building @ Rev Scale, an email agency. Work with me: https://xitter.cf/t.co/jDqvu33gay
Newport Beach, CA
Joined May 2018
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I consider running a subscription brand where unsubscribing is not possible unless you file a chargeback the same as theft.
Fascinating seeing a generation of young founders being fine with being thieves.
really like this email opt-in strategy for streetwear brands.
gatekeeping new pre-orders
You have to enter your email in order to see the upcoming drop.
sharp strategy for inducing FOMO and earning an email
Deepest discounts weren't on Black Friday.
Small Business Saturday peaked at ~28% (US), vs ~24% Thanksgiving and ~26% Black Friday.
Average selling price +4.8%, lifting AOV 3%. Product views way up at +28%.
People browsed more before buying.
For your heroes, make an extended browse abandon and properly flesh them out. Just use dynamic product blocks. Create really good product highlight emails out of them. Show if they're part of bundles. Add infographics. Make them sexy.
Skip november 3rd if you have a product launch or sale planned
mid term elections = crowded inboxing
Whos starting the first DTC-specific collections agency?
so a little while ago, i tweeted about a brand that didn't pay their final invoice. i talked to the ceo - he assured me it was a big misunderstanding.
i said, ok, well pay the invoice. it's like 30 days passed the net 30 at this point.
"well actually, you didn't fulfill your contract - we owe you $50k, but looking at what your contract says, we will offer you $12k."
obviously - I said no. however, they said us leaving would hurt, and I wanted to be done with it, so I settled at $30,000.
their team has now gone dark. yet again.
Your best email will be a plain text reminder, introduction, or last chance during Black Friday.
The one email that looks like it comes from a person will stand out the most, typos even encouraged, and a signoff from the founder
Don't overcomplicate it.
Have had the same conversation now with 2 founders and it's kind of nuts.
They both own consumables and are having a giant issue with retention.
Their product is not BAD...
Its actually so GOOD, it lasts so LONG, customers literally don't need to repurchase for 3-6 months.
This is what happens when you start scaling your brand, you run into giant gaps in your retention and repeat purchase rates.
You found that best selling bundle offer, or a sell larger/better X product..
And then your customers don't come back- so what do you do?
Identify where they are falling off:
-days to second order
-customer retention by cohort % = fancy way of saying what % of people ordered again in months 1-3
-same product re-order rate
-count of of customers since day of last order
you'll often see brands scaling spend and attaining higher revenue every month, but their retention (even when it's hyper optimized on email/sms channels) is STRUGGLING.
Growth is coming from 90% new customers
When you get into the data, what's hard to quantify is brands having a severe dysfunction to their core product or offer- and the answer isn't always offering lower ticket cross-sells, accessories. etc.
its fundamentally rethinking your core product/offer and how it's going to translate to a NATURAL retaining of your customers from a pure consumption and longevity usecase.
Creating post purchase journeys that are truly dictated by customer's actual consumption and journey with your brand,
I've found hero product-tied flows to be severely lacking or non-existent- the cookie cutter templates and timing don't work for most brands hero products, especially who sit outside that natural 30 day repeat purchase window.
Made a client $40k in campaign revenue with this segment:
Create a win-back segment between 60 and 180 days
Purchased 1 time over all time
Queue up a campaign.
Offer 10% off their next purchase and make it from the founder, simply asking them how they've been enjoying their products and reminding them of the categories you offer, with the incentive to come back and try something else.
This always crushes.
Depending on your subscription intervals and how long on average people use your product
There is usually a giant fall-off on that second and third purchase.
That fall-off segment of people isn't usually being effectively targeted on flows or campaigns, or sent to enough
People need a genuine reason to come back- a generic win back flow isn't going to do it.
Target them directly, and throw the gamut at them repeatedly. Your new products, your hardest hitting angles, extend your win back flows, send them specific campaigns targeted at their stage of the customer journey.
They NEED to be reminded of your brand constantly until you finally get around to buying from you, then hopefully the product is good enough to make it a habit.
MAX retweeted
growing growing growing
We are hiring another creative strategist to help operate our portfolio of brands
Requirements:
- 2 yr paid ads experience
- Understand TikTok Shop / Creator Armies
- NYC based preferred
$100k - $140k comp + bonus. Talk to me
all the more baffling when I hop on a call with a red flag brand owner who thinks their agency is doing a shit job and i tell them they are actually doing a good job and I'm confused why you would replace them
🐮 some emails we did for @HealthYSolSoap 🐮
their branding is so eye-catching it's easy to make their creatives pop 🧼
