Ecommerce email flows.
A playbook with
Max Sturtevant.

Oversending Context Rules

0:00The only thing where you can get hat push back is unsubscribe rates. Somebody signs up to your email list, they're getting these emails of the welcome float, they also happen to view a product and leave. So now they get the browse abandoned and then also YouTube product launch where you're sending daily campaigns for everything is contextual. That's just like my general rule ofathon. I'm going to be a lot of the [ __ ] I say here is going to be completely wrong for some brands and like some brands that so like this is just a starting point. like what I'm saying a starting point but of course test on your own and have your brand is teach yourself I'd rather educate and make them consume the product and enjoy the product the best way to deliver retention that people actually use your product the framing is the biggest leather that you pull your front end framing all for stat your value perception that's the biggest that doesn't need discount but actually taking in the real

0:59strategies that he just shared that's like the real difference. that's stuff that actually drive for me. 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 revenue you're seeing are people who are already going to convert in phase 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 with these advanced strategies the stuff that Jimmy shared and then also tactical stuff that I'm going to share

Playbook Intro And Credibility

1:32here. So today, this is the 2026 eBuffalo playbook. That's what we're going over for context. I just happened to find out that I was speaking just the other day. And so I put this all together yesterday. 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. so I'm going to share with you guys these actually sheets that we're using across all of our accounts to generate some pretty sexy results, not just incl.

2:05So a little bit of numbers in background while you guys probably don't know me, but my name is Max. so I'm 23 years old, exact guy turned email marketer. just graduated school 12 months ago. Started my agency from my dorm room when I was a freshman. and just all day, every day. I just became started working in house and a couple different brands freelancing. I was just like looked up how do I make money online after I lost a [ __ ] ton of money on NFTTS. I was like, I need something sustainable. And then I came across Upwork and then one of my brands was like, hey, we need marketing. I'm an expert for you. And then I was just and then I just got paid to figure it the [ __ ] out. Figured it the [ __ ] out.

2:46Started to build out build out my clients. And I was like, oh [ __ ] I'm spending all day every day in these accounts. I had to build up a team. so then started we built up a team and now we have we have a lot of team members now but a little bit about the numbers. So $250 million annual revenue generated. We we do about 30 to 50 million a month now just through email addressed or only said attributed.

3:08So that's the numbers there and then so that number is actually probably way higher. we worked with personally over 300 brands. I've audited over a thousand brands at this point. Retention systems all day all day every day. That's all I do. Yesterday I worked 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.

3:32We have access to a lot of data. and I didn't know I'm doing five plus. So, we we work with lots of eight figure, nine figure brands, and we get to see everything behind them. Even, you know, we're I get to see all the insides and then I'm able to pass that to my team. We're able to apply that. So that's what I'm going to be sharing is all these systems that we're seeing actually work today across hundreds of accounts of the fastest growing ones happy live for hat mixing daisy bowl the leather all sorts of different brands that you guys see crush in the email system behind that what's working today it's going to get really tactical and so yeah let's do it okay so the first thing

High Leverage Basics First

4:10I'm going to say is focus on the high levers first so Jimmy also talk about like some advanced stuff but I also want us to realize that there's a few things that really drive the majority of traffic 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 hyper segmented customer journeys. Sorry I'm talking fast slow down. I saw somebody do so slow down.

4:36I saw a I get a lot of brands who are like we want to build hyper segmented co-purchase cross-ell journeys for our 20 different skes that we have. We want a custom journey for each one of them. Look at their account. Their abandoned card flow has one email. Like what what are we doing? Okay. Like they're there are high levels 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 bond platform.

5:20Get as many leads as we can off of our ad traffic because you guys know cost a [ __ ] ton of money to drive traffic to your website. So want to optimize that. We want to be sending three to four email campaigns to our list minimum. Some brands we send even three email campaigns per week if you're hyper or free a day if you're hyper aggressive. but at least three to four. That's what I recommend to stay top of mind.

5:42And that's engaged sense. That's not hyper segmented. I'm saying engaged list. 90day engagement 120 days. Three to four per week. As Jimmy said, that's when I start to go segmented. Once we hit that quota of three to four email takes per week now, okay, let's do our product interest segments. Let's do our RFN stuff. Let's do 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, which is awesome, but only one of those sents goes to their engage list. Their engaged list has 500,000 people and these targeted sends only have 20,000 people in them. 100,000 person email is going to make you a [ __ ] ton more money.

6:28Why we're not doing that every single time? And then we can layer on our advanced stuff. so consistently sending that that all of our base flows that I'm going to be talking about three to five emails in each. That's where I found to be the sweet spot. Not just one, three to five. frequency it being in the right place at the right time. It's probably more important than the messaging in all honesty. I could send a let's say I went and I went to a website Polygi's website and I abandoned a cart. They could send me an email 30 minutes later that's just blank and just has returned a 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 3 to five all the base that's welcome club. I'll go through all these but welcome side abandoned grass abandoned card abandoned checkout abandoned post

7:21purchase win back those are like the core core that we have so we have all that and skip this for now so I'm not going to be talking too too much about this but that's product specific like card abandonment splits make sure we have our base split set up hyper targeted VIP sense complex product interest segmentation so that's just one thing that I wanted to start out with it's focus on high leverage. Let's make the most amount of money with as little leverage as possible.

7:50All right. Now, oh, oopsie. Okay. So,

Popup Optimization Framework

7:55the first thing I'm going to go over right here is the pop-ups because I talked about that is your biggest lever. You can absolutely transform your results just by optimizing your pop-up form. more subscribers, more revenue. For most brands that we bring in, we get to 2.7x in list growth just by updating a stupid little popup. And I'm very excited that pop-ups have had a resurgence in the past year where a lot of brands have taken them seriously just because they are super duper impactful. Oh, there's a five website conversion rate. No, as long as you have a good popup. and I'm going to talk about this that works. So the target that we like to shoot for is at minimum 10% optin rate. So 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 at like 16%. It's like I think it should be high. but 10% plus is what

8:53we want to shoot for. Always be testing. Offer is going to be the biggest thing you test. Timing, design, copy, every element we test. And then what works right now that we see work the best in terms of not just optin rates but also getting conversions and contributing to the customer experience is using this quiz sort of popup which I'm sure you guys have seen hopefully. Highly recommend you set it up instead of just asking for somebody's email right off the bat. That's like asking somebody to marry you on the first date. we you want to engage we want to reel them in. So we ask them at the quiz question here. This gets super high engagement.

