Ep. #1040 - Email Conversion Protocol
In today’s episode of Startup Hustle, Andrew Morgans talks to Jacob R. Anson about email conversion protocol™. Our guest is the co-founder of AgencyJR—and is here to share the different approaches between retention and proactive customer acquisition. These marketing pros also discuss increasing your conversion through an optimized email list.
Covered In This Episode
Are you familiar with email conversion protocol™? How about proactive customer acquisition strategies? Andrew and Jacob are here to help if you answered no to either or both of these questions.
In addition to these topics, they also share insights on how to do your funnels. Determine the right time to optimize your email marketing tactics is also discussed.
Insights are waiting for you. Tune in to this Startup Hustle episode now.
- Jacob’s backstory and journey (01:32)
- What is an email conversion protocol™, and why is it important? (08:35)
- Challenges in e-commerce today (10:38)
- On working with clients who don’t have a lead list yet (12:26)
- Four main reasons why someone buys a product (14:29)
- Retention versus proactive customer acquisition (16:44)
- What does AgencyJR do for its clients? (19:40)
- How to maximize email conversions (23:01)
- Here’s what every webshop should have (26:36)
- What sets AgencyJR apart from its competitors? (30:43)
- How to determine customer language (32:17)
- Why AgencyJR opted to use Klaviyo as a tool (34:35)
- New projects that AgencyJR is currently working on (36:37)
- What’s interesting in the agency business today? (36:57)
Email marketing should only come into your mind once you reach, let’s say, 30K to 50K a month at minimum. That is where it’s gonna make a noticeable difference.– Jacob R. Anson
The campaign essentially requires manual work all the time. Because if you send them out, you need to create a new one for the next campaign set. So here, I would say, if you’re under 3K email subscribers, don’t send out more than one campaign a week.– Jacob R. Anson
I know there’s an emotional change to the content to be seen selling to the US. Like Germany wants facts, you know. Americans like to be romanticized a little bit.– Andrew Morgans
Need to build a software development team quickly and affordably? Full Scale has the technology and people to help you. Check out their proprietary platform that automatically matches you with a fully vetted team after you answer a few questions. They also specialize in building long-term teams that work only for your project.
Also, don’t forget to visit our Startup Hustle partner page. We have partnered with organizations that support startups through their services.
Following is an auto-generated text transcript of this episode. Apologies for any errors!
Andrew Morgans 00:00
Hey, what’s up, Hustlers? Welcome back. This is Andrew Morgans, founder of Marknology, here as today’s host of Startup Hustle. Hope everyone’s having a great new year. I don’t love to shout the dates out of the time because these episodes release at all different times, but I’m excited about this episode. It’s my first recording in the new year. Excited about the topic, excited about the guests, and just excited to jump in. And before we talk about our topic, which today is email conversion protocol. We’re going to be talking about some of the better things to be doing with your retention marketing or email marketing, or SMS. And before I introduce today’s guest, today’s episode of Startup Hustle is powered by FullScale.io. Hiring software developers is difficult. Full Scale can help you build a software team quickly and affordably. And has a platform to help you manage that team. Visit FullScale.io to learn more. Without further ado, Jacob Anson, welcome to the show.
Jacob Anson 00:53
Thank you for having me on it. It’s a pleasure to be here.
Andrew Morgans 00:57
Yeah, I’m super excited to have you on. I know that it is late at night there in Latvia. Correct me if I’m saying that wrong, like 10:30 or 11 o’clock at night. So appreciate you taking the time to be on the show.
Jacob Anson 01:12
No worries, I’m in the late owl era, so it’s not an issue.
Andrew Morgans 01:19
Well, awesome. I love getting the show started and just getting to know the guests a little bit. Letting our listeners get to know who is the founder of this company. Why did you build it? What are you solving? So let’s get started at the beginning. I know your AgencyJR has been around for three years. You’re working with quite a few brands. Your team is already a large size in my opinion. You guys are already crushing it. But what happened before this that got you into retention marketing? What got you into the Agencybusiness and e-commerce in general?
