Adam Kitchen

I'll let you in on a secret: all Magnet Monster's clients are launching their WhatsApp programs on CoCo AI - not Klaviyo. "Wait, Adam... aren't you a Klaviyo Elite Partner?" Yes, but here's what matters most to me: Getting my clients f***ing incredible results. & @Jeremy_Horowitz is helping us get ALL core flows built and live within 48 hours, with campaigns sent within 72 hours. That speed, support & tech is unparalleled. And it's what we're going to cover in this special LinkedIn Live. 🧲 How to start collecting WhatsApp consent and scaling your list asap 🧲 The core flows you need to set up on day 1 🧲 How to leverage agentic WhatsApp 🧲 How to use WhatsApp as an adjunct to email & sms campaigns No fluff, pure strategy. Join us and LFG 🚀 Register here: linkedin.com/events/7435678…

70% of DTC subscription portal visits are with intent to cancel. That's why the portal needs to be the first line of your churn defence - not email winback flows. By the time they receive your emails, they've already made their decision. Focus on (in this order): > Benefits page: remind the customer why they subscribed > Flexibility: a pause or slower delivery cadence is better than a cancel > Incentives: discounting is better than losing money entirely Only once you work through your in-portal cancellation flows should you move towards investing in winback flows that are downstream from the macro action. It's insane to me how many subscription brands I audit that have zero cancellation flows in their portal setup, but think email winback flows will solve their churn problem. They won't.

@anubhavn22 @moizali @MagnetMonsterUK We're more than happy to help. Many brands on our roster are at this level.

@moizali @MagnetMonsterUK @AdamKitchen_co

Does someone have an email agency they recommend for brands doing north of $50 million? Asking for a friend (Zack but he isn't on X).

"Don't email your active subscribers - you'll cause them to churn." - MASSIVE mistake DTC brands make! Here's why: Roughly 70% of churn happens before the customers 3rd order. But after that? Retention stabilises as the customer is clearly using the product and happy. At this stage, you need to stop panicking about churn and focus on the bigger opportunity: increasing LTV. This happens through strategic upsells and cross-sells natively in the portal and in your email marketing strategy. It doesn't mean you need to email active subscribers every single day. But it should mean introducing a cadence of relevant messages and promotions designed to get them to order more. After all, if you are really that nervous about churn, then ask yourself this question: Am I running a business that provides legitimate value to my customers, or is my goal to deceive them out of their money? Only the former is a business that truly has longevity.

5 DTC Subscription Metrics Killing Your Growth (and how to fix them with email marketing) 1. Subscription Take Rate The % of customers who purchase on subscription vs make a one-time payment. ➔ Why is this important? 🧲 Subscribers have a 2-3 X higher LTV than one-time customers. Therefore, it’s critical to incentivise as many customers as possible to start subscriptions. ➔ Email Strategy 📧 *Highlight cost savings of subscription vs a 1-time payment *Push habit formation as a reason to subscribe *Include dynamic subscribe-and-save blocks in your emails 2. Churn Rate The % of subscribers cancelling every month. ➔ Why is this important? 🧲 If you can’t retain subscribers, CAC is unsustainable, and growth verging on impossible. The unit economics of your subscription business will collapse. ➔ Email Strategy 📧 *Fix the “Upcoming Order” emails to highlight flexibility (skips or changes are better than cancellations) *Drive product activation to build habit formation in customers *Offer gifts at the 2nd order to prevent churn 3. Payment Failure Rate The % of subscribers who churn involuntarily through actions such as expired cards or insufficient funds. ➔ Why is this important? 🧲 I've seen as high as 30% of active subscribers churn this way and it's preventable. This can cost you tens of thousands of MRR, and it's typically the easiest churn to improve! ➔ Email Strategy 📧 *Set up between 5-15 retries (yes, that many) *Trigger automated card update emails (70% of recovery happens this way) *Incentivise retention through gifts & discounts 4. Lifetime Value The monetary value from each customer after you subtract variable costs. ➔ Why is this important? 🧲 Most brands are terrified to contact customers in case they churn. But they’re leaving a massive amount of profits on the table following this strategy. ➔ Email Strategy 📧 *Cross-sell customers who reach order thresholds where churn is less likely (3+ orders) *Offer incentives to buy more product upfront *Cross-sell in your Upcoming Order Emails 5. Reactivation Rate The % of customers you win back each month. ➔ Why is this important? 🧲 These customers once liked and trusted your brand and remain a critical lever to scaling your subscription MRR. ➔ Email Strategy 📧 *Smart segmentation of cancellation reasons: go granular and personalise the winback sequences *Recommend alternatives if the customer has “too much product” (the 2nd most common reason for cancellations) *Leverage Direct Mail to win back historical high LTV customers with new offers

