Michael Galvin's Linkedin Analytics

3 underrated retention tactics that actually work: 1. Plain text emails in your post-purchase flow They break pattern, get better deliverability, and feel more personal than your standard promotional emails. 2. Direct mail for unengaged subscribers With Google's new deliverability rules, it's riskier to email unengaged subscribers. A simple postcard for key events can drive significant incremental revenue. 3. Survey questions in your email popup Instead of just collecting an email, ask ONE question about their pain points. Use the answer to customize welcome flows and identify which motivations yield higher-value customers. I've tested these with brands from $10M to $100M+ in revenue, and they consistently outperform the "best practices" everyone talks about.

If you run an eCom brand? You could be missing out on millions by not doing this: Collaborating with other brands to:  - Create new products  - Sell to the same customers multiple times  - Appeal to new customers more frequently The biggest benefit of brand collaborations? Novelty. Let’s say that you’re a coffee subscription brand. Someone’s just purchased 3 months worth of pods from. Which means that:  - Their demand is met  - There’s no novelty anymore There isn’t a strong enough reason for that customer to keep buying from you. Especially as they might want to try other coffees from different brands. In this case you could collaborate with another brand to create a new bland that’s:  - Unique  - Would appeal to them  - Positioned as new and not seen before This triggers novelty and encourages them to purchase from you again. It’s a new demand that you’ve created. You could even collaborate with a celebrity barista. You get the benefit of their fans and audience. They get the benefit of your brand’s customers learning about them. It’s win-win without any downside. Better yet: You could include other psychological triggers like scarcity with something like: “Celebrity collaboration - only 2000 capsules available”. It’s an easy way to boost sales and profitability relatively quickly.

This eCom lie needs to be addressed: “Replenishment emails are effective at driving repeat purchases”. They’re not if you don’t pair them with other strategies. Your repeat purchase rate also depends on other factors:  - Timing and need for the product  - Resonant pricing  - Product quality, results, social proof Most importantly? Product usage. If your customers aren’t regularly using the product? No amount of reminders will convince them to buy again. I even see this gap in the 7-8 figure brands that I audit. Their strategies are overly focused on reminding customers to repurchase without ensuring:  - Product activation (the customer actually uses the product)  - Consistent consumption (regular and ongoing use)  - Value maximization (customers get the most benefit possible) One way to ensure all of the above? A rock-solid onboarding flow that:  - Helps customers use the product  - Educates customers on all possible use-cases  - Informs customers on the best way to use the product This is more likely to boost repurchase rate than email reminders. Positive product experiences are what *actually* increases repurchase rate. Much better than trying to incentivise repurchases with discounts.

If you're an eCom brand and you’re not running your own tests or gathering your own data? You’ll be left behind by competitor brands in 2025. Sounds harsh but it’s true. It’s why my team and I are so big on testing our own hypotheses and making data-driven decisions. You can’t trust outdated blog articles on Google to dictate your strategy anymore - it’s not 2015! Let me put my money where my mouth is - this is a new test we’ve been running recently. We’re testing how offers respond to different traffic sources. The traffic types we’re testing are: - Organic search - Cost per click - Meta ads - Brand-intro campaigns For each source, we’re also tracking mobile versus desktop. Not only do we see that traffic source performs the best - we get data on the device used too. Before this, we had 3 questions we wanted to answer - Does a higher opt-in rate from a particular traffic source correlate with better lead-to-customer conversion? - Should discount offers be adjusted based on purchase intent signals? - Does the traffic source influence why someone is interested in a product? Most agencies just run standard discount offers. Without testing if other offers would lead to better results. I’m seeing more zero-party data being collected across the eCom space which is good. But there’s still so many unanswered questions that only data and testing can solve. Obviously we don’t plan to sit around until new insights become available. That’d be disingenuous to our clients. We’re pioneering tests, experiments, and trials constantly. This is probably why we generate $12,000,000+ per month for our DTC clients.