9:28Typically, 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 they fill it out at a high rate? Seems like custom to them. It's like, "Oh, shoot. I find this." Yeah. I'm going to be able to tell them my exact problem, see if this product works for me. So, it's got that like customization bias where people are like, "Awesome."

9:53we've got the copy here that says, "You've got 10% off." That's a really good note. We don't have that in copa form. Highly suggest it psychologically rather than say like hey get 10% off. Psychologically it's like I got to put in work to get 10% off and say you got it. It's like I already own it and it's lost. You don't want to lose something that you have. So you're more likely to fill it out. 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. We get 40 to 50% of people who see it to click it and then we ask for email. Now you've got commitment bias.

10:28Humans are much more likely to finish something that they've already started. And so now it's like, I've already made it this far. Let me answer my email. Enter the email. And as I finish signing with text to activate, like a [ __ ] I got to enter my phone number. 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 straight by email, pop on, you get a [ __ ] ton of people into your list. And then also you get commitment out of people.

10:55statement. Cubans bias towards, you know, stores that they've committed to. If somebody's shopping around for shoes, they visit four different stores. One store they ended up giving them the email address, the automatic default option in that person's one that they gave the email address to. Also, that brand's also going to be sent daily emails. So, they're going to be top of mind and they have much more chances to convert that curve. So, that's all for there. All sorts of different forms that you can't do. You know, there's like gamified ones like scratch to reveals, all that sort of stuff. Always off towards the quiz because we can get really strong zero party data. You can even go even deeper and see what people convert the best based on which answer.

11:35Like for example, maybe the black and harder people convert at 50% higher rate of people who just say like thumb. But then we can tell our ads team and you know be able to have more profitable customer. So that's also something that's super nice and great feedback from brands. So that's a popup form. We all play there. Anybody got any questions on that? I'm happy to. So chat,

Gamified Popups And Timing Tests

11:59>> I have a question around this PLCO haul. >> Yeah, >> that was for like middleage women or DB session for some of your friends. >> Dude, we see we see I don't know if you guys know the Plinko, but it's like a little triangle. You drop the ball at the top and it like and it lands on like a rise at the bottom. yeah. Oh, we see a crush. We see >> I'm an OG like spin w the wheel packing scratch.

12:32>> Oh yeah, >> what does anybody else play with anything like popup is pretty mobile? >> Those crush the Plingo is great. It's really good degenerates. We find it work like really well for younger audiences like younger bail like we car brand where we were doing like a quiz and then we implement the pleco as the first step instead and bro like doubled off the rate just for that first step and it's just absolutely crazy I used to work with it candles and their pop was a candle that said going so actually games like light like the candle and that's it.

13:12>> So much fun stuff that you can do to contribute to the customer journey. Pop-ups don't need to be intrusive. Doesn't need to be discount. You can you can have the fun. You can make it part. But yeah, I see the flink goes actually rip and they get really good optin rates. It's just about commitment. If you can get people to engage psychologically, they commit and you become that bias of that frame. So that's easy. Last thing is so refer traffic. So our page doesn't get most of our traffic.

13:46>> Yeah. >> So I would say like 60 70% of people our site are not touching are not touching our actual home page. And so we we are finding a better optin rate and revenue per like revenue per reserve RP. We delayed the popup by 10 seconds or five like five to 10 seconds. We're winning at 10 second now. We were winning at 5 seconds. We'll see what happens. But popping up immediately on the home page as it underperforming us consistently. You didn't pop out until quarter scroll on a DP traffic from that specifically.

14:21>> Anybody traffic don't matter right now? How [ __ ] rob is it? >> Yeah, it's been a grind. It's been a grind. And I think there's a mix between how how terrible traffic is going viral on board. >> Yeah. >> Like this higher rates now with clickthroughs are up. You guys think it's a lot of great traffic. I'd be very very very very concerned or aware of like you guys not split testing when the popup hits. You're going to run into some trouble. So I think it's like the most active thing that can do from an agency standpoint. There's a ton of agencies in here. the program. you like talking about easiest way you you you want to actually use fire on how it is because the easiest again quickest way as possible >> all those I love it I can do it in day one with the client and they're like oh my god you don't it's such an easy win everybody [ __ ] it up but it's so quick and easy

15:15>> I think this triple click >> triple click yes one other thing that I was going to say but I forgot so if they go remember why What's your range on the placement of the XL button on top of the one always top right but how do you like removing it all together bottom left the top right >> you have ADA lawsuit coming our way just make sure you have it visible kind of buck on it say it louder you the ADA lawsuit right now you get with them regardless but like got to make sure that your ex is somewhat visible I saw a company once talking about this client at all. You went to the X and it ran away from you and ran down.

16:03>> Oh [ __ ] Well, maybe we do have to show it. But what I do, well, we've seen I do that. >> But yeah, I mean, you get better conversions. You can remove the X completely have a no next button down here and it gets direct version say for like when somebody sees a popup their film is already moved to the top right corner. It's just like you've been trained. It's just like you see a pop-up that you look at it. So if it's not there, it forces you to think about it.

16:30But what you can do is move it from the top right to the top left. And so then the thumb like does a double pick. 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 the top left corner. because if you think about your phone, this isn't my phone. This is all I like. I hold my phone in my right hand.

16:52There's a X in the top right. And so, it's like a little bit more annoying. So, they're much more like forces to look at maybe about a banger. and so moving to the top left, we see that help. not it's not like a double you can get like a nice little 15 to 25% decrease but doing the no thanks pay full price and forcing them to do that better work which it's aggressive hopefully you don't get sued but yeah you can make it like talk that's I haven't seen it lose typically >> you should >> yep yep absolutely anywhere we can get it anywhere we're driving traffic to people will go to a website and leave and you don't get anything off of them.

