No Limit Email

General Manager

Path Digital Solutions

Took point for all strategy and implementation within the agency
• Managed end-to-end delivery of all ops for Shopify and WooCommerce store builds/optimisation, Klaviyo and ActiveCampaign email marketing automation builds/optimisation, Manychat/Intercom chatbot builds/optimisation
• Supported lead consultant in conducting training sessions for clients and their teams
• Conducted ongoing weekly training for in-house team members and partner agencies
• Piloted pods of copywriters, designers and Klaviyo specialists for email marketing execution
• Boosted company's delivery systems by transitioning from fully custom solutions to more streamlined productised services

Head Of Marketing Strategy

Led all agency and client sales and marketing programs
• Oversaw all projects, working with multi-disciplinary team of web developers, graphic designers, project managers, customer success managers
• In charge of developing marketing tech stacks and ensuring seamless flow of data across platforms and software.
• Took charge of training internal team to ensure all staff in Singapore and overseas are ahead of the curve
• Championed the implementation of chatbot marketing as a new service offering, resulting in increase in average deal size
• Collaborated with partner agencies such as Search Engine Optimisation, Search Engine Marketing, Facebook advertising, Public Relations and more.
• Led sales and marketing alignment for client teams, working with business owners, marketing teams, sales teams, customer support teams and logistics teams to create a frictionless user experience and efficient hand-off

Content and Marketing Automation Manager

Managed copywriting for websites, emails, ads, social media, long-form content and video scripts
• First hire of the agency, growing the team from 1 to 9
• Advised clients on digital marketing strategies through lead generation campaigns, using a variety of martech tools
• Charted business plans with senior management to ensure alignment all company objectives were met
• Created SOPs for new hires and workflows for internal project handoffs, increasing team efficiency by up to 10%

Copywriter

jo'voix

Spearheaded all content marketing projects
• Led a team of remote content writers to execute content marketing programs for brands and service providers in the health & wellness space for ecommerce and B2C brands
• Consulted founders and orchestrated demand marketing strategy together with client marketing teams. This included marketing managers, content writers, creative teams and media buyers for amplification
• Trained Jo-voix's writers in copywriting, copyediting and using content to drive an inbound marketing strategy for clients

Founder

Fitness Movement

• Launched a new business arm for corporate health retreats, creating a base of freelance fitness trainers from scratch, building relationships with hotels and corporates
• Grew partnership base by up to 10%, using cold outbound and in-person networking
• Helped secure sponsorships for physical bodybuilding fitness events

Sales And Partnerships Executive

Pink Parlour Singapore

Marketing for 6 branches across Singapore
• Launched online>offline subscription ecommerce programme for traditional nail,waxing,spray tan packages. Reduced customer churn by almost 5% within 90 days of implementation
• Managed influencers and assisted with brand partnerships as part of evergreen marketing strategy
• Created content optimised for SEO and worked with designers for organic social
• Stayed on top of online customer support tickets and liaised with Operations Manager/beauticians on the ground to improve customer experience
• Worked with external vendors – paid search, paid social and branding to ensure a holistic marketing strategy

Marketing Communications Executive

DBS Bank

Corporate Banking Analyst

I'm a learner who is constantly fascinated by systems and processes.

When I was a kid, I loved to destroy my toys; then build it back up again. I wanted to understand how all the different parts came together to make it work. As I grew up, deconstructing concepts and giving context to content became my thing.

You see, for the longest time, agencies operated (and still do) in a black box. No one knows what's being done, what to expect and why it's done that way. Naturally, I can't stand that. 

I want to help businesses that deserve to win.

If you're an e-commerce founder who needs a reliable partner to generate sustainable revenue for your business...

DM me or schedule a call.

My goal as a manager is simple.

Get every team member trained so well that others want to poach them.

And I’m ok with that.

No employee is expected to dedicate their life to the company.

Also, hard truth:

No one is irreplaceable.

If you’re leading a team, chill. You can find other talent.

If you’re an implementor, know your value but don’t be unrealistic.

Back to my point.

