Welcome to the 23rd issue of Always Be Learning. The newsletter that doesn't make you wait 30 minutes after you eat to go in the pool.

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Today's Marketing Breakdown:

In today's issue, I'm going to show you how my boss and I turned a 4-hour meeting into $20,000 in extra revenue per month.

All it took was one automated email flow.

Here's the blueprint that any DTC brand can follow:

Step 1: Identify the main goal

Our goal was to get one-time purchasers to make their 2nd order.

Simple enough.

Step 2: Decide email cadence

We planned emails around key lifecycle stages.i.e. when we thought people were most engaged or at risk of churning.

Then we filled in the blanks.

End result: ~25 emails over ~200 days

Step 3: Develop a content plan

Some hypothetical examples:

Day 21: check-in - take a pulse of the customer: "How's your first order?"

Day 28: cross-sell a popular product

Day 35: flash sale

Day 36: flash sale extended

200 days of new content and offers.

Step 4: Write and design the emails

This is the most time-consuming part.

But can be done in a week with laser focus.

Step 5: Build the flow in Klaviyo

Another week of work with QA and setting up A/B tests.

Take on these two steps in tandem and you can move 2x as fast.

Step 6: Magic time 🪄

In Klaviyo, there is a magic function called the "back-populate" button.

Press that and all of your existing customers get dropped into the flow exactly where they are in the funnel.

i.e. if you ordered 33 days ago, you drop in at day 33 of the flow.

Step 7: Watch the sales come in

You now have a money printing MACHINE set up.

If no strategy or content changes are needed, you can let this baby run.

Just launch new A/B tests as you collect data to optimize and improve over time.

Step 8: Set up this same type of flow for the 3rd order, 4th order, 5th, etc.

1 day of planning.

1-2 weeks executing.

Hundreds of thousands of dollars waiting to be added to your business per year.

No-brainer, huh?

Bottom Line:

If you don't have this email flow set up, you're sitting on a potential goldmine of passive email revenue.

It starts with knowing your customer's lifecycle.

It ends with emailing your customer at the right time, with the right message, and the right offer.

There you have it! 1 marketing tip to help grow your DTC business.

Here’s what else I’m checking out in the DTC marketing world:

1. How to write like Jeff Bezos (click here)

2. 5 psychology-based landing page tactics to 3x sales (click here)

3. How to do guerilla marketing like McDonald's, Colgate, and Redbull (click here)

Hope this has been helpful!

If you enjoyed it, please forward it along to your marketing friends.

See ya next Thursday,

Joe

P.S. Whenever you're ready, there are 3 ways I can help you:

1. Join the waitlist for my Email Marketing 101 course (click here).

2. Apply to join my free slack community of DTC marketing leaders (click here).

3. Sponsor my newsletter and get your brand or business in front of your fellow ABL subscribers (reply to this email).

P.P.S. And if you want to start writing your own newsletter on beehiiv, get started here!