17:37and you have to pay for more ads to see them again. So, if we can get a popup on that page, like absolutely. So, we could do like we could do funnel specific popups and like Nick was saying right here like if if you have like a specific funnel for a specific person, you can have a specific pop-up form on your page for, you know, testosterone and now one of the ankles is to burn belly fat, you know, pop up specific to that or a specific offer. the landing page. Yeah, absolutely.

18:05>> What's your pro tip on teasers? >> Teasers. I don't really have any like crazy sauce. There's not really any crazy sauce for it in my experience. Just like have the teaser when people close out, have it available, make sure it's not too intrusive. but there is extra sauce on reendings that pop up towards people after they close out of your popup. So, yeah. So if you somebody closes out of your main popup, 30 seconds later you can buy a new popup.

18:33Maybe that person watch and that can work. Oh yeah, that's a great feature for that as well. You guys know that. But as far as the teas and not too much on the phone, the biggest thing that you can't test if you're having a hard time, it's always going to be your offer. 10% off versus bother off versus free gifts, whatever. Anything that has the biggest lever that you can pull on. I can't talk about that shortly. 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 gonna have to flick here to the next one. And easy wins, I can see a lot of brands do. it's depends. You have to make sure you look at the conversion data, not just optin rate, doing a mystery discount. It's like 10% off.

19:14Frame it as an, hey, mystery discount. Then give them the 10% off after. That in people, but make sure you look at conversion rates. Do people actually convert or just getting email list subscribers? I was optimist.

Flow Principles Nonnegotiables

19:27So we spent a lot of time there. But now let's talk about the actual flows. we're going to talk about the principles that results in high ROI. So these are like the standard like across our company as we're building 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 every 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 a welcome club or waiting two days, three days between emails. No, do not do that. If somebody clicks on your ad, opts into your email list. Meta knows like if you're 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, it's going to start serving competitors.

20:10If I don't convert this person as fast as possible at the time of first purchase, they're going to go with a competitor. They're seeing all sorts of ads. So, we get sent every single day. advantage checkout. Send every single day please. All of our clos flows remarks do that. at the end maybe you can do later ones but we want to send every single day to be aggressive there. Two segment by purchase history. This is the one segmentation where I think it's high ROI from the beginning in your clubs. So I don't need to split too much by product unless it makes complete sense to do it. but like at our banning 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 up. I'll talk about that in a second is you have a bundle before remind them, yo, you just signed up for 10% off. Your code's right here. So, don't go fishing for it.

21:00Again, it's easy quick one that you're able to do. Ideally, this custom content as well about your angle a little bit more background. so second purchase history. Same for your post and purchase clothes. very very useful. Use the plain text based emails. I'm sure you guys hear a lot about that, so I won't talk about too much. Emails that look like they're coming from a friend. Plain text, dead simple. They just stand out in all the graphics and they make it super easy for customer to see. And also usually have better deliverability.

21:29We're going to be aggressive with our copy, which I'll walk you through some examples. You don't want to say if somebody went to checkout and left. I hate seeing the, "Hey, you left this behind." Like, no. Like, like that push was so close. You want to be like, "Yo, we got your order packed in the warehouse. Our team spent two hours putting together your order and 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. 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 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 order is ready to ship. We'll talk about that in a second.

22:07That line absolutely crushes for us. And then for our abandonment flows, our dynamic product block goes as high up in the email as possible. You don't want to bury that. The higher up that is the better because that person imagine you just abandon an item and then in an email you see exactly what to abandon, right? I've seen that just absolutely hush. So those are like the principles and like the non-negotiables that we want to make sure that we have across all of the flows. So now we're going to get into each flow that 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. And this is, you know, probably what 75 to 80% of our brands were doing. Just a starting point. Don't take everything. YouTube. but the

Welcome Flow Cadence Strategy

23:00welcome club obviously somebody signs up on the pop form. We want to get them. First principle is we want to send daily. We send three to five emails. at minim of three. Typically we're doing five for our brands. It's just daily. One email first day, one email second, third, fourth. But we're starting to do a lot more two emails in the first day. potentially to three. but just super simple, have like at least four or five. The reason why we don't do something like 8 to 10 is because we see a massive fall off in conversion after day four of somebody signing up on your email list. 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, that means we have to wait 10 days to start using urgency on our discount. And there's just it just takes too long. So, we like to have that urgency kind of on like day four and five or losing that person. We

23:53can use that urgency. so that's why we like to have it there. And also, people are going to start receiving campaigns. They don't receive our first four email. They don't buy it from the first four. Oh, [ __ ] They're just going into our campaigns. But we're going to have cool stuff. They buy it from that as well. So, that's kind of our philosophy there. >> Yeah. >> Could you talk a little bit about like the content that you're setting?

24:14>> Sure. repeated five days because >> absolutely >> like it or you going to climb it as much. >> Absolutely. So are you saying like in comparison with doing just like one or >> a 12k series? >> Absolutely. I will walk through this here. Why don't you just go through it?

Welcome Flow Content Breakdown

24:33So here's like an example right here of like what that would look like. so here's so as far as like content I want to talk about like the version rate optimization and layout and everything. For example, eval number one, just super simple. What is our main selling point? A better way to wind down. This is a essentially to be replac and so summarize what's our main point here. People first person will just sign up for a discount. Let's just leave it at that right in their face.

25:03Also tells them that we have a we have risk fair. So has summarizing our elevator pitch. And then the next one, how to use our product. Then the next one testimonial. Then the next one us versus them. Then we have a plain text based 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 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 Barge Men for example or IM8. They're a they're you know a supplement brand that has a million different benefits. I might not buy IMA or I'll use Marsman testosterone supplement. 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

26:03like that's my angle. It's usually one thing that gets you. All the other stuff is the bonuses. I found try not to overwhelm but this is like kind of how we do the content. and we break it down point by point one specific thing for email. we don't like to overwhelm these are all of our 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 people like so we use we share and pick really good testimonials ones that we like long form testimonials. Notice how it's not a testimonial that's like this is super important and one of my biggest pet peeves is just simp testimonials that are like this was a great product. You just pick stupid ones. No, we want to actually find really good testimonials that have a story behind it that your customers sell for you. So you need to really pick out your quick testimonials.

