Read on to learn about:
- 7 methods used by 7 and 8-figure brands you can steal TODAY to flood your business with new AND repeat customers
- Why your 10% off welcome discount could put you out of business – and what to do instead
- Deconstructing the campaign strategy behind top-performing 7 and 8-figure brands
- How would you like 15-25% of your total sales to be automated? Revealed below.
- The ONE thing this $2M/year automotive brand did to increase email sales 5x
- Want more opens, clicks and sales? Even the most skeptical subscribers can’t resist this type of email (example included)
- How a 4% DROP in open rates led to doubling sales for a retailer brand
- What to say in your emails so your subscribers read and buy from you like clockwork
- How to have your subscribers constantly opening and buying from your emails without them feeling they're being “sold”
- A tweak to your strategy that can add $30-100k in email sales every month – tested and proved by a 7-figure electronics brand
- A fool-proof way to dominate your market share that’ll make your competitors scratch their heads
- The one type of email flows that a $15m/year beauty brand used to generate an extra $511k in under 91 days
Dear eCom brand owner & operator:
Enough is enough.
Every day, I come across promising eCommerce brands like yours.
Burdened by average email marketing results.
Brands that have poured money and trust into agencies, expecting results.
Only to receive email flows and campaigns that just...exist.
Barely making a difference.
I’ve seen their work.
I’ve personally audited the Klaviyo accounts of hundreds of 7 and 8-figure eCommerce brands myself (more of this in a moment).
The pattern is painfully familiar:
1- Emails that look and sound nothing like your brand (because they’re copy-pasted between their clients).
2- Relying on just “Flash Sales!” campaigns to desperately get results (because they don’t understand the fundamentals of getting someone to trust you and buy).
It gets under my skin.
Not just as a professional but as someone who genuinely wants great eCommerce brands to thrive.
But what really boils my blood?
When these brands fall for yet another agency that promises them the moon and the stars.
Hoping that it will be different, only to relive their previous nightmare a few weeks later
And I'm not exaggerating here.
In a moment I’m showing you the case of a brand that was burned by two agencies back to back and what we did to save them.
You might feel the same as this brand owner was:
A constant gut-wrenching realization that your internal team or agency might just not be up to the task, but unsure of where to turn next.
So here I am.
Not just frustrated, but fiercely motivated to make a change.
To save you from hiring yet another mediocre agency.
Or to help you find your next one.
And that’s why in today’s short letter I’m going to show you the method that will transform your email marketing into a powerhouse that drives 30-50% of your sales every month.
I call it Email Engineering.
You’ll soon realize its power lies in how simple it is.
And I’ll show you exactly how we’re using it with our clients, so you can do the same.
But just before I do that…
Let me introduce myself and explain why you should listen to me.
Who’s The Person Behind This Guide?
And Why Should I Care?
I’m Matias Perelli, founder of Email Engineers.
I’m the strategist behind numerous successful 7 and 8-figure DTC eCommerce brands.
I've been in the trenches for over 3 years, testing and building strategies that deliver results across multiple eCom industries.
You might recognize me from Twitter, where I've been sharing my email marketing insights, strategies, and tactics openly.
Or you might have taken my Klaviyo Flows course.
Which has already helped over 500 brand owners, agencies and freelancers.
And positively impacted the success of probably over 1000 brands by this point.
Email Engineers is also a Klaviyo Partner Agency that has worked with 30+
eCommerce brands and helped them sell over $10M through Klaviyo alone by actively managing their accounts (and that number is only going up).
Some brands were featured in publications like Vogue, Business Insider, Wired, Bazaar, Forbes, Cult of Mac, and Luxe – to name a few.
Some have been operating for over 70 years.
And some are sold in Walmart, Kickstarter, QVC, and CVS, among other places you visit regularly.
Why Am I Telling You This?
I’m not telling you this to brag.
I'm just saying this so you realize what I’m teaching you in this guide comes from walking the talk.
Because I don’t want you to become another brand that burns their email list by blasting discounts to everybody.
And I know that feeling.
The one that comes from having an unresponsive email list.
You're looking at your Klaviyo dashboard stats.
They're a bit underwhelming.
