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The counterintuitive email strategy that helped a struggling DTC brand become profitable for the first time in 3 years... 👉 Spoiler: It's NOT about sending more emails or bigger discounts! Recently, I had a strategy call with one of our clients - a sustainable subscription business in the food & beverage sector. When they came to us, they were in a tough spot: ⛰ Slim margins (typical for F&B) ⛰ Constantly changing consumer behaviour (cheers, pandemic!) ⛰ Struggling to achieve profitability Their solution? Slash acquisition budgets and focus on their existing customer base. Risky move? Maybe. But here's what happened: 1️⃣ We helped them convert 10% more customers despite reducing acquisition spend by double digits. 2️⃣ We laser-focused on increasing Customer Lifetime Value. 3️⃣ We crafted deeply personalised campaigns and automations. The result? 🎉 It was their first profitable month since launching 3 years ago! 🎉 So, what was this counterintuitive strategy? Instead of bombarding customers with generic "buy now" messages, we: 📨 Segmented their audience based on behaviour, not just demographics 📨 Created content-rich emails that provided genuine value 📨 Tailored messaging to each customer's journey stage 📨 Focused on building relationships, not just driving transactions In the subscription world, it's not about making a single sale. It's about nurturing long-term relationships. Profitability isn't just about cutting costs or aggressive selling. It's about truly understanding your customers and giving them what they need, when they need it. Is your DTC brand struggling with profitability? Let's chat about how we can turn that around. Book a free strategy call with us - link in comments! #DTCgrowth #CustomerRetention #EmailMarketing #Profitability I'm Olga, and I run It's Personal, a boutique retention marketing agency. We help purpose-driven DTC brands turn customers into raving fans. Follow for more insights on growing your brand sustainably!

🎁 Your DTC gifting brand deserves more than one-time buyers. If you're tired of seeing customers purchase once and vanish, it's time to rethink your approach. Email marketing isn't just another tool—it’s the secret weapon to turn first-time buyers into loyal customers. Here’s the problem: ❌ “Customers aren’t coming back.” ❌ “Our cart abandonment rates are through the roof.” ❌ “We’re spending so much on ads, but not seeing repeat purchases.” A solution? It’s email. 💡 Build loyalty through personalised, automated flows that speak directly to your customers. 💡 Win back lost sales with recovery emails designed to convert abandoned carts. 💡 Keep your brand top of mind with engaging, value-packed campaigns. How email can transform your business: 🚀 Increase customer retention with post-purchase sequences. 🚀 Maximise sales with abandoned cart and browse recovery flows. 🚀 Build trust and loyalty that lasts beyond the first sale. Don’t let your DTC gifting brand get lost in the noise this season. Ready to turn customers into lifelong fans? Let’s talk. #EmailMarketing #DTCGrowth #EcommerceMarketing #CustomerRetention #MarketingAutomation

In our audits of DTC brands emails, we often spot a big recurring issue: Are you are making this mistake too? Surprisingly... A significant portion of contacts haven't received emails for over 90 days. In some cases, this neglect extends to over half the active list. Think of the ad dollars spent to acquire these leads, Only for them to grow distant due to basic email strategy errors. The main problem? Inadequate segmentation. The inability to segment comes from a lack of data collection. You're not collecting subscriber data. Without data, your segmentation is broad and ineffective. Consider a customer who made a purchase nine months ago, But hasn't engaged with emails in the last three months. Under your current model, they're likely excluded entirely. This approach misses their possible continued interest or likelihood to repurchase. The solution? Hyper-personalized customer journeys. You start collecting data the moment a customer interacts with an ad, Systematically enriching their profile with comprehensive data. This strategy gives you deeper insights, And lets you segment in sophisticated, meaningful ways. Doing this transform your email strategy from generic to dynamic. And allows you to maximize the potential of every lead for your brand. Make every lead count. Don't let potential sales slip away.

