Adam Kitchen

IT'S LIVE! The new Magnet Monster site. Rebuilding our value proposition with a fresh rebrand consumed far too much energy last quarter, but we finally got there in the end. We wanted to create something that instantly resonated with DTC brands and our shift towards being a full-fledged retention marketing agency that manages performance of all channels under one roof (email, SMS, WhatsApp & Direct Mail). We also needed to integrate what has been a fundamental part of Magnet Monster since day 1: our commitment to producing consistent, world-class content to educate our industry. PLUS, get across all the incredible brands & case studies we have on our roster we're lucky enough to work with each day! I think we got there in the end, but I do of course have a biased view. What do you guys think? ________ P.S - Yes, we do send unlimited emails, SMS, Direct Mail & WhatsApp campaigns for one flat fee now -- message me if you're a DTC brand and want to learn more about our model.

I'm all for health optimisation and think reducing alcohol intake is a good thing. But even approaching drinking a couple of glasses as wine as an "A/B test" tells you how absurd some of this movement has become. Two glasses of wine once a year or even week isn't going to destroy your life. If you're young and feel unnerved by this type of content, don't be. Enjoy your life and stop overthinking things. Say yes to more spontaneity even when that involves alcohol. You can over engineer all of this health hackery stuff to the point of absolute misery.

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? _______________ P.S. We're offering 3 free Klaviyo audits this month (worth $3K). Book yours here: lnkd.in/eFWuSeY7

Who are the best creators worth following that create genuinely good content about Claude?

@belfastDGM He's not really unlikeable. He just doesn't have any substance behind him or credibility to suggest his ideas would lead to anything different.

I actually think he’s done what we all said would be impossible. He’s even less likeable than Starmer.

There's a lot of airy-fairy nonsense circulating in eCommerce that you can build out perfectly automated flows and magical triggered journeys that replace campaign revenue. It sounds great in theory. Capture somebody's birthday, trigger anniversary flows, create a super-engaging post-purchase flow as people are unlikely to return after 60 days anyway. Then you set it up: 36 magically timed flows capturing every possible touchpoint in the customer journey... and your revenue drops. It's not rocket science why this happens: the reason your high-intent flows outperform campaigns when it comes to revenue per recipient (RPR) is because they're capturing the active 5% of customers in the market for your product that META has fed them. Of COURSE they're going to outperform campaigns when it comes to measuring it against this yardstick. But what happens after they purchase? I can assure you customers don't spend 80% of their days browsing your website, inputting zero-party data and refreshing pages to trigger such events. They need to be prodded and encouraged to come back. LONG after their initial purchase. The 95:5 rule tells you everything you need to know about why this is so critical to do and the role campaigns play: At any given time, 95% of your database will not be in the market actively looking to purchase. Therefore, your flows are likely sitting idle. You need to market this audience to refresh their memories as to why you exist and what you offer continuously. That involves *gasp* marketing to people not looking to buy today. Shocker, isn't it? But that's how advertising works. And given a huge amount of repeat sales are driven through novelty in ecomm (new product drops, limited stock, cultural events, etc), you can't rely on automation to bring these people back. So while everybody else is recommending to create 85 convoluted flows with "AI personalization" at the forefront of them... I'm going to continue building out the basics for our clients: content calendars built around key seasonal events with exceptional creative that builds mental availability & drives traffic back to their website. #ecommerce #klaviyo #emailmarketing

@Hennez_hof @piersmorgan @_DeclanRice Half of his assists are set pieces, while 80% of Arsenal's goals scored are from set pieces. Make it make sense. Lulz

@piersmorgan @_DeclanRice Even as a a Chelsea fan, I could not agree more. Half of Bruno’s assists are from set pieces… overhyped and undeserved. Rice has singlehandedly spearheaded Arsenal to a Prem title. What a proper farce 🤣

Ridiculous… @_DeclanRice should have won this. Absolute travesty that someone whose team never once competed for the Title wins over a guy whose brilliance all season led us to the Title.