Jacob Anson 01:54
So I’ll try to keep it as brief and as interesting as possible. So I grew up in Eastern Europe. Obviously, the 21st century wasn’t really the best place to be at. I was like last week was still like a very developing country. So there was not a lot of economic opportunity. My parents are pretty poor. So I grew up in a pretty bad environment. That essentially was the main drive and the main motivator for me to make something of myself because I saw my parents struggling when I was pretty young. So ever since I was like 11 or 12, I can vividly remember myself every day thinking about becoming successful. Making something of myself, and then fast forward a couple of years. I finished high school then we moved. My family moved to Germany, and that is essentially where I had my first, so to say, business experience. I was like 14, 15, 16. And my first business venture was actually in Greece, selling watches on eBay. So I look at several listings, buy a watch, refurbish it, change batteries, maybe make better photos, and just resell it over on eBay. After a couple months, I got a very good process for practically every watch I bought. They could resell it for a profit, so it was doing well.
Andrew Morgans 03:20
Where are you finding these watches? eBay, so obviously, and then you would fix it, and then he would resell it on eBay?
Jacob Anson 03:29
Yeah, essentially from eBay to eBay. The main trick was there just might be some listings that had bad photos, which maybe show the watch as not being in the best condition, or maybe a lot of watches just had empty batteries, so all you do just buy a new battery change it and immediately come sell the watch for like 30, 50, 100 more euros, so it was a good experience.
Andrew Morgans 03:55
And where were you in Germany? Like, what city did you guys land in?
Jacob Anson 03:58
Near Berlin, so it’s like a square. We are a small city, with the nearest one being Berlin. So just outside of Berlin.
Andrew Morgans 04:05
I’m a huge Berlin fan. It’s like one of my favorite cities in the world. So I was just curious, you know, kind of where you got started. So you started high school in, like, near their suburb of Berlin, I guess.
Jacob Anson 04:17
Yeah. Hi. I think it’s called high school, so basically, the last years before university, like the last three years of free university, have finished over in Germany. I think it’s called High School. So I finished school there, and then at that point, I was 18 or 19. I took a gap year. I don’t want parents to hell, hey, and during this gap here, I’ll just figure out what I want to study. But deep down, I knew that was not the case. That was not what they wanted to do. So during this year, I met up with my current business partner Rhenus. We met through Instagram. He’s also like a Latvian guy. It was not like Hola. Out of last weekend guys within the business space, so it was not hard to finally only find that person, and then we just basically started working on the Agencyduring the gap year first, the word Facebook ads Agencydidn’t really work out that well then we pivoted to like an email only agencies, my partner had some previous experience diva Mark thing, and then two, three months into it, everything’s shaped essentially practically blew up. And then I haven’t looked back since. So that’s the story that they’re still young men.
Andrew Morgans 05:33
Still, a young man. Perfect timing to be in this space. I think really, you know, I’m 12 years in. I found e-commerce where you do the math, but like, you know, 2425, and I’ve been growing with it. And surround me here on my team with a lot of young men and women because they’re, they’re dialed in, right? They’re in touch with what’s going on, they’re dialed into what’s current, what’s trending, we’re trying to innovate and do new things. And to do that, you have to be surrounded by people that are relevant and innovative and learn new things. So I absolutely love that and love that you didn’t waste time on things like university if you knew what you wanted, you know, that we’ve got some on our team that has done both sides of that. And I think you’d go to university a lot of times to figure out what you want. Some people want to do this. I want to do that. And but if you know, if you know, if you want a business, you’re there. I love that. So I guess a background for you in e-commerce was essential. You did on eBay been flipping products reselling arbitrage, you know, and then the guy you met had the background in email. Yeah, he had been doing that before.
Jacob Anson 06:48
Yeah, so he had. I think he had a client before he managed the marketing. And then like, at the start, we were doing like a Facebook ads agency, because that was the hot thing to do, like Social Media Marketing Agency. But we early on realized, like, just the competition was too much. So the guy said, Hey, so why don’t we just make the best email marketing? I have not seen a lot of email marketing agencies around. So we tested it out, and it basically does work very well from the get-go. And also, like, Alright, now looking back, the timing was perfect. Because early on, we also targeted the dropshipping market very hard. Maybe for like more established brands, there were some agencies here and there. But for the dropshipping market, it was basically like a blue ocean. Nobody was there. So early on, we just cleared up a big portion of the market, which allowed us to scale up the Agencyinitially. And then, recently, we just made the pivot to work with brands exclusively.
