Deliverability:

The biggest challenge was maintaining deliverability. This client scaled from $250k to $5M/m within a month,

And if you know anything about Emails, the rapid scale triggers an abnormal increase in flow sends.

This makes the inbox providers flag the sending email.

First month, we had barely 8% attributed revenue from Emails because we wanted to make sure that the domain doesn't get fucked due to the heavy scaling.

We applied threshold triggers on flows & campaigns to only send emails to the highest intent, capping the overall send volume, only to increase it slowly without triggering the spam filters.

Flows:

- We have 26 Active Flows for this brand. Yes, 26.

Different flows for Different buyer personas and product categories. [ This brand has one main product with multiple variations ]

So Welcome flow & Cross-Sell flow for multiple personas & product categories.

Campaigns:

- Bigger Scale = More Volume Required.

We're averaging around 25 - 30 campaigns a month for this brand with the same strategy as the flows.

Different Messaging angles & different strategies for different avatars and buyer types.

The goal is to increase the overall profits, but the hard part is that this type of product generally requires discounts to sell well.

So we did what was best.

Discounts on bundles.

Higher CVR + Higher AOV = Higher profit margin

This made email & sms the most profitable channel for them.

AB test:

We're averaging at around 20 AB Tests a month for this store.

Testing everything that moves the needle:

• Messaging Angles

• Offers

• CTA Redirection

• Framing structure

Something wins? Replicate it across the account.

Messaging Structure:

A very big mistake that most Copywriters do  is that they write the copy in the same way, regardless if it came from a UGC ad or a native ad or an advertorial.

The way that we made the change was this: the client majorly ran native ads with long-form direct response copy, and we matched that with the emails so that the relevancy was present.

The thing that worked for us the best was reframing the native ad's structure to match the ready-to-buy stage and presenting them an offer via email.

What we understood was that there was a bit of an information gap between the ad and the landing page, which made the people a bit hesitant to buy.

And our goal with email was to fill in that information gap, since emails retargeting is very cheap. We were able to do that on a larger scale, allowing a higher conversion rate and much higher average order value compared to the general channels.

That's all. Hope you found this read informative.