Taken Digital

Founder & Lead Strategist

Pavilion

Executive Program Member

Supreme Optimization

VP Digital Strategy

Wired Messenger

Director, Digital Strategy

TD Bank Group

Post-MBA Leadership Program

RBC Royal Bank

Business Architect (MBA Internship)

Deloitte

Senior Consultant

Dadpreneur helping Marketing Execs of Baby + Kid brands add more profitable customers without 💩 promo emails + sms | 18+ years | 100+ brands (worth $500B+) | Give me 15 days to find $10k+ for your brand

With over 18 years of consulting and marketing experience, I've worked with and grown a lot of amazing brands. 

I've worked with startups and enterprise organizations in industries including eCommerce, Tech, CPG, Financial Services, Telecommunications, etc. 

A few brands I have had a chance to help grow:
ACCO Brands, Air Canada, AT&T, Aviva Insurance, Bick's Pickles, BMO, Bouclair, DSW Shoes, Folger's, Harvey's, RBC, Rogers, Smuckers, Swiss Chalet, TD Bank, Telus, The Shoe Company 

What I am working on now and how I can help:

➡️ Helping Shopify eCommerce stores profitably scale to 8-9 figures 

➡️ Developing email + sms marketing strategies and implementing AI to drive growth. 

➡️ Volunteering my time to develop leaders, improve DEI, and help people battling mental health issues 

If you're interested in chatting more about anything you see here, feel free to connect and send me a message.

I posted every day here on Linkedin for the last 30 days.

Here's what I've learned.

Let’s start with the stats over the last 28 days:
→ 36,284 post impressions (up 63.7% from previous)
→ 2,840 followers (up 17.9% from previous)
→ 905 engagements (up 75.4% from previous)

Not mind blowing but seeing progress.

Reminding myself, it takes small steps to get to where you want to go.

Here's 3 things I've learned:
→ Be clear: Tell people what you do and who you do it for
→ Be proactive: Connect and engage with “your people”
→ Be social: Comment more than you post

Here’s the biggest thing though that I’ve learned…

→ I was scared people wouldn’t give a shit
→ I was scared to post about who I really am 
→ I was scared to talk about more than just email + sms marketing

I was scared to be really authentic.  

The funny thing is, I’m still learning who I am through trying to be authentic. 

Here’s a small look at who I am beyond someone running a marketing agency. 

→ I’m a struggling dadpreneur of 2 boys looking for better balance  
→ I’m an engineer > marketer who uses spreadsheets for everything 
→ I’m an introverted leader craving to see more “Quiet Success” 

The biggest lesson as I continue to post more here: 

Don’t try to be something you're not. 

Be you and be okay that’s enough. 

Jason Hui

Dadpreneur | Email + SMS Marketing | 18+ years | 100+ brands (worth $500B+) | Let us find 20% more revenue for your brand

This is a typical email welcome flow for a DTC eCommerce brand…

and it is missing one key ingredient.

Before I tell you what that is, let's break down the structure.

The order might be different and you can combine some in one email.  

But the key components in every flow include:

📧 The Offer - a discount or gift to get email addresses
📧 The Story - a story that emotionally connects with values
📧 The Proof - the reasons (reviews) for customers to trust you
📧 The Products - best sellers/quizzes to help them pick what to buy  
📧 The Urgency - last chance reminders sent to get customers to act now  

Now here’s what’s missing… 🤷 the customer. 

Brands are not focusing on customer needs. 

They set up this common framework instead. 

The problem is, all your competitors are using the exact same framework. 

So to your customers, all the brands look and sound the same. 

Understanding customers better than your competitors is how to win. 

Here are 5 things you need to know and embed into your flows:

1️⃣ The Persona - if you have different personas, they need separate flows. 
2️⃣ The Pain Point - what triggers customers to buy. Resonate with the pain.  
3️⃣ The Differentiators - What makes you different from others. 
4️⃣ The Alternatives - what hasn’t worked. Show them you know them.
5️⃣ The Friction - what’s stopping them from converting. Address this.  

Fundamentally understanding your customer is the key to conversion. 

And a messaging strategy is what’s missing from most welcome flows.  

I’ve seen thousands of welcome flows over 18+ years in marketing.  