Andrew Morgans 07:50
I love it. And I love the pivot. The margins are there, right? It’s like you’re really retaining them to the product. Like when you think about retention marketing, it’s really like building a following around, you know, a product or a story or whatever that is, and it just makes so much more sense. And it’s something that’s very needed in this space. I think the email was something that was very big in the past and is needed now more than ever as you mix in all of your different marketing expenditures or your levers. So to speak. Email needs to be a strong player for brands that have that type of product, whether it’s a consumable, or you have additional products to sell, or you know, whatever the case might be. So absolutely brilliant. One note I have here is like talking about our title, and I wanted to get this question across early so we can kind of dive into it, but the curiosity around the email conversion protocol, which you trademark. Okay, so can you walk us through what exactly that is and why an Agencywould trademark something like that, and how it’s been put into use.
Jacob Anson 08:58
Id email conversion protocol, the trademark, everything is like a proper trademark. It’s just like a small marketing trick. So to say. It’s an old website, essentially, just like a plan we use to launch new products or new brands. This is that as the email conversion protocol, it just basically takes whatever you’re launching, like a new product or a new brand. There is a set like a complete built-out plan we do and we take you through before launching that said thing which is gentle and is done within for example for new finished products for this protocol we did over 250k in the first 24 hours of launching the product for over 120 games for females. And there was another similar case study so we have used this protocol numerous times. It works well for big, small brands, and medium brands, such as just the principles that are there.
Andrew Morgans 09:58
I hear you, and I think we do something very similar here within Marknology when it comes to advertising. So, you know, as everything has gotten harder in e-commerce, like there’s more competition, there’s more saturation, pay to play, organic ranking is, you know, hard to find, hard to get, you have to be better at everything that you do, you have to be smarter about your profitability, like on Amazon, for example, used to be able to just launch but any kind of brand between 2012 to 2016 put any kind of brand on Amazon, you’re gonna be successful. Now, that’s not the case. And what it just requires is a lot more focus, a lot more attention, a lot more intentionality, and a lot more keyword segmentation. So you know, if you’re advertising, let’s get all of these different buckets figuring out what’s working for customers in different ones. Are they typing in the kid’s play tent? Are they typing in KidSpace? 10? Are they typing in astronaut toys? Are they talking about, you know, dressing up as an astronaut or make-believe or pretend play? What are all these different segments? Do we have different types of customers? Are we going after competitors’ listings? Are we going after branded listings? Are we going after broad keywords that are very, very specific to what we’re selling? And it’s really that segmentation around all of that, that I would believe is very much a big part of your guys’ protocol as well, whenever you’re building out, you know, an email marketing plan for a brand saying, Okay, we need abandoned cart we need like a frequent buyer or like VIP club for people that buy a lot we need. This one has been following the brand for three years. This is a new customer to the brand as of last month, a lot of different segments and targeting around those different types of people. Talk to me kind of about what that looks like to one from a new brand that doesn’t have a list. And then, too, like you’re coming into a brand that has been selling a while, but they haven’t really been using their lists, but it kind of exists there. Talk to me just kind of briefly about what that looks like.