You might be thinking:
"What's the deal? We've been sending out so many sales and discounts!"
Yet…
That's EXACTLY why your conversion rates are so low.
Now, don't get me wrong.
Everybody loves a good deal.
But constantly shoving discounts down your customers' throats?
It’s like feeding them candy for every meal. It's exciting at first, but soon, it leaves a bad taste.
After some time your customers aren't just looking for another 20% off.
They want value.
A Reason to part with their hard-earned cash.
They’re asking, "Why should I buy this? How will it improve my life?"
Think about it.
If you were at a market and every stall owner screamed, "SALE, SALE, SALE!" wouldn't it become white noise after a while?
But if one vendor sat you down and explained why their product was crafted carefully, what makes it unique, and gave you a little backstory, wouldn't you be more inclined to listen?
That's the art of persuasion.
It's not about slashing prices.
After all you don't want to race to the bottom, right?
It's painting a picture, giving your customers more pieces of the puzzle until the image becomes irresistible.
Discounts, when overdone, do two things:
- They reduce your brand value
- They teach your customers to wait for the next big sale before buying
Not ideal.
That’s why I created Email Engineering.
To save brands from falling into this trap.
Often malstrategized by agencies that know no better.
So What Is Email Engineering?
For more than three tireless years, I've been privileged to collaborate with numerous 7 and 8-figure eCommerce giants.
Extracting invaluable insights from thousands of campaigns sent.
And from hundreds of welcome flows, checkout abandonment sequences, post-purchase emails and more.
Email Engineering is my playbook of strategies and tactics.
Honed through years of analysis, relentless testing, and, above all, observing patterns across diverse successful 7 and 8-figure eCommerce brands.
And it has brought these results:
Generated $511k in under 91 days for an 8-figure beauty brand
Improved the conversion rates of a welcome flow by 3x to add $100,000s extra in sales per year
Added $89k in sales in 30 days for a 7-figure multi-brand retailer (high-ticket)
Scaled email to 30-50% of total revenue for brands in different eCom categories
Quadrupled email sales in 60 days for a 7-figure brand previously burned by two agencies
Now the obvious question is...
How Can YOU Implement Email Engineering Today?
There are hundreds of strategies and tactics in the playbook.
But we don’t have the time to cover them all.
So let me show you 7 of the most effective ones you can implement today by the moment you finish reading this guide.
Email Engineering Formula #1:
The Most Important Element You’re Not Testing
All of the most successful brands we’ve worked with recognize the importance of actively building their email list.
They’re aware it’s one of the most important business assets they can have.
Yet most of the brands I audit rely on the same 10% welcome discount to attract new subscribers.
And most brands have no clue this is a mistake that could put them out of business.
I’m not exaggerating.
The truth is, the welcome offer you choose is one of the most important elements in your cost to acquire a new customer (CAC).
How so?
Because it influences other critical factors:
- Your Conversion Rate: A good offer will turn more visitors into buyers than a bad one – making your ad spend more efficient.
- Your AOV: A good offer will also impact your average order value.
- Your Revenue: Because of the two above, the offer you choose has a direct impact on your revenue. But most importantly…
- Your PROFIT: A good offer first and foremost will maximize your profit by balancing the variables above.
An offer too bad and nobody will feel moved to use it.
The AOV might be up but conversion rates and revenue goes down.
An offer too good and your conversion rate will skyrocket, but your profit will plummet.
So how much of an impact can this really make?
Take for example this brand we helped.
We developed an entire suit of email automations for them – including a welcome sequence.
But before setting it live, we tested different welcome offers and ran with the optimal one.
Take a look:
The best offer got almost four times more sales than the worst one (#4 vs #1).
Yet sacrificed a similar margin.
Leading to four times more profit.
The lesson?
It’s critical you start testing your offers today.
Here are some ideas you can run with: 10% off, $10 off, free shipping, free gift, 10% off orders over $50, $10 off orders over $10, free gift with orders over $50, etc.
Email Engineering Formula #2:
How To Automate Half Your Email Revenue And Have A Selling Machine Working For You 24/7
We’re talking about email flows – of course.
Email flows are automated sequences that are triggered by different events.