Now, if I can get every single person performing at standard so good that:

they have better opportunities and leave…
they have other opportunities and choose to stay…

I’ve still done my job as a coach.

Because good talent means the agency performs better.

The team is happy, clients are happy, managers do less reviewing.

Win-win-win.

Josh Tay

Someone help me understand this...

Do men often call other men babe?

Not where I'm from.

It's not even a matter of segmentation.

Sounds like someone copy and pasted the same subject line for both menswear and womenswear, and there wasn't any QA done.

Our client sells a lot on Amazon.

They also have a huge affiliate network.

As we scale, Klaviyo attribution will naturally be diluted.

It doesn't mean it's not effective. 

What matters is that our Email/SMS strategy supports the business and all its sales channels.

Get customers to 1) buy faster, 2) more and 3) more often with Email, SMS, Direct Mail | ⚡️ I help 7 figure ecommerce brands breakthrough the 10M glass ceiling

3 things I never understood about e-commerce stores.

Brand owners and marketers always agree.

Yet it’s not translated to real life:


1/ Most people work from 9am-6pm.

They can’t shop at work.

Yet most customer support is only available 9am-6pm.

See a problem?

But no, brands decide to send NPS surveys instead, then wonder why return rates are so high…

Um, maybe provide support when people actually shop?


2/ Most people sleep from 10pm-6am.

They don’t use their phones.

Yet I receive SMSes all the time during THEIR working hours.

Newsflash: Not everyone is in your timezone.

See a problem?

But no, brands send even more campaigns to make up for the lack of revenue…

Um, maybe turn on quiet hours.

Or send during recipients’ time zone?


3/ Most people prefer to use a product for a while before deciding if it’s good. 

They don’t buy again within a week of ordering.

Neither do they bother about leaving a review so soon.

Much less refer a friend just because you give them $5 off.

But no, brands decide to send repurchase emails with discounts attached when no one’s really in the right headspace to buy…

Um, maybe have proper product onboarding.

So people use it properly and receive maximum value because that’s what actually gets repurchases and WOM?


What else annoys you?

Massively underrated retention activity:

Ads targeting existing customers

True retention marketing means using ALL NECESSARY channels available.

You have a few goals: 

👉 Reactivate dormant customers
👉 Show discount shoppers a promo
👉 Get first-time customers to make a 2nd purchase

Note, ads for retention isn’t a trick to artificially make ROAS look better.

It’s about reach and getting eyeballs on your brand/product again.

Now, I’ll say this again.

A large part of retention is dependent on your PRODUCT.

These common “retention channels” are communication channels to remind customers you exist.

- SMS
- Email
- Whatsapp
- Messenger
- Direct Mail

And these common “retention playbooks” are programmes to increase switching barriers to competitor brands.

- Loyalty programmes
- Paid memberships
- Subscriptions

None of what I mentioned above ever creates or increases loyalty.

The communication channels push people onto the programmes. 

That’s it.

Going by that logic, ads can and should be used as message amplification.

With a reach objective.

If your product is good enough, people will come back.

They just need a reminder.

TLDR:

Push customer info back into ads manager as a custom audience.

With targeted messaging/creative based on purchase history.

Get more results.

Proof that design matters.

Especially for brands in the beauty industry (cosmetics, in this case).

Test 1 was ours against client's old email.
>  Full revamp. New copy, new design, new SL/PT

Test 2 was copy test
> Same design, same SL/PT, copy changed above the fold

Test 3 was a design test
> Same copy, design changed

Whether it's copy or design, your focus is to get the click.

I don’t hate any ESP.

But I hate half-hearted outreach.

1. You got my agency name wrong

2. If you did any research about me, you’d know I don’t need a basic intro about what Omnisend is.

This makes me feel like my name was really one of the thousand names on your list that you sent this template to.

3. If you did any research about my agency, you should be tailoring your pitch for us to push Omnisend vs Klaviyo

4. Nothing was said about benefits apart from costs (terrible positioning)

5. Sentence 1,2,4 are talking about yourself. Sentence 3 talks about your interest. That’s an absolutely terrible proportion of the message geared towards yourself…


Again, no knock on the platform.