A maturing DTC brand is always going to see a decrease in "efficiency metrics" such as click rate and Revenue per Recipient (RPR), which can lead you to pursue the wrong strategy that harms your ability to generate revenue. Example: in year 1 of business, you acquire 10,000 customers. You send to most of these customers and have strong CTR and RPR because your active customer database is shallow. By year 5, you may have 200,000 customers in your database, of which you email 80,000 each week. A significant portion of those 80K customers may be considered "lapsed", but it doesn't mean you won't try to win them back. CTR and RPR are not down significantly. But total revenue contribution from the channel? It's up massively. That's why it's important to move away from % and to total volume of clicks/revenue generated from your list over time. It's not always this simple, and there's always a bit of nuance, but generally speaking, this is why I shun tracking these metrics.

1st to 2nd purchase - the ULTIMATE challenge every retention team needs to solve. Tomorrow, I'm sharing all my best strategies. > How many emails/SMS should you send > What content to include > When to drive CTA to repurchase > When to turn to discounts > How to create a powerful feedback loop when people DON'T buy so you can improve future acquisition Covering all with Kathryn Wright from Antavo AI Loyalty Cloud right here, Live on LinkedIn: lnkd.in/eBPnKibk See you there 💪

@anubhavn22 @moizali SMS converts more efficiently but it's much easier to grow an email list and also cheaper to send, hence why it will always generate more revenue than SMS.

@moizali @AdamKitchen_co what do you reckon

When you send out a campaign via email + SMS, do you generate more revenue via the email or SMS?

Let me help you to drive over 20% more revenue from email flows in Klaviyo. 1. Add an immediate post-purchase upsell for first-time buyers. If you get this right, 1-3% of people will convert and buy again immediately. That gives you a giant head start in offsetting CAC and increasing LTV. 2. Add transactional touchpoints across every step of the customer's order being delivered. 10-20% click rates straight back to your site. What do customers do when they land on your site? They browse and buy again. 3. If you're only using one channel with your existing strategy, simple add SMS/WhatsApp then Direct Mail, in that order. Replicate the existing touchpoints for customers who aren't engaged with email. 4. Add an automated customer service check-in around 14-30 days after the customer's first purchase to ask if the product met their expectations. Harness as many qualitative insights as possible to show you where the gaps are in your product to get people buying again. 5. If you feel like you need to drive more revenue from flows, don't add net new flows; simply go back and re-optimise your Welcome Flow, Abandoned Cart, Post-Purchase & Browse Abandonment. 80-90% of flow revenue come from these 4 and is where all your leverage lies. _________________ I audit at least 10 accounts personally every single month. These are the 5 areas of opportunity I can almost guarantee are sub-optimal before even looking inside the account.

Follow these 6 strategies to double your email revenue from @klaviyo. All can be implemented in less than 24 hours: youtube.com/watch?v=89HE2c…

If your DTC subscription retention program is designed to make customers forget you exist so that they auto-renew, then I'm sorry, it's close to being a scam. Do you think Spotify or Netflix are scared to send you an email in case you churn? Or that you log into their portal to use the apps? No, because they know the value they're offering is incredible. You need to design your subscription program with exactly the same type of obsession and creativity. A subscribe-and-save widget is the bare minimum. You need to be thinking about tiered rewards, gifts and stacking offers to maximise LTV. Every order renewal should be met with delight and excitement by the customer, not fear and trepidation. It's a terrible way to build brand sentiment, and it's a strategy that has a very clear ceiling on it. Put yourself in the customer's shoes, and delight them at every order, seeing it as an opportunity rather than inevitable churn.

If your email marketing is showing signs of stagnant engagement and placed order rates, try this: Once a month, run a competition. Ask the customer to submit UGC and engage with your emails. 🧲 You'll improve inbox placement 🧲 You'll collect more media assets 🧲 It's fun! Try making email a two-way communication channel and you'll be shocked at how effective it can be. You know... like the way it was originally designed?

@LeverCRO @mikebeckhamsm 🤣

@mikebeckhamsm Fully agree. The potential is massive. I vibe-coded a tool last week that analyzes 11 buying signals to tell me the exact moment a prospect is ready to close. It flagged 340 prospects as "ready to close" on Monday. Closed none of them. The model is still calibrating.

