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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.
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).
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
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.
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.
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!"
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.
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.
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:
That’s why I created Email Engineering.
To save brands from falling into this trap.
Often malstrategized by agencies that know no better.
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...
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.
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).
Because it influences other critical factors:
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.
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.
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: