Matias Perelli

I'm looking for two eCom Klaviyo strategists to join my agency, remotely You'll work directly with me to create the highest-converting emails for successful 7 and 8-figure brands. Apply here: emailengineers.notion.site/We-re-Hiring-K…

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he just signed a klaviyo client ban the brand's meta account. good. pause their shopify payments. perfect. trigger their 2FA for the sixth time today. impeccable

my favorite slack emoji

@blvckledge I’m so sorry for your loss brother. he sounded like an absolute legend of a father

on the weekend i lost my best mate and my father for those who met him you’d know how good of a bloke he was a lot of you probably saw the posts over the years and knew how close we were. we did everything together. golf, jet skis, trips, banter, dancing, acting like kids half the time. the bloke just had energy about him. always laughing, always positive, always bringing good vibes wherever he went a lot of who i am today comes from him. how i treat people, how i approach business, how i am as a dad, how i carry myself with mates and strangers. always glass half full, always trying to bring energy, always trying to see the positive in every situation and make the most out of life. that all came from dad one thing i’ll always be grateful for is that i got to retire him young. i hated seeing him bust his ass working after everything he did for us growing up. he got to see me succeed, meet my son, become a grandfather, and be part of building echelonn with me. he met a lot of the team and got to see his son build something special he was also the one who came up with the word “echelonn” i’m also grateful i never left things unsaid. we spoke every day. i told him i loved him every day. we were open with each other emotionally and genuinely just best mates. two peas in a pod one of the last messages i sent him was “just wanted to say i really appreciate everything you’ve done for me. you’ve set a solid standard and a lot of how i move now comes from you. even though i’m on the other side of the world it doesn’t change anything. always good staying in touch. love you mate. father and best friend. none of this would be possible without you” i’m grateful for every year i had with him. the values he gave me. the mindset he gave me. the way he taught me to look at life i’ll keep living life for him, make him proud, and keep forging forward in honour of him this whole thing just makes you realise how short life really is. all the drama, arguments, ego and bullshit mean fk all in the end enjoy the little things. spend time with your people. have a laugh. go on the trip. say i love you none of us are here forever tell your dad you love him

Elevator music Miss it

My team and I have sold over $50M through Klaviyo. Here are the 2 most profitable lessons we've had to learn (and re-learn): Matias' Code Rule 1: Don't bore the reader. This is the root of all underperforming Klaviyo accounts. First: bored readers don't complain, they just stop opening. Then Gmail filters you. Then Klaviyo revenue stays flat and we blame "deliverability!". Ogilvy said it forty years ago: you cannot bore people into buying anything. Second: dull emails don't induce subscribers to read (and digest) the content. No reading means no persuasion can happen. Matias' Code Rule 2: The email does the selling. Most gurus say to "sell the click and let the product page do the work". But the product page has been there the whole time. If it was going to convert this person, it already would have. Build the Conviction inside the email. By the time they click, the decision should already be made. How? Long-form emails. Provided you follow Rule #1, length won't be a problem. Those are two of the most important rules in Matias' Code. If you break them, nothing else you do matters. You can A/B test subject lines for a year... Run send-time optimization, predictive segmentation, AI-generated product blocks. Doesn't matter. I've audited accounts doing $30M+ a year that only generate 10% of their revenue from email because they violate one or both of these. There are more rules. I'll get to them eventually. -Matt

