Jeremy Epperson

Fractional Chief Growth Officer

ConversionAdvocates

Co-Founder

Intellimize

Unbundled Attorney

BlackLine

Grammarly

NAVEX

BILL

SimplyInsured

The Barnes Firm Injury Attorneys

16 Years of ROI Positive Experimentation Programs in 90 Days

Since 2007, I have dedicated my life to researching, building, and implementing processes for triple-digit growth in B2B startups. I focused on consulting and fractional executive work to have a laboratory for testing strategies across 242 clients. 

In that time, I have been fortunate to work with the fastest growing unicorn startups in the world. I databased insights, analyzed processes and team behavior, and started enough cross functional growth teams from scratch to know how to help them skip the steep learning curve. 

It pains me to say that I have messed up every way you can possibly imagine (and some you can't). Learning from these experiences allows me to guide startups through avoiding all the pitfalls. 

Whether you are a veteran of the startup world or a new founder willing to grind, please feel free to connect. Let me know what you are working on. I'm happy to provide guidance and maybe it makes sense for us to work together.

Chief Growth Officer

📧🧲 Adam Kitchen

Co-founder at Content Army 🪖 Helping B2B leaders scale thought leadership, creating world-class content engines in less than 1 hour per month to predictably grow sales | Klaviyo Elite Partner & D2C Agency Owner

I've been a DTC email marketer for over 18 years. Owned my own eComm brand for 2 years. Over the last 7 years, I've built Magnet Monster to be a global retention marketing agency that's created strategies for brands such as Wild, Waterdrop, Abbott Lyon & Laura Geller + 300 others. We've achieved Klaviyo Elite Status (top 0.2% of agencies) & continue to deliver exceptional work for our clients.

We pioneered many of the leading retention strategies commonly deployed today in our industry and have trained hundreds of other email marketers through our flagship course, Monster Email Marketing: https://magnetmonster.com/email-marketing-course

I also built my agency exclusively off the back of content marketing on LinkedIn. I built a course sharing the exact strategy I deployed to generate over $10m in sales: https://magnetmonster.com/b2b-content-that-converts

I publish two Newsletters weekly:

Weekly Retention Strategy: https://magnetmonster.com/newsletter
Personal Growth & Life: https://adamkitchen.kit.com/


I love meeting other entrepreneurs and great humans and learning from them. Schedule a call if you want to chat: https://calendly.com/adamkitchen

We help eCommerce brands to scale profitably with bespoke email marketing strategy and world-class design.

Adam Kitchen

I've been running my email marketing agency for over 7 years now. After working with over 300 DTC brands & becoming a Klaviyo Elite partner, here are some of my biggest lessons about the current state of the industry.


> There is a ceiling limit on what you can charge for email/SMS that caps out around $10k in the Shopify ecosystem, irrespective of the size of the brand. Yes, you can charge more based on additional deliverables, but even high 8-figure brands are reluctant to spend more than this as the base fee.

> Servicing bigger brands is messier and often less profitable. It requires more senior strategists (less margin), and the amount of touchpoints increases significantly as you have to play politics with more role players to get things approved (CMO, coordinators, brand directors, etc). All of this erodes profitability.

> The biggest TAM is for SMBs between $1-10m per year in annual revenue. However, it's difficult to convince many of these brands to spend more than $4k per month. So the service has to be standardised accordingly in order to maintain profits.

> Design revisions are the biggest killer of profits in any agency in this space. You have need to be ridiculously strict or not allow them at all to maintain profitability.

> People sign with you to increase their revenue contribution from the channel. They may talk about UGC, zero-party data and qualitative research, but when it comes to the crunch, they simply want to send more emails & SMS that drive incremental revenue.

> Most clients don't read reports for more than 5 minutes. It's critical to assertively demonstrate the value of your work with proactive check-ins or another agency will poach your business.

> The beauty of this business is that it's an incredibly predictable channel that can guarantee most brands consistent results. The downside is the massive influx of competition because of this and the commoditisation of the work that has followed to maintain margin.

> Ecosystem & technical knowledge is one of the last differentiators and way to increase value to clients as well as increase margin for the agency. However, the addressable market that needs these services is considerably less than where the bulk of the work is.



Add some of your own thoughts in the comments section and let me know if you agree/disagree with mine 👇 



#emailmarketing #klaviyo #shopify

🧲 Adam Kitchen

Founder @ Magnet Monster 🧲 - Klaviyo Elite Partner & Retention Marketing Agency for D2C brands

Why do all my agency friends speak as though this is the worst business model imaginable and uniquely hard compared to other industries? 😂 

Maybe it's the time of year grinding all of us down, but...

Have you ever run a restaurant?

Worked in retail?

Slaved away in an office 14 hours a day in finance, being forced for "drinks in the city"?

There's even a guy who has to climb into my septic tank once a year.

His job is literally to clean up mountains of sh*t from holes in the ground every single day.

Let's stop pretending the agency model is somehow uniquely difficult compared to other industries.

ALL BUSINESSES ARE HARD!

I've never heard another business owner laughing about how easy it is to make money and how little they work.

We get to work from wherever in the world we want, run great cashflowing businesses that require nothing except a laptop and an internet connection.

Yes, there are headaches with managing people & client expectations.

But that's ubiquitous across every business: you manage people and serve customers.