Very few brands do this. 

That’s exactly why it’s so powerful. 

If you want me to post about our process for building messaging strategies. 

Let me know and I’ll break it down in a future post. 

♻️ Repost if you found this helpful and let me know in the comments if you’d like to see the process.

I struggled a lot with confidence in my 20s and 30s. 

I always felt like other people knew more than me.

That I was a fake and an imposter.

That I was pretending to be something I'm not.

Earlier this week Santo Ligotti, CM asked me to do a guest lecture. 

I talked to his York University class about Lifecycle Marketing. 

If you would have asked me to do this even 5 years ago. 

I would have said no. 

I would have felt like there were others that would be more qualified. 

Despite having experience with brands making 8 and 9 figures… 

I still felt like an imposter. 

Here’s what I’ve learned to realize. 

Anyone and everyone that I’ve talked to who has achieved incredible things… 

Feels the exact same way. 

Some hide it and others talk openly about it. 

When you feel like an imposter, it means you are growing. 

That growth is compounding. 

When you start feeling like an “imposter”... 

Feel good about it. 

Realize that you’re not alone. 

More than anything….

Realize that if you want to grow...

You should try to feel like an "imposter" as much as you can.    

♻️ Repost if you found this helpful or give me a follow at Jason Hui

Here’s the # 1 reason why all the email “A/B test optimization” you are doing isn’t actually driving additional revenue for your eCommerce brand. 

I’ve seen this issue even in bigger brands making $800+ million a year. 

You are not setting up the test and interpreting the results correctly. 

You are actually optimizing for attribution, not incremental revenue and profit.  

Here’s a simple example. 

A lot of brands set up A-B tests for Checkout Abandonment. 

They might test a delay of 1 hr vs. 2-3 hrs for when to send the first email.  

Let me save you time.

If you’re only looking at placed orders for that first email.  

1 hr always wins. 

But here’s the thing. It’s not that simple. 

Get curious. 

→ Do people buy without the reminder? 
→ Would people buy anyway without a discount? 
→ Are we annoying people by sending too many emails? 

Don’t just look at one metric. 

Understand the impacts of the experiment. 

Here’s what I would recommend for a better test. 
→ Split your flow into 2 cohorts 
→ Tag 50% of the profiles as Control vs. Test
→ Capture the flow start date 

Now look at the results and the bigger picture of what’s happening.  

Here’s a few segments to pull to get you started:
→ Number of people in each cohort last month
→ Discounts used by cohort last month
→ Placed order by cohort last month
→ Unsubscribed by cohort last month
→ Marked as spam by cohort last month

Don’t blindly “optimize” without seeing the bigger picture. 

Set up and interpret your results correctly.

Optimize for results, not attribution.  

♻️ Repost if you found this helpful or give me a follow at Jason Hui

This is one of the more powerful features most brands aren't using in Klaviyo. 

It's being totally ignored. 

In the flow builder, the "Update Profile Property" action lets you add data to customer profiles. 

We have over 20 standard flow annotations we add to every Klaviyo account. 

Here's one example: First Purchase Date 

Set up a flow that triggers on Placed Order events. 

Collect First and Last Purchase date of your customers using conditional checks.

What can you do with this? 

Here's one example:

→ Export your purchasers into a sheet
→ Add =DAYS(first purchase date, create date) 
→ Analyze how long people are on your list before they buy
→ Adjust your Welcome Flow to take into account what you learn  

Start using data annotations to: 
→ Provide additional data for analysis
→ Create customer segments
→ Power dynamic content in emails

We are putting together some documentation on our full set of data annotations. 

Let me know in the comments if you want to see it when it's ready. 


I grew up as a shy Asian kid with immigrant parents. 

Here’s what I learned growing up.

→ Put your head down and work hard
→ 98% means you f*cked up twice
→ Worry about losing face (面子) 
→ Respect your elders
→ Be humble  

Then I started working… 

I spent the next 20 years trying to unlearn the lessons my parents taught me. 

What worked for them didn’t seem to be working in a corporate environment. 

→ I needed to be loud and shout about my accomplishments
→ I needed to stop caring about what other people think
→ I needed to fail fast and learn from it
→ I needed to speak up if I disagree
→ I needed to network more 
→ I needed to be less quiet 

I tried to transform myself into someone else for the longest time.