Increasing your repeat customer segment to over 40% isn’t a good idea. Yes, I said. Someone had to. In theory the higher the repeat customer percentage the better. But there’s nuance to it that most brands miss.  - It could lead to imbalanced growth. An unusually high repeat purchase percentage indicates not acquiring enough new customers. The business is cycling through the same customer base rather than expanding it.  - It could lead to list fatigue. The same customers are receiving more and more marketing messages. Eventually this could lead to engagement decline without enough fresh leads coming in. Even loyal customers have a limit to how frequently they purchase.  - It could lead to revenue plateaus. Even if the repeat customer percentage goes up, revenue can still stagnate. It’s the same customers after all, they have finite purchasing capacity.  - It could lead to sustainability risks. Without a regular in-flow of new customers, there’s not enough ammo for growth. Natural attrition could lead to the customer base shrinking. Healthy brand growth requires both retention and new customer acquisition. Retention is crucial for profitability. Acquisition is crucial for sustainable growth. You need both to shatter your growth goals in 2025. Need some help with specific strategies? DM me “GROWTH” and let’s talk.

This DTC pop up myth is getting out of hand: “You can use the same pop up triggers on every site page”. Wrong. We’ve built 1,000s of pop-ups. No two are ever the same or serve the same purpose. Pop Ups should match visitor intent and behavior on specific pages. Your pop ups should match visitor intent and behaviour on specific pages. Quick rundown: HOMEPAGE:  - Visitors are typically in browsing and discovery mode  - Pop ups should appear later after more time on site and more page scrolling  - This gives visitors time to explore before being interrupted LANDING PAGE FROM AN AD:  - Visitors have shown interest from clicking the ad  - They’re further along in their buyers journey  - You can afford to show pop ups earlier without turning visitors away PRODUCT PAGE  - Visitors are showing clear intent toward specific products  - Pop up timing should balance engagement with minimal disruption  - Pop ups should appear after visitors have had time to engage with product details  - But it shouldn’t appear too late as you’ll miss out on visitors with intent CART PAGE  - These visitors have the highest purchase intent  - Pop ups here should be careful not to disrupt the checkout flow  - Ideally they only appear if there’s exit intent Each page represents a different stage in the customer journey. Depending on the page they’re on, site visitors have different:  - Objectives (browsing vs. buying)  - Resistance levels (high vs. low consideration)  - Purchase readiness (research vs. ready to buy) So no. All of the pop ups on your website shouldn’t behave in the same way. Just like how prospects with different levels of intent behave differently. Your pop ups need to reflect this to capture and convert the highest amount of leads as possible.

Most eComs I work with are at $5-$50m in revenue. Here's my odd (but powerful strategy) - Spoiler alert: we don't obsess about retention. Most of my clients have:  - A great brand  - Good margins  - Excellent products  - Great repurchase rates  - Sizeable daily traffic numbers  - Most essential flows are fully built out They've got the basic stuff covered. Most of them even run well-known brands within their niche. If I just helped them to send more emails, I wouldn't have an impact. So, is there really much an email marketer can do to help? Here's how we move the needle… Tailor the customer journey. By this, we mean: 1. Working with acquisition teams To create a seamless Ad → LP → Welcome/post-purchase hand-off. This includes aligning our strategy with:  - Paid media  - Influencers  - Branding 2. Speak to each user's preference pre-purchase  - Zero-party data in pop-ups  - Customer ticket mining  - Reviews mining 3. Making decisions based on real data  - Look at marketing stats from Lifetimely  - Look at inventory stats from Cogsy  - Work with CFOs/financial ops Imagine a team whose marketing efforts are reflected in the P&L rather than those whose stats can only be found within the ESP. Who do you think you’ll work with? Yup. Solve root problems that matter to the business (e.g. net profit). Don't provide solutions that cure its symptoms (eg. repurchase rate). That's what we do!