@Tudorman7 @ZiaYusufUK You call this "an attack"? Lol. Weak, spineless person you are. These people make decisions that impact the whole country and hide from any accountability. A few words isn't going to hurt her.

@ZiaYusufUK Encouraging an attack on an elected minister, Reform are vile, and the van driver made a fool of himself, " Look England flags" What has happened to men in England? they act like spoilt children.

Could this legendary gentleman please get in touch. A future Reform government would like to give him a peerage for this outstanding public service. He can do similar to all the crooks currently sitting in the House of Lords!

@Canpac @afneil You consider Britain a low tax state? LOL

@afneil I was listening to Peter Hitchens and he blames Thatcher for destroying British industry. Her legacy is still being felt and made worse by the drive to low tax, small state which is a massive mistake.

Nice to hear from you, Andy. Thanks for the by election. We live for such things. I’m in no doubt life is tough for lots of folk in Makerfield. But it’s hardly a poster child for urban squalor/deprivation. Thatcher left power in 1990. She was followed by seven years of unThatcher Major and 13 years of Labour government, of which you were a part. So it’s quite a stretch to blame her for any continuing woes. Unless we blame Labour for failing to put anything right. On the other hand the houses you were walking past were bought by the tenants under Thatcher’s right to buy scheme, which has given them some pride in place and some wealth they once could only have dreamt of accumulating. I assume your pledge to ‘renationalise housing’ does not include taking these homes back into public ownership ... even if that would constitute a proper, radical reversal of the Thatcherism you’re (some what bizarrely) campaigning against.

"We don't want to work with an agency. We're looking for a high-quality freelancer" is the wrong mindset to have for brands. This is usually the perspective of somebody that has been burnt once by an agency and now thinks freelancers are the solution. A few facts: 1. Freelancers have other clients as well - you're not the only person they're working with 2. Agencies have many more collective resources and democratised knowledge they can pull on vs. a freelancer who works in isolation 3. The opportunity cost of working with a freelancer compared to a good agency is massive depending on what you're hiring them for So yeah, a freelancer isn't the magic antidote to your problems. In fact, they're often even busier and more unreliable than working with an agency. Trust me, I've worked with enough lol. My advice? Ask to meet the people who will be working directly on the account before signing any contract. Ask about the specific systems and workflow that will be used to achieve your desired outcome. And if you're really unsure, speak to a couple of active clients (but be aware they're going to handpick their favourites). This should be enough to give you confidence in moving forward with picking the right agency.

I've audited hundreds of Klaviyo accounts. The ones doing the best aren't the ones with 47 micro-segments and 12 dynamic blocks per email. They're the ones sending fewer, better, broader emails to more people. Here's why most of you are getting this wrong: The pitch for hyper-segmentation sounds smart: "Send the right message to the right person at the right time." Personalisation. Relevance. 1-to-1 marketing. It sounds smart because it appeals to a fantasy: that you can engineer your way to higher revenue by slicing your list thinner and thinner. The reality is the opposite. Every time you over-segment, you do three things: 1. You shrink the audience for each send to the point where the math stops working 2. You add operational overhead that slows your team down (which means fewer sends, fewer tests, fewer creative experiments) 3. You concentrate your effort on micro-optimisations that don't move the needle, while ignoring the two things that actually do Those two things are REACH & CREATIVE. Reach: how many people in your list actually see your message. Creative: whether the message is interesting enough to make them care. Almost every email program I see is under-indexed on both. They're sending to narrow engaged segments and using dull, insipid designs. They should be focused on reaching as many subscribers as possible in their database and putting maximum effort into creative. The brands winning at email right now aren't winning because of segmentation precision. They're winning because: 🧲 They send to a larger share of their list, more often, with better deliverability 🧲 Their creative is distinctive enough to stand out in a sea of identical sale emails 🧲 They advertise to people who aren't always in active buying mode That last point matters most. Most segmentation strategies are built on the assumption that you're only marketing to people in-market right now. They're not. The biggest revenue lever in email isn't catching the buyer at the exact right moment. It's making sure that when the buyer does enter the market, your brand is the one they remember. That doesn't happen through micro-segmentation. It happens through reach and memorable creative. Stop slicing the list. Start expanding the reach. Make the creative better. #emailmarketing #ecommerce #klaviyo

