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The brand below was having deliverability problems for the past 3 months
(been seeing a lot of this in 2024)
Started optimizing their flows in July & already seeing an instant improvement + their email revenue has never been better!
(see below)
Should I document this more?
If you’re dropshipping, just focus on the standard welcome, abandon for sales and post purchase flow for review management (4-6 emails each)
And then put majority of your effort into campaigns to leads.
I would start with 3x per week (with the goal of ramping it up to 7x per week)
If you have a good customer experience, you can send to campaigns to buyers too (but most dropshippers don’t so it’s not even worth it)
Used to use squoosh by Google for img compression
Now I run a python script to compress my images. Wayy faster
80% of brands are importing emails the wrong way.
They just throw a bunch of images into Klaviyo thinking that it won't hurt them.
But they're wrong – you can actually mess up your deliverability by importing emails the wrong way.
So here's how to do it properly:
- We design emails in 600px width in Figma. Then, we take slices and export them as 2x PNG.
- Next, we take these image slices and import them to http://tinyjpg. com. This tool helps you reduce the image size by 80% without losing quality (and it's free, by the way).
- Download the compressed images, and they're ready to go to Klaviyo.
Compressing is really important because if you import normal images into Klaviyo, they will be too heavy.
This means that two things will happen:
You will ruin your deliverability.
You will ruin the customer experience because the email will take 2-5 seconds to load (which is way too long).
Do this, and I guarantee your email results will improve.
I’ve had so many conversations where brands / founders forget or don’t realise this.
If an email isn’t ‘perfect’ they just won’t send it… but I think it’s always better to send a 7/ 10 email than not sending one at all.
Doesn’t mean you shouldn’t strive for perfection btw
Plain-text works better because it feels like a human sent it.
This leads to 2nd order effects like:
More people engaging / replying to your emails > improving deliverability (this is way more important than most people realize)
Hot take:
Most brands don’t have a copy/design problem. They have a deliverability problem.
You’d be surprised how well the same emails start converting once you fix this
I’ll share free sauce in the DMs if you ask nicely
Facts!
One of my biggest client this year is a branded dropshipper
Chill guy, pays for performance, texts me less than 5 times/mo, scaled a new product from 0 to $700k/mo just running meta ads (in 6 months)
Dr Squatch understands their target market too well. Guaranteed bestseller if they can scale this lol
Their email game is also on point ↓
Subject line: Sydney Sweeney's bathwater
If you’re a solo founder / brand just getting into emails:
Avoid the fancy Figma designs.
Much harder to get right and consumes a lot more resources.
Just rip plain text emails from the founder consistently
(usually converts better too)
Just don't overdo it and you'll be fine
Interesting fact: if you actually use the same subject line as a previous email - the 'Re:' email gets added to the same email thread.
I can already think of some use cases for this.
There's a clever subject line trick gaining traction lately.
It's about adding "RE:" to your subject line.
So, your subscribers will think they're actually getting a reply from someone.
To be honest, I love how clever and smart this angle is to get your subscribers to click on your email.
Even I, who knew it was a marketing trick, got curious and had to click on the email.
But does that mean you should use it?
No.
Treating your readers like idiots and baiting them to open your emails won't help you grow.
Actually, it will do just the opposite.
Your customers will feel tricked; they will unsubscribe or even report you as spam.
Focus on real fundamentals that will help you grow, not some quick, shady tricks.