Since 2019, we’ve run 1,000s of our own email and SMS marketing tests. We built an entire database of our own data no NO ONE else has access to. No other agency and no other eCom brand. To get access to these insights? You’d have to become a paying customer. But today I thought I’d share a couple gems. Specifically on some of our customer and market research findings. We did 20+ customer research tests and exercises last year. Which led to us disapproving a bunch of common email marketing misconceptions. I made a deck of slides that cover the top 4 misconceptions we busted. If you own a brand and want access to all of our up to date findings and data? DM me “AUDIT” and let’s chat.

We generate $12M+ per month for 30+ DTC brands. Here’s how we grow their lists without discounts: CONTEXT: When most DTC brands want to grow their list, they usually do one of two things: 1. Run excessive discounts (shrinks margin, less profits) 2. Spam their life with giveaways (freebie-seekers join the list). Yes. Doing these things will increase the size of your list. But it’s doing nothing for your bottomline. List growth or the size of your list doesn’t matter. OUR FINDINGS: We’ve run our own tests on this. Never shared this publicly as we keep a lot of our data/findings internal. But I’ll share this one: Discount shoppers have a 6-month lower lifetime value compared to normal shoppers. They buy less, spend less money on your products, and contribute less to your bottomline. The thing to consider is the trade-off between having more or less discount buyers on your list. Sure, discount buyers are “still” buyers that spend money on your products. But by running excessive promotions to your list - You’re losing margin on customers that would have bought anyway. Without a discount code. Which means less bankable profits for your brand. THE SOLUTION: Segmentation that only sends promotions to customers that’d only convert with a discount. The issue is that most brands don’t have the infrastructure to do this. We’ve cracked it and we built it out for our DTC clients. Hence why we’re able to generate $12M+ in otherwise lost revenue for each of them. Want to know our secrets to profitable segmentation that top 1% DTC brands are using? DM me “SEGMENTATION” and we’ll have a chat. I’ll learn a bit more about your brand and we’ll take it from there.

Since 2019, I’ve done 1,000s of audits for 7-9 figure DTC brands. Clients have shown me audits that other agencies have done for them. Most of them were AWFUL - here are 3 reasons why: #1 Hindsight bias Most agencies point out problems that are obvious after seeing the results. The issue is that it’s easy to point these out after you already have the data. Hindsight isn’t inherently valuable. It’s just looking at your brand and making obvious judgments. What is valuable is:  - Clear hypotheses about what might improve performance  - Specific data points supporting those hypotheses  - Defined goals for what success looks like  - Realistic timelines for implementation and testing Most brand audits just consist of generic best practices. They don't dig-deep into your brand specifically which isn’t valuable. Anyone can point out flow clashes, poor segmentation, or bad technical setup. Not everyone can make brand-specific hypotheses that’ll increase your bankable profits. A high-quality audit should be full of these. #2 Surface-level recommendations Most audits lack depth because agencies don’t take the time to: - Learn about your brand’s values and goals - Assess the type of customers you sell to - Consider your growth goals - Factor in your specific operational constraints Without this context? Audits are hypothetical. They’re not useful and you won’t take much away from the audit. The key is to dig deeper into what’ll genuinely lead to growth and more profit. #3 Most audits aren’t strategic enough Agencies don’t use your real data to make valuable recommendations. They should be examining:  - Inventory management systems (to understand product availability and popularity)  - Ad analytics platforms (to see how paid acquisition integrates with email)  - LTV analytics tools (to understand customer value over time) A huge red flag is auditors not asking about your business KPIs in the next 3-6 months. This just means that all they care about is email attribution. They don’t care about:  - Growing your brand holistically  - Increasing overall profitability  - Improving margins My main lesson? Audit the agencies that audit you. If they’re clearly email-focused and not concerned about your brand’s overall growth? I wouldn’t bother putting much weight into their audit. That said - If you want the most comprehensive audit you’ll arguably ever get? DM me “AUDIT” and let’s talk.