DTC brands, you won’t generate sales in email without this ONE thing. Everyone knows about it but can’t access enough of it: I’m talking about Zero Party Data for proper segmentation. Everyone knows that segmentation is crucial for a more personalized email experience. However, many brands are failing at segmentation because they simply lack the data. Here’s how to acquire ZPD: 1/ Popup Ask for their name & email during your popup. That’s it. We’ll collect the rest in subsequent steps. 2/ Welcome Flow Aside from your popup, this is the best place to ask for ZPD. Welcome emails have higher open rates than anything else. That’s because recipients are looking for their discount. Utilize this opportunity to collect more ZPD. 3/ Preference management Periodically send emails inviting subscribers to update their preferences and interests. This ensures you have the most up-to-date information about them & helps you collect even more ZPD. 4/ Loyalty Rewards Programs Request ZPD in exchange for loyalty points. Ask for even more ZPD when people redeem points as well. 5/ Ask This might sound obvious, but...just ask. Send an email asking them questions or asking them to click a button to choose their preference. Make sure to provide value in some capacity as well. People won’t give up their information for free. That’s it! If you found this content helpful, please like + repost it so your audience can appreciate it!

Triggered email campaigns are one of the most powerful tools in a marketer's toolkit. They produce higher click, open and, most importantly, conversion rates. But does your brand's triggered campaigns need a refresh? Learn what steps to take to optimize the performance of triggered email campaigns. #TotalRetail #Retailers #RetailRevamp #CustomerEngagement #MarketingRefresh

💡 As email marketers, we know that engagement is key. 💡 But what do you do with those inactive subscribers? It's not just about cleaning your list; it's about understanding your audience and tailoring your strategy. The 3 Types of Inactives: 1. Never-actives: They signed up but never engaged with email. 2. Lapsed Customer Inactives: Once engaged, now silent. 3. Current Customer Inactives: Still customers, but ignoring your emails. I recently worked with a leading e-commerce brand and discovered a large portion of their list consisted of current customer inactives (people buying, but not engaged with emails). Instead of purging these subscribers, we launched a targeted re-engagement campaign specifically to that segment with an exclusive offer. The result? A 20% increase in engagement from that cohort (as well as a surge in repeat purchases). This case study highlights the importance of recognizing the value of different subscriber segments and engagement levels. By identifying the specific needs and behaviors of each group, you can compose more personalized and effective campaigns. Remember, not all inactives are a lost cause. With the right strategy, they can be re-engaged and become loyal customers again. 🎯 #EmailMarketing #Engagement #MarketingStrategy #Ecommerce

Responsive rates upwards of 45 per cent against single digit email results, 100:1 ROI on spend, 37 per cent conversion rates on fast cart abandonment – the figures for why retailers say they’re increasingly leaning into SMS as a strategic alternative channel to email are stacking up. Even better: The money invested is not going into Google’s coffers and instead being used to build up the strength of their first-party data sets and insights. During the recent Attentive event in Sydney, marketing and business leaders from Lounge Lovers, Designstuff and Hey Bud spoke to Mi3 about the surprisingly full-funnel ways they’re now tapping SMS – many in increasingly personalised ways, but some even with the odd dose of spray and pray. But given the spam and email abuses of the past, will marketers be able to stop themselves from overusing SMS? Zach Hotchkiss Sven Lindell Lounge Lovers Furniture Matthew Harrison Designstuff Group Pty Ltd. Ollie Watts Hey Bud Skincare

