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

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 Emil 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 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 so I'm not holding anything back showing you everything inside this e-commerce store in their clavo 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 let's get into it yo

0:46 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 it and break down some of the email strategy live uh here I have James who's going to be talking about the account and helping us run through this stuff so uh 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 clavia yeah perfect thanks for having me um yeah I've been in uh e-commerce CVG for about 10 10 plus years various different agencies mostly all digital stuff work 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 a lot of different clients um and now this is

1:31 one that I'm stepping in as the I've been stepping in as the head of growth managing their whole entire funnel and really taking their brand to the next level yeah so they've been their Tik Tok shop native brand um and now we've been really building out an entire customer experience for them we're starting to activate in-person events rebuilt a whole Shopify store activating emails a new channel um subscriptions all this kind of stuff so um really excited to see your insights and and take it this brand to to where it truly can be hell yeah hell yeah right on lots of Tik Tok Brands blowing up so excited to talk about it cuz there's a lot of fun stuff that you can do Tik Tok now as you know it has like a lot of um has a lot of limitations with what we can do from email um but there are some are some little tricks that we can do to try to try to get the most out of the Tik Tok Revenue that we're generating um so

2:19 right on cool so um you're the head of growth here looking at scaling email mainly on Tik Talk Shop um and yeah so I'm just going to share my screen and look briefly at the website uh 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 comes from um and like the different splits yeah so this is built for mobile so like your your desktop experience is not going to be as great as what it was intended for cuz we get like 98% of our traffics mobile so it looks a lot better on your phone um overall like these these bundles were initially created uh during Black Friday just as in the goal of driving higher aov um our founder kind of curated a

3:05 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 um 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 um the like we had like a Thanksgiving Thanksgiving feast bundle um so different kind of combinations that we're angling with within our ads emails around the the personas that these bundles are cured for um and then the different SKS we've got wake which is energy and focus we've got calm which is like Anxiety Relief um sleep which is obviously helps you sleep elevated which was one of our initial uh formulations that was created for uh to pair alongside your cannabis experience so

3:51 it's it's all these products are loaded with tpin which are found in cannabis these are not derived from Cannabis but uh the intensifi product which is the elevated elevated line really like amplifies the the effects of THC and CBD U I know like when I first tried it it was L like being in high school again like that first time I'm ever trying 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 um so that that one's our best seller for sure um it's also been known to be uh beneficial during like what we call spicy time um so we're we're on couples couples using it to intensify their their romantic evenings um and uh yeah and then Bliss the Bliss intensifi bundle this is our number one seller Bliss is like the mood booster um

4:38 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 uh 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 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 we 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

5:25 manufacturing beverages so now they're at the point where if you purchase if you go to a 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 um so this was the happiest hour was atline extension um again they had a pass in the Cannabis Cate industry and then as regulations changed they they decided to steep away from that category but they still had a huge Network there um and so they created something to be paired alongside the Cannabis experience um 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 using cannabis but anyone who just wants to be feel a little bit more calm or just needs a bit more of a mood boost throughout the day that's kind of the the how this how it's progressed

6:11 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 um so I'm going to open up clavio here and this is what we're looking like for the past 30 days this is Black Friday Cyber Monday you can also go past like maybe um I like to break things down right here I just want to get a little bit more of understanding of the funnel um so August here to December could you talk a little bit about the split in Revenue um how much is coming from like Tik Tok shop how much is coming from Ecom as a whole um 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 Tik Tok shop um and then about 10% is

6:58 from email actually like yeah 70% from Tik Tok shop about 10% from email and then uh 10% is like direct and then uh 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 Tik Tok shop so people will see the product on Tik Tok 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 it's that's definitely like our Hub and now with all obviously with the regulation stuff that's kind of looming we're we're def going as as quickly as we can to like release our Reliance on them um just because there's uncertainty even if we're confident that the the bill is going to sway in our favor but um there's still just some heavy pushes to to release the Reliance and get our eggs out of that basket yeah absolutely yeah

7:44 for anybody that doesn't know like Tik tok's like deep in potentially getting banned in the US um so that's that's defin so what what are the plans to kind of like Get out of like being very Tik Tok Reliant um 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 we're turning on meta the start of 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 um doing a solid investment into into meta ads Instagram Facebook and then we'll activate Pinterest uh Twitter Reddit and just start to really diversify once we get our meta engine running um and then of course driving people into email is is really important we've been doing a lot of like email exclusive offers where