You’ll regret every day you haven’t used this Email sequence in your eCom. I recently used it with a client to double their sales. Read, digest and implement this ASAP: Gain - Logic - Fear Sequence It works well in lots of places, but it’ll supercharge your welcome flow. Email 1: Tapping into gain This is all about the benefits/features your customers get. Subject line examples:  - The quick and easy way to [get a benefit]  - The secret to getting [a benefit/s]  - The truth about [topic or benefit]  - Here’s how to get [a benefit]  - Want [a benefit] read this… Email 2: Appeal to logic This is about showing: it makes sense to get your products and stupid not to. Subject line examples:  - It’s not your fault  - Now it all makes sense  - Why you can’t get [a benefit]  - Does this make any sense to you?  - The surprising reason you’re still [getting bad results] Email 3: Triggering fear This is about speaking into the despair of life now compared to what it could be or what they stand to lose. Subject line examples:  - It’s a scary thought…  - You probably don’t even want to think about this  - Imagine [getting some undesired result]  - Don’t let [bad thing] happen to you…  - Warning: You’re in danger of [bad thing happening] Highly effective sequence I’d recommend running if you’re not doing so.

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I spent 10+ hours making this crash course for creating high converting DTC pop-ups. We’ve used this to build A+ pop ups for our 7-9 figure DTC clients like Unilever, Carnivore Snax, Dēpology and 120+ others. The crash course includes: - How to properly conduct A/B split tests - 2x ways to test pop-up performance (sequential & simultaneous testing) - How to run high-leverage split tests - How to set and reach testing goals - The 7x elements you need to test in pop-ups - Examples & KPI numbers to compare your results to We've built 1,000s of pop-up that've generated millions. We know what makes a pop-up do well, and what makes them underperform. You’ll find everything inside this document. Want access? 1. Connect with me 2. Like this post 3. Comment “POP-UP” I'll then send you the document. PS. Capping the amount of send I’m doing so be quick!

Hot take: Send your customers 2 emails within 24 hours of signing up to your list. Since 2019 we’ve sent millions of emails. Which which millions of data points on the most profitable: - Email frequencies - Email cadence - Email flows - Email volume One big learning we found is that 80%-90% of buyers convert in the first 24 hours. I,e, people that *were* going to buy all did so within the first day of signing up to the list. This told us that early interaction with customers was crucial. Most of the net new profitability was here so we had to optimize it. But instead of trying to make the first email perfect - We tested sending two emails within the first 24 hours instead. Customers were sent an initial email. But then a second one a little later with:  - A slightly different angle  - Slightly different messaging  - Slightly different copywriting But with the same offer. The result? We saw a 7% increase in the number of new paying customers. Nothing changed aside from sending that extra email. The bottomline is that you’ll get the most attention from new visitors on day 0. Don’t waste it. Use it as an opportunity to resonate with new visitors. Your 1st email’s angle/messaging/copy might not be resonant with them. But your 2nd email might be just what they’d need to convert. Don’t be afraid of sending more than one email to new visitors. According to the data, you’ll be more profitable.

6 years. $100M generated. 130+ DTC clients. Today I’m giving away ALL our secrets that have gotten us these results for FREE. Sounds too good to be true right? My team wishes it was because they told me not to give this away on Linkedin. But (probably) against my better judgement, you can have everything. Here are the secrets you get access to: SECRET #1: How to split-test your eCom emails for more conversions and profit SECRET #2: How to build top 1% profitable website pop ups SECRET #3: How to quality-check every email for maximum sales SECRET #4: How to get inspiration for emails from world-class DTC brands All inside 1 Notion doc. To get access - 1. Connect with me 2. Like this post 3. Comment “SECRETS” below I’ll then send it in the DMs. PS. 24 hours only.

