Michael Diesu
@MichaelDiesu
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Co-founder @getrevroll . Helping ecommerce brands convert bounced users into revenue | Miami 🏄
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Joined January 2021
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Last Seen Profiles
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I want to clear up confusion about how Revenue Roll works.
The most important part:
We do not share the information of users who have opted-out of sharing their information. Ever.
So how does the process work?
There are 4 easy-to-understand principles that make up our
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If this is your first time seeing my content, allow me to introduce myself.
What I do for work
I started my career working at Accenture as a strategy consultant for Fortune 500 companies, but you might say I was “destined to be an entrepreneur”.
Growing up I had the fortune of
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The last two weeks have been insane, in a good way.
- Setup a head-to-head trial with a very large brand against two competitors. I love these because we almost always win on ID rate and price :)
- Finally got to link up with
@rabahrahil
IRL. This guy is hilarious lol. Also met
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This is what building an early-stage startup looks like.
It's not a straight line of progress. Some days are up, some days are down.
But what makes it worth it are those moments when you hear customers say "I've been looking for a product like this".
I made this video to share
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Update on last week @ Revenue Roll:
- Signed another large influencer-led brand
- Redefined our company values and walked through them with the team
- Spent most of the week at Expo West. 100% worth it despite being tired from the all recent travel
- Launched a new (well, old)
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My biggest takeaway from Expo West this week:
Ecommerce is still a large blue ocean.
So many of us are trapped in the DTC Twitter bubble that it’s easy to forget there are so many brands out there besides the 100 logos we’re all competing over.
There's enough for everyone to
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"Revenue Roll is the Rolls Royce of pixels" might be the best compliment I’ve ever heard of us cc:
@chrismeadej
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Another weekly update:
- Flew to Commerce Roundtable.
@yojimmykim
/
@Sendlane
put on an amazing conference and I met a ton of people. Excited to get more involved with the ecomm community at future events (GrowLA coming up, DM if you need a ticket!)
- Laid the framework for the
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I talk to 5-10 founders every week and they all say the same thing:
- “We hit a wall on revenue”
- “We’re struggling to grow our email list”
- “We want to increase sends, but don’t want to ruin our reputation”
Here are 3 things you can do to drive more revenue via email:
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I recently switched from being a lurker to an active participant on DTC Twitter.
But I’m still new to all of this.
Who are some of the most interesting folks I should follow?
Bonus points if they’re in Miami :)
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About 3 months ago, I shared how well outbound email was going for us, and that we were increasing sends.
The results 3 months later: a complete bust.
I wasn’t going to share this story originally but if my mistake helps just one other early stage founder, it’s worth it.
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Our biggest 2023 win came in the last 2 weeks of the year.
Drove 6-figures in pipeline from a single tweet.
2024 is going to be a good year for
@getrevenueroll
.
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Another banger conference in the book.
I had a lot of fun meeting so many people from the ecom community at
@joingrow
this week.
Thanks everyone that stopped by the booth, coffee truck or met up for dinner 🤝
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Haven't done a weekly recap in a while. So here's last week:
- Attended EEE, met plenty of brands and reconnected with partners
- Helped a large agency migrate 15 of their clients
- Met with 5+ members of the Starters - all very sharp/impressive and (hopefully) future partners
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Last week, I flew to NYC for my 6th event in the last 3 months. Had a great dinner with
@chrismeadej
&
@AaronSpivak2
and met a lot of cool people.
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New at
@getrevroll
: you can now retarget in-store prospects online.
Let me tell you why I’m so excited to be rolling this out.
If you’re an ecom brand, your North Star is likely getting retail distribution.
It’s less of a headache and it has a huge effect on brand perception.
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Recap of last week at
@getrevroll
:
- Met with several large agencies and a few 9-figure brands this week. Excited to be partnering with some heavy hitters
- Gave out a $300k loan through our financing product. Largest loan to-date. Will have much more to say about this soon 👀
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Play the long game.
Occasionally, a brand will book a demo for our product but they aren’t sending enough emails or running retargeting ads.
Which means, they’re not going to get the full value of the product and will churn quickly.
We always turn them away.
It’s a
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I’m going to say the quiet thing out loud.
It’s near impossible to build trust over Zoom. And when it does happen, it takes months.
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This meme has closed us $250k in the past 60 days.
Make of that what you will.
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As exhausting as events can be, they’re critical for us.
By nature of what we do (identity resolution), it can be hard to build trust.
It’s a controversial topic and not all providers in the space have a clean reputation.
It really helps when we get a chance to explain it to
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Curious to get this community’s feedback/thoughts:
Had a client generate $100k+ in 60 days from emails we added to their Klaviyo flows.