8:29 we're pushing people from our Tik Tok and saying like hey if you want to get one week early access or two weeks early 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 Tik Tok account disabled before we've had our Shopify account disabled before because they thought that we were selling cannabis um even though we never were so email is the one that like that's the only audience that you actually own if you have their email list if clavier shuts us down I can bring bring my email list to another platform um but the same is not true with Shopify or Tik Tok or any other channel so that's one that we're just really really prioritizing to push people into into our email Channel cool love it I agree with all of it that's that's why I love email you own it um and it's also cheap as hell um I

9:16 know I mean probably not as cheap as Tik Tok since Tik tok's like essentially free to post organic um but yeah absolutely email it's going to be the cheapest 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 traff you bring to the website making sure we're squeezing every possible lead out of them um so 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 uh live to see what it's like to like review an account live and and point out like what the highest levers are um 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

10:01 that's like our average like after working with brands for like 3 4 months um but this is more typical to be lower if you're a Tik Tok oriented brand because it's very hard to get people's emails on Tik Tok you're not getting like actual traffic to the website but still like for our Tik Tok 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 overd double and it being Black Friday 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 flows so campaigns making up 75% of the revenue um in flows 25% typically where we want to be da is around 50/50 um just that lets you know this split lets me know when I'm looking at it what the lowest

10:47 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 are going to pick up revenue from that time period so typically it's not like huge at most like kind of like 6040 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 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 Crosses upsells subscription pushes all that good stuff so those are like the initial things that jump out at me um then also like SMS is SMS not something you guys are doing um or something that

11:32 you want to do we CIO blocked us from doing SMS because they think that we're selling cannabis even though I tried to fight it multiple times and we've been paying for SMS but really them like all of our ingredients I sent them all of our like FDA statements and they're like n like we don't care we're we're not letting you guys send SMS so that's something again like we're going to activate that with postcript 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 that's annoying um I'll I'll talk to some people there and see what I can do for that but um postcript 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 is pretty much the same um postscripts good attentive and clavio help it's helpful having clavo just cuz

12:19 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 signup form and the popup form list growth because 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 form Toro one that I told you about yeah the form Toro one yeah it'd be curious to know like how that performs and what the um kind of like opt-in rate there is um yeah if you have those numbers that would be that'd be great I saw it's like a who are you buying for sort of situ and it's a quiz which yeah so our let's see our past 90 days um past 90 days our

13:09 optin rate is optin 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 think it's two 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 desktop now that I'm looking at I think there might be there might be a glitch with it yeah it's showing it's showing zero like on our most recent one there's showing 0% so

13:54 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 desktop everything 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 do anything so our our popups are like designed and built for for mobile as well no problem yeah don't blame me there um yeah I just got it on my phone on my phone right here I'll just screenshot so we can refer to it and I can put it into the dock um so it's asking who are you shopping for um let's find the perfect gift right here um for myself a friend family member someone else I like it uh what do you

14:41 need most right now um I'm dragging and need energy um learn more got it how do you get people's emails off of this didn't ask me for email really all right there's a mistake that I made um because yeah should be should be on step on step two it asks for email and then which yeah that's what I'm seeing now our our data is skewed here CU 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 because of like who are you shopping for I it might be jumping it said who are you shopping for then it says Let's help them get the perfect bundle uh what are they trying to do then it's like get more energy or whatever say I said more energy then it goes to just right here and then it's learn more okay so maybe maybe something broken there but the

15:27 metrics that you have are very help already um so to fill you in um 13.6% optin 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 form Toro or use a platform like try Alia these are great popup forms as well or Alia learn my bad um I typically lean more towards Alia but with form Toro 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 quiz and customizing people um and then also amped all of these I love way better than like clavo forms or anything there um so I like how using one of those so 13.6% is great um that's kind of what we're looking for um this

16:13 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 popup no is there a second popup that you do um we have a we have a second popup 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 our abandoned cart flow um that like if they 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% yeah so 70% on like top of this offer whatever it is yeah so 20 20% off of like basically 20% off your order over for over 30 bucks um these bundles

17:01 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 because um a primary kpi right now is driving aov because we're trying to retrain our customers they've been so used to buying on Tik to shop where everything is on flash sale like Mega live get this for so like Tik Tok 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 fondu no so they do I've seen people doing cash back I haven't I didn't know how they were doing it though yeah we have a couple clients that do it where it's cash back

17:47 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 they'll get like yeah they'll get an email being like hey claim clim 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 actually claiming it so you got to keep all those uh you got to keep all those margins um and how it works is it's all just based on like UTM 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