A huge mistake I see DTC brands make (that really harms their profitability) is increasing email frequency to hit revenue targets. Now, sometimes sending more emails does drive more revenue. But there's a lot to consider with email frequency which we'll tackle below. & I don't think holdout tests are always the solution (due to changes in product assortment, seasonality, etc). There's a degree of "art meets science" with email frequency which needs to be considered. THE USUAL STORY CEO: "Our revenue is down, let's send more emails to drive urgency" Email marketer: "Our list is not responding" CEO: "Increase the discount %" Email marketer: "That worked! We're close to hitting our forecast" 2 months later... CEO: "Why is our email revenue down?! What have you done to our list?" Email marketer: "It looks like we frontloaded a bunch of revenue 2 months ago and now our list is fatigued and not in buying mode. In addition to this, it looks as though our deliverability isn't as strong due to increased spam complaint rates which may be harming our ability to reach our database." CEO: "Send more discounts to the engaged segment, we need to get back to target!" ... and so the cycle continues. The real problem? We aren't acquiring enough customers to increase our returning customer revenue. And the ones we did have, we just sold to them at a lower margin and frontloaded revenue, harming our profitability in subsequent months. HIDDEN COSTS OF INCREASED EMAIL FREQUENCY Increasing email frequency generally works by virtue of increased impressions capitalising on buying intent. But it's not a long-term solution as it can harm your ability to drive sales in subsequent months. Any time frequency is enhanced, it better be backed up by a steady stream of new customers. Otherwise, we're usually covering up a more fundamental problem in the business (healthy acquisition). What I never see accounted for in these discussions is the additional costs in terms of production (and stress) to shuttle out constant discounts every day. Or the increased ESP costs for email & SMS sends. We seem to ignore this in our pursuit of short-term revenue. Increased frequency is also better suited towards brands that are more consumable by nature as well. For example: if you sell mattresses, it doesn't matter how many emails you send to somebody who just bought offering them discounts on the same product. They have no need for it - they're not in the market. SOLUTION 1. Analyse purchase latency from 1st to 2nd purchase to find out when customers are unlikely to come back again 2. Try to serve them more impressions to bring them back before the opportunity greatly decreases 3. Send customers more onsite content (that's worth consuming) to drive traffic back to the website to encourage full-margin sales 4. Never lose focus on consistently acquiring new customers each month I'm about out of characters on this post! #klaviyo #emailmarketing #ecommerce

I helped my client (a DTC hair brand) almost double their email revenue. Before: $94,683 After: $175,602 This happened in 6 months. Here's how we did it: 1. Design Overhaul We revamped their email designs with a consistent brand look, which helped build stronger brand credibility. 2. Campaign Upgrades We worked closely with the brand for their product launches and monthly promotions, creating content that balanced education, social proof, and engagement. Each email had a specific goal, from revenue generation to customer education. 3. Advanced Segmentation By segmenting subscribers based on engagement, purchase history, product interest, and more, we created hyper-targeted campaigns that drove serious results. Our strategy of precise targeting and smart exclusions ensured maximum relevance for each email. 4. Flow Optimization We overhauled their email flows, focusing on high-impact sequences like Welcome Series, Abandonment Flows, and Post-Purchase sequences. We then Hyper Personalized the customer journeys, ensuring the right message reached the right audience at the right time. We continually assessed and optimized performance to keep these flows delivering results month after month. - If you're a DTC Founder, CMO, or Director of Ecommerce and you're ready to turn email into an ‘always-on’ revenue machine for your brand, you’ve got two options: 1. Dive into my content—most of what you need is there. 2. Let my team handle it all for you. If you want option #2: Click ‘Book an appointment’ at the top of my post to see how I can help.

⚠ 5 Reasons Why Your eCom Brand Will Miss Out lot Of Sales In Q4, If You Don't Use SMS Marketing As we gear up for the biggest shopping season of the year, it's crucial for eCommerce brands to have the right tools in place to maximize sales. One of the most powerful, yet often underutilized, tools? SMS marketing. Here’s why you should prioritize building your SMS list before Black Friday/Cyber Monday (BFCM): 1. Higher Open Rates Did you know that SMS open rates soar past 90%, compared to the 20% average for emails? → More visibility for your BFCM offers = more sales opportunities. 2. Immediate Engagement 90% of SMS messages are read within 3 minutes. → Perfect for those time-sensitive flash sales and limited-time offers that need fast responses. 3. Less Competition Unlike email inboxes, SMS marketing is far less saturated. → Your messages are more likely to stand out, especially during the crowded Q4 period. 4. Multi-Channel Marketing Strategy Combine SMS with email and social media to reach your audience on multiple platforms. → This multi-touchpoint approach can drive higher conversions and boost your overall Q4 campaign performance. 5. Build Stronger Customer Relationships Customers who opt in for SMS are usually your most loyal and engaged segment. → Use SMS to nurture these high-value customers with exclusive offers and early access deals. If you’re an eCommerce brand prepping for Q4 and want to get more out of your SMS & email marketing, let’s chat.