Important TLDR for marketers 🚨 Here's the 5 min scoop on the Feb '24 Google & Yahoo updated email requirements. These:
- Affect companies sending 5K+ emails per day.
- Should improve deliverability to customers.
- Likely won't be a big lift for most.

Let's talk requirements 👇

1) You need to send emails from a dedicated brand domain.

👉 What this means:
- No more bulk-sends from @gmail.com addresses
- No more sending from a shared domain (ie: viaklaviyoemail.com)
- You need to send emails from a dedicated sending domain (ie: alexa@stay.ai)

2) You need to authenticate your sending domain with DMARC.

👉 What DMARC does:
- Tells receiving mail servers what to do with messages that aren't verified as coming from your brand
- Stops spammers from spoofing you
- Adds an extra layer of safety on top of SPF & DKIM

👉 How to set up DMARC: https://support.google.com/a/answer/2466580

3) You need to make it easy & clear for recipients to unsubscribe.

👉 What this means:
- Marketing emails must include a one-click unsubscribe link (this will be automated with @klaviyo) & you'll have to update your templates.
- Un-subs must apply within 2 days of request.

4) You need to keep spam flags < 0.30%.

👉 What this means:
Pretty self-explanatory. Send quality content to the right recipients, and you're in the clear.

I highly recommend reading @klaviyo 's resources on these changes. They've even got a nifty little checklist here! https://academy.klaviyo.com/2024-new-sender-requirements-checklist/

XO,
Lex 💕

Important Email Requirements for Marketers

Brands with subscription programs - I uncovered a pro tip this week that can help you unlock $$$$ in customer LTV/lost revenue from your sub programs. Let's talk payment failures & dunning settings. 💰

1

As many of you know, customer payments fail for a variety of reasons - card expirations, insufficient funds, etc. But they can also fail because you have product(s) out of stock.

When payments fail, your dunning settings come to save the day. 💃

2

Dunning settings = rules that dictate:
- how often you retry a payment method (ie: every X days)
- how many times you retry that method (ie: X times)
- and whether or not a customer's sub should be cancelled after X failed total processing attempts.

3

These settings MATTER. Like...really matter. Reasons incoming 👇

🚩  Too many failed attempts can impact your business:
When Stripe, for ex, sees too many failed payments, they might think you're up to something sketchy, and flag your business.

4

 😔 It impacts your customer experience:
Depending on your settings/ customer comm triggers, your subscriber might not realize their card expired/declined. They wonder where their product is, they get grumpy, and you get more CX tix in the queue.

5

💰 You leave money on the table:
If you don't notify customers when cards fail or products are OOS, it can inspire a cancellation. You also miss the opportunity to let folks swap their SKUs for ones that ARE in-stock.

6

📈 Your data gets wonky:
If you don't cancel a customers sub after X failed attempts, when you dig into your data, you'll see an inflated number of "active subs" - even if the customer hasn't actually gotten an order in months. You need clean data.

7

Here's how to optimize based on this info^

Set your your failed payment dunning rules to save the day:
- check how frequently you try cards (best prac = 6x)
- check your # of re-tries (best prac = 6x)
- set the customer's sub to auto-cancel after these attempts fail

8

After you do this, MAKE SURE TO SET YOUR EMAIL TRIGGERS ACCORDINGLY!

Best prac = set up an auto-trigger email with a @klaviyo Quick Action directly to the customer portal to update billing.

(see ex from @meetalleyoop )

9

Then, set your product OOS dunning rules.

Best prac =
- check stock before billing
- notify customers for OOS
- enable partial fulfillment

Again, set those auto-trigger emails. Encourage subscribers to swap OOS for something in-stock. Ex from @medterracbd below:

10

TLDR: Don't leave $$ on the table. Set the settings, make the monies.

If your current sub provider doesn't let you dictate these settings, @GetStayAi does - LMK if you'd like an intro to our team!

XO
Lex

~fin~

Unlocking Revenue: Pro Tips for Subscription Programs

Last week I tweeted about how I cranked out a SPICY case study for @triplewhale in under 48 hours. Here's how I did it - (spoiler: you can do it too, with these tools)... 🔥

#BrandInPublic 🧵/ 1

+ shoutout @elijah_modifly for being an awesome partner!

1) PREP WORK - PLANNING 🚀
Before crankin',  I meet with various teams within Triple Whale to identify:
- what value our case studies need to provide
- what type of customer personas we want to feature 
- "wins" we want to champion
- any additional requests 

🧵/ 2

2) PREP WORK - INTERVIEW Q's 🕵️
With these goals in mind, I create a @NotionHQ template with interview questions to ask our case study partners. 

These q's focus on sharing the most valuable wins, while addressing key objections. 🤌

🧵/ 3

3) PREP WORK - BOOKING 📆
I spend a couple hours at the beginning of each month reaching out to folks who might be a fit for a joint case study (via email or phone).

Once they've indicated interest, I send them a @Calendly link to book a 1HR case study interview call. 

🧵/ 4

4) INTERVIEWING 🎙️
In the meeting, I asking the questions I've prepped in @NotionHQ. 

I ALWAYS record the conversation so I can quote interviewees directly, typically using the (free!) voice memos feature on my Mac or iPhone. 

🧵/ 5

5) TRANSCRIPTING ✍️
Life changing find (thanks @binghott) = @DescriptApp. Pop in an audio recording track (free!), and it delivers a written transcript.

Then, you can chunk the transcript - while editing the audio track - into the narrative you're building for the study. 

🧵/ 6

6) NARRATIVE ORGANIZATION 🧠
Next, I take that beautiful transcript, and break it down into a few core sections to create a cohesive narrative:
- Background/Context
- Challenges
- Solutions
- Results

🧵/ 7

7) PULLIN OUT THE JUICE 🔥
After the text is organized, I choose the highest-value direct quotes from the interview to pop into each section of the case study. 

Here, I'm looking for core statistics, major wins - the jaw-dropping heat. 

🧵/ 8

8) WRITE IT UP 📝
Using the transcript, I write the interviewee's story in a 3rd person narrative. 

In @NotionHQ,  I segment the text by each core piece of the story, ensuring the character counts will fit into my design template.

🧵/ 9

9) TOSS TEXT INTO DESIGN FRAMEWORK 👩‍🎨
All that written text + juicy quotes --> into a design framework I've created in either @Adobe InDesign or @Canva. 

If you don't have in-house designers, leverage folks on @Behance or @Fiverr.

🧵/ 10

10) FINAL PIECE - THE FINESSE ✨
After the meat is complete, I request screenshots, visual assets, and logos from the interviewee. Those get added around all the good stuff in the case study, to make a beauuuuutiful PDF. 

🧵/ 11

Want to check out some sweet @TripleWhale case studies?
Read 'em here 👉 https://www.triplewhale.com/guides

And as always, please RT/share if helpful! 
I'm always available via DM's to chat, too. 💙