I’ve used it in the past, I’ve seen great client results.

But this leaves a bad taste in my mouth.

P.S. I replied to this BDR with my feedback.

Don’t confuse high repurchase rate for loyalty.

Repurchases happen when customers buy again.

True loyalty is when the they’re willing to turn down a better product or a better price to continue doing business with you.

So if you need:

- Discounts
- Cash backs
- Scarcity tactics
- Points on purchases
- Perks in a loyalty programme

And your customer can be bought…

They aren’t loyal.

“Retention marketing” on its own does not create loyalty.

No matter how well you understand the customer journey.

The term “turn strangers into raving fans” is bs.

It’s theory.

Loyalty is intrinsic.

It starts with brand, with a radical POV.

And effin amazing products that live up to their promise.

This promise though, must match customers’ expectations.

Those expectations come from each individual’s existing lifestyle, experience with the product, problem and goals.

Aka purchase intent.

Which I keep talking about, should be collected.

So in short, to build a strong brand, you need to know your customers and the customer journey well.

Starting with data.

Push that back into brand activities, using performance marketing to tide you through.

It's impossible to do good work when feedback isn't clear.

For 6 months in my early years as a copywriter, I studied under a journalist.

Different skillset, I know. 

But I wanted to improve my storytelling skills.

In edits, it's normal to be marked with "AWK".

Meaning awkward phrasing, awkward word choice or awkward segue.

Good editors will come round and explain it to you, so you can do a FIX.

Which is basically your revised version.

Turn this around to emails.

Clients often give feedback like:

- I don't like this
- This isn't like us
- Something about this is off
- Can we focus on something else

It goes for both design and copy.

Every agency has plenty of these types of feedback.

Most agencies just redo it.

But that's not the solution.

The solution is finding out the FIX for the AWK.

It means asking the client for the specifics.

- what about it don't they like? 
- is this a founder's opinion or customer avatar fact?
- was it a structural/word choice issue or conceptual flaw?

Then your job is to find a way to prevent this from happening in the future.

We have a client feedback doc.

For all copy and design.

Every piece of feedback is logged with a reference. 
Specific "do not use" notes are highlighted.
Recommendations are pinned.

It's ok to make AWK mistakes.

It's not ok to not know a FIX and never have AWKs again.

---
Looking for a partner for your retention agency's growth?

We've got a beta programme supporting with:
- Delivery SOPs
- Lead gen tactics
- Hiring processes
- Pitch decks/scripts
- Team resource mgmt
- Financial tracking sheets
- and more

Everything from sales, marketing and ops to finance, HR, BD and risk management, we got them covered.

DM me to find out more about how to join our beta.

"Multiple steps will reduce my opt-ins" 

Here's proof that it won't.

You just need to ask the correct questions.

Super low drop offs while maintaining the same opt-in rate.

Plus now you get 3 extra data points that you can push to increase efficiency.

Real DTC clients, real feedback.

That feeling when your designs are on point and clients appreciate it 🔥

Information hoarding will kill your agency.

Especially with strategy.

This month alone, we've had two 8-figure clients sign with us after a poor experience from a bigger agency.

An agency is only as strong as its weakest link.

Let's say you can have one highly intelligent A-player.

They always enrolled in new courses, listening to podcasts, consuming content on Linkedin and Youtube etc.

If they keep that to themselves and the rest of the team isn't levelling up though...

You'll still stagnate.

This is even worse if you're the founder and you're the smartest one on the team.

That's where SOP updates and training comes in.

Your purpose is to disseminate the latest information fast.

This is the only way to scale sustainably with performance as your reputation.

NOTE: Performance, not size.

Sure, you can be a massive agency.

But if you realise, the massive agencies move slowly (and aren't that good).

They have clear organisational SOPs.

Other SOPs are weak.

Because the latest information doesn't get spread enough.

A few key players and their accounts excel.

The rest cruise through.