75%+ of that came from emails they already had but were marked as inactive (and not being used).
Some of these hadn’t been contacted in more
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Excited to have you on the team
@andrewjenningsx
!
I am delighted to have accepted an advisory role at Revenue Roll.
My brands have been a client of Revenue Roll since October last year and we have seen significant increases in email performance using their core product (see tweet below).
So this role has evolved organically as
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A few weeks ago I announced that we would be creating a Marketing Score to help our customers get the most value out of our product.
Well, here’s an update on how that’s been going:
First, some background for those that don’t aren’t familiar with what we do…
@GetRevRoll
helps
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Pumped for EEE in a few days.
If you’re attending, you’ll be seeing a lot of Revenue Roll.
- We’re sponsoring a Commerce Conversations At Sea along with
@klaviyo
and a few other awesome companies
- I’m going to be joining my guys
@chrisjmeade
and
@aaronspivak
for a Founders
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Unpopular opinion: “we can’t do that” is rarely an acceptable answer as an early-stage startup.
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Q4 was the best quarter for Revenue Roll in the company’s history.
That’s a great achievement, but the real achievement won’t be seen for another quarter or two.
What happens in the next two quarters?
Retention - the real work.
So often as founders, we get excited about a new
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If you’re unable to step out of the business, something about your processes or training is broken.
Questions I’ve learned to ask myself when it feels like I can’t step away without things breaking:
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Recap of the last week @ Revenue Roll:
- Kicked off playbook creation with
@jjesschan
- Met with two celebrity brands, a number of other 9-figure Shopify brands, and a large grocery app
- Had a great feedback session with the super sharp folks at
@structuredteam
cc:
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Great start to November! Signed a killer brand last week. A brand everyone here on Twitter would know.
Finishing the year strong. Let's gooo 🔥
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Selling someone something is like a seesaw. If you’re too pushy, people think you’re tricking them. If you’re feeble, you’re not engaging enough for them.
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Last week, we had our first board meeting of the year.
To sum up all the slides:
- 2023 was a rocketship of a year
- We plan for 2024 to be even crazier with growth
In this video, I’m going to walk through a few of the “big” product things we’re working on in Q1:
- UI updates
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The Identity Problem in ecommerce advertising:
Your marketing is driving visitors to your site.
But you don’t know who they are. And every trace of them is gone in 24hrs.
This is costing money on ineffective campaigns.
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We helped a client 10x their email list and add $50k in net new revenue from email.
Here’s the full rundown:
- Identified 44% of anonymous site traffic
- Added 1,000+ emails/day over 30 days
- And most importantly, the client ended the 30 days with a 5x ROI
We did all of that
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Some “interesting” things happen when you build for the long-term instead of optimizing for the next round of VC funding.
1. You stop taking on poor-fit customers who will quickly churn
2. You don’t have to play shady pricing games for short-term revenue bumps
3. You don’t have
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We've never been audited for privacy violations.
It's simple, but not easy to do, which is why
@getrevroll
is one of few companies in this space that can say that.
Here’s why…
If the user doesn’t accept tracking, our product doesn’t work.
That’s it. This is what keeps us
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Recap of the last week at
@getrevroll
:
- Starting with the most important news. The board did not replace any of us. We’re all still here.
- Interviewed new sales roles candidates. The first batch of interviews is starting strong - many candidates with experience selling to
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Sometimes I wish startup founders had extra hours in the day because 10-12 hours is not enough time to run an entire company.
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The wrong way to do ecommerce advertising in 2024:
- Send traffic to your site
- Use pop ups to capture first-party data
- Receive mostly useless data back from ad platforms & browsers
- Burn money trying to retarget on that bad data
The right way to do ecommerce advertising in
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@greggcarey
@irrvrntVC
@GetRevRoll
Our cross-device identity graph provides a more accurate view of ad performance allowing us to underwrite based on actual CAC/ROAS rather than biased CAC/ROAS in the ad networks and other platforms
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@chrismeadej
@AaronSpivak2
- Morning: deep work to keep the ball rolling on the important things
- Afternoon: meeting in person with active prospects or any customers attending the event
- Evening: hitting the floor and socializing
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Big week last week 🦃:
- Had a successful Thanksgiving. My key-lime pie came out 🔥 (sorry no pics!)
- Got my family involved in supporting some of our favorite brands for Black Friday. Shared a few the other day, but there were many more than that. And probably more to come
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Having an open calendar is a must for me now.
When I was on vacation the other week, I was able to close deals that would’ve taken more than a month to get done—in just one day.