Jacob Anson 12:05
Great, great question. Like essentially, the main pillars of marketing for any marketing channel is just like, first of all, understanding like, what’s the product you’re selling? Like, deeply? Like? What are the benefits? What are the features? What issues or problems does it solve? Like, why somebody would need this product and figure out like all the angles there. Once you’re done with that, then second of all, you just need to understand like what’s your direct audience? What’s your buyer like? What motivates him to buy him or like them to divide this product? What are the problems they’re looking to solve and all that once you have that deeply figured out? Then essentially, you can just build on that with your marketing channels, with email marketing, essentially, there are the foundations are things which you need for any brand regardless of what’s who is your customer and what you’re selling. They’re basically state law automations, like abandoned checkout, browse, abandonment, abandoned cart site abandonment, welcome series, and post up. So series like all of these flows, doors are essentially the fundamentals the foundation with like, essentially every brand would need, then in terms of like, what you would put into these flows or automations, then of course depend then it more depends on what you’re selling to your customers are. But then to turn more over to the campaigns you mentioned, like if there’s a brand that has not sensually sent out the campaign before, or even if they have sent out a campaign before, like, what we like to do is essentially test out different angles of the product you’re selling. Just to figure out what sticks more with your customers. So an example here, it’s easy to understand one of our clients has a product, which is essentially a syrup. So basically a syrup, which is for example a strawberry syrup, a raspberry syrup, and so on. Bucha individuals mix water, and it’s calorie free. And they’re essentially we figure like there are four main reasons why somebody would want to buy this, sir first, well, maybe it’s taste or maybe tastes better than regular water because it’s also calorie free. The second reason would be because it’s cheaper than buying juice boxes. And third of all, it’s just more convenient. So you don’t need to buy, like every second day, a new juice bottle that could just have like this big thing of syrup IQ which you can use for a month. And then lastly, just more than an order. The last reason is that it’s more environmentally friendly than to use these new juice bottles every day. Then we create a campaign for it, each one focused on that one specific angle. It’s like one campaign solely focused on the fact that it’s cheaper than buying juice bottles every day and one campaign just solely focused on a five. It’s more than wiring and wiring mentally friendly and so on. And then we can test to like, which of these angles sticks the most to your customer? And then we have like clear data, then essentially, we can just focus more on that angle. And then or basically have that be the main angle and just mix any other angles and reasons from time to time. I guess that’s a very actionable thing that could be done.
Andrew Morgans 15:23
No, I love that thank you for bringing it to like, an easy way to digest because that is something that we do, just to relate to people to the audience, like, that’s something that we do the exact same thing when it comes to creating content on Amazon. So our content is not going in an email or campaign series, but it might live on the listing. And do we try to touch all four at the same time, like, you know, let’s say we have seven images, is one image talking to each one of those things? Are we going after one of them hard because it’s the bigger one, or it’s the easiest one to kind of create a splash or to grab market share. The difference in retention versus proactive customer acquisition, right is a little bit different strategy and like what you’re willing to pay for a new customer versus what you’re willing to pay to keep one there. And I think that as the costs get much, much higher to, to go out and get new customers, the retention piece, and what you guys do there at AgencyJR, becomes even more important look, I’ve already paid $10 $15 $20 To get this customer, it’s very important for me to continue to nurture that because when I get cell two, or cell three, you know, from my email, or whatever that is, it becomes a lot lower or a lot higher ROI on the profit side. But on the content side, you know, we’re testing all those things. So we’ll test it first, like, you know, we’re reaching out to grandma, if we’re selling an item, you know, for a kid or then we’ll say, Okay, let’s try this messaging for the uncle that age. Or like, you know, is it about making the kid the hero? Once they have the item? Or is it about making the uncle the button product, the hero is coming to the you know, it’s prepackaged and wrapped well, and gift ready? And you know, those kinds of things? Oh, this is super convenient. So convenience, or cost or value in quality? Or what is the value? You know, what we’re selling, and in trying to create that emotional connection? And I would assume on the email side, that emotional connection comes across, then the content and the sales copy in the, you know, the titles that you’re trying to get people’s attention and bring them in, is it a gift in the email? Is it an animation? You know, it is cross selling, so lots of complexity there. But from email, or let’s say, SMS to even Amazon and the content, we’re talking about the same principles and how to apply them and how to test them out. So one specific question for you is, so that makes a ton of sense to me. Like let’s say I own a clothing brand. I’ve had it for five years, I’ve been collecting emails, I’m not doing much with them. Every once in a while I send out a blast. There’s no real intentionality around it. And you’re like, Okay, your list has 500 Good emails or 1000 Good emails, let’s say 1000. Just to be fun here, we’ve got 1000 Good emails that are like, they’re still open rate, we don’t want to clean them up, and we’re left with 1000. Do you just start from scratch? And you’re like, Okay, let’s try these different things with the value or are you like, hey, Drew, we can test a little bit. But 1000 is not really a lot of data, we really need a list of like 10,000. And we need to grow the list by 9000. To really feel like we have a good program. Does AgencyJR. Work with the brands to go out there and get new customers and like let’s say a Facebook funnel or like getting email addresses for a free ebook or something like this? Or is this something that is on the brand? And what you guys do specifically is we take what you already have and build with that.