26:54and then this is one where we're actually showing us versus them. the bottom of this got cut off and so now it's like Pearson ID reviewing alternative so we leave it that and we also mix in our urgency and then we have a plain text based email from the founder right here with a little bit of story get promotional coming from a friend and then we have a survey this is some extra sauce here where it's hey I notic you didn't buy this is great feedback just click this button and let us know why you didn't buy and then you can actually get feedback to your customers on why I didn't buy so like that's exciting example they have. I'm not sure how well I answered your question or what do you have off Does that make >> Yeah. I mean I think they're just consolidating what we're doing already.

27:38>> Exactly. And that's that's the goal for it essentially. It makes it much easier to test as well when you have less emails. That's also a reason that we do that. and then just like quicker the urgency is catching point. >> U this is obviously a very intentional journey. You want the new subscriber or disc branding go through this whole

Flow Overlap And Exclusions

27:56journey. What your opinion your what is your agency book strategy when someone just but you block them from receiving any other flows at any campaign during that time so you can make sure they're not receiving the the hes that like the next day you're getting our product and the next day you're getting the next part of the journey that you want received I'd rather break that and that happened successes on that >> yeah we don't see any performance on results I've looked at that. The only thing where you can get kind of push back is unsubscribe rates. Somebody signs up to your email list, they're getting these emails to the welcome float. They also happen to view a product and leave. So now they get the browse band and then also you get product launch where you're sending a campaign or somebody signs up to the list, they get three emails that. And so like that's something where like you will get that you will get the unsub rates. Typically what what I like to do

28:50personally is if somebody like MV checkout abandons, you can exclude them from the welcome flow. Now just enter those. next exclude 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 grants that you know I'm worried about unsubscribes and it's in a little demographic where I exclude them. But kind of just personal preference. If you're okay with over sending like go ahead. but completely up to you. But a lot of people exclude through flows. I the priority flows check out abandoned card abandoned browse abandoned not as much as the welcome flow I'd say and so kind of up to your preference.

29:32So we have two by categories one's a low cost one's a high cost low cost 75% of the customers are purchasing within days yeah one day below the Arabic that's the higher price >> still next yeah >> primarily to like athlete teach typing. So, one is like the traditional artist like streaming the office. >> Yeah. The other one's like a horrap. >> So, knowing that three4s of our purchases are coming within 30 time just seven. Would you strategically space out the Walker series for this exception or would you like still have a seven day welcome series but there's just a girly hand gadgets >> there are usual >> yeah for sure so I would still go with the daily sense for at least like the first five days that's what I do and just put people into campaigns flow also especially for products where it's a long decision cycle like you need some time to vibe The purpose of the workflow is not always buy this right this second. It's also a priming mechanism

30:56where because not everybody needs your product right now in this second but our goal cusper has objections in their head. Welcome close also to address those objections to where they don't have any to where they do eventually a month or two down the line they have a specific kind of need for your thing. They you don't have objections that you overcome. They already used to know that. So it's a priming mechanism as well. So that's why we 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 close eye. So if they find out let's overcome all their objections and then once they have a super dire feed like a person gets neck injury they already have all objections addressed and they trust us down the line. for me how I treat it I just like to do the first seven days. and then after that they go campaigns. We're in Sicily sending three to four campaigns per week to our

31:46list and somebody will just buy from that. So that's how I do it. If you want to automate it, hell yeah, you can. Typically, I don't find, 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 typically just prefer simplicity >> because I know your business. I think that the CPU is whether they're a regular consumer or special case. I hear your secondation for your first question should be are you a are you provided services for eco chiropractic through therapy? Yeah, I didn't talk about this, but I would just make that the popup question and second basic person that just like eager when you order provide curses like your segmentation by person is so important for you guys because you probably want to increase but it's not crazy to a person that's going to sell it or apply right.

32:46>> Yeah. So I think you guys have a lot because you mentioned that like I'm just curious if you have problem on a pre specific like you know the person does do you see utility capping the questionnaire or does your questioner get like even more niche or just go straight to email like you know the segregation on that page >> yeah the function of the quiz sometimes I don't have anything useful to ask the customer but I still will do a quiz because of the increased engagement gets. And so you get high offsets like oh that's well that's a [ __ ] question 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?

33:29Like that's a stupid question you ask for anybody and the goal is just get committed from them and it just increases your email optins because again most popup ports look at are like 5% optins. a quiz collection you get at least 30% lead rate on that first step that person and then so usually it's a function of just getting more optit >> so that's like a bit on the creatives couple other things I want to point out I'm going quite spending a lot of time here I'm not sure how my arms out we'll keep going Crazy. All right, but

Welcome Flow Mistakes And Fixes

34:09the other things that I want to mention, common calling mistakes that I see in welcome flows. So, of course, you said send 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 email number three without a discount? That's just a regular campaign. Reminded the discount and remind at the [ __ ] top of a email. Not everybody is scrolling. So, put it in their face like look right here. Right at the top. Welcome reminder right here. discount right here, right?

34:38Right in their face every single time. The reminds throughout the email. So see at the bottom call to action will also have a reminder in the discount. Makes no sense. Easy when you're not doing that in every single email in your welcome flow. Not sure why that happens so much. Three, you need to have urgency. Not sure why I see so many welcome flows that don't have urgency, but add urgency. you know there's a question of you know this welcome 10.

35:00How do you add urgency to that? Just add urgency. you just be like, "Hey, your access, we can't hold this for you much longer. Just do it." it helps. One thing that you can do, and oftentimes 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 clay like a clay allen dynamic code generate or you could just create a static code that looks random like you know hi 47 ghz so that you don't have to do like dynamic you still have a full design it looks random and then your urgency builds a lot on weight and like your custom code instead of that that's not the case with this sometimes that doesn't work as well because people don't want to have to type the random early for the welcome typically my older demographics prefer just the static while younger demographics they're a little bit savvy and they know they're like welcome 10 I can always come back

35:59to that but they use a custom one typically converts it has more urgency behind it yeah >> what's the the psychology we've seen that internally as well but I don't understand it 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 It it just gives the impression you know 10 you can find that anywhere it's always live so I don't need a buy now I don't need a buy now so when we say like 7% off ends in 48 hours customers like >> the code is welcome 10 but if you're like your custom code high-47G84G like it's like ah [ __ ] like I'm not going to get this back >> yeah so there's that and then mix in text talk about They absolutely rip.

