Daniel J. | Revnue

Ask your email person how it's going with customers coming back. If the answer is open rates, nobody answered the question. Three numbers to check yourself (benchmarks from Thomas Lalas, for products people use up): 1. Refunds: 2% or less 2. First-time buyers who reorder within 30 days: over 70% is excellent, under 60% is a problem 3. Earning back what you paid for a customer: under 90 days Email helps with reorder timing and how-to-use emails. It can't fix a weak product or slow support.

Gift shoppers know the person, not your products. Etsy sorts gifts by 200+ types of people. You need 3. In your holiday email, ask "Who are you shopping for?" with 3 buttons. If you're a brand owner and want help with your email marketing, DM me or comment SHOPPING.

KFC Spain fixed its fries after complaints, then gave app users as many new fries free as they'd bought of the old. Fixed a product? Email past buyers first. Just don't apologize to everyone. If you're a brand owner and want help with your email marketing, DM me or comment FIX.

Two big brands, one over $10M a year and one over $100M, went into Q4 with a broken signup. One had its popup switched off by accident. The other asked for a phone number before the email, so the list barely grew. 2-minute check: 1. Private window, phone and computer. Popup shows? 2. Sign up with a test email. Welcome email arrives? 3. Code works at checkout? 4. Email first, phone second.

Chrissy Teigen's brand put its whole Black Friday offer in one line: 30% off everything, no code needed. Can you say yours in one breath? "Spend $100, then get a free gift, then maybe free shipping" loses people. They skip the email. "30% off sitewide" or "buy one get one free" doesn't. Put that one line on your popup, your top bar and every email. Then check your homepage, popup and first sale email all say the same thing.

Most Black Friday email goals are last year plus 10%. One brand: 34% fewer new signups than last year. Even on its best plan, email and texts land about 10% behind. Emailing 100,000 more old contacts made about the same money. Check this week: new signups July to October, this year vs last. If you're a brand owner and want help with your email marketing, DM me or comment LIST.

How many emails a week? One guide by monthly sales: Under $50k: 2 $50k to $250k: 3 $250k to $1M: 4 $1M+: 5 to 6 A $1M to $5M a year brand is in the 3 to 4 range. These don't all need a discount: how it works, founder story, why it costs what it costs, how to use it, real customers.

Someone looked at the same two products four times. They didn't forget you. They can't decide. Don't send "take another look." Send: "Stuck between two? Reply with both and we'll help you compare." Then make sure a real person answers.

Your emails make sales. Check who's buying. If last month's email orders are mostly regulars on order #5, email isn't bringing one-time buyers back. Count how many were someone's 2nd order. That's the number to grow.

If you stopped sending email blasts tomorrow, how much would still come in on its own? One brand hasn't sent a single blast and still gets 22% of the sales Klaviyo tracks from emails that send by themselves. Another doing close to $1M a month had strong blasts, but those emails were bringing in far too little. Check yours: last month's email sales, blasts vs the ones that go out on their own.

Most brands go quiet after Christmas and leave Dec 26 to 31 on the table. People still have gift cards, cash, and time off. Two moves: 1. Dec 22 to 24: digital gift cards 2. Dec 26 to 31: store credit or a New Year bundle Your holiday plan shouldn't end the day shipping does.

Ask for a second order before the first one even ships. Most brands: receipt + tracking link. That's the whole gap between paid and delivered. The buyer is most excited right after they pay. An add-on in the same box costs almost nothing extra to deliver. What does your customer hear in that window?

One public case: email from about $47K to $459K a month. 3 moves: best-loved product first, better signup box, clear next product for new buyers. Then they left it alone. Signups 3.7k to 27k in that story. Their numbers, not a promise. The lesson: stop rebuilding before the last fix works.

Send your best BF email again, only to people who missed it. Skip openers. New subject + preview. Same body. Second shot. Almost no new design. Put it on the calendar before November gets loud.

If you run a sale every other week, buyers wait for the next one. You taught that. 3 full-price emails that still sell: 1. Short product teach (200 to 300 words) 2. Customer story with a real number 3. Monthly founder why-we-exist note If most email sales need a code, you have a pricing habit.

You don't have an ad cost problem. You have a "customers don't buy again" problem. $80 order, $40 to win them, no second buy = the ad looks expensive. One more order in 90 days and the same ad looks fine. Check: of last month's new buyers, how many came back in 90 days?

One discount for every trigger burns margin. New buy, reorder, and left-behind cart are three different problems. Teach/cross-sell for new buyers. Loyalty timing for repeaters. Discounts for true abandoners or cold past buyers. If all three emails say 10% off, you're paying people who would have paid full price.

If everyone gets "early access", nobody does. Rule of three: 1. Real value (head start or first pick, not fake VIP) 2. Smaller than the whole list 3. Do what you promised, on time One real early-access text beat one brand's whole prior year of texts.

Test BF offers in email first. Put the winner in your ads. Free gift vs % off. See which sells. Then scale that one on Meta. Your list is a cheaper lab than ad spend.

Ads cost about double in November. The people on your list don't. Meta went from about $11 per thousand views in Sep to about $22 in Nov. About 42% of BF revenue still came from email and SMS. October move: grow the list while attention is cheaper. Then sell to it in November.