I tried to fake it till I made it. 

But I was miserable and here’s the reason why…

We all need to work on ourselves. 

To be a better version and to work on the things holding us back. 

But we also need to feel like we’re “enough”. 

Confidence and mindset is what drives a lot of success. 

That was the missing piece that held me back from achieving my goals. 

Don’t let it hold you back from yours. 

♻️ Hit that repost link if you found this helpful and let me know in the comments if you agree. 

Fake it till you make it

I’ve been posting a lot here on Linkedin over the last 60 days.

This is what I’ve learned since my last recap 30 days ago. 

Let’s start with updated stats (last 28 days):
→ 70,657 post impressions (up 54.4% from previous)
→ 3,353 followers (up 21.3% from previous)
→ 1,250 engagements (up 8.2% from previous)

Continuing to make progress even though it doesn’t feel like it at times. 

Continuing to take little steps one at a time.

Continuing to focus more on my inputs over results. 

Here's the 3 things I've learned since my last recap:
→ Connect - I need to be sending more connection requests  
→ Comment - doing this leads to a goldmine of new ideas
→ Content - some do well, some don’t -> that’s okay. 

Here’s the biggest thing I learned though. 

I still don’t know what the f*ck I’m doing. 

Despite some success at least in the metrics I’m seeing. 

I’m not exactly killing it if I think about why I came here in the first place. 

I had no intention of building a “personal brand”. 

I came here like many to try and get business. 

But here’s what I’ve been thinking about a lot recently. 

Social media and Linkedin in particular was built primarily for connecting people. 

In the case of Linkedin it was a tool for networking.  

But is it actually doing that? 

What it’s become for a lot of businesses is a sales page and micro-blog. 

A way to get in front of your target audience to try and get them to buy something from you.

The truth is…I hate this. 

We’re ruining the intention of what social media actually was meant for. 

I’m also learning that focusing on selling doesn’t actually work very well (at least in my scenario). 

But you can either complain about something or try to be part of the solution. 

Here’s my new focus for the next 30 days.

→ Join more interesting conversations
→ Meet more people doing cool things 
→ Help the younger version of me
→ Strengthen my relationships
→ Share the things I know 

Not sure this will lead to helping my business or not. 

But it feels like it’s the right way to do this thing 

…at least for me. 

It’s not everyday you get career advice from a CMO...

Last night at American Marketing Association (AMA), Toronto's Legendary Leadership Series we got to hear from a Marketing Hall of Legend inductee, Sandra Sanderson. 

She's the CMO of Empire Company Limited and Sobeys Inc.

It was such an amazing talk and she shared so many insights. 

Big thanks to Santo Ligotti, CM, Sharifa Khan (our amazing lead sponsor with Balmoral Multicultural Marketing) and Amy Corman who all did such an amazing job hosting and leading the discussion.

Here are a few of my many takeaways from that talk. 

→ No one is ready to be a leader
→ Use people’s doubt to fuel your own growth
→ Ask yourself what would you do if you’re not afraid
→ Being a manager and a leader are two different things  
→ Be proud to be an outsider. It lets you be an agent for change 
→ When in doubt, focus on customer insights to drive your strategy
→ Don’t just think about what you want. Figure out what you don’t want. 
→ Practice confident humility, rely on others to teach you things you don’t know

These were just a few of the amazing lessons I heard last night. 

But there was one story in particular that resonated with me. 

Sandra talked about having to do a play (Cinderella) in grade 4 at her school. 

There were only 2 kids that didn’t have a role and Sandra was one of them. 

She wondered what was wrong with her? 

She didn’t invite her parents or tell them about the play in embarrassment.

But she turned it around the very next year.   

She went for it and during auditions she was voted as having the best death scene and got the role she wanted. 

I had a similar experience (at least the first one).... 

When I was a kid, I got a role in our school play, Grease.

I was the DJ. 

I didn’t say anything and I just stood in the corner pretending to play music. 

At the time, I was so happy about the role I got. 

I was terrified to speak on that stage and it was the last thing I wanted to do. 

It’s taken me many many many years to not feel like that little kid.  

To feel like I deserve to be on a stage and I deserve to have my voice heard. 