Jacob Anson 19:00
Good Good, good question. So we’re the start. So in short, like remote mostly focused on the email marketing side of things, retention, how would we have done some fun things in terms of like some funnels, like from Facebook ads and stuff like that, like the the ones that come to my mind, do like this funnels. So like if for example, there was a site like a blue light blocking glasses, Brandon for them, we help them make a quiz funnel, which to essentially use for their mid funnel audience of people who have maybe seen your ads before but basically just to re-engage them. And the funnel on the quiz ng would show them like which classes or which frames are the best fitting for their face shape and for them to get the result they would need to enter their email. And that not only works well to collect all their emails, but actually also worked tremendously. The volunteers of converting them there was like a comically high conversion rate was like, almost 10%, if I remember correctly, but of course, it’s like mid funnel audience. So like the amount of traffic and drive is limited, but still, it’s worked amazingly well. Then to go deeper, so if you only have 1000 emails, this might not sound very good. But if you only have 1000 emails, I would really advise at What advise you to focus more on acquisition, if you’re a DTC brand. Email marketing is not gonna be the make or break thing at this stage, you need to focus on growing your brand with acquisition with direct acquisition channels first, before you can start thinking about email marketing, email marketing should only come into your mind, once you reach, let’s say, 30 to 50k a month, at minimum, that is where it’s gonna make a noticeable difference before that your email marketing would be would not be the most efficient thing to make a difference for your brand. So acquisition first until 30 to 50k minimum and only then you will see emails make a considerable considerable difference. Okay. Yeah.
Andrew Morgans 21:12
So okay, so let’s say we’re getting outside the box just a little bit, I’m gonna make you think with me, because you know, a lot of my, a lot of my brands here at Marknology, they might be doing 100k on Amazon. But that doesn’t mean that they’re doing 100k on their website, which means that they have, you know, on Amazon, you have to be a lot more strategic about collecting email. So maybe it’s a QR code on your box, maybe it’s an insert, maybe it’s telling them to come register their warranty on the site, maybe it’s any number of things, right. And so a lot of those types of sellers also like to collect emails, and do like new email acquisition, like, like a quiz, or flick mini chat or something like that, in order to launch new products, so you know, you build up an email list, you go to launch a new product on Amazon, you blast out a campaign, you get a lot of sales velocity on that listing from your existing email campaign, and it helps you launch products successfully going forward. So that’s a common strategy in Amazon. But they’re doing you know, they’ve got 100,000, they have people that want this brand. But maybe they’re not doing quite that on the web. Are you saying that they essentially need to get their website doing about 30 or 50k a month for them to be ready to really maximize email? And in the second part of that question is they need to be able to maximize email to hire an agency, or they might be able to have less than that, but do it on their own and get it started? You know, before they’re ready to pay that price, I guess, to bring in an agency.
Jacob Anson 22:49
Yeah, good. Good question. Like the initial answer is like, for more like the general DTC brands are more focused on like, the vibe, like based on Shopify, and like folks, like these direct acquisition channels will produce Hybrid Hybrid brands. Like yeah, they don’t necessarily, you don’t necessarily need to do 30 to 50k a month in your web web store webshop. There, then the only thing that matters is the volume of new emails coming in per month, and maybe your current list size. If your current list size is 1000s. Still, it would be too small to basically focus on like regular email senders for you to get like an even a solid ROI and an Agencyor even a solid ROI of your time investment. at that scale. Maybe you can send out one or two emails in your own month to get the best possible ROI on your time. And then the only thing you need to focus on is just scaling up the amount of emails you’re getting from Amazon. Maybe that’s yeah, as mentioned to like, send, like giving out like more QR codes and maybe even like with the incentives like 10% off your next purchase if you sign up with your email on this website, or whatever. Or like also, like focusing on direct acquisition channels like Facebook ads, Google ads, because if your brand is doing 100k a month, and Amazon might already have some brand recognition, brand recognition, brand awareness. So if somebody saw your brand on Amazon and right now they’re seeing its own Facebook, it should perform much, much better.
