Stefan Stefanov's Linkedin Analytics

Using AI in your email program? Don’t ignore the legal side. The EU AI Act & GDPR are no joke. Here’s how to get started: 1️⃣ Choose the right legal basis: Consent → Required if you’re using AI for personalized content, behavioral tracking, or advanced analytics beyond essential services. Subscribers must actively opt in, knowing exactly how their data will be used. Contract fulfillment → If AI-driven email features (e.g. personalized content or optimizing delivery) are necessary to fulfill the service subscribers signed up for, this can be a valid legal basis. Legitimate interest → AI can process data without explicit consent for purposes like fraud prevention, security monitoring, or system optimization. However, you must conduct a legitimate interest assessment to balance business needs with user rights. 2️⃣ Give subscribers control: Let them manage preferences, including opting out of AI-driven features. 3️⃣ Be transparent: Clearly communicate how AI influences your emails—privacy policies, opt-ins, and even email footers help. Quick Compliance Checklist: ☑️ Disclose AI usage in privacy policies & opt-ins ☑️ Offer opt-out options (AI Exclusion Group) ☑️ Limit data collection—only what’s necessary ☑️ Review AI-generated content for compliance ☑️ Conduct regular audits to stay within legal & ethical boundaries ☑️ Train your team on AI regulations & best practices Have you thought about the legal implications of using AI in your marketing? #email #emailmarketing #emailtips #emailstrategy #emailcampaigns #emailautomation #ecommerce #ecommercetips #ecommercemarketing #ecommercestrategy #marketing #AI #compliance #GDPR #klaviyo #shopify #yotpo #sendlane #omnisend

How can you convince clients hyper-segmentation is not needed? (Not talking about the rare enterprise case). It all comes down to getting the most bang for their buck. 1️⃣ Resource intensive for minimal return Sure, everyone wants to sell 10 emails instead of 1 but how likely is someone to pay for it? Not at all, especially when the ROI is hard to come buy. Keeping it broad will have the most impact and communicate with most of your engaged customer base. No need to segment prospects and buyers that much too, having in mind 80% of campaign conversions come from existing customers. 2️⃣ Customer behavior changes over time Took the time to present the perfect weight-loss offer but it didn't resonate? Goals and pain points change. You can't expect someone to have the same static needs when time passes by. Might be muscle building time. Be careful with zero-party if it's not recent and you're using it for campaign segmentation. Nailing your cadence and campaign calendar variety is the name of the game but that’s a topic for another time. What's your take, Team "Broad" or Team "Narrow"? #email #emailmarketing #emailtips #emailstrategy #emailcampaigns #emailautomation #ecommerce #ecommercetips #ecommercemarketing #ecommercestrategy #marketing #segmentation #klaviyo #shopify #yotpo #sendlane #omnisend

Testing doesn’t stop at the result—it starts there. Often testing is treated as a way to find the best-performing option and move on. But testing isn’t just about identifying a winner—it’s about understanding 𝘸𝘩𝘺 something worked or didn’t. A test result is not an endpoint. It’s a starting point for deeper analysis. If you only focus on which variation performed better, you might miss the real drivers behind the outcome. Without that understanding, you’re making decisions based on surface-level data rather than meaningful insights. Instead of stopping at the result, ask the right questions. What actually influenced the outcome? Was it the messaging, the timing, external factors, or something else entirely? Did the test measure short-term success at the expense of long-term impact? Can the result be replicated, or was it just a fluke? Testing is valuable only when it leads to 𝗯𝗲𝘁𝘁𝗲𝗿 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻-𝗺𝗮𝗸𝗶𝗻𝗴, 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝗯𝗲𝘁𝘁𝗲𝗿 𝗻𝘂𝗺𝗯𝗲𝗿𝘀. The real work begins after the results come in—when you start uncovering the reasons behind them. A healthy dose of skepticism is always welcome, do you dissect your test results? #email #emailmarketing #emailtips #emailstrategy #emailcampaigns #emailautomation #ecommerce #ecommercetips #ecommercemarketing #ecommercestrategy #marketing #testing #klaviyo #shopify #yotpo #sendlane #omnisend

Are you messing up the customer journey? Setting a new automation live is exciting but what about people going through the old sequence you're swapping 🤔 Some of them would be midway through or might have just received the first email. It doesn't really make sense to kick them out of the flow by directly turning it off. Do this instead: Add a 0% random sample split to make sure no new profiles are entering but ones already in, receive the remaining emails they're waiting for. There is still chance to convert them. It's not always E1 that does all the work. So why not capitalize on this? Remember, 0% random split means everyone enters the No branch so make sure you're exiting them out of the flow. Any Klaviyo tips & tricks to share? #email #emailmarketing #emailtips #emailstrategy #emailcampaigns #emailautomation #ecommerce #ecommercetips #ecommercemarketing #ecommercestrategy #marketing #klaviyo #shopify #yotpo #sendlane #omnisend

How long does it take for a new subscriber to convert? You probably should start tracking this. Meet OTC (Opt-In to Conversion Timing)—it shows the average time between someone joining your list and completing a key conversion, like a purchase. Why it matters: Your Welcome & Onboarding emails set the tone for engagement. A short OTC means your emails are nudging subscribers toward action quickly. A long one? It might be time to fine-tune your strategy. Formula: OTC (Average) = Σ (Conversion Timestamp - Opt-in Timestamp) ÷ Number of Conversions Caught this in a recent webinar with Jimmy Kim & Chase Dimond so props to them for this gem 💎 Are you monitoring your OTC? #email #emailmarketing #emailtips #emailstrategy #emailcampaigns #emailautomation #ecommerce #ecommercetips #ecommercemarketing #ecommercestrategy #marketing #klaviyo #shopify #yotpo #sendlane #omnisend

Is AI making us think less? Don't get me wrong I like the time saved and efficiency these tools provide but... People are complacent with the end product which is far from optimal in many cases (yet). It's also stripping some of the fundamental characteristics of a position. Like writing copy - you don't need to know grammar now? Sure, use the check tools but you should be able to do it on your own. Is it just me or technology is making us a little too comfortable? #email #emailmarketing #emailtips #emailstrategy #emailcampaigns #emailautomation #ecommerce #ecommercetips #ecommercemarketing #ecommercestrategy #marketing #AI #technology #klaviyo #shopify #yotpo #sendlane #omnisend