18:32 every single link that you have if you're giving 20% cash back like in the welcome flow every sing every single button needs to have that UTM parameter if you're given like 20% back or something something that we're seeing does it integrate directly into Cavo 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 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 UTM inside of the cashback 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 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 me

19:18 messaging that works better cash back I haven't actually tested it with the gift card automatic gift card so maybe that does work 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 it's doing um and what you guys do for the welcome flow um so I assume so social snowball through purchase that's your uh referral program I'd assume cool so here we have

20:05 the welcome flow um 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 still converting The Click are a bit quite low um so I'd like to take a look at that um 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 like ched out a bit there um so wondering about that and if

20:50 that's something that you can test as far as the emails are is everything mainly text based it looks like uh I think we do two text based and then I think there's a couple designed got it take a look here um got it cool so definitely the first Tex one is meant to be like it's meant to kind of have the illusion like you said like the small brand feeli of like I'm the founder I just saw you and now I'm writing you a message versus the other ones are more like educational design oriented uhuh so you are giving 20% off on the first purchase it looks like Yeah from the uh from the Welcome flow but that that's that's not the the current offer we have in the popup is again is trying to drive orders to those bundles so we're not we're trying not to Discount those bundles um which I think now that I'm now that I'm thinking back is why I wasn't uh pushing for emails cuz I'm

21:35 trying to push directly to a sale for those um but I think there should be like a back door to collect email on those popups um there there'll be a different one once once holiday season's over because it's not so much gifting season um yeah that's the intention right now is like just trying to push sales straight to those bundle orders yeah um that would be I'd recommend I'd recommend doing the email side of things adding email in um just because those people will if they just click off then it's just a you don't have their information they're not going to come back um maybe do maybe so what you can do is on the form you should be able to do this in the logic um so say you have Step One is um Step One is the who you

22:21 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 what whether it's energy C 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 have the chance to get their email um and then the offer is just you you don't need to give the 20% off you can create duplicate this flow um 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 this squeeze if it's um if you're only going to have it live for a bit but I that's the the goal with with like next iteration of these forums

23:06 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 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 their responses I just again have I've been slammed with Black Friday stuff so I haven't out yeah that's how that's which is why now it's come January I need I need an email partner yeah no sweat um and then so yeah looking at some of the metrics so this welcome flow uh conversion rate is actually quite low uh looks like we have around a 6% it might just end up being that like 7% rate um cuz I I thought we weren't doing a discount but we are doing 20% off uh we want to be at at least like in these first two emails like at least like 10%

23:52 so I think there definitely is a lot of room for improvement one of 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 this nobody feels special um you can either do a custom code but I don't love that because it hurts your ability to do um 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 and tests we've done just making it seem random and it just be a static code that's something that for some reason psychologically you just like having your own code I think that could help with conversions right off the bat would be curious with testing this versus

24:38 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 Bas for email 2 that's typically what we like to do more of a text Bas um but 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 the discount so lots of stuff I mean this is just cleaning up this stuff every single email reminded the discount CU you're getting good you're getting solid engagement 40% opens 3,700 people just saw that and didn't click just be that's 3700 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

25:24 single time 20% off we need a button there's really no button clear button all always having a button at the top of the email here in the welcome flow um just going through like the content is good I like the content it's good stuff and you're getting like engagement here like throughout the emails um it's really just like the buttons um the buttons and then also remind the discount code every single time like the Click rate on this is very low um 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 and shop now and 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 um because once you can

26:10 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 reminder the discount every email and we're we're going to be we're going to be in a good spot there I the emils and the those look those look solid look those look good some conversion based stuff we can do um but that all look 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 a lot of sense I'm surprised I I didn't realize that I had no buttons in those emails it's kind of embarrassing oh no sweat

26:56 dude I I've seen 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 um who they place an order over $75 yeah so I have like a segment set for um people whose average order value is over 75 and 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 um love that I love this trigger too like that's badass it has a really really good Play Store like this converts better than your

27:42 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 I haven't done that as like a segment based trigger so good stuff learning from each other um awesome so let's talk a little bit about Abandoned checkout abandoned C 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 check out do you know like do you have a cart function yeah add to cart um yeah so right now if I were to leave the website after adding this to cart I wouldn't receive any emails um 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 check out now and then if I left I'd be receiving emails so

28:27 okay so how is it going to you'd have to be a return customer though right cuz like cuz 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 you're a return customer then returning customer yes cuz we have your email and then also if you enter your information on the popup 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 um so Shopify actually will automatically um add an added to cartri 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 card trigger for you and then 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 card stuff so that could be

