how the top 1% of klaviyo accounts operate

Hey there,

Over the last few years I’ve developed (what is in my opinion) a top 1% email marketing strategy.

“Strategy” is such a buzz word.

But I do in fact have a pretty solid system that I run across 90% of my clients.

And it has an extremely high success rate.

But, I’ve never had a good way to articulate how and why this strategy/system works.

Until yesterday, when I sat down and kept writing until I found a way to articulate why this strategy works.

The split of subscribers on your email list probably looks like this:

• 90% are in what I call a “zombie state” - just scrolling on their phone. Probably been on your list for ages. Low buying intent.

• 7% are problem aware - have a problem, they know about this problem, but not necessarily looking to solve it. Like an overweight person who knows they need to/wants to get fit, but isn’t necessarily ready to buy a membership at their local gym.

• 3% are ready to buy - these are people actively looking to solve their problem. Like an overweight person who has decided they are going to get a gym membership.

But, here lies the problem.

Most stores do email marketing like this:

This is running flash sales, product launches, reviews etc.

So they end up getting results like this (even if their attribution is high):

Here is what we should be doing instead:

We need to spend the most amount of time taking the majority of our list in a “zombie state” to problem aware. And then from problem aware to “ready to buy”.

If we execute this well, we will create a whole ton of new buyers for our store in the long run.

“The longer the runway, the bigger the plane that can take off”

Hope this helps.

Angus Cowan

The DTC Growth Letter/MonetiseMe

P.s. Want a personalised plan for your store? Grab a time on my calendar → https://calendly.com/angus-cowan/30min?back=1&month=2024-05