As I post here more on social media, I think a lot about that. 

There are days where I still feel like that quiet kid not wanting to say anything.

But there are other days, I can't wait to share my stories. 

Sharing with people what Quiet Success looks like. 

We all deserve to have our voices be heard. 

It’s up to you to find yours and share it with others. 

Go Greased Lightning!

P.S. This was such a great event. I just wanted to also thank all of the amazing volunteers that made it happen. It’s such an enormous lift to make something like this happen. Sai Santosh Shetty, Nida Parvez, Sanaz Koosha, Sonika Kamra, Aastha Shah, Duo Ma, Jessica Siu, Priya Ganguli, Akshay SR, Amanda Phuong, Hyeran Sung, Lulia Luong and the army of other volunteers I may have missed. Thank you for making this event such a success. There is no AMA without you.  

What are some key insights on leadership?

Quick reminder to myself and everyone else who might need to hear this.

- Get off LinkedIn
- Get off Instagram
- Get off Facebook
- Get off TikTok
- Get off X

…and go spend some time with your family and friends.

See you Tuesday. 
(My social out of office message)

If you want to be an entrepreneur, these are the 3 things you need.

I’ve been doing this for 5 years and only realizing this now. 

1️⃣ Courage

Without courage you will never take the first step. Your self doubt will force you to not take the steps you need to take. Most people don’t get off the start line because they overthink and aren’t willing to have the courage to do something they aren’t sure they can do. 

Courage lets you take the first step. 

2️⃣ Discipline

Without discipline, you’ll quit when things get hard. You won’t do all the boring things. You won’t do all the hard things. Entrepreneurship is not as glamorous as it sometimes seems like it is. You’ll just jump from thing to thing without making any progress if you don’t have discipline. 

Discipline keeps you taking the steps you need to take. 

3️⃣ Confidence 

After taking 1000s of steps. You gain confidence. Until you’re really confident in what you are doing. No one else will believe you. You need the self confidence that you can do this. Confidence sells and the only way to true confidence is doing the work.  

Confidence comes after taking lots of steps. 

♻️ Give this a repost if you found this helpful and let me know in the comments if I’m missing something. 

Sometimes, our kids are the ones teaching the lessons.

This morning I cancelled all my meetings. 

I’m heading over to my son’s school.

My son won his grade 4 speech competition.

His reward…

He gets to present to a gym full of students, parents and judges 

He is terrified. 

He didn’t want to do it.  

→ He cried. 
→ He begged. 
→ He pleaded. 

“I don’t want to do it. I really really don’t want to do it!!!”

I get it. 

He actually reminds me a lot of myself.

I was always super quiet and shy. 

I remember as a kid pretending to be sick for my presentation to avoid it. 

But all that did was kick the can further down the road.

Avoiding what you’re scared of doesn’t fix it. 

It just makes those fears resurface over and over again until you face it. 

As we talked to him about why he needs to do this. 

→ Why he should be proud that he’s already won. 
→ Why he shouldn’t compare himself to the older kids thinking they’re better.  
→ Why he should have fun with it instead of freaking out. 

I felt like I was talking to myself. 

Telling myself the same lessons I needed to hear for things I’m afraid to do.  

Doing the things that you are afraid of. 

The things you really really don’t want to do.

Are the ways you grow. 

If you’re avoiding something. 

It might be time to get on that stage and just do it. 

P.S. Give kids more recess time. 

♻️ Repost if you found this helpful or give me a follow at Jason Hui

Dynamic content is broken in email marketing and hardly anyone is using it. 

It’s pretty useless and I have 18+ years of looking at email accounts on Salesforce Marketing Cloud, Marketo, Klaviyo, etc. to prove it. 

I’m not talking about {{ first_name|title|default:'there' }}.
I’m not talking about the products that you left in your cart 
I’m not talking about the products you bought that are running low.

That’s just scratching the surface of what is marketed as "dynamic" content. 

I’m talking about collecting the data signals that people give you.

→ The products they are most interested in
→ The problems that are trying to solve
→ What they consider important

Then showing content to people to show them how your brand can help. 