This eCom myth needs to be stopped: “Design is always secondary to copywriting”. After generating $100M for our clients since 2019? I can confidently say that this is not always the case. It’s different for every brand’s:  - Identity and branding  - Target customer (what resonates with them, their pain points)  - Goals and targets It might be the case where aesthetics come first for your brand. You can figure out the best approach for your brand by:  - Gathering zero party data and learning more about your customers  - Testing design-based versus text-based emails and looking at your specific data  - Analyzing purchase behaviour patterns (do they gravitate to imagery with limited descriptions) The bottomline is that strategy rules all. If aesthetics and looks mean that you get more clicks, leads, buyers, and profit? Your strategy should reflect that. If pain-point based copywriting that educates the reader generates more profit? Your strategy should reflect that. Your biggest priority is getting your products in the hands of customers. Take the actions that give this the highest likelihood of happening.

I’ll just say it: eCommerce email marketing as a service is commoditised. Sorry email bros, but let’s be honest here… eCommerce brands are tired of hearing the same claims over & over again: “I’ll get you to 30% email marketing revenue in 2-3 months” “I’ll outperform your current flows or you don’t pay”. I don’t know if there’s a marketing book or course that everyone’s pulling these claims from… But to me, it’s got to stop. I actually clocked on to how commoditized email was set to become years ago. It’s the reason why I’m so big on differentiating how I do service delivery for brands. My biggest differentiator? It’s none other than zero party data. Think about it - what’s the best & easiest way to sell more products? It’s knowing your customers “more than they know themselves” DNA-deep understanding of your consumers lets you create the best marketing campaigns possible. You can guess what’ll work - but you’ll probably be wrong. Instead - why not just ask your customers directly? It’s the most potent way to understand your buyers inside out. You can do it through:  - Quizzes  - Checkout questionnaires  - Asking for product reviews  - Social media polls  - Feedback forms And a bunch more ways. Most email bros don’t do this - they’re leaving money on the table for your brand. Collect zero party data. You’ll thank yourself when you have data that lets you understand your buyers inside out.

I spent 10+ hours collecting our top performing email campaigns & added them onto 1 doc. The result? A swipe file of 13 gold-standard email campaigns that you can steal from me. The swipe file includes our best: - New Product Launch Campaign - Partnership & Collab Campaign - Product Highlight Campaign - Quiz Campaign - Bundle Push Campaign - Season Update Campaign - Lifestyle education Campaign - Us vs Them Campaign - Customer Transformation Campaign - Reviews Campaign - Authority Campaign Our best performers over the last 5 years, all at your fingertips. To get access: 1. Connect with me 2. Like this post 3. Comment “CAMPAIGNS” below I’ll then send it over

I spent 18+ hours building this swipe file of high-performing email campaigns and flows. It includes 300+ campaign examples and 65+ flow examples. I showed it to my email team and they told me it felt like an UNFAIR ADVANTAGE. They literally use it for inspiration to write new profitable bangers for our 7-9 figure clients. I’ve packed it with the best and most profitable emails that I could find:  - Abandoned checkout flows  - Post-purchase flows  - Welcome flows  - Product education emails  - Review showcase emails  - Authority emails  - Product highlight emails This is PERFECT if you’re looking to shatter your growth goals this year. Want access to this massive swipe file? 1. Connect with me 2. Comment below (anything) 3. React to the post I’ll then DM it to you directly

I barricaded myself in a room and didn’t leave till I created the best DTC swipe file on LinkedIn. I’m now in possession of this deck of 84 emails that have generated $3.2M for my clients. It’s so good that I almost considered charging $197 for it. But I want as MANY people as possible to get their hands on it. I’ve already shared it with my team and they’re creating some of the best emails I’ve ever seen. Inside you get examples of world-class:  - New product launch emails  - Partnership and collaboration emails  - Sales emails  - Giveaway emails  - Highlight emails  - Quiz emails  - Bundle emails  - Seasonal update emails  - Lifestyle and education emails  - Us vs Them emails  - Customer transformation emails  - Reviews emails  - Authority emails It’s as comprehensive as you can get. Take the emails. Dissect them. Take the winning elements of each and apply them to your own emails. To get access - 1. Connect with me 2. Like this post 3. Comment “swipe” below I’ll then send it over.