Andrew Morgans 24:26
Okay, I love that love to give people a starting point, even if they’re not there for them to still resonate and be like, Okay, this is something I’m trying to get to in two years. I want to be setting myself up right, which means if they’re an Amazon seller, at some point they need to try to get their DTC or their off Amazon to a certain level. And does that look like sales on the site? Does that look like you’re paying specifically just to collect emails instead of getting emails from purchasers and then being able to retain them you’re going out there and proactively getting them and filtering them out? We give a ton of strategies through the years of just how to grow that. But you know, for a watch, for example, it’s very easy to send a follow up email to Amazon or something like that, because they have email within Amazon as well. And say, you know, to register your warranty to register your product, and you know, come to the website, and you know, give us your order number and your email, and etc. And we’ll essentially like registering for your warranty, lots of strategies like that exist. And I think that anyone has done really well in the Amazon, if they’re an Amazon native brand, they just feel very foreign to anything outside of Amazon. And so to them, you know, we’re pushing these strategies, but this isn’t how they built their brand. So what’s the bare minimum, or you know, and I think that’s where I’m saying, you know, having an abandoned cart, having a subscribe, an email newsletter, or some of these basic things you can do maybe not super segmented, but enough to continue to nurture that list. While you’re developing new products or continuing to grow out the web, like the essentials like every web shop should have, like live video market versatile, like it’s split into two parts, like one is the automation is like these things are the automated email which are based on certain actions.
Jacob Anson 25:56
So for example, the abandoned checkout series is based on an actual and some demandas checkout, they’re like the basic bare minimum that you would need would be an abandoned checkout. Welcome series, which is connected through a pop up. And a very simple post purchase series, like these three like flows or automations are the bare minimum, you would need abandoned checkout, maybe three, four email just reminding, reminding them about the fact that they abandoned their checkout, renewing them and discount to finish their order. And then the welcome series is just connected to a pop up. So they pop up, give them a reason to give their emails maybe 10% or 50% of their purchase. And then within the series, you just have to give them the discount, which they signed up for. And remind them about the discount if they haven’t purchased from it for like two or three days. And then post purchase series again, just sending them pre purchasing, giving them a discount on their next purchase, or maybe even upsell them to like some of the other products that have more products. So here it’s more case, case dependent, so that would be the essentials. And the beautiful thing here with these automations. If you set them up once, they’ll work for you forever. Essentially, if you’re not at a high scale, you don’t need to really worry about optimizing them, just invest your time and want to set them up. And over the course of the next year to three years. They’ll work while you sleep, essentially. And then on the flip side, though, they’re already campaigns. The campaign essentially requires manual work all the time, because if you send them out, if you send it out, you need to create a new one for the next campaign set. So here, I would say if you’re under 3k, email subscribers todo, don’t send out like more than one campaign. One Campaign a week. Like one campaign a week max will give you the best ROI of your time that at this scale, your time is more valuable to be in less than do acquisition. Once you’re like 5k subscribers, three to 5k subscribers, you can start sending out two or three campaigns a week with reports that put your time into more valuable things that make sense.