29:12 people who fill out the popup form they join the welcome flow on email 3 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 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 um looks like what the side might yeah so if somebody viewed this page and then left right now they wouldn't receive anything um 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 entering the browse abandoned flows and these These are only tracking people who you do have emails for so 58 people right here 60 32 um big

30:00 opportunity there for the browse abandoned flow as well and let me look at what's in the checkout abandon flow I like how you're sending six emails love it one day apart amazing um open rates are a bit low um uh it's very low volume only 26 people yeah I'm like yeah the metric was if the trigger wasn't set up properly then the this is check out of Bandon so check out of Bandon is set up correctly so this is good um it's just like very little people actually go to check out and then leave it's most it's like cart so cart would probably have like couple hundred or something um but it is low volume so it's tough to judge some of these numbers I mean placed order rate just to give you an idea abandoned checkout we want to be at at least 10 to 20% conversion throughout the whole flow so but it's really hard to say I mean only 26 people entered and

30:45 this is the sleep I guess we're also splitting by the product but I like the strategy here um multiple emails we're reming 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 you browse 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 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 99.4%

31:32 placed to order rate The Click rate is less than the placed 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 put a button just right here as well down here um but this is good I don't mind it um I like the strategy here C 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 yeah I 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 this versus like even more text based um it just like a plain text Bas but that's solid I Like It Cool and then one other flow that we don't

32:17 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 emails in place to re-engage them so the trigger on that is active on site um yeah so we have people entering here so active on site is another one that we want one I'm missing too is like a recapture what was that I don't know if you were 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 you purchased bliss bliss 30 days ago um come back kind of 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

33:03 stage of the funnel that we're we're working on refining right now that referral hey refer your friends here's your custom code um like join our loyalty program subscribe all 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 9ine minutes just got cancelled so we can go over time if you if you want uh do you have a hard stop by the way um I've I can I can I can push a few minutes yeah up to you we can go I 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 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

33:49 actually ignore this um immediate thank you post purchase and upsell did I close the dock oh no it's right here um immediate cell thank you um thank you note right off bat 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 do an immediate thank you um from the founder make it from the founder um immediate thank you with PS I recommend this so just have it have it thank you build some Goodwill thank you so much for your order yada y you're about to do this whatever and then you could you 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

34:36 based on product and do just no matter what have a PS being like PS I recommend this this is my favorite whatever it is these consistently get anywhere from 2 to 4% placed orders for us um just that immediate thank you don't weigh any time just do it immediately they just bought there's probably another item that they were like eh no I won't get it I shouldn't have you uh have you used rebot for that yes a bit I I have yeah do you guys have Reby so I've been I was focusing on like the cart and our popups and then next step with rebi is to um integrate it into clavio 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 a dynamic field on that email something like I got to Tinker with it to make sure that I do it properly yep no that's badass right on yeah their

35:23 their triggers are good there so you'll you'll have fun there lots of cool stuff you can do um email 2 do an upsell SLC cross sell depending on the buyer uh email 3 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 think that's a good idea um checkin from founder 3 weeks after purchase is something that we like to do and that gets really good engagement um as as well in a lot of play orders as well I'm just like hey then a couple weeks since you purchase hopefully you've noticed these benefits y y y so that's the immediate post purchase and then we have cross sell up sell flows um so after the

36:08 person's used the product like a couple times um actually more just call this 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 their product that they bought and then we can get to specific cross Sals 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 CU we have five pack and 12 pack so if it's 12pack then it'd be uh likely 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

36:54 then you need to split like by the time delay and you just need to make sure that you're Shopify and clavio 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 where you're sending the first email win back flow you can fire that days yeah you can do 90 or you can go three times like 135 um days is kind of that's what i' 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 how frequent how frequent like for a brand like this how frequently would you be sending campaign 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 popups love what you're doing there amazing welcome flow we talked about those I'll I'll get this all over

37:39 to you and like clean it up as well and 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 it replenishment reminder push for subscriptions first and then go to cross sales upses or whatever you want um and then win back if no campaigns you don't have time for it 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 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 uh restock new a couple new product releases or like product replenishments and then Black Friday Cyber Monday um then there's been a couple campaigns like for example around the around the election we sent a campaign that actually did really really

39:09 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 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 act 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 drive 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 helps us differentiate and we're building brand through these kind of emails um 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