36:48They're our best performing emails across every account pretty much. 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. I want to thank you so much for being here. I made offer. It was it was it was a personal thing. Just a reminder. I extended your welcome discount. Here's your last chance. Boom. Right here. and so always fix and text. We'd 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 real person reaching out, you get positive associations from it. And then this is a final one. Again, extra little sauce. If you want to add this in, hey, don't see you didn't play store yet. I just want to know why. and then you can tally those notes, get those numbers. You can even segment based off of this. I find it's not needed because a good email like this, we get 5% click rates. It's

37:44like how many people are already really getting so you don't really need a second. I usually just use it as >> Yeah. >> What are your thoughts on having textbased emails earlier than >> Oh, love it. Love it. We have a lot of welcome email number one's a lot of our

Text vs Graphic Emails

37:58brands. First email is a text based email like we do that very often. email number two as well. We often do batter stories. that sort of thing. We'll have that as a plain text based email. People too. Love it. Love it. Just that's on the brand hint, their branding, their style. typically text based emails work best for supplement brands in health where your product results do they happen? Maybe maybe not where it's just direct response you have to convince people of the end state but like fashion and like complex stuff like you know a neck strength and things got to show visuals and whatnot. Things that graphic emails can do that techbased emails can't is they can use infographers. they can show the products, the brands like it's easier to read and so has like some some differences but it's like a whole text space as well.

Using Objection Feedback

38:52>> Yeah. With the the last point that the feedback, what do you like shuck the brake to be with that feedback? Obviously that they see your test and modern how to get people to convert but that feedback might be useful for >> their sport key for their like internal strategy. How do you make sure that >> Yeah, for sure. I mean part of that's out of our control. so like this this quiz question, it says out of 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 way no we can do a quiz or if thing too expensive.

39:30so that's going to be a common one but I'll usually click on one. So I usually like to convince that one but then the last one is like I'm not convinced I'll like taste. So like we can't do anything about that one. besides we'll educate about that earlier. There's like a common objection that we get. Let's educate about that earlier on. But mostly it just goes as feedback back to the founder back to the team just being like hey this is what we're seeing reason people don't >> would you but like specialized flow that's investigation so like >> unless you're a top profile I don't know we talk about that >> for sure absolutely it's also just question of is the juice worth the squeeze because you know a good sales brand gets you know 5,000 people down to the welcome flow every single month.

40:19and a great deal like this, I would be shocked if this has five versus click rate, whatever that map is, like how many people like I did like tens of people and it's like, is my time better spent? Like the brand is sending only two campaigns a week and to try to like add this custom based on, you know, maybe 100 people list every single month. I'd rather send more campaigns. So, it's like a question that is to flip the SW in an ideal world. Yes. Set that up. You got time?

40:45>> Do it and scratch it on this app. but it's not something from the start probably without spending too much time. >> There's one more superfast, but you feel >> Yeah, >> great questions.

Sender Names and Compliance

41:00>> When you do that check space for the founder and you change the center name to like >> Yeah. >> Max from XYZ, have you seen that change like deliverability at all? >> Haven't seen it change deliverability. No. Have you? I like I forget who I was talking with somebody who's like, "Oh, be careful if you change sender name because that like >> yeah change deliverability, but I've been doing that to like forever and I've never seen any changes."

41:24>> I haven't seen it. The only thing just like to be following regulations is you can't you have to like say the brand name and it has to be clear that's gone from the brand. if you if somebody doesn't that Jimmy you commented on a post that I made it was like create yummies for Christmas. They get an email that's happening with Santa Claus. >> It's just technically illegal. >> Technically illegal. >> There. But you definitely want to use something that's representing. It doesn't matter. It could be Max Gabby and then it be John or whatever it might be. As long as you're making sure it's a real representative or real Mark to book rank. And if you change like the sender email too to make it look even more legit like maybe >> yeah that starts getting a little max >> okay >> you might get a false swipe but you'll often sell them down or query you >> okay >> yeah I understand >> the question do you worry about time of

Welcome Flow Timing

42:20day >> I typically do not because if somebody if I just set a 24-hour delay say somebody opts into my email list at 9:30 They just proved and I send 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 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 hours for this. If I do a follow-up email where it's like if I do email one, it gets sent to that person at 9:30 because they signed up at 9:30. I'll do a 4 hour delay for email number two. And email number three, I'll do a 20our delay. So then email three is at 9:30 a.m. the following day. I don't like to mess with that because also you'll come you'll run into problems where it'll

43:16skip a day for people because say that it is say somebody signs up to the email list at 2:00 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 email list at 2 p.m. it's going to wait 24 hours and then it's 2 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. So I just my one day time delay turn into two day time delay for a time that I don't even know is proven to work for this specific customer. So I don't like >> it is a good question for a lot of like time to purchase. So that is people emails like >> yeah 100% everything is contextual.

44:10That's just like my general rule ofathon. I'm going to be a lot of the [ __ ] I say here is going to be completely wrong for some brands and it's like some brands. So like this is just a starting point like what I'm saying is starting point but of course test on your own brand is different. So I mean that's a good good theory. so it could be completely right, especially for specific. >> All right. Well, Florida.

44:34I love it. All right. I put all the

Abandoned Flow Types

44:35abandoned clothes on one slide so we can hopefully keep this kind of moving, but we board different abandoned clothes. Rare that every brand has at least vanished for. So, make sure you have all of them. So, we have the site abandoned. Maybe if somebody goes to the website but they don't view any products they just go to the website maybe they click onto a landing page whatever a collection page that's another abandonment you collection abandoned actually they don't do too much but site abandoned they don't view a product they browse abandoned somebody actually physically clicks on a PD page and they view a product so they show some interest in that product we car abandoned so many brands miss out on this that was a big thing one or two years ago No brand has a card aband quote. Now brand more a lot more brands have them now but it's quite shocking how many do not have a card abandoned quote. They think they do. and it's labeled cart abandoned trip is actually

45:32check out. So and then you have check out abandoned which is somebody physically adds to cart. They click go to checkout and they're at the page where they actually enter their enter their credit card. So let's go into these abandonments. side of lesson tab one to two emails here typically when somebody goes to the website maybe they're back on the website they clicked on another ad maybe you know whatever going to a website search they didn't show too much intent we just like to you know give them specific just like brand information and help them just like hey you're browsing like here's our different products here's like different categories for different reasons this would be you know something like Adword super general. it's just trying to get people back.