Technology is growing exponentially. If I had to bet, I would expect our rate of progress speeds up this year. And I believe this for a reason other than AI getting smarter. Claude code, Codex, Clawbot, etc have led to a massive sea change. Until now, most of the smart and driven people in the world did not have technical programming skills. Their lack of technical knowledge prevented them from contributing to the advancement of technology. Not anymore. Now the number of ambitious people who can build technology tools has exploded. 10x? 100x? We are entering an age where groundbreaking discoveries are going to come from unlikely places. A 25 year old in Bolivia is going to develop a novel approach to treating Parkinson’s because he studied protein structures for 6 months with AI tools. A Nobel prize is going to be won by someone who doesn’t have any higher education. It’s going to be weird and beautiful. We are all going to benefit from the discoveries and advancements this democratization of technology will make possible. Maybe the biggest accomplishment of AI so far is how it has unlocked the full potential of mankind to build.

The most overlooked part of retention is how much of an impact CRO (Conversion Rate Optimisation) impacts our work. You can have the best flows, campaigns and omnichannel strategy, BUT... If somebody was: > Brought in on the wrong messaging > Ordered too much product (or too little) > Games the subscribe-and-save offer, then instantly cancels Then a lot of your strategy & tactics won't move the needle on LTV. That's why it's critical to develop a close feedback loop whereby you collect and monitor qualitative insights from both your best (and churned) customers, and then continuously use this to improve your front-end offering to new customers. A strong retention agency will point this out from their initial audit rather than promising they can fix things with a new post-purchase flow. People stay when they've bought for the right reason to begin with. Flows & campaigns are just complementary to what should already be a solid foundation.

@sevselevs Excellent article mate. Resonate with many points. I think you've pretty much nailed every stage of the journey in great detail of what it's actually like.

@robprogressive @TheMattViera To each their own. Sounds like a pretty shitty "life hack" if you ask me.

Not having kids is a life hack I spend my summers in Europe, take cross-country road trips, and disappear off-grid on weekends The money I’d spend on kids goes to investing, experiences, and freedom. Different priorities. Different definition of rich. ^^I saw @TheMattViera post this & I think it’s one of the reasons people are more selfish, the world is more sinister & we are more disconnected. I could not disagree with this ANY more. What do you think?

One of the best ways to use email to drive subscriptions for your DTC brand: > Look at the time lag between 1st to 2nd purchase > Send touchpoints to remind the customer to stock up > Emphasise the benefits and savings of subscribing to sustain their habits You can set these flows up very easily for any FMCG brand, and have various permutations based on the product they bought and replenishment periods. Double up email with SMS + WhatsApp to maximise revenue.

Some of the lowest-hanging fruit I see in every DTC brand's Klaviyo account we audit: transactional flows. You need these set up for: > Order confirmation > Order shipped > Out for delivery > Shipment delivered At the very least (I often go as high as 7 touchpoints) When have you ever heard a customer complain that they receive too many updates about their order? You would be shocked how many repeat sales these flows drive! I often see north of 20% click rates that sends a ton of traffic back to the website. And what do customers do when they start browsing? That's right, they buy again. Plus, these emails help reduce support tickets. If you don't have them set up yet, you are leaving a ton of money on the table and stretching your customer support team.

Guess who these campaigns were sent to? Existing subscribers. Guess what happened? The business didn't collapse due to an influx of churn. Instead, they were able to increase LTV from existing subscribers and grow subscription MRR. But if you paid attention to the advice on here, you'd never achieve these results, because "YoU cAnT eMaiL eXiStinG SuBs BrO". Turns out that you can - you just need guardrails in place. Like segmenting customers who have placed at least 3+ orders. Why 3 + orders? Because around 70% of churn happens before then for most DTC subscription brands. After that, your opportunities to increase LTV go up massively. Let's assume it's around 90 days since your customer's first order: It's safe to assume that habits have been built, and they're sold on the product. At this stage, it's 100% advisable to introduce them to new products in your assortment. If you're still fearful, simply set up some basic holdout tests and ease into these types of cross-sell campaigns over email & SMS. But after 3 orders, a lot of customers are happy, and beyond natural churn, I wouldn't be overly concerned about attempting to sell to them occasionally with campaigns like these we sent out.

@RedWallPleb @HolidayPaddy @Nigel_Farage Richard, maybe you don't know how this works: you can't do what you say UNTIL you're elected. You're basically discrediting him without even allowing him to follow through on his words.

@HolidayPaddy @Nigel_Farage Proven how? By SAYING things? Because the Tories said they'd reduce immigration to "tens of thousands" for 14 years. I've got a bridge for sale if you're interested?

I have just announced the first 4 members of the Reform UK Shadow Cabinet. Let’s get to work. 🇬🇧