Stop moaning or find another industry to invest your time in.

"The perfect ratio between flow & campaign revenue is 50/50" - let's stop this nonsense.

The reality is it doesn't matter.

Yes, in a perfect world, flows would do a LOT more heavy lifting.

But there are too many variables for most brands to use this as a benchmark.

Examples:

🧲 Your traffic/ads are down MoM >> you'll now need to rely on campaigns to drive returning customer revenue since fewer recipients will be entering flows

🧲 Key sales periods >> BFCM being the obvious ones where you'll be sending a LOT of campaigns

🧲 Purchase latency of your product >> if you sell mattresses, you're not going to drive a lot of revenue from campaigns until you have a massive list; most of your revenue will come from first-time customers who enter flows


I think aiming for a generic split between flow & campaign contribution is utterly pointless.

Just drive more revenue overall through retention channels - that's what matters.


#emailmarketing #ecommerce #klaviyo

There are only 2 key things you need to make BFCM email campaign strategy.


1. Plaster the offer above the fold - the bolder the better
2. Repeat winning offers which have worked well in the past


After 7 years of running these campaigns, I continuously see this playbook be the most effective for brands.

You don't need fancy designs.

You need to make the offer IMMEDIATEDLY visible and easily redeemable.

The inbox is a busy place at the best of times, but it's ridiculously crowded at this time of year.

You also don't need to get too clever with offers.

Simply pull up a report of the last 12-24 months of campaigns.

What drove sales?

Repeat those.

You want predictability to reach targets, and keeping it simple is often the best way to achieve those goals.



#emailmarketing #ecommerce #klaviyo

BFCM email designs

Something I'd love to see more brands do that rely on habit formation to drive repeat sales:

Set your customers a challenge 👇

When we worked with waterdrop®, this was something we worked on with their team to hold customers accountable.

There was a series of check-ins for first-time buyers designed to hold them accountable.

It included collecting UGC, surveying and daily tips to maintain motivation.

Not only were these emails highly engaged with, we also noticed a marked uplift in 21-day repurchase behaviour for people who took the challenge.

If you're selling supplements, food products or even cosmetics, running these challenges is one of the most powerful tactics you can deploy.

Drop me a message if you need help setting one up for next year 👊



#emailmarketing #klaviyo #ecommerce

If you're a DTC subscription brand trying to scale past 8-figures and beyond, you've GOT to crack these 2 core metrics:

1. Your subscription take rate: % of customers that subscribe vs purchase without on their first order 📈

2. 1st to 2nd order churn (most subscription brands lose close to half of their subscribers in the first 30-45 days) 📉

Let's look at some email-specific strategies to improve each one.


🧲 Subscription take rate

People who buy on subscription have an LTV roughly 3 times higher compared to those who don't.

And while increasing this is largely an on-site CRO focus, there are a couple of key considerations when it comes to email.

> DON'T offer a discount in the pop-up which diminishes the value prop of the Subscribe & Save model

> Redirect customers to the Subscribe & Save option and heavily lean into the benefits of this in the Welcome Flow + prospecting campaigns as the default messaging

> Leverage quiz funnel data where relevant to redirect customers to the Subscription checkout, focusing on accountability messaging on consuming the product over the long-term (if it's relevant)


🧲 1st to 2nd order churn

There are three primary ways you can leverage email to improve this metric:

> Ensure accountability: create a dedicated 30-day flow focused on product usage, education, social proof, and create a challenge to keep the customer motivated. If they use the product, they're less likely to churn.

> Provide flexibility: a skipped or swapped is ultimately better than a cancellation. Make sure the customer is aware in the order-upcoming email that their subscription is flexible to minimise the drop-off.

> Make rewards visible: we've seen brands reduce churn from 1st to 2nd order up to 20% when they make rewards visible (i.e. free gifts) in the 2nd order. Push this into your order upcoming email and other comms to highlight the benefits of sticking.


__________


Final note: AVOID aggressive campaign sending to this segment during their first 30 days of purchasing. We've seen huge spikes for brands across the board that email too aggressively with further offers and promotional messaging for subscription brands.

Trust in the value prop of what you're selling and guide the experience with the product to mitigate drop-off.

Why do most survey emails fail miserably?

I'm talking sub 3% response rates.

That's pitiful when you're sending to tens of thousands of people.

There are 2 reasons this happens.


1. Your request came far too late in their journey

2. There's no context or benefit to the user


Let's deal with the first one.

If somebody buys a product and doesn't buy again, you'll want to find out what's holding them back from purchasing to improve your feedback loop.

Most people will send out a generic campaign to a segment at random who meet this criteria.

But at that time, they've already received probably dozens of campaigns and their engagement has plummeted.

The solution: message them much sooner to increase response rates.

Don't wait until it's 60 days after their purchase.

Secondly, the harsh truth about survey emails >

Without an incentive (or context), response rates will always be low.

You see it in SaaS all the time - free gifts or rewards for filling out forms.

Will it produce biased results?

Probably.

But is some form of response better than no response?

I'd argue yes, despite the efficacy of the data (it depends on how the survey is structured).

The bottom line is: most of these survey emails are well intended, but produce zero practical results.

The only way around this is to send them much sooner, with context, and incentives tied to them.



#emailmarketing #ecommerce #klaviyo

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