Think of them as “retargeting” emails.
For example, each one of these is a possible trigger:
- Someone signs up through your pop-up
- Someone views a product
- Someone adds a product to their cart
- Someone arrives to checkout, enters their info but then leaves
- Someone becomes a first-time customer
- Someone becomes a repeat customer
- Someone receives their order
- Someone hasn’t replenished their order in the normal time window
- Someone hasn’t purchased another product in a long time
- Someone is having their birthday soon
- Etc (there are over 15 different flows one can implement, look below)
Most brands don’t give these priority until it’s too late and they’ve already left too much money on the table.
Don’t be one of them.
We normally have our clients generate half of their entire email revenue through flows.
Which equals to 15-25% of their total sales.
Email Engineering Formula #3:
How To A/B Test Your Way To A Money-Printing Machine
They say the flap of a butterfly's wings can set off a tornado halfway around the world.
In marketing, a few changes to your emails can cause a similar ripple effect in conversions.
Enter A/B tests.
This is how I recently explained the concept to a friend’s son:
Imagine you have two toys – a red truck and a blue truck.
You want to know which one your friends like more.
So, one day you show the red truck to half of your friends and the blue truck to the other half.
Then, you see which truck gets played with more.
The one that's played with the most is the favorite!
Simple really.
Yet most brands get it wrong.
They test variables that barely make a significant difference.
E.g. the color of a button inside an email.
Instead, you should be testing big levers.
Here are some of them:
Offers: We already talked about the importance offers can make to your bottom line.
And to find the optimal one you simply have to A/B test your way to it.
Email Types: Fully-designed emails vs. text-based emails, or a mix of both.
I’m explaining the difference between these in a moment.
But for now, keep in mind that there’s more to email marketing than beautiful emails.
Copywriting: How you say things is just as important as what things you say.
Take a look at comedians and you’ll realize how 90% of the joke is in the delivery (how they say it) – the pauses, the gestures, the emphasis, etc.
The same goes for your email’s copy.
For example:
As a part of one of our full implementations for a 7-figure car parts retailer, we set up over a dozen A/B/C/D tests across different email flows.
Testing 4 emails with different copy against themselves to find the one with the highest sales.
As you can see in the screenshot below, our best email got OVER 5 TIMES the sales than the one our client had ($2.1k in sales vs. $10.97k in sales).
We achieved this with A1 email copywriting.
Subject Lines: The first step towards getting someone to click and buy from your emails is to get them to open them first.
So A/B testing subject lines matters.
Especially in flows where they’ll be running 24/7.
Having said that, most brands I audit get it wrong.
They measure the success of a subject line A/B test by their open rates.
Which would be OK in a world where one can go to the bank and cash out Open Rates.
And use Open Rates to pay our employees and suppliers.
But in this world?
Open rates are just another vanity metric.
We care about cold hard Shopify sales only.
Let me show you why this matters:
As a part of one of our full implementations for a client, we set up over a dozen subject line A/B tests across different email flows.
As you can see in the screenshot below, subject line A, optimized for opens, got a 59% open rate and $5.7k in sales.
But subject line B, optimized for sales intent, got only 55% open rates but almost DOUBLE the sales, at $9.9k.
This shows how even if open rates are lower, sales can be higher.
And that’s what we care about.
Remember: knowing what to measure is just as important as knowing what to test.
Email Engineering Formula #4:
The Two Type Of eCommerce Emails That Are Going To Make It Rain
If I told you there’s one email type that’s responsible for most of our A/B test wins…
For most of our client’s email revenue…
And that subscribers LOVE reading…
Would you believe me?
Because this one is barely used by eCommerce brands.
But those who do, make a killing.
Want to know what it is?
I’m talking about text-based emails.
Unlike the classic designed emails that everyone is used to, these shine by their lack of design.
These are emails that feel personal and direct.
These take subscribers by surprise and judo them into reading them entirely (when done correctly).
Want to see an example?
Here’s one we created as a demo for the supplement brand Four Sigmatic, for a video series on creating high-converting emails:
Subject Read this before completing your order
Hey (First_Name), Tero here, founder of Four Sigmatic.