→ Dynamic Product Recommendations
→ Dynamic Social Proof
→ Dynamic Messaging
→ Dynamic Offers

The reason these aren’t set up dynamically in most cases…


Here are 3 of the big ones:
→ The emails break (hi gmail clipping. Nice to see you again.)
→ It creates too much work (not worth the effort)
→ The reporting sucks 

You are better off separating these into individual segments, campaigns and flow emails.

→ This will let you better track the data and performance. 
→ It’s actually less work than building dynamic content. 
→ The emails won’t break from bloated extra coding. 

Dynamic content might be used for simple on-off scenarios. 

Here’s a few use cases:

→ Show Subscribe to SMS banner image to non subscribers
→ Show Join Loyalty Program to non program members 
→ Show Prospect Offer Reminder to non purchasers

But the truth is, you're probably better off creating seperate emails. 

This is such a missed opportunity for email platforms. 

Is dynamic content really solving what it was supposed to solve? 

Is email really that personalized to the reader? 

Let me know your thoughts in the comments! 

♻️ Repost if you found this helpful or give me a follow at Jason Hui

Pop Quiz: Which email A-B test variant drove more DTC eCommerce conversions? 

Hit 👍 for A - BOGO50
Hit ❤️  for B - 25% OFF

There are a lot of options for what you can A-B test in your emails:

→ Frequency & cadence
→ Call to Actions (CTA)
→ Promotional Offers
→ Send Day of Week
→ Personalization
→ Segmentation
→ Subject Lines
→ Email Content
→ Email Layout
→ Send Time
→ Headers
→ Footers

You should always let your data and goals drive that prioritization but I think offer testing is something that tends to not get tested enough. 

In some cases, is discounting even helping or hurting your brand in the long run? 

There's only one way to find out. Test it. 

So let me know with your vote and comments. 

Who do you think was the winner of this test?  

Here’s a fun fact: 99% of the advice you see online is wrong. 

Let me explain.

People out there, generally are not trying to give you bad advice. 

They're just giving you their perspective. 

So 99% of the advice out there isn’t wrong or bad.

It just doesn’t apply to you and your specific situation. 

Here’s an example. 

Focus on “quantity over quality” when you post on social.  

This is great advice for me.

The reason…

I’m a perfectionist and I over think a lot. I won’t hit publish when I should.   

I typically want to edit every single post literally a minute after posting it. 

Just yesterday, I forgot to upload a photo I had.

But if I keep focusing on perfect, I know I’ll never post. 

This advice is exactly what I need to hear. 

For someone else…

This could be terrible advice. 

Let’s say you’ve already been posting every day for the last year.

Quantity isn’t your problem but you're struggling to get traction.  

The root issue is different so the advice needs to be different. 

99% of the advice you see is not meant for you. 

The challenge is finding the 1% that does. 

♻️ Repost if you found this helpful or give me a follow at Jason Hui

I got 99 Problems

Here’s the real reason the retention marketer for your DTC eCommerce brand quit last week. 

I’ll let you in on a little secret…

You were asking too much from them.

These are the skills needed for a top tier email marketing program. 

↳ Someone who can come to the office 3 times a week  
↳ Someone who can systematically test and iterate
↳ Someone who has a passion for email marketing
↳ Someone who smiles after 6 rounds of revisions 
↳ Someone who has a passion for your industry  
↳ Someone who knows CSS and hates Outlook   
↳ Someone who doesn’t mind lots of meetings
↳ Someone with a strategic mind but executes
↳ Someone who can tell you what DMARC is 
↳ Someone who can decode “I don’t like it” 
↳ Someone with a good eye for design 
↳ Someone who is constantly learning
↳ Someone with amazing PM skills
↳ Someone with a way with words
↳ Someone with an eye for detail 
↳ Someone who is analytical  
↳ Someone who’s organized

↳ Nice to haves: Can make a soufflé 
↳ Nice to haves: Can run a marathon
↳ Nice to haves: Can solve a rubik’s cube  
 
I’m sorry to break the news to you...

The unicorn you want to hire doesn’t exist. 

For smaller brands, there are people out there that are good at some of the things on the list and your budget doesn't justify an agency or building an in-house team yet.  

As you scale though...

If you want the highest levels of execution for all of these things. 

If you want “great” results. 

You need more than one person. 