39:55 only talking to them we want to buy it's like we're not only sending that you up text we're actually taking them on dates and going up 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 that's very intentional as part of like the brand development strategy and then yeah overall like the campaigns have been somewhat segmented but they're they've mostly been pretty broad um this this what that 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 in recent purchasers for example but uh we we just got out of our our domain warming so now we're 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 Mah amazing agree 100% even if

40:42 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 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 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 on 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 amazing um 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

41:29 so I would go to I would get a lot of inspiration from these guys notice buttons way up at the top of the email this is like one of their text based emails um this was like one of the sale ones but from the founder 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 has been they haven't really done too much of it but giving value like here as the weekend rolls in I want to share a few Ts that help me 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 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

42:16 reason um they're there because people will just click um start your week with a brain teaser something like this can you spot these differences they sometimes do like crossword stuff like this badass um and then like the answers for everything are under here doesn't piss people off in 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 give value um this like broad like broad blast every other day um engaged engaged email list um 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 your general 90day engage list which is what I recommend I wouldn't get caught away with segmentation General list give

43:02 value to them you know the journey you know what every customer is 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 customer is receiving these 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 uh where you're at like sort of a mill a month and some of these conversions can make a big difference with the segment ation I recommend just kind of engage 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 story or find your focus they still even if they're not interested in that pack they see your brand and they might just click the logo and go shop the product they're interested in but I love this like for

43:47 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 Clarity clear um so this is the exact email approach that I do for campaigns and then flows you do a great job flows and pop-ups you do a great job we're just missing some stuff um and some other stuff but you have a lot of the stuff like is there we just kind 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

44:33 button kind of at the end like you can see magic mind does this too they're not 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 um but glad you're warming up just fire out the list just do engage 90 days is what I'd recommend once you 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 engageed 90day list then if you're 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

45:19 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 um adding in those remaining flows and then also the postp purchase flows I think within within 60 days very achievable to be at 25% then 30% of total store Revenue very very very achievable and then if the fact that you're on Tik Tok and a lot of the sales come from Tik Tok um 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 from email right yeah makes sense cool cool um awesome so I'm going to summarize everything I'm going to put together this audit doc break down some stuff in

46:06 a little bit more detail and I'll deliver that to you um 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 um 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 I'm curious just on like on segmenting strategy I know you said like not to get too over like over thinking of it but like what are kind of like key based segments that you always like taking on a new account that you would like prioritize to start to improve kind of 100% so the segmentation how I view everything is campaigns you cast a wide net and in 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

46:52 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 what our customers are receiving know exactly the sentiment of our customers just because we know everybody's receiving these value based emails Casta 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 7 to eight figure Ecom 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 engage list and then we'll do more segment stuff here and there and we're generating we have brand like Brands over a mill a month who 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 in from email and it's literally just we're still just sending like these

47:37 base engaged lists so there's really not too much there that I recommend some people will but I'm frequency for in my opinion is king and you can send at good frequency if you have sexy designs and copy and you're giving value to the email list and building Goodwill 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 um 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 flow to be like yo stop flirting take action or do a quick discount um if if we want to be more aggressive Espresso shop flow is

48:22 good aov above a certain number so splitting your list by aov 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 we don't do anything in the campaigns for them so aov is good information how many times they've bought as well um very important as well um and then what they purchased those are really like the main ones outside of Engagement ones so typically for our engage list we like to include email engagement and then also side engagement so your 60-day engage 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 card 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

49:07 segment that we set up right off the 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 um a th000 people will only open it when I could send to 10,000 people at once and I might get slightly less conversions but I'm sending to five times more people um so that's like my thought process there but I'll send you like some of the stuff that we set up and some some of the flows that you can do off of them perfect thank you 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 uh yeah we can we can chat about that offline cool perfect perfect awesome well my thoughts on the brand so I audit

49:53 at least I do in-depth audits of at least like five brands a 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 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 emails just like some of the little stuff that need to get pluged 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

50:39 subscriptions but I think the brand is badass I don't know what the margins are but I assume like 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 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

51:24 and then everything else is coming from here emails 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 to 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 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 we're getting this so we're getting information from these people who are going to our site cuz otherwise

52:11 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 optin rate was strong at 13.6% 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 do like the small brand feel something that we want to keep for this brand it's a strategy that

52:56 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 being promoted hard on 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 it alone is going to really transform also the conversions right there cuz people are like 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 for thank you so like thank you 6h G4 we've seen this convert a lot better for Brandon up to 25 to 100% better some

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