46:18>> One or two emails. We like to first email have a be a graphic one and be like, "Hey, saw your browsing. Do you have any issues? Here's some information. Here's some help." Or follow it up the next day with a founder textbased email as well. do I talk about this on the next slide? Yes, I do. no, I don't. But I talked about it before. But all of our abandonments, guys, all of them, we split at the top.

46:42like if somebody's bought from us before and if they haven't bought from us before. So if somebody hasn't source side abandoned we're gonna have the trigger up here like when you build this half your ESP trigger this must be on there sorry the trigger up here you have split buyer path one email non buyer path one email and then the followup email and on the non- buyer path for 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 reminder don't have voting discounts got 20% off whatever hey you come back plus reminder plus we just reactivate you welcome discount or plus you have your your offer at there's that so make sure you do that all of our bands ideally slightly different content as well somebody hasn't bought from us before you want to give different information you can even go a step further

47:41but you can give custom information somebody who has bought from before yeah it's all just a matter of high. At the very least, you could duplicate the email and just add the discount code. but in browse man, if somebody use a product in these, I don't have too much extra sauce besides use your best judgment. You know why people didn't convert for your product, so they view a different product. This is where it's like they didn't like the product well enough.

48:11Maybe it wasn't right for that. but to show the product up at the top of the email, just write in their face, hey, you see something he liked? Offer a little bit of social proof and show other products in case you know other recommendations in case they didn't like that product. And then we're always going to implement a text based email in here. Of course, we usually go graphic based email, text based email, graphic based email, text based email. so that's what we like to do. Cart and checkout. very similar structures as well across planet but it's a little bit more convincing and social proof about product somebody adds to cart I'm not giving them recommended other items that person showed interest it I don't got to show them other stuff 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 non- buyer the non- buyer section reminder a welcome discount and then we usually

49:04enter a discount at emails three and four. So for the people who have bought from us before, email three and four will have a discount. And the people who haven't bought from us before, first two emails, remember they welcome a discount. We'll have a raised discount at the end for email and four. That's you all want to show discount to classifiers right off the bat. Easy way to just reduce margins. we're going to enter that and lay it off. So card checkout, very similar content. You could literally have the same part check out. Ideally, yes, slightly different.

49:37but if you're strapped on time, just duplicate them and change your dynamics actions. so a couple notes, just two

Abandonment Email Rules

49:44rules for every single data email. Dynamic product block at the top. Do not bury what the person left behind. Show them exactly what they left behind right in their goddamn 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 the vibe. Number two, again, be aggressive with coffee. You can see again that answer section right here. We use coordinate like your order is ready to ship. Make it seem like they already have it. If you get one thing from today is AB test the subject line in your cart, your check out email number one, guarantee you're going to make more money a [ __ ] ton more. It's the most is my favorite hack favorite. I saw it like three years ago auditing an account and I just I just like it's my favorite thing. I day kept it for forever. but then one day I didn't know what to make a video about on Instagram. I was

50:37like, "All right, [ __ ] it. I'll share it." And it just blew up and now I see it in every account. And so I lost that. But it works really well. So now I'm sharing. Little quick tip as well, using a mystery discount, your cart abandoned, checkout abandoned. For some reason, that mechanism works really well because it's similar than using a welcome a mystery discount campaign. Because if I can say we put a mystery discount in your cart and your cart is just already right there. It's like for some reason the psychology of like actually got to click right here to reveal it where it's like if you do your welcome flow is a mystery discount. The person's got to go to the site, they've got to pick a product, they've got to go to checkout to then reveal it. Cardon checkout is different. So typically like every single AB test we do this for typically a double click rate. 50% to a double in click rate. and then place rig usually like 50% is kind of standard but

51:29a 10th grade brand as well. So those are the abandonments. let me see if I have anything else on abandonments. >> >> yeah. So I I feel like a lot of brands

Discount Strategy Q&A

51:41either have to make the decision of do we supply provide discount code and entry but we'll use like value >> or we're going to get a subscriber through weeks of education and then we're gonna put it all in discounts. Do you typically do 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, are you typically offering a discount at the >> acquisition? Yeah. And 15% 20% to the level check. Does that feel like you don't have a lot of like what you can offer versus exclusively deciding, you know, strategy model or >> for sure. I always recommend have an acquisition offer. It's the easiest lever that you as a brand is have an acquisition offer. Test the [ __ ] out of your acquisition offer. not just throw up 10% off. You should be testing 10% off or it's a dollar off or get in bundles. That's the biggest lever that any brand can pull. You should be doing

52:54a lot of that. but that's the first thing I think that no matter what you should have lead acquisition funnel for the first purchase. So absolutely that'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 course traffic with no offer but then have discounts in my abandonments. I'd rather have the acquisition. But that's why for abandonments I don't give a discount right away to past buyers.

53:20Remember the path buyers, they're not getting a discount rather. I convert them full bought our product and then they have some interest for the people who haven't bought from us before. We're just reminding them discount giving an extra margin and so we just remind us 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 life a lot harder if you don't do that. the during promos. Do you just replace that with the promotion that's going on wide like Father's Day sale for Black Friday, stuff like that, or do you still have an exclusive type?

53:55>> If it's a big sale, yes, it's a big sale. but oftent times you just turn off the discount code that you have and people will just automatically have the big site Memorial Day discount live. for brands where we're for like recurring sort of brands when we have sales we up in the popup to be around that sale and like core emails as well just to be around it and helps with conversions rather than give an extra 10% off while you might say. So we'll have people say email >> but card not as much adjusting that as much. So that's Bannon. All right. How much fun do I have?