You don't need new Klaviyo flows. It's not going to fix your retention problems or solve your CAC. On around 80% of sales calls I have, DTC founders are convinced they need to rebuild their flows. "Revenue Per Recipient & conversion rate is down YoY. They need to be rebuilt." The truth is that your quality of audience either dropped or changed. Changing your flows isn't going to solve that. Here's the truth: Email flows don't move the needle on retention. At least, not to the degree you think they might. When did you ever receive a crappy product but decide to buy it again because you received some magically timed email in an automation? It's lunacy to think customers behave like that. Email marketing works well when the product & customer service does. Your customers don't magically start to love your product just because they receive emails (like 99% of consumer brands send). The amount of money I have saved people this year (and probably lost myself in the process) is frightening. Retention marketing works most effectively when you're selling to customers that already love your product. So fix the fundamentals in your business and then amplify it through post-purchase touchpoints that remind people to come back and buy again.

Don't underestimate the simplicity in the concept of distribution if you're trying to scale your business. Often, it's not who's got the best product or most differentiated - it's who shows up the most frequently and is top of mind when it matters. Go to your nearest convenience store and tell me you don't spot Coca-Cola in the fridge. It's arguably the main reason it's so heavily consumed. They're in your face 24/7 and dominate mental availability because they have the best distribution. At Magnet Monster, we often onboard brands that are too scared to "annoy their customers" by emailing them frequently. But if you don't show up then the customer doesn't know you exist. And there are countless scientific papers showing that you're not in a battle of product, you're in a battle of awareness. Even for our own business, we've seen brands sign with other agencies simply because we've not even been in the conversation from day 1, or we were too late to the party by the time the decision was made. Think about that as it applies to your brand. Consumers are looking to save time and choose what's safe. How can you tactfully show up where it matters consistently so you're the logical choice?

If you are marketing to Shopify or DTC customers in Europe, WhatsApp may be one of the biggest missed opportunities in your retention stack. In this video, we cover: → The first 3 flows to launch on WhatsApp → Why email and WhatsApp should work together → How to meet customers where they already are

The best DTC subscription brands in the world don’t operate a “do not disturb” policy for their active subscribers. Instead, they stand behind a powerful value proposition and communicate it clearly. Take this Subscription Onboarding Flow we designed for Needed. It ticks every box: ✅ Eliminates buyer's remorse by reinforcing the value proposition ✅ Huge value-add with the “Nutritional Consult” designed to skyrocket LTV ✅ Drives habit formation while simultaneously holding the customer accountable ✅ Provides flexibility so that they can proactively manage their subscription No deceptive marketing tactics were used to cheat the customer. Just a brand with a rock-solid belief and unwavering commitment to its customers. THAT’S how you create a powerful subscription experience. Not by removing billing reminders and cheating people.

If you can’t get a DTC subscriber to their 4th order, your CAC is likely burning a hole in your P&L. That’s why elite brands do everything possible to get customers to hit this milestone. For subscription brands, rewards are one of your best weapons. By tapping into loss aversion, you can gamify retention. That’s why we always start with an analysis of the feasibility of deploying these strategies from orders 1-5 (where churn is the biggest threat). Conquer this stage of the customer journey, and the unit economics of your business transform dramatically and retention growth compounds.

@matchaseb @piyush_jn Loop Subscriptions

@AdamKitchen_co @piyush_jn What are you using for this? What subscription app/portal? And Klaviyo?

