Adam Moncrief’s Post

Really disappointed to see the borderline predatory practices Klaviyo is using to strongarm users to upgrade their platform costs unnecessarily. Every time you go to add more SMS credits to your account, the pricing screen will ALSO attempt to coerce you to upgrade your email profiles count, and if you're a low volume sender but have a long history of profiles you don't email that often, it could lead to you unknowingly increase your platform cost by hundreds, if not thousands of dollars. In reality (at least for now), you don't actually have to increase this despite the platform trying to convince you that it's a requirement. SMBs have it hard enough right now, what are we doing here Klaviyo?

Do you know where your e-commerce email marketing program is on this curve? 🤔 Have the basics in place? ✅ Have pretty good creative? ✅ This is the next place to look grow or fortify your email marketing channel 💡 You might be leaving some revenue on the table or you might be putting the whole channel at risk.

Shopify/Klaviyo/Recharge users: Are you accurately tracking your attributed orders from campaigns and flows? This is an export from a client account of all of the campaigns we ran in January, sorted by placed order rate. While I'm blurring some client identifying info, you'll notice a massive difference in the placed order rate for campaigns in yellow vs those in white. The difference is the yellow campaigns were sent to active recharge subscribers, those in white were sent to non-recharge subscribers. Are recharge subscribers going back and ordering that much more frequently? Not according to our data. Instead, Klaviyo is attributing those recurring subscription orders to this campaign, because of how their open-based attribution is configured and the impact of Apple Privacy Settings on email open behavior. If you have a wide attribution model, I'd strongly advise you to consider what the real impact of your campaigns is by splitting your campaigns up between subscribers and non-subscribers, otherwise all of your campaigns will have tons of attributed orders that really had nothing to do with your campaign, and nearly everything to do with the fact that it was sent shortly before a subscription order took place. At a high level, you might see that campaigns drove over 100k in new revenue for the client in the month. If we took away the orders we know were driven by subscription renewals, we can see that number is lower. This helps us understand what the true impact is, and prevents us from getting tempted to just throw more and more campaign emails at our subscribers because it *looks* like they're making a lot of orders. Understand the truth in your data and it will impact the strategy you run significantly. #emailmarketing

An issue that doesn't get enough exposure for DTC e-commerce/subscription businesses leveraging Klaviyo: I would love to see Klaviyo expose a way to stop attributing recurring subscription orders through Shopify and Recharge to email and SMS campaigns without resorting to click-only attribution. As it stands, companies are being tricked into thinking their campaign efforts are generating far, far more net-new revenue than they are, especially with the impact of Apple's Mail Protection behavior triggering false opens of emails. Anytime a recurring subscription order gets placed when someone has engaged with *any* email, even transactional messages, revenue is getting attributed to that message. The impact is that it overinflates the new revenue generated and companies perceived growth or decay in their email/SMS performance becomes over-correlated to how many active subscriptions the business has. How can you operate sound strategy without clean data? Our team at MH Digital Group has created a few processes to strip out some of the false revenue in their base reporting, but most companies have no clue how to do this.

A message to all E-Commerce Email Marketers: Resist making your November and December revenue numbers your new benchmarks. We've worked with countless organizations who saw their increased volume and revenue in Q4 and tried to chase that success into Q1 and Q2 of the following year. In just about every case, the result is worse engagement, revenue per recipient, deliverability problems, and heavy operational cost. Your MoM metrics may start to trend in a downward direction after the holidays. That's ok! Measure your success in the coming months by comparing it to Q1 of 2023.

If you’ve been contacted via WhatsApp about a job opportunity at MH Digital please read 👇

Too many marketers, particularly in the B2B services, want to jump right to conversion messaging in their email communications and are being pressured to grow their lists based on inputs and variables that are not applicable to their own business. Judy Tsuei is doing the right thing with her newsletter - actually nurturing subscribers with interesting content and is generating excited leads and prospects to her growing Branding + Content Agency by doing so. Maybe you should sign up and see what she has to say 👇

Had an awesome time yesterday chatting all things email & retention with the ladies of the Tory Burch Foundation's Fellowship Program Class of 2023. In our discussion, we spent an hour sharing the key things we've learned at MH Digital Group about building a successful email and lifecycle marketing program with these extremely impressive founders. During the hour, we hardly touched on specific tactics. Given the growth and product/market fit these ladies had already found, there wasn't going to be any valuable blanket advice we could share there. Instead, we focused our time on how best to structure and scale their email operations at various stages of their growth - along with a few other things to be aware of like deliverability and creative costs. Based on the response we've received so far I've shared a few slides that resonated the most with our audience. Want to see more? Just let me know if you're interested in the comments and I can DM you the full link. #emailmarketing

Got this message from a client last Friday evening: "Do you guys know the attribution window that is currently set up in Klaviyo? It looks like in July, Klaviyo attributed more revenue then it should." A newer client of ours at MH Digital Group reached out asking if we had changed their attribution model in Klaviyo because they were seeing a massive increase in reported revenue in July relative to previous months and assumed something was changed. We looked in the settings and found that the attribution window hadn't been changed in months - well before we were brought in to help. Prior to us getting on board, their campaigns would intermittently hit the spam folder in Gmail. Their revenue was solid, but there was a missing opportunity they weren't even aware of. What changed is that we implemented a better list management and segmentation methodology for their campaign initiatives. Keep your lists and segments clean, and you'll better engagement from Gmail and Apple mail and avoid getting placed in the spam folder. If you avoid the spam folder, people will actually see your emails. When people see your emails, you're bound to see a significant increase in revenue 🙂 #emailmarketing #klaviyo