I run Klaviyo for 7 and 8-figure ecom brands. $50m+ generated since 2021. My team does it → https://teapawt.net/t.co/bq9uxObfff AI does it → https://teapawt.net/t.co/vBj0QCLRfF
Joined July 2009
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Matias Perelli - ecom email retweeted
best tweet ive read in awhile
I think “retention marketing” might just be what you call email marketing when you have a skill issue.
This is awkward for someone who makes a living doing email marketing to admit:
I think email gets way too much credit for retention.
I used to open Klaviyo, see a mountain of repeat-purchase revenue, get a stiffy, and think:
"Great. Email is working!"
But the longer I've done this, the harder that becomes to believe.
Because imagine you buy a product you absolutely love. Say a Reese's'-flavored protein powder (my favorite)
It arrives quickly.
The packaging is great.
It tastes exactly what you hoped it would do.
Maybe better.
A few weeks later, you run out so you buy it again.
Did the brand's "advanced retention strategy" cause that?
Probably not.
You liked the damn product.
A replenishment flow might get you back 1 day earlier.
Useful.
But the gravitational force pulling you back was already there. The product and the experience created it. The shipping, customer service, price, positioning and approximately 47 other things created it.
This creates a funny incentive in our industry.
A brand naturally has customers returning...
Then somebody puts a Klaviyo dashboard in front of the founder or CMO and says:
"Look at all this retention revenue we generated!"
It's a little like the weatherman taking credit for summer.
And I say this as somebody who has absolutely spent years obsessing over that same dashboard.
I just don't think that's where email gets most interesting anymore.
The more interesting problem, I think, happens one step earlier.
Getting someone to try the product in the first place.
They've never ordered.
They don't know if the quality is good.
They haven't experienced the fast shipping.
They don't have a favorite flavor.
They don't know your support team is great.
They have none of the reasons your existing customers have to come back.
All they have is what you tell them.
And getting that person to buy...
That's marketing.
That's persuasion.
That's taking whatever makes the product genuinely worth buying and communicating it well enough that somebody decides:
Alright.
I'll try it.
Maybe that's why I've become increasingly uncomfortable with the term "email retention".
You can't retain someone you haven't acquired.
And if your product is good, a surprising amount of retention will happen because you built something people actually want to buy again.
Our job is to help create more of those customers in the first place.
Tell the world why the product is good.
Build enough trust for someone to take the first leap.
Then let the product earn the second order.
Conviction before retention.
-Matt
Matias Perelli - ecom email retweeted
Two big things:
1) We know how Klaviyo flows are a money printer for your store.
But you don't want to figure them all out.
2) I reveal and explain 17 of them in a 71-minute training video worth $997.
Want it for FREE?
Like & Comment "Flows" and I'll DM a copy (must follow)
Matias Perelli - ecom email retweeted
Supplement and CPG brands lose millions of dollars each month because of churn.
Steal the Replenishment Flow we use to combat this...
And watch me build one for Tabs from scratch.
Like & comment "Video" and I'll DM a link
(must be following)
Matias Perelli - ecom email retweeted
Text-based emails are taking off in eCom right now.
But 99% don't know what good ones look like.
So I recorded a video revealing 5 text-based campaigns that each made $3-$5k in sales.
Want me to DM it to you?
1) Like this post
2) Comment "Based"
(must follow so I can DM you)
Matias Perelli - ecom email retweeted
A false advertising claim to the FTC could set you back $20M.
I created a GPT bot that checks your marketing copy for any misleading or dangerous claims.
Just copy & paste and let it scan it.
Like and comment "FTC" and I'll send it over.
(must be following so I can DM)
Matias Perelli - ecom email retweeted
Klaviyo just secretly released a feature that's gonna CHANGE the game...
The ability to display pop-ups based on cart content.
Here's what it is, and the 13 ways you can PROFIT from it in 2024:
First things first, now you can trigger a pop-up based on some cart conditions:
1) The cart value
E.g. show a pop-up when the cart is >$50
2) The number of items
E.g. show a pop-up when there are 3+ items in the cart
And my favorite one:
3) The items in the cart:
E.g. show a pop-up when product X is in the car
show a pop-up when category Y is in the cart
show a pop-up when brand Z is in the cart
Now let me give you 13 Direct-Response marketing ways to make out like a bandit using this new feature:
1. Offer a "Surprise" free product or free shipping when the total cart value exceeds a certain amount.
This shouldn't be advertised on the website and rather feel unexpected. Include a timer to create urgency.