I’d like to share with you an email I received a while back:
—
Tero,
No offense but why would someone buy coffee from you for $20 when they could get it from Walmart for like $5?
—
I figure you might wonder why, too.
I get it, let me explain…
This is a can of Folgers medium roast for $4.92 from Walmart:
From it you can expect:
- Stimulation.
- Potentially, an upset stomach.
- Jitters (there’s a fine line).
- Anxiety (has you thinking at the speed of a twin-turbine engine).
- A crash about 4-hours after you drink it.
- A familiar taste.
Our Think cold brew ground coffee with Lion’s Mane & Chaga mushrooms (12 ounces, a bit bigger) costs $20.
From it you can expect:
- Stimulation.
- No upset stomach.
- Zero jitters.
- Absolutely no anxiety.
- No crash.
- A better creamy taste.
So yes, I suppose you could say it costs more.
But what’s a morning kickstart without any upset stomach, jitters, or crash worth to you?
I’d say that’s worth plenty.
There’s a difference between cost and value.
Our customers know the difference, but don’t take my word for it…
Take it from our 45,752 5-star reviews.
Here are a few notable ones:
“Four Sigmatic's Lion's Mane is an indispensable part of my morning routine.”
- Chelsea Yamase
“I can honestly say that Four Sigmatic adaptogens and mushroom blends have been an integral and instrumental component of my success equation.”
- Rich Roll / Ultra-endurance triathlete & author
“Reishi, lions mane, chaga and cordyceps mushrooms contain powerful properties”
- Dr. Mark Hyman / Physician and New York Times bestselling author
And by the way, I know I was talking about our “Think” product line here, but…
The same exact love and attention to detail is applied to every single product we sell.
You can taste the difference.
And I’d love to prove it to you with our money-back guarantee.
If you don’t absolutely love anything we sell...
You’ll get that money right back.
Just click this link right here to finish checking out.
- Tero, founder of Four Sigmatic
See the difference?
See how much more likely it is that someone reading that email is going to take action – vs. the standard checkout abandonment email that says “Here are the products in your cart”?
And the numbers speak for themselves.
Here are just a few recent text-based emails we sent:
Now...
Don’t get me wrong.
We still leverage designed emails a lot.
They have their place after all.
They’re good at branding and helping increase the perceived value of your products.
And for some industries they’re a must – such as luxury and fashion brands.
But for most brands the sweet spot is in an even mix of text-based and designed emails.
Email Engineering Formula #5:
What To Say In Your Emails So Your Subscribers Read And Buy From You Like Clockwork
Now you know the importance of text-based emails in your marketing arsenal.
But you might still be wondering what to say in them.
The answer is simple:
Whatever your subscribers need to read to get them one step closer to buying.
Let me explain.
Ever tried putting together a jigsaw puzzle?
Remember that feeling when you're just a few pieces short of seeing the entire picture?
Well, here’s the thing:
Emails are a lot like those puzzle pieces.
You've got people on your email list who aren’t quite ready to hit the 'buy' button today.
They need to see the full picture yet.
And every email you send?
That's you sliding them a new piece.
One email might show them a corner of the puzzle, hinting at the bigger picture.
Another might connect a few pieces they already had, making things clearer.
Each email moves them a little closer to the full picture, helping them see exactly why they need what you're selling.
Until one day…
It clicks.
They see the complete image – the full value of what you're offering.
And that’s when they're ready to buy.
The job of email marketing is to consistently slide those pieces their way.
Here’s a non- exhaustive list of some potential pieces of the puzzle (i.e. email topics):
- The pains your products solves
- The fears your products get rid of
- The desires your products satisfies
- The values your products help reassure
- The disappointments they’ve had in the past
- The objections and questions they have before buying from you
- Etc… (this barely touches the surface. Stories, emotions, testimonials and more are just a few more)
Now, here’s the real kicker:
Not sending emails regularly is like hiding those puzzle pieces.
You're leaving them hanging, with a half-finished picture.
And no one likes an unfinished puzzle.
You want to be consistent to ensure your customers never miss a piece.
Email Engineering Formula #6:
The Simplest Way To Add An Extra $30-100k In Sales Each Month
What happens after you start applying the previous two Formulas?
