A week ago I spoke with the COO of a $100,000,000 eCom brand.
Yep, those zeroes aren’t a typo.
What’s fascinating about this brand is that they only sell one product. A supplement which gets delivered to you every 4, 8, or 12 weeks, depending on which subscription you choose.
The ads must be printing… I thought.
So when I looked at their Meta Ads Library, I knew right away why they’ve seen so much success.
They were running 1000+ active ad variations.
Each ad had a compelling hook, paired with a story and an offer which seemed like a no-brainer.
But most importantly…
This brand introduced a completely new mechanism other brands ignored.
The ads made a saturated market which had heard every claim stop and go: “Hmm… I’ve never thought about it this way.”
Check, check, check.
But then the guy revealed the problem:
“Only 7% of our total revenue comes from email. We’re not happy with it.”
Before our call, your boy had signed up to their email list.
Ya know… abandoned a cart or two.
What I received in my inbox made me almost jump out of my chair…
I saw 3 major problems with their email marketing:
1) A complete target audience mismatch
Half of the Meta ads targeted middle-aged men with beer bellies, or “keg bodies,” looking to find some sort of relief.
Yet, every single email I received had an AI-generated hero image of a 20-something woman with glowing skin.
I literally had to double check whether I had accidentally signed up to Victoria’s Secret list.
2) Vague AI copywriting
Those direct response ads with a unique mechanism? None of that made it into their emails, which were image-heavy and had minimal copy.
Fine, I thought… you’d expect a brand this big to at least have good copywriting?
Nope.
Here are hooks from some of those emails I received:
“Wellness that fits into real life.”
“A simple choice for daily support.”
“Your glow starts here.”
Which brings me to my final point…
3) They sounded like every other brand
Every single email I received could’ve been sent by some sh*tty influencer wellness brand.
Those unique Meta ads that converted millions of customers all of a sudden turned into generic marketing fluff.
So I asked the guy…
“Is this an email agency or a retention agency you’re working with?”
“Email.”
I wasn’t going to take a dump on his operation (not my style), so I just asked what their 30-day subscriber churn looked like.
“We don’t really have anyone who’s paying attention to that stuff.”
That’s all I needed to know.
The reason why I’m telling you this is because I see this happen all the time.
Brands pour their heart into ads, spending a fortune on the best creative strategists, only for a mediocre email agency to come in and undo all the work.
Most brands don’t need email agencies. All they need is a senior strategist.
Anyone can prompt ChatGPT and have an email campaign ready within 2 minutes.
Thanks to AI, fulfillment is becoming easier and easier.
It’s the strategy that matters, and good strategy is becoming much harder to find.
Most email agencies assign you a junior strategist who relies on templates and “best practices.”
You get the same strategy no matter if you’re a subscription brand selling a consumable product or a one-off brand selling a seasonal item.
A mediocre strategy can only lead to mediocre results.
That’s why your ads are scroll-stopping and persuasive, while your emails make your customers yawn.
Which is exactly why…
I’m launching a new offer.
If you’re a brand owner reading this, I’ll add $75,000-$250,000 of “new money” to your eCommerce brand in 90 days.
Guaranteed, baby…
How will I do that?
With good ol’ direct response, pattern-breaking email+SMS marketing.
If you’re unhappy with your current email performance and want to run your emails with the same direct response philosophy as your ads, this is for you.
I know what you must be thinking…
“How can you guarantee $75k in 90 days?”
This offer obviously isn’t for everybody. I only take on clients who have hit product-market fit and have a reliable paid acquisition system in place.
In other words, you need to be balling already (or at least a little bit).
Want to know more?