@piyush_jn recently blew my mind on D2C subscriptions with this crazy statistic: they see brands lose between 10-20% of revenue EVERY MONTH due to skips and reschedules. If you're collecting $100k in monthly subscriptions, that's between $10-20k lost each month! While everybody focuses on strategies to mitigate cancellations, why is nobody talking about how we can reduce this number? 🧲 SOLUTION 👉 Gamifying the Upcoming Order email and Customer Portal Brands using tiered rewards as incentives based on order milestones on Loop have seen this number cut by up to half in some cases. Four Sigmatic uses free gifts at each order milestone and includes these in their upcoming order emails to stop customers from churning. It's as simple as copying and pasting the banner from your customer portal into your Upcoming Order email to make these changes. I love it! ___________ Have you experimented with any creative ways to improve the amount of revenue kept in the business with strategies similar to this@Pi

@RomanEcom @Jeremy_Horowitz ?

I need a consultant / freelancer not agency to help me with this. We have 674K subscribers and we barely send messages to all of them. I need someone who can help me professionalize my WhatsApp experience

@granTurism01 I agree. They'll have achieved all of this despite spending hardly a penny + playing the most beautiful, free-flowing football we've seen since the inception of the Premier League.

🚨Paul Merson tips a potential Arsenal double win as the greatest achievement in British football history. 🗣️“I’ll tell you something, if Arsenal manage to win the Premier League and Champions League this month, it’ll be the greatest achievement we’ve witnessed in British football history, I genuinely believe so. “I think it will be a better achievement than City’s centurions, better than United’s treble winning season as well as City’s. None will come close really” “Winning both competitions after such a barren spell will be an extraordinary feat. No team has done that before, absolutely no one!”

Resends are one of the easiest ways to drive incremental revenue from your email marketing program. This is one topic I've changed my view on massively over the last 7 years. Because data has shown me resends can generate over 100% more revenue quite frequently per campaign sent. However, most people execute them the wrong way, which leaves a lot of money on the table. A traditional resend is sent to "non-openers" in order to maximise reach. This makes sense when your goal is solely to maximise reach. However, what often works much more effectively (and is better for inbox providers like Gmail) is to simply tweak the subject line and resend it to subscribers who opened/clicked but did not convert. Why? Because they already shown intent with the previous email but didn't convert. Sometimes, a simple reminder within 24 hours is all they need. "Won't this be a negative experience for the customer?" In my opinion, this is subjective. We think nothing of circulating the same ads to people dozens of times a week to get them to convert. Sending the same email to somebody who has already seen it once before isn't going to severely damage your brand. Most of the time, subscribers are too busy to care. If negative intent signals spike, then yes, reign back on using this technique. But if you're pushing a hot sale or limited edition product with genuine scarcity attached to it, this is one of the most economical ways to drive more revenue from your existing customer database.

I speak to around 30 DTC brand owners a month. 90% of them are obsessed with trying to get more leads to covert to first time customers as opposed to... getting your existing customers to buy more from you. This is completely the wrong strategy and here's why: Once a customer subscribes to your database (via a pop-up or other source), 80% of those that convert tend to do so within 24 hours. Within 48 hours, it's around 90% with most data sources I've examined. For those that don't convert, we consistently hammer them with campaigns and pray that they'll be convinced one day to buy from us. Nothing necessarily wrong with this strategy - but it's playing the game on hard mode. Instead, you should be focusing on: 1. Improving first to second order conversion rates 2. Getting customers who already love you to spend even more with you through strong brand initiatives (memberships, limited edition drops, community, subscription, etc) Both of these will move the needle and significantly grow your returning customer revenue each year that meaningfully contribute to the bottom line. Yet so many CRM strategies are focused on trying to convince people to buy that don't have intent. Put the majority of your effort into getting people who have already bought to buy even more, and trust me, you'll start to see your retention revenue compound.