You’ll start seeing how text-based emails are not only getting more sales than your regular designed emails.
But also…
Your engagement will go up.
Your open rates will go up.
And your click rates will go up.
Why?
Because the content of these emails, as long as they’re done properly, resonate with your audience.
Meaning they look forward to reading them.
In an inbox full of brands selling, discounting, and pushing their products – you’re the one that stands out.
Because you’re in THEIR world.
Talking about THEIR needs, THEIR pains, and THEIR desires.
Your email isn't just another marketing message, it's a conversation.
When your subscribers read one of these emails from your brand, they don't feel like they're being sold to.
They feel like they're being understood and cared for.
This is next-gen email marketing.
And after you realize the power of this?
You do more.
You simply send more campaigns.
As long as they’re good your subscribers will look forward to receiving and reading them.
Plus, you’d also add some segmentation to the mix.
Sending different emails campaigns to buyers vs. non-buyers.
One-time buyers vs. loyal customers.
Purchasers of product X but not product Y.
Recent vs. lapsed customers.
USA vs. Australia customers.
And so on…
And after you do all of this and are sending 3-7 segmented campaigns per week?
You get this:
Your bank manager is going to start making a few more questions than usual.
Your competitors won’t know what’s happening.
You’ll have more cash for inventory, fueling more growth and developing new products.
And that’s how you win.
Email Engineering Formula #7:
How To Increase Your Flow’s Conversion Rates By 2x, 4x and even 5x
In Formula #2 we agreed that flows are vital.
But what if there was a way to make them even more powerful?
I learned this technique a while ago when I needed to increase email sales for an 8-figure brand.
They had 10 flows already in place, set up by an email marketing agency.
If I had followed the traditional advice I wouldn’t have bothered touching them. I would have focused on campaigns instead.
But I saw an opportunity.
Over 70% of their sales were coming from one single product.
Yet all of their flows were generic and templatized:
“Welcome, here’s a 10% off discount for your next order”
“Hey, you forgot about these products in your cart”
“Hey, you were browsing a product. Did you forget about it?”
You get the idea.
While these flows worked as a whole to get some sales…
They didn’t resonate as much as they could with the specific pain points and motivations people had to buy this specific product.
Going back to the puzzle analogy:
We needed a whole new set of puzzle pieces to get this working optimally.
Enter MVP flows.
They’re email sequences tailored to your best-selling products or categories.
For example, a welcome sequence sent exclusively to those who sign-up via a pop-up in a specific product page.
Or a cart abandonment flow sent to those who leave a specific product in their carts.
Or a browse abandonment sent to those who viewed a specific product.
You get the idea.
But why would we do this?
Because instead of sending generic emails, we can send flows that target specific desires and pain points that specific products or categories solve.
Imagine serving a vegan a wagyu steak.
No matter how delicious, juicy and well-prepared the steak is, it won't resonate with them.
The same happens within your emails.
And the numbers speak for themselves.
We used MVP flows to add $511k within 91 days for a big 8-figure beauty brand.
The numbers below are in Reais (Brazil's currency). Divide by 5 to get USD.
And when you also create an unique welcome offer and pop-up to accompany the MVP flow?
You get yourself an MVP Funnel.
And that’s where things get interesting.
When we implemented one MVP Welcome Funnel for an 8-figure client, we increased their conversion rate by 310%, which led to multiple six figures extra in sales.
These Are Just A Few Ways you Can Use Email Engineering To Grow Your Email Sales Today
And the best part is that you can go ahead and implement these TODAY.
But here’s the thing:
It’s likely that your in-house team doesn’t have the bandwidth to do this themselves.
Otherwise… they would have done it already.
And you don’t want to wait another 2-4 quarters to see if things change at all, bleeding money by the day.
It’s also likely that your agency isn’t capable of doing what I’ve just shown you either…
Let’s face it:
If you’ve read this far then there’s a seed (or a whole tree) of doubt inside you about their skills.
So why not let me do it for you?
Here’s the deal.
At Email Engineers we are a lean team of 5.
