic Mind. Go to the link. This is milled.com. You can look up pretty much any brand and see all the emails that they've been sending. I would literally just copy a

[58:01] lot of these. Use the same layouts. Focus on a benefit, the gift of clarity. Button up at the top of the email. Performance kit. Talk a bit about the products. Urgency there. Text-based emails, you can see the ones right here. You can see some of the urgency emails for Black Friday, Cyber Monday. Mystery is solved. Going for simplify your routine. Find your flow. Too much deja vu, could be sleep deprivation. So, giving value, educating them. Monday brain workout. So, doing things like this where we're trying to find like the

[58:27] hidden animal in the answers down here. It was a fish. Shout out to you if you got it. So, I would literally just copy this. Use the same sort of layouts. This has proven to work. Mix in text-based emails from the founder with simple and clear calls to action. At least have the website in your footer on the emails for the text-based ones. You don't need to have a clear button, but at least link your website in the footer. Have the engagement-based emails and then tips and value. As far as segmentation, that was a question I got asked. But I keep things as simple as possible

[58:51] segmentation. It's going to cause you a lot of mental stress if you really try to focus on it too much. When really, just keep things general in the campaigns. 90-day engaged list, send three to four campaigns per week to them. After that, if you want to if you have a good cadence with that and you work to head on that and you're good, that's the highest lever. Then after that, if you have time to do like hyper-segmented stuff, by all means do it. Leave the segmentation for product-specific stuff. That's what your flows are for in my opinion. That's what I've seen work the best and that in my

[59:17] opinion is what's easiest to optimize. Those are all of the examples. That's like the whole audit, everything right here broken down. Badass. Lots of good stuff for the brand. easily they're going to be able to get to 30%. I think this brand going to be making a lot of waves in the market. Badass, seems like they have a killer team. Yeah, lots of good stuff. The flows right here, biggest low hanging fruit off the bat, and then sending consistent campaigns are going to work wonders for them. So,

[59:41] lots of good stuff here. Dope brand. Yeah, I've literally never seen anybody do this on YouTube. So, hopefully you guys got some value from that. I know I would have loved a video like this way back. It's literally all the sauce, reviewing accounts, and what it takes to be a brand that can scale up profitably through email. Now, if you have an e-commerce brand you want me to do this directly for you, then I'm going to leave a link to book a call in the description, and I'd love to chat with you. If not, I recommend you watch this video. It's going to give you even more

[1:00:06] in-depth information on email marketing and how to scale your e-commerce brand profitably. Hope you liked the video, and I will see you in the next one.

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