2. Load a secret "Buy one get one" type offer when a specific product has been added to the cart. Same notes as above.
3. Target customers that add high-ticket items (or create a high-ticket cart) with a reminder of your installment payment plan options.
4. When customers add a certain item to their cart promote a product bundle that includes that product. You can choose whether to discount that bundle or not.
5. Show a "Stock might run out" pop-up for items that normally go out of stock, encouraging FOMO.
6. If a customer's cart contains products from a certain category (like protein powders), show a pop-up offering a discounted price on related products (like creatine).
Again, this shouldn't be advertised anywhere. It should feel unique. Add a timer.
7. Offer upgrade options for customers who add specific products to their cart, like a newer model or a larger size. AKA an upsell.
8. When customers add a product that frequently requires replenishment (e.g. printer ink, certain groceries, etc.) to their cart, trigger a pop-up that introduces a subscription service for the same.
9. When customers add to their cart a limited edition product, trigger a form that offers them a chance to become a member for exclusive access to future similar products.
10. Offer a Mystery Box product when their cart value is over a certain amount.
Completely up to you what the Mystery Box is.
11. Show a popup for a free tutorial or guide related to the product or categories they added to the cart.
12. Clothing brands, show a popup reminding them about your sizing guide or styling ideas based on the product or categories they added to the cart.
13. Surprise loyal customers with an exclusive discount or promotion when their cart value exceeds a certain amount.
You can do this by combining the other targeting options that Klaviyo popups have (show popup to subscribers in a specific list or segment).
---
And that's off the top of my head.
I'll be coming up with new ideas and probably creating entire email funnels around this feature.
Good one from Klaviyo.
Matias Perelli - ecom email retweeted
eCom Brand owner, make 2024 the year you get serious about email marketing:
I published a 21-minute video with:
- How to multiply your flow sales
- How and what to A/B test
- How to properly use text-based emails
Like & comment "Video" and I'll DM a link
(must be following)
Matias Perelli - ecom email retweeted
Email won't be the same in 2024.
- Inboxes are getting saturated
- More competition
- Gmail changes
So:
I just recorded an epic 20-minute video where I reveal the 7 best strategies you're gonna HAVE to use in 2024.
Comment "Video" and I'll send it
(must be following)
Matias Perelli - ecom email retweeted
Berkshire Hathaway yearly shareholder letters narrated by Andrew Tate with Subway Surfers gameplay underneath.
Matias Perelli - ecom email retweeted
A new client you just signed is not using Slack but you need to add them to your channels.
There's only one right answer IMO.
14%Have them pay for it
86%Add to your org (you pay)
21 votes • Final results Matias Perelli - ecom email retweeted
"We saw you checking us out 😉"
- Creepy
- "What else do they know about me?"
*Deletes email*
Better alternative:
"Your Pimples Will Hate This:"
- Reframes the email to the benefit they get
- Doesn't feel creepy, but helpful
*Buys*
Matias Perelli - ecom email retweeted
Will email marketing still be worth it in 2024?
67%Yes
29%Yes and even more so
4%No
51 votes • Final results Matias Perelli - ecom email retweeted
Btw, Matias! Been following you for a while and decided to try to implement some of your hybrid emails.
They. Freaking. Work.
Doing a gazillion times better than just pure design emails.
Going to add this to all of my clients!
Matias Perelli - ecom email retweeted
99% of BIG eCom stores are missing one key email sequence.
I explain what it is and SHOW you how to create it in a new video.
Must-have if you're using Klaviyo and want to add 10-15% extra revenue.
Comment "Video" and I'll send you the link.
(must be following so I can DM you)
Matias Perelli - ecom email retweeted
"But we don't want to spam our customers with too many emails!"
Yet their ad frequency is 20.
Food for thought.
Mental munchies if you will.
Matias Perelli - ecom email retweeted
26% click rate?
Yep.
- High-intent traffic
- Copy optimized for action
- Design optimized for action
This could be you too.
DM me "Bench Press" if you're at over $100k per month.