We have multiple people on a brand’s account and hire for all of these roles: 
 
 ↳ Strategist
 ↳ Project Manager
 ↳ Account Manager
 ↳ Deliverability Specialist
 ↳ Creative Designer
 ↳ Klaviyo Specialist
 ↳ Data Analyst
 ↳ Copywriter  
 ↳ QA

Specialized roles allow people to lean into their superpowers and focus on what they love doing while learning about other skills they don’t yet have. 

If you keep looking for a new retention marketer. 

...and you can't seem to find the "one". 

You might have a different type of "retention" issue. 

This is a typical checkout abandonment flow for a DTC eCommerce brand…

and it doesn’t work very well. 

Let’s break down the structure. 

The timing might be a little different and you might only see 2-3 emails.  

But this is what I’ve seen in 100s of accounts and in my 18+ years in marketing: 

📧 The Reminder - a dynamic reminder of products 
📧 The Offer - a discount to complete checkout
📧 The Ladder - increasing discount to complete checkout
📧 The Urgency - last chance reminder to act now  

Now here’s what’s missing… 🤷 customer insights. 

Brands are not focusing on customer needs. 

Every brand follows this same recipe and so every brands look and sound identical. 

Understanding customers better than your competitors is key.

Here are 4 things you need to learn and embed into your flows:

1️⃣ The Trigger - what is causing them to abandon checkout
2️⃣ The Friction - what hesitations do they still have. Address them.  
3️⃣ The Segment - split at a minimum based on buyers vs prospects  
4️⃣ The Why - why the brand? Why your product? Differentiate.   

Understanding your customer is the foundation to conversion. 

Before you send another email. 

Start with gathering customer insights for better messaging. 
 ↳ Send out surveys and feedback emails
 ↳ Talk to your customer service team
 ↳ Do customer interviews 

Get the insights so you can differentiate yourself from your competitors. 

♻️ Give this a repost if you found this helpful and let me know in the comments what you’d love to see me post about next. 

Loving some of our recent email creative for a few baby and kid brands. 

Quick reminder: If you don't know who is on your email list...
Find out before trying to help them (yes, help them. not sell them)

If you know any baby or kid brands that need a refresh, hit me up in my DMs. 


This is one of the biggest challenges marketing executives deal with. 

I’ve seen this issue for 7 figure brands but equally for 8 to 10 figure brands. 

It prevents you from getting the real results the brand is hoping for. 

Getting your teams to work together...

Not against each other. 

Most marketing teams are made up of a combination of:

→ In house employees
→ Freelancers
→ Agency partners

In the perfect scenario, these groups are all working together in harmony. 

→ They're sharing ideas 
→ They’re communicating with each other regularly 
→ They are tracking KPIs related to team goals and channel goals 

When this isn’t the case. 

What you will find instead is dysfunction. 

→ Finger pointing 
→ Trying to take credit through wonky attribution
→ Hiding information from one another 

This isn’t always individuals at fault here. 

A lot of it is just the environment they are thrown into. 

Here are a few ways to improve things by making sure you: 
→ Share overall strategic business goals 
→ Share overall marketing goals and their alignment to business goals
→ Create collaboration by having cross-team touch-points and communication
→ Align incentives to drive brand performance not individual performance

There are a lot of teams that are dysfunctional. 

Don’t let that be yours. 

♻️ Repost if you found this helpful or give me a follow at Jason Hui

This is an important acquisition strategy that gets ignored by eCommerce brands. 

It’s even more important in the Baby + Kids products and services category where word of mouth plays a huge role in the buyer journey. 

92% of consumers trust recommendations from friends and family more than any other form of advertising.

Yet, the global average referral rate for eCommerce is only 2.35%. 

That means only 1 in 50 sales are from a trackable referral. 

Investing time into increasing this KPI is something your brand needs to do.  

Here are a few ways you can move the needle in the right direction:

→ Incentivize referrals + make it easy to do
→ Improve the customer experience (surprise & delight them) 
→ Build a sense of community (this doesn't end after the transaction)
→ Drive awareness across channels (email, sms, social, etc.) for engagement 

Customers are willing to do your marketing for you.

You just need to give them a reason to. 

♻️ Repost if you found this helpful or give me a follow at Jason Hui


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