54:37>> You're way over, but it's great. But it's great content. Like this is this is great. This is correct conversation. >> Beautiful. All right. Post-purchase

Post Purchase Sequence

54:46flow. So this is what I think for post purchase. This is going to be completely different for subscription brand. If you're a subscription brand, it's going to be different. >> I almost did a pres a presentation on subscription. but I did it. But very similar for restriction. but this is a post-purchase flow. This is the sequence that I like to follow. and there are a couple of non-negotiables here. Postpurchase sequence. I like to think of it, it's not a sales first flow. I'd rather deliver a great experience rather than try to upsell, cross-ell, 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. Consumable brands, you guys know if you run subscriptions. biggest reason people cancel 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 product. So that's what we want to do. we want to set

55:41the relationship right. So immediately I like the founder check space. Thank you email. That's always just like one of my non-negotiables I like to do. Here's a perfect example. Look at this message right here from the found. Thank you so much for your work 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 just like provides even trust especially when it comes to what you're putting in your body. I saw that this brand was a corporate edition who's me in my garage satisfying plant effect supplements as us today. Now you're a part of that story with care. Can't wait for you to feel the difference. Oh my goodness. You just feel real nice about that. there's here's one. I think you had a PS up. PS is my favorite. It's also by far. So you get so many you get trust points but also everybody reads PS sections prove it everybody reads PS so

56:33that's where you get the upsell but it doesn't seem like an upsell crossell but this performs better than any cross sale that will do so highly recommend everybody this if you don't so that's the immediate founder thank you message the personal you could you could update that you could get really freaky with your segmentation if you want to based off products I just always start myself I always like to lower the barrier to entry. If you go out to set this super complex system up, you're going to 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 don't have to wait because it's so complex. You're like, I'm so scared to take this on. So, I like to keep it as simple as possible for our base systems. Sorry, I'm calling your ass. but there's that the thank you email. I do like to split by how many times the customers bought. I'm not going to send this one every single time

57:21that first buys from us. I see if they had one, two, three, four. And then fifth, we stop sending the thank you messages like appreciate you. Thanks for coming back. But usually one, two, three, four. so if they needed a thank you message, phase two to three, product education, how to use it, get results, faster, whatever it is. Faster usage, faster reorders, education, whatever you you're to educate. It's going to depend. so, that would be like this one right here. 30-day cellular smile. So right here talks through like the education what your body sees understand inflammation. You might feel bond or our bodies experience inflammation product to overcome that and I show some 30 minute timeline using our product make people feel good about it. It's like shit's actually going on.

58:02What's key here is you say silent inflammation like you might not feel it and so it gets people 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. But you might not feel it, but this is what's going on behind the scenes. It'll get the host to keep consuming it. so product education, it's going to depend brand to brand, whatever it is. And then day four to seven, additional education or social, whatever it is, flexible based on brand. I just like to borrow an education inside the immediate cell. and then day 10, that's a way starting to receive their order. That's another excitement point, a dopamine point.

58:38That's where then I like to cross that up. So you could buy this on the fulfilled order tag, wait like a day or something. I think that's the cross cell upsell. I like to get too too aggressive because again we have campaigns going out three to four times per week. Usually set somebody's bought within seven to 14 days. We spoon them campaigns but people will naturally cross up self campaigns. I see a lot of people get really freaky with their postpurchase journeys. It's like bro we're sending read up campaigns for a week with product releases sales product education. People will naturally crossell from that. So I don't like to get too too crazy except for G where it makes sense depends on the brand upside crossout was just like a huge hey there's Vonic for every moment here are our focus on here's this here's this just to at least educate them so they become aware that we offer that so do that and then a nice little excuse me sorry I don't know what

59:32that was then then we have the checking in on your experience like a nice little check-in I like to do that days 21 to 28 for a CDG grant. It's a nice little addition from a real person from the founder checking out your experience. I hope you are well keeping in good health from a real person. My name is Hersh. I'm the vice president here at Link Brush. It's been nearly 3 weeks since you started your oral health journey. I want to personally follow up. Let's see how you're doing by now. Your teeth should feel this. You should wake up with this. Most importantly, you should be here for this. You probably tell we're not just about empty promises.

1:00:05This feels awesome. Feels like a really good next message. and it pranks. And so we we make of course we deliver a good experience, but also like this sells. So it's like, hey, check out some rubber products. If you need to restock, check in here. You build goodwill and then you're like, by the way, bye. This performs better than any sort of reup on your on your running low question mark. This will perform better than any of that sort of stuff.

1:00:29So we like to do that. So that's close versus flow. I'd like to deliver. I'm

Win Back Offers

1:00:32just going to go straight to the with flow just for sake of time. with that club that is going to be long term. Somebody bought months ago. How do you get them to come back? It's gonna be different brand your brand whatever the time delay is. for a supplement brand or a 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 f what has gone on, you probably had new product drops. You've had sales. You have you've had banger campaigns and somebody hasn't bought. Do you think a email campaign that says we miss you is going to get them to buy?

1:01:19No. So that's where the only [ __ ] that works in my experience and with that is worth it is offers and offer testing. up on the matters. Just test your offers. That person has been receiving all these campaigns. So, just test offers. That's the only thing that's going to get them back at this point. They haven't caught on and all this awesome stuff we've been doing. and the other thing to test is timing. Whatever the timing is.

1:01:42Typically, we start off at around three times the average repeat purchase length. So, on average, people buy on day 45. We'll triple that. So, 45, 90, 135. will trigger the win back flow in roughly day on a 35. That's what we like to do. 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 aqua has a new customer. It's going to be that for old customer. So a lot of times the date phase with brands is returning customer AOV is really big because usually you get a big first a and then second is low. that's where you actually like funnels and memoriz but here's like for example what a really good win back email is just with an offer that end up working 30% off just for you because your student come back to any like we miss you people from that. All they get

1:02:41[ __ ] about is offer static code but it looks custom to the customer. So you have that and if you have not implemented this store credit email do it best email ever I now see it all the time when I audit accounts and I'm taking the credit for this because it's the greatest email of all time email of all time. at least credit for making popular but you it's literally just a discount code. You say somebody a store credit and it's just a discount code. The psychology of it is just crazy good because you say you give a specific number $1763 be $84.

1:03:21Whatever you want it to be. You make an official like hey account email credited to account expiration date you've got store credit which is set to expire account your email and then use this code. We see it works best for winback. We also build this at the end of our welcome flow often because it works so well. and it will send us as campaigns every so often Shopify. but the psychology instead of like, hey, I get 30% off. It's like having credit in your account because like if I don't spend it, I just threw away $1763.