Andrew Morgans 28:34
Thank you. I have a couple more questions for you. As we like to wrap up. Before we jump into that, finding an expert software developer doesn’t have to be difficult, especially when you visit FullScale.io where you can build a software team quickly and affordably use the Full Scale platform to define your technical needs. And then see what available developers, testers, and leaders are ready to join your team visit FullScale.io To learn more thanks for our sponsors. helping us make the show a free show, you know that we can continue to develop content. I’ve got one question here. From the researchers that helped me put the podcast notes together. And then I’ve got a couple of my own. The first one says how is your email marketing strategy different from other agencies doing the same thing? I know that you produce email copy in different languages, that’s something I’m a very big advocate of, as we’ve launched Amazon brands into different marketplaces, translating them into their native not just language, but even the area and vernacular around how to use a phrase instead of just like, you know, using Google Translate or something like that, but is that exactly how they speak? And in Germany and Berlin, for example, versus you know, UK versus Spain versus like, you know, are we getting the translations right, how people are going to search and how people are going to buy. But you know, is language one of the language things one of your main differentiators like how do you guys know what you would say is something that sets you guys apart?
Jacob Anson 30:03
Great question. Overall, the biggest difference is the fact that we are like language universals in a sense. So we have boards with many different languages. And like, this is also a thing which which I like, which I think like more like e-commerce brand owners should explore, like exploring like different language, like different language markets, because in the English speaking markets like Canada, US, UK, Australia, they’re in a way, like more saturated, of course, they are huge markers with this. The thing is, like, everybody speaks English, if you’re from Germany, for Spain, France, you also speak English, you can also sell in these markets. But markets like Germany, France, Sweden, Finland, they’re essentially closed bargains, because only the people that can speak the language can sell in those markets. In Germany, for example, it’s a huge, huge, huge market. But that speaks a completely different language. So it’s a close market, and the competition is not as high, which makes it an awesome opportunity. And then there were other differentiators, like, at this point, that is, I just believe our processes or systems are much better than other agencies in terms of delivering results consistently. Yeah, like, at this point, we have generated the word 30 million in email marketing revenue for our clients, our systems or processes, like that’s the core of everything. They have been smooth in the house along the way. So I’m very, very confident in that. So that’s, I love that.
Andrew Morgans 31:38
And I think that’s a great answer. And it also comes to like, you know, if you’re going to be translating, you talked about time as money and you know, if you’re going to be translating your campaigns into multiple languages, I’d also assume that that comes down to segmenting, assuming you have customers that are speaking, you know, Spanish and English and you have to have customers that have those different languages. How do you determine as customers come in, what their native languages are and how they want to be marketed to so we’ve a bit of Klaviyo like that’s the email marketing software we use there.
Jacob Anson 32:10
The this thing with Asian Amidon where we easily like as soon as somebody places an order or visits your website and submits their email it automatically like saves the data of like for example, where the customer is based which country which city so based off of that, we could easily you can easily create like countries specific segments. And then on top of that, we can test if that makes a considerable difference but usually if the brand itself is an English with markets in English, then still the usually for most most cases also marked in English to do list. Whether it’s a much bigger brand, where it might make sense to test that Alderney also tests on the small fair language approach. And usually for like, if it’s a German brand selling in Germany, then we do German only. If it’s French, or is sold in France, then it’s French only, but these things can be easily done.
Andrew Morgans 33:10
I love it. And I know there’s like an emotional change to the content to be seen selling to the US in Germany like Germany wants to fax you know, Americans like to be romanticized a little bit over pa even the French like, you know, just sold to a little bit. We kind of liked that relationship with the marketing versus just like Don’t be down my throat. You know, we kind of want our time wasted, I guess. But like, you know, one of my questions was going to be about what software you suggest and you answered that already with Flavio. Take 30 seconds or so to tell me why you ended up with Clavijo? Or why Klaviyo has been the one to email the SAS of choice, I guess, so to speak. And talk to me about why that’s the tool.
Jacob Anson 33:55
Great questions. So our already like the last two, three years, we have a thing we’ve worked with maybe over five or six different platforms, like there were like platforms like active campaigns and and blue and some other ones, which are good, but they’re not necessarily like e-commerce focus. You can work on them as an e-commerce Store, but they’re very limited in terms of what you can do there. Klaviyo is very e-commerce optimized and focused and integrates smoothly and seamlessly with Shopify and any other e-commerce platform. And through that, like everything you do is very easy. The segmentation capabilities I think is the main differentiator from Klavier to other platforms because of the depth and the ease of use of it or the segmentation side of things. I don’t think anything else stands close to that. And so we’re just as much a great platform to use, easy to use, very logical so to say, very, like straightforward, user friendly, I’ve heard that too about the segmentation just like makes it very easy to segment your customers.