5 types of Klaviyo users (only 1 should be on Klaviyo) 1. The Toyota Camry Has four basic flows. Welcome. Abandoned cart. Browse. Post-purchase. All set up two years ago and hasn't been touched since. No segmentation inside the flows. The "Campaigns" tab is decorative. Pays Klaviyo $1000/month for what a cheaper app would do for $450. If this is you, switch. You'll save 50% and lose nothing, because you weren't using anything. 2. Sir Blast-a-lot 50,000 people on the list and they make sure all receive emails. Open rates are 12.5% but who cares. No engagement segments. No suppression. Logs into Klaviyo. Sees the "send" button. Presses it. Kind of admire the simplicity to be honest. Would be better off with a cheaper alternative too. 3. The Hoarder 47 active flows. 213 segments. 1,500 tags. Built over three years by four different freelancers, two agencies, each of whom had "a system". The welcome series triggers twice on some people. A flow turned itself off in March 2024 and nobody noticed. Walking through this account is like an archaeological dig. Technically, this person is using Klaviyo's full feature set. They're also losing money to chaos. 4. The MoMA Spent 11 hours designing the last campaign. Open rate: 24%. Click rate: 0.8%. Revenue: less than what the designer charged. This person doesn't need more Klaviyo features. They need to remember email's job is to sell, not to win design awards. 5. The Sales Maximizer Words they like: Advanced segmentation. RFM. Predictive analytics. Send-time optimization. Custom flows for VIPs, lapsed buyers, second-purchase customers. Pays Klaviyo $2,400/month and shrugs. Because the data they're acting on is making them more than the tool costs to run. This is the person Klaviyo was built for. If you're a 1, 2, 3, or 4, you're paying premium for a tool you're not using. Switch to something cheaper, or become a 5. That's my honest recommendation. As for my "cheap" recommendations? I've heard good things about Omnisend. But admittedly that's just me being exposed to a lot of DTC/ecom content on X – most of which are shills – so do your due diligence. However I'd recommend against Brevo. They hide revenue metrics and make making good decisions harder than other apps. Anyway: We turn 1-4s into 5s. That's basically our whole job at Email Engineers. We work with the Sales Maximizers, not the cost minimizers. If that's you, then it's worth a chat. -Matt

@aporiabuilds Ogilvy, you'll only need chapter 2. it's a 10-min read

These arrived I’m so happy🔥 Which one to start reading first 🤔

@teostealth just conjure a quick alia or klaviyo pop-up, trigger it at 35 seconds and your list grows on autopilot

@EmailEngineers The hard part is building that list of people who actually want to buy from you

funny how if you spend 3 hours putting some words and some pixels in the right order, send it to a list of people who raised their hand to hear from you, suddenly $ 11k materialize in your Shopify

Alex Jones' take on DTC apps

@Seanfrank @esjesjesj

@esjesjesj But king George was born into wealth. Elon made things that people want. Can you agree that some ways to make money are more moral than others? If someone scrapes by stealing food from orphans, they are not somehow better than a rich man whose wealth comes from healing people

You’re literally richer than King George was

Reason I insist on text-based emails is simple: Buying is emotional, and brands are bad at emotions. "Feeling terrified of being the woman other women pity?" When a brand names a deep insecurity, the reader feels exposed. When a person names it in a text email, the reader feels understood. It is about who is doing the talking. And so text-based email let us appeal to the emotional part of the brain, where buying decisions are made. Designed emails can justify that later with logic.

@NotZainAgain lmao and same cryptic AF value proposition

almost fell out my chair will be suing for trademark infringement

POV: you hire Email Engineers to weaponize your Klaviyo

The case AGAINST AI in ecommerce: "AI demons" brands use AI for volume. E.g. Mass-test a thousand ad variations and let the algorithm handle it. The problem is that they burn through a lot of cash letting the algorithm find what works. 99 out of 100 ads weren't going to work in the first place. The winning rate of "non-AI-demon" business is much higher because they're more intentional in the ads they come up with. Their winning rate is much higher and so they don't burn though cash as much – which explains the 55% vs 32% profit difference. Volume is what you rely on when you don't understand the fundamentals. I find AI is amazing for admin and numbers work because AI is autistic and literal. Marketing requires more nuance, which AI can only fake. This is why I've been doubling down on the fundamentals so much. I've been re reading classics from Ogilvy, Hopkins and Schwartz. They paved the way for us and generated billions through their campaigns. I think it's massively arrogant to try and reinvent the wheel when human behavior hasn't changed much in the last 60 years. Our best emails follow the same formulas they were using in the '60s to come up with ads. - Don't bore the reader - Sell, don't educate. etc. And – according to Klaviyo – they generate 2-3 times more sales than what our client's competitors are doing. In the era of AI, I'm going OG.

consumers are consuming context: new product launch to a ~1300 person vip list

No one extracts as much money from email lists as Email Engineers® Your value: EE Median: Client's competitors EE is generating 4x more revenue per email sent. Do the math.

@OneJKMolina Don't sell the Epstein emails Sell the Epstein island

Selling pure info is a losing game because all secret info eventually gets revealed (See: Epstein). Selling capability (something others cannot get without you) is a stronger position.