- A copywriter so good he could get a fish to buy bottled water with a 3-word email
- A tech guy who makes Klaviyo look as easy as fishing in a barrel
- An operations girl so efficient Swiss watch makers have been trying to take her away
- A designer so talented even the Louvre is waiting for his next drop (see some examples here)
- And then there’s me…
Click any to expand
I Personally Oversee The Strategy Of Every Single Client We Take And Find The Ways To Implement The Email Engineering Playbook
No two brands are alike.
So no two brands require the same tactics and strategies to scale their email sales.
Knowing which of the 30+ Formulas to implement is just as important, if not more, than knowing they exist.
Plus:
We Operate As Your Outsourced Email Marketing Team
That means you get the 1-on-1 personal treatment.
You won’t get handed off to some “junior account manager” only for a “senior” one to check in every 3 months to assure you “things will change this time”.
You’ll be working DIRECTLY with me and my team.
But Don't Just Take My Word For It...
Doug
COO at Veto Pro Pac
8-Figures Brand
Louis
Founder at [UNDISCLOSED]
8-Figures Brand
Eliott
Co-Founder at The GFB
7-Figure Brand
Here's What Happens Next
PHASE 1
We’ll Show You What’s Possible
We’ll implement a new MVP Welcome Funnel to turn as many site visitors into buyers as possible
We'll decide which one of your products or categories is worthy of an MVP Welcome Funnel
Else we'll do a broad one for your entire brand
We'll test 3 new Welcome Offers
Goal: Find the offer with the highest mix of conversion rates, AOV and profit
We'll create 3 new Pop-Up variations
Goal: Convert as many (interested) site visitors into subscribers as possible
We'll create a new MVP Welcome Email Flow
Goal: Convert as many new subscribers into customers as possible.
7-10 days from now you'll have a machine turning random site visitors into profitable paying customers on autopilot
Price: One-time fee
PHASE 2
We’ll Unleash The Beast
After you’ve seen what Email Engineering can do for your email sales, we’ll deploy our entire Playbook
We'll create up to 15 email flows from scratch – optimized for sales, conversions and profitability
We'll be sending 3-7 campaigns per week for email/SMS
These will be about various topics and will touch different angles.
Value, education, promotional, conversion-based, storytelling, etc...
We'll do advanced list segmentation
We'll find and create up to 12 different sub-segments in your list, based on different behaviors and properties
This means not everyone in your list will receive all the weekly emails
We'll do one flow revamp per month
We'll be A/B testing pivotal elements to maximize conversions
We'll do the Email Deliverability protection
To ensure a healthy 40-60% open rates
We'll do the copywriting, designing, and technical implementation
We'll send you a report at the end of each month
Along with weekly and daily updates via Slack
7-10 days from now we'll be in charge of your email list, while you can keep focusing on scaling the front-end of the business
The first email flows will be ready shortly after
- Price: Retainer plus a small percentage of email campaign revenue to keep incentives aligned (less than 10%)
- 3-month minimum commitment
So what’s the next step?
At the bottom of this page, there’s a link to book a call.
The call is with ME: Matias.
I don’t have pushy salespeople taking my calls for me - you’ll be speaking with me directly.
On the call I’ll ask you for more information about your brand, and your goals from working with us.
And if it seems like we’re the right fit, I’ll invite you to work with us.
But remember:
With such a small team, I can only bring on 2 new brands per month before I have to create a waitlist.
So if you come back a day later...
You might be met with a big red ‘WAITLIST’ button instead of the link to book a call with me.
After which you'll have to wait anything from 4 to 8 weeks to get started.
Save Your Spot Today
FAQs
Who Is Phase 1 For?
We've tailored Phase 1 for businesses that are already doing well:
Those making more than $200k a month.
Here's why.
- You're Ready To Scale: Your business is way past the phase of figuring things out. You're getting customers and steady sales. Our job is to add jet fuel to the fire.
- Get A High ROI Fast: We want to get you a 20x ROI or higher. We can't do that fast enough with brands who're not bringing enough new visitors per day.
- Ensure A Quality Service for Better Results: By focusing on businesses that are already successful, we can give more attention and quality service to each of our select clients. This means better results for you.
Phase 1 opens the doors for us to work together in Phase 2.
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