And their client' performance suffers.

That's why at NLE, we have:

- A knowledge base that's always being updated
- A resource library of courses that's ever-growing
- Bi-weekly strategy trainings
- Bi-weekly technical trainings
- Bi-weekly creative trainings

To ensure all our team members are constantly evolving with the times.

TLDR:

> You must develop a culture of constant learning
> Your A-players must be sharing info with the team
> Yourself as the agency leader should never be the only smart one

75% of people who convert, will do so in 24h.

That’s a maximum of 2 emails you’ll likely send them.

If you don’t personalise now, you significantly lower the chance of conversion.

This means framing the pitch based on their purchase intent.

And this comes from data collected PRE-PURCHASE.

Quantitative data from dashboards is no longer good enough.

It’s a reflection of your actions. 

But why are people acting the way they do?

Without qualitative data (ie zero party data), you have no context.

And you make a guess on optimisation.

Based on other accounts. Based on historical data. Based on best practices.

None of this takes into account what is happening NOW.

To THIS SPECIFIC customer. 

No one should make a decision based on an assumption.

You need to collect and use zero party data.

This is the future of marketing.

Too many agency owners still get stuck in day-to-day fulfilment.

Harsh truth: It’s not that your team isn’t capable.

You are blocking them from getting better.

I’ve heard this over and over again.

“I end up doing it by myself” because:
- I do it faster
- I save time with back and forths
- I can do it better
- I have to review and redo

But here’s what happens when you jump back in to take over.

1. You prevent them from learning through the struggle
2. You continue to eat into your own time
3. You slowly grow resentful of them
4. They feel you don’t trust them
5. Their growth stagnates
6. They leave

Before you push everyone away, realise that…

👉 Your way isn’t the only way

There are some times where they do things differently and you feel uncomfortable.

Learn to trust them.

You hired them, so let them do what they need to do.


👉 Not everything needs to be 100%

Give them the space to get things done.

Unless it’s absolutely critical that it be done in a certain way, let it go.

As long as it’s “good enough”, let them take ownership of the results.

They’re accountable.

They need to feel what it’s like to not be complacent with you as a safety net.

If they F up, they F up.

In the future, they know the consequences and won’t do it again.


👉 Guide on the side

I’m not saying disappear completely and leave them to drown.

There are a few levels to coaching and delegation.

- You do, they watch
- You do together
- They do, you watch
- They do, you cheer

If you’re delegating, you should already have done some prior training.

So when you review, even if it’s terrible, NEVER do it for them.

- Leave your comments on what’s wrong 
- Explain why it’s wrong
- Record a video or instructions on how it should be done
- Note down what they need to consider
- Add all this into your SOP so it can be referred to by them and others
- Get them to redo

Repeat the process until they get good.

If you did your hiring right, trust the process.

It’s scary handing things off.

But that’s what you need if you want to grow.

Your time is better off handling things other team members can’t.

Spend that time in your zone of genius.

I didn't bother to "optimise" the pop up.

Yet I got more customers.

Here's how:

1. Opt-in rate measures visitors converting into leads.

But more leads doesn't cause more sales. 

2. I collect zero party data and use that in emails instead.

Because I want to increase conversion of leads into paying customers.

And more paying customers = more sales.

So even with opt-ins, I'm doing better.

Even better, I'm adding these people into segments.

And it's informing me what they're looking for when buying.

Which I can pass on to my client's team to update product pages and the ad team to update creative.

I win on 3 fronts:
- ads
- emails
- product page

Compared to just winning on your pop up, which doesn't mean anything.

Opt-ins are CORRELATED with more revenue.

Opt-ins DO NOT RESULT in more revenue.

Track the things that matter.

Earn more money.

In the past three years, I’ve been proven wrong countless times.

Here are 5 major things I’ve been wrong about:


1️⃣ I used to think the LTV was the most important metric.

Then I realised it can be used as a north star, but can’t be used to base decisions off.

LTV levers like:
- First purchase revenue
- Time between orders
- Returning AOV
- # of returning orders per customer

... are more actionable.