How? My calendar was open.
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As much as I talk about the toll of constant work travel, I’ve also learned that meeting customers and prospects is a real accelerant for business.
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A slight shakeup to my regular content, but curious to hear from other founders—SaaS, agency, or brand.
What books are you reading right now?
For me, I’ve been reading The Great Mental Models by
@shaneaparrish
and it’s one of the best books I’ve ever read.
I wish I had this in
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The more people that question our product, the more improvements we can make.
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Inspired by
@harleyf
. Some of our (including my wife and dog) contribution to the DTC community yesterday
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Headed to GrowLA Monday
@growretail
.
The Fall event was pretty impactful for us in terms of new connections made and business dev, so excited to be back together with some of the fastest growing brands in the world.
If any DTC brands want to attend, I have free tickets
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We’ve been doing more research around our pricing strategy. I wouldn’t have considered some of the terms customers would be willing to accept with the right incentives.
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@chrismeadej
@AaronSpivak2
Still finding my rhythm for all the work travel, but having this structure has made things easier.
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Becoming first-order profitable is going to become much harder for brands this year.
Why?
Because once Google ends third-party cookies in the browser, you will lose two things:
- Context on who’s visiting and what they care about (this one is obvious)
- 2nd-chance
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People can feel out the energy and intentions and that makes it easier to build (or destroy) trust.
I know some people disagree, but IMO there’s just no real replacement for those face-to-face interactions.
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Revenue attribution by email & advertising platforms is so broken that we decided to make our own tool.
It’s now in most customers’ accounts and the majority of the response has been positive, with people appreciating our transparency and clarity.
The truth is no attribution
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March Madness recap @ Revenue Roll:
- Had a ton of fun at Shoptalk. I’m finding my rhythm with conferences—work during the day, in-person meetings in the afternoon, social events at night (seltzers > alcohol)
- Met with a very large apparel brand at Expo West. We first met at
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October kicked off what will be the best quarter in
@GetRevRoll
history.
We’ve really hit our stride in finding early signs of product market fit.
More importantly, we’re proving one of our core beliefs about the future of DTC SaaS to be true:
People want a transparent,
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What doesn’t matter when it comes to AI: volume of output.
What does matter: quality of output.
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“We don’t trust them.”
Don’t trust who?
Email marketing platforms.
It's a concerning trend I’m noticing after talking with nearly 100 brands over the last few weeks.
Here’s what’s happening:
Brands know email is driving a significant portion of their revenue.
But they don’t
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Starting in February, Google is about changing the way brands do email marketing.
How?
Much stricter spam enforcement policies.
In this video, I break down what brands can do to maintain a good domain reputation and avoid being blocked:
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@damccormick13
All great points! Re: email scraping tools, if you ever want to chat about identifying a higher % of your site users, let me know.
We’re currently seeing clients match 30-50% of users and they’re applying the data to a lot of interesting use cases (e.g.
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I’m impressed by how many people are able to spend much of their time on the road at conferences and events.
After 4 of them in the last month, it becomes exhausting pretty quickly. But also realizing that it is the work for a non-technical CEO of a growing startup.
Anyway, I’m
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This is the best analogy I’ve got for being a startup CEO.
It’s like balancing 10 plates on the stove at the same time, with the goal of cooking up a masterpiece. Inevitably some things are going to be placed on the back burner while other things get more focus.
This makes me
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Recap of the last week at
@getrevroll
:
- Recorded a podcast episode on the future of advertising (check it out: )
- Wrapping up final preparations to launch Revenue Roll for
@BigCommerce
.
@WooCommerce
coming soon!
- Caught up with the first investor
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Without cross-device tracking, you lack insight into where your revenue is truly coming from.
Meta & Google don't know the person that visited your site a week ago on their phone is the same person making a purchase today from their laptop.
That’s a problem.
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I’m not here to sell anyone on the idea that our data is 100% correct – no attribution tool is.
But what I can give you is transparency.
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A big misconception about email marketing:
Sending too many emails will hurt your reputation.
Not true.
Sending too many irrelevant emails hurts your reputation.
Even with Google and Yahoo’s domain updates, you’re only truly at risk if you’re sending emails to people that
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The person talking about
@GetRevRoll
in this video is not me.
It’s Alek, one of Revenue Roll’s co-founder.
I’m posting this video for two reasons:
1. I’ve been talking a lot about WHAT we’re building and have built. In this video Alek’s going to talk about the WHY & HOW
2.
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@jonathankopnick
@darrenmarble
@GetRevRoll
Let’s go! Overdue for an in person catch up
@darrenmarble
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Top 3 