Andrew Morgans 35:00
And I also think that e-commerce, the tip about it being focused on e-commerce like so for example, I got my technology, my agency, that’s a b2b business, what I need for it is not the same as what I need for the brands that I’m growing. And knowing the difference in, we know which one to be on, I think makes a lot of sense. As we’re wrapping up two things, one tell, I want you to leave our listeners like where they can come in contact with you, where they can learn more about your services, and where they can follow your guys’ journey. And then to leave us with something that you guys, as an agency, as a team are excited that you guys are working on. Whether that’s like, you know, scaling the business, whether that’s getting better at what you guys do, whether that’s reaching more customers, what’s something you guys are working on? As a team, that got you excited?
Jacob Anson 35:57
Oh, great. Three questions. So first of all, in terms of fighting us, I’ll give just one CTA so you can check us out at AgencyJR, that calm. So AgencyJ as in Jacob, and R as in reign, and .com there, you can basically see all about us. And if you’re interested you can also schedule a call with us. And in terms of what’s interesting, right now, we just crossed into the year 2023. So this year’s filled with many different goals and aspirations. What I would say is the most interesting one for me, personally, is just like revamping the processes in a way, so right now, during this Q1, I’ll be taking a deeper look again. I’ll afford email marketing processes and how we handle clients. Like and all of that will be optimized like this optimization around the systems and processes was done in the summer of 2020 to like six months ago or so. Right now is the round for the next optimization. The next round of optimizations will vary. Optimization focuses on people, so I love doing that. So that’s what has me excited.
Andrew Morgans 37:14
No, that’s good. Thank you for sharing. I’ll have all of his contact information down in the show notes as well, for anyone that’s, you know, near a computer when they’re tuning in or listening to podcasts. So they’ll be able to contact you there. But I love that I think it’s a simple answer. But it’s one that’s super relevant and to the time as well as just like you know, your three-year agency, which is plenty of time to be very successful, at the same time, still honing the craft and even something now that I’m in year nine of my technology is something that began that year I look forward to it’s okay, let’s look inward. You know, let’s look inward. And what can we improve internally this year, like if we got to the end of the year, and we didn’t fix this or optimize this or make this better? What would we feel great about? And then we look to r&d? And it’s like, okay, if we want to learn one new thing or something to bring into the agency, like, what is that thing? And what do we want to try to grab, and then evaluating how we evaluate the brands we’re working on so you know, there’s the internal look. And then there’s the like, what we actually do, and then there’s like, gotta stay innovative, gotta continue to, you know, refine and get better at different things and bring that in. So this has been very informative. Jacob, thank you so much for your time. I know I have a feeling we’re going to either be meeting at some events together or get a chance to meet in person. I look forward to it. Thank you, listeners, for tuning in and for your attention as well. Thank you to our sponsor, Full Scale, whom I owe one last time. Do you need to hire software engineers, testers, or leaders? Let Full Scale help you have the people and the platform to help you build and manage a team of experts when you visit FullScale.io. All you need to do is answer a few questions. Let our platform match. You have a fully vetted, experienced team of software engineers, testers, and leaders at Full Scale. We specialize in building long-term teams that work only for you. Learn more when you visit FullScale.io. That’s a mouthful. But FullScale.io is an awesome team. They build teams. They’re a team that builds teams, and their website alone is super fun to look at. You can browse through, and you know different team members and how they’ve done things. And the absolutely amazing company, and an amazing sponsor that helps us put this on, Jacob, I know it’s late over there. Thanks again for your time and knowledge today. I know I learned something. I hope everybody is tuning in and learning a little bit more about their retention, marketing, what they can be doing to be better, and where they can go if they need some help. So thank you so much. Thank you very much for having me on. That was a pleasure. Thank you. Of course. We’ll see you next time, Hustlers. Thanks again.