2️⃣ I used to think that maximising the LTV:CAC ratio was everything.

Then I realised that it really depends on the business type and product.

Also, I was calculating it wrong the whole time.

So I changed from looking at revenue-based LTV to profit-based LTV.


3️⃣ I used to think high opt-in rates were what determined pop-up success.

Then I realised that it had nothing to do with revenue.

Because audience quality was never taken into account.

So I started looking at the lead:customer conversion rate too.


4️⃣ I used to think that sending prospect campaigns would reduce the non-customer segment.

Then I realised that 80-90% of campaign revenue comes from existing customers.

So I prioritised time to first purchase to get more products in hands.


5️⃣ I used to think that replenishment and cross-sell flows were the biggest ways to get people coming back.

Then I realised that people only repurchase if the product experience was good.

So I started emphasising onboarding flows.

To encourage:

- Product activation
- Shortening time to first value
- Maximising product value

I love the evolution of how I’ve done marketing.

I love being wrong and improving.

I don’t know what I’ll be wrong about next, but I’m looking forward to it.

What have you been proven wrong about recently?

Crazy how many people try to force repurchases with:

- incentives
- cross-sell suggestions
- replenishment reminders
- dynamic last purchase blocks

... while never bothering to engage the customer after the purchase.

Onboarding is crucial. 

It doesn't directly translate to revenue.

But it absolutely encourages product adoption.

Which actually is the main reason for repurchases.

PEOPLE BUY BECAUSE OF THE PRODUCT.

Simple as that.

Support the customer.

Not all ecommerce problems can be solved with marketing.

Poor new customer acquisition doesn't mean...
- increasing budget will help
- maybe you're just too expensive

Poor net profit doesn't mean...
- cheaper traffic will help.
- maybe your unit economics probably just sucks

Low repurchase rates doesn't mean...
- a subscription programme will help.
- maybe your product just sucks.

Slow-moving inventory doesn't mean...
- more campaigns will help.
- maybe your forecasting just sucks.

Diagnose your business' problems with caution.

Most marketers don't actually know what goes into running a business.

So do your due diligence when speaking to your agencies.

If all they give you are marketing solutions, that's not your partner.

They should be asking you questions on finance, operations, distribution, brand etc.

Stay sharp my friends.

It's 2024, ain't nobody got time to get burned.

A big list is cool.

High pop up opt-in rates are cool.

But how many of them are becoming paying customers?

After years in ecommerce, I realised that it really comes down to one thing.

Traffic quality. 

In other words, retention marketing success comes from good acquisition.

Don't let any other marketer fool you otherwise.

Yes, LTV. Yes, repurchase.

None of that will ever happen if your conversion efficiency is weak.

Before you know it, you'll face new customer acquisition issues.

Low ROAS
High CPMs
Poor MER
High bounce rates

Solution:

1. Collect live data about your existing traffic.
2. Segment them by purchase intent.
3. Analyse what customers want, why they buy, what they use it for etc.
4. Match that with your conversion data.
5. Push that back into ad creative and audience targeting.
6. Attract more customers who retain themselves.

Retention is easier with good acquisition.

Fight me.

I used to be a big fan of customer avatar frameworks.

After all, “knowing your customer” is a key concept of marketing.

But I realised there was one flaw in this.

These are all based on IDEAL customer profiles.

It’s not a reflection of who the CURRENT visitor on your page is.

Even within the same ideal customer profile lands on the site...

They can have extremely different purchase intents.

- Who are they shopping for?
- What are they looking to get?
- What made them start looking?
- How do they plan to use the product?
- What matters to them when buying product?
- When are they looking to make their purchase?

“Know your customer” extends beyond knowing who your customer is.

You MUST understand why they buy.

Because this affects your pitch in ads, landing pages, product pages, emails, the whole gamut.

Marketing with only 1 ICP in mind isn’t efficient.

We need to start thinking about contexts that help people convert.

And track by 1. Conversion rate and 2. Revenue

Start collecting LIVE zero party data points.

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