21 - ecom… email/sms retention for 7/9 figure brands
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Joined June 2019
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If you're running a supplement brand...
You're about to acquire a ridiculous amount of customers (hopefully) who would've never bought your product without a 30-40% discount.
CPAs are climbing, your CM is taking a hit, and you're probably gonna see some of your worst-performing cohorts of the year.
People will happily subscribe for the first-order discount and cancel before rebill 2 even hits.
And the worst part is that everything will look GREAT at first.
Revenue up, sub take rate up, new MRR through the roof.
Then December/January comes around and half those customers are gone lol.
Now obviously you can still make rip during BFCM, but you gotta be way more intentional about retention.
Your post-purchase emails should be doing a LOT of the heavy lifting.
Educate customers on the product, get them into a routine, set proper expectations, and make sure they actually understand why they should keep using it.
Especially with supplements, where results can take time.
And if you're running subscriptions, your entire first rebill experience needs to be dialed in.
Because getting someone to rebill 2/3 can completely change how profitable that acquisition was.
BFCM isn't necessarily the problem.
It's acquiring thousands of discount-driven customers and treating them like your regular cohorts.
BFCM is close
If your agency isn't updating your pop-ups and flows to match it
They need to work harder
Like everything else, email marketing is evolving
Throughout the years, I've heard "dropshipping is dead" a million times as well
It's more saturated, yeah, but it's only evolving, and either you adapt or get left behind
Email is not dead, and it won't be for a loong time, it remains one of the highest ROI channels and it's a must.
I agree that basic execution is getting easier (truly it has always been easy). Understanding the system and knowing what to send, when to send it, and who to send it to matters a lot more.
A 70% sub take rate means absolutely nothing if everyone's cancelling before rebill 2.
Retention is king
Ayoub Arroub retweeted
retention can’t fix false promises
if u oversell the outcome to get the first purchase, u’re giving them a reason to never buy again
finding the fine line between making ur product desirable and setting expectations it can actually meet is everything
You’re overestimating how much revenue email actually made you last month.
Go into Klaviyo and compare your unique clicks to attributed placed orders.
If 62 people clicked your email and Klaviyo is showing 45 placed orders, you should start questioning those numbers.
Obviously it depends on the brand, and if you’re running subs, recurring rebills are 100% getting counted too.
But the ratio should at least make sense.
When you send fun/creative emails (even 5 times a week - you will NOT see a high unsubscribe rate)
Don’t listen to these people
Your emails must be actually fun/creative
Ayoub Arroub retweeted
Something I’ve noticed is that people usually cancel because they’ve got too much product left. it’s rarely because they’re saying it didn’t work.
So before assuming there’s a problem with the product, look at whether they’re using it consistently and whether the delivery schedule actually matches how quickly they get through it.
Look at your own cancellation data and build your winback flow around the reason that comes up most.
If it’s too much product, focus on helping them use what they already have consistently, then encourage them to restart when they need more.
showing them they can space deliveries further apart can make coming back feel more manageable.
You don’t need to make this complicated. start with one flow that addresses the most common reason people leave and gives them a relevant reason to come back.
If you want to go deeper, split the flow by cancellation reason. someone who left because of price gets a different message and offer from someone who had too much product or didn’t notice results.
Either way, use the data to decide what the flow should say. asking why they cancelled is useful because it helps you build a better winback.
Can anyone help?
@klaviyo disabled a client’s account with no option to appeal, even after we followed every corrective step their team asked for.
We’ve never uploaded an external list or sent marketing emails to people who hadn’t consented.
We also made every requested change, including changes that affected email revenue, because we took their concerns seriously and wanted to get this resolved properly.
Now we’re told the decision is final, without a specific explanation we can act on.
That’s the frustrating part. We’ve cooperated at every step, but we’re left with no way to understand what’s still wrong or how to fix it.
Can someone at Klaviyo take another look? We’re happy to share the full support thread privately and work through any remaining concerns.
If anyone has a contact who can help, I’d appreciate an intro.
@klaviyo disabled a client’s account with no option to appeal, even after we followed every corrective step their team asked for.
We’ve never uploaded an external list or sent marketing emails to people who hadn’t consented.
We also made every requested change, including changes that affected email revenue, because we took their concerns seriously and wanted to get this resolved properly.
Now we’re told the decision is final, without a specific explanation we can act on.
That’s the frustrating part. We’ve cooperated at every step, but we’re left with no way to understand what’s still wrong or how to fix it.
Can someone at Klaviyo take another look? We’re happy to share the full support thread privately and work through any remaining concerns.
If anyone has a contact who can help, I’d appreciate an intro.
If you run a 7/9 fig ecom brand, book a call and we’ll get your email/sms retention sorted
calendly.com/arbmails/discov…
If you run a 7/9 fig ecom brand, book a call and we’ll get your retention sorted
calendly.com/arbmails/discov…
Ayoub Arroub retweeted
Too many brands try to hire someone for email WAY too early
if you’re barely getting any traffic, pls don’t pay an agency $3k+ a month (unless you’ve already got a winner and an insane budget).
If you’re just starting out, I’d genuinely recommend doing it yourself or getting a freelancer who’s also starting out to help you.
Don’t hire a designer either, you can literally run your entire email system with plain text.
Just DON’T be lazy and go live with Klaviyo’s default flows
You know your brand and audience better than anyone, writing emails or getting ai to write should be easy.
The one thing you’ll 100% struggle with is strategy (Flow structure, delay times, segmentation, what to send and when, etc)
I have a packed miro board that has the full system we use for multiple 8 figure brands. (It has a full guide subscription retention as well)
It’s overkill if you’re just starting out, you will not be able to implement the system yourself, so give it to AI and ask it to simplify the whole thing into a few basic flows with plain text emails.
DM me and I’ll send it to you along with our Q4 strategy
Ecom brand owners ONLY please!
Put the money you would’ve spent hiring into acquisition instead.
Something I’ve noticed is that people usually cancel because they’ve got too much product left. it’s rarely because they’re saying it didn’t work.
So before assuming there’s a problem with the product, look at whether they’re using it consistently and whether the delivery schedule actually matches how quickly they get through it.
Look at your own cancellation data and build your winback flow around the reason that comes up most.
If it’s too much product, focus on helping them use what they already have consistently, then encourage them to restart when they need more.
showing them they can space deliveries further apart can make coming back feel more manageable.
You don’t need to make this complicated. start with one flow that addresses the most common reason people leave and gives them a relevant reason to come back.
If you want to go deeper, split the flow by cancellation reason. someone who left because of price gets a different message and offer from someone who had too much product or didn’t notice results.
Either way, use the data to decide what the flow should say. asking why they cancelled is useful because it helps you build a better winback.