1:03:54It just looks so official. It's like what did I do to earn this? It's like you earned it. The psychology like how would I can't let it go waste. It's expiring. I'll never have this again rather than like 30% off. So that's what we like to do in a few people back >> with the minimum amount. >> Yes. Yes. Absolutely. >> Exactly. And so you can have that you can put that here or you could just have it just set on the code for checkout.

1:04:20But yes, good point. Good reminder. Make sure that you have them in the lower threshold so they don't just spend $20. Yeah. Whatever. Two bucks. Yes. Good call out. So that's post-purchase journey back on

Subscription Onboarding Tips

1:04:34the posturch. You said that sequence differs prem for subscription. Is there difference just the spacing like overall period of time? >> No. I like to with subscription brands I like to be aggressive upfront and then cool off. So I like to be daily emails for seven 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 like to do that in subscription. It's just really strong onboarding right off the bat and a lot more on consumption because you've won. You've won when you get them to subscribe. 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. Like you need a you need to take this product

1:05:30every single day or like you know 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 they the biggest reason people cancel honestly is people don't use the product. They just forget they don't take their creatine whatever. So people cancel their subscription. 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 six plus months send them a survey and ask a ton of questions and ask like for example we did this we found out that our customers who put their creatine in their coffee had the highest LTB and that makes sense because you have coffee every single morning you just put your creatine that you won't forget every single day. You put creatine in your coffee. So what do we now do in our

1:06:23onboarding club? What do we do? One app 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. But they can be pretty similar. But we also like to include like a subscription education email on your subscription for all these reasons all that sort of stuff. subscribers. >> Follow up. Yeah, my company actually has subscription and also regular avocart and a lot of subscribers also keep purchases on the site in that case >> when there are in local as well and then they buy again another.

1:07:01>> Yeah, that's going to depend brand to brand. That's a little bit more like unique sort of case. I just like to look at cancels, how many cancels we're getting as results compared to upsells. so for that one, I just go down to start. Should I exclude them from like the generic post purchase flow? I would definitely put priority on the subscription flow, my gun says do subscription flow, don't let them do the post purchase flow because for a one-time post purchase flow, even exclusion of they don't have an active subscription. So like if somebody has an active subscription, they're not getting our one time post purchase flows. And so that's an argu I'll call them. Maybe take an excess.

No Discount Positioning

1:07:40>> Have you had any success with any brand >> in >> just like as a whole? >> Yeah, absolutely. Absolutely. 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 that the Grush with no discount. It's there. You just need to have some sort of unique point about you whether it's your story, whether it's your product or really unique really strong brand. usually that's what it takes. but a lot of times it's driven 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 coming out. That's how they're able to tell that's their that's their selling point. it makes you a little bit difficult for new grants to start out if you don't do discounts. I mean you can

1:08:38look at you know look at any of 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 discounts. Just framing what how do you frame your offer? What's your positioning? It's you know do you get x% off or do you give all these bonuses? You get these upsells that sort of stuff. separate gifts, bundles, exactly bonuses, right? And it's just positioning, right? Discounts are just I'm getting more value. I'll keep position that we don't want to do frame for the discount. You start thinking about, oh, I give something for free and a digital download. Anything you can do just stand like it's all over.

1:09:16>> 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 advertising?" The whole brand is just like, "Hey, buy our office chair. It's really nice. We have a website and well, well, I asked them and I was like,"Okay, what do you guys" Because they was like, "This isn't a really strong way. It's a really nice chair, but like how can we make this a little bit more sexy than just a firepool chair? Here's like a size behind it." I was like, "Okay, somebody buys like what do they get? Walk me through the journey." They're like, "Oh, they get a free consultation call with one of our experts. They get this ebook. They get this course. They get access to this clinician. it come comes with free two-day shipping. it's two-year warranty. It's like, "Oh my goodness, why are we not advertising this? You just gave like x amount of dollars of free value. You're

1:10:02giving free two-day shipping. Let's leave without a product." And they implement that and they've been ripping. So we actually adjusted like pop-up offer to be around, hey, you've got free shipping and these free gifts 100% sure are valued at x amount of dollars. We didn't give any extra discount or anything like that. Worked really well. and it trusts for them. they now advertise that in their ads. They just weren't they were giving all that away, but they just weren't telling people.

1:10:26So, a lot of time positioning there. that's like more for brands. you know, there's also something to be said about like, you know, you don't want to discount for branding. It be luxury. maybe they wouldn't want to do that. Everything that I said, there's always clever ways of positioning verticing. All I know is that the framing is the biggest lever that you pull your front end framing offer stack your value perception that's the biggest that doesn't be discounted.

1:10:55>> All right, one more question. >> Have you seen success sending unched especially when it's not like a daily? >> Yeah. >> Yeah. So getting one time for search to subscribe. >> Yeah. >> Yeah. there. That's the strongest cohort, highest LTB cohort you will have as a brand. It's the people who place a onetime order and they come back to subscribe. You look at LTB and subscription first versus just one-time order places versus one-time order people who join a subscription, those people highest LTV. And so that's really important to in your post-purchase journey and your replenishment journey is to hit people who place a onetime 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. just to get them to subscribe because that's going to be your highest LTV coord.

Offer Testing Wrap Up

1:11:56You 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. Not that doesn't mean give bigger discount. That means different framing that I explained. That means different free gifts. That means different bundles. That means dollars. That means percent.

1:12:24You cannot adjust little words of copy. You won't have a send t test result in 2x count of money. But an offer test and conditioning test can. Subject lines are actually great for revenue. I don't give a [ __ ] about open rates. I do not give a [ __ ] I'm following up like everybody likes subject lines per open rates. I don't give a [ __ ] about open rates. If I have a subject line that gets people revenue, higher place 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 hear about revenue. Your order is running a ship that opens a line doubles compared to forgetting something. Subject line.

1:13:00different framing when the customer opens the email with something versus like oh [ __ ] format graphic versus text and then send timing yes but the big ones that I care about awkward and subject lines just because they're super easy to do with sales just like static ass to do a sales subject line test and send email format follow me on Instagram if you don't already that's where you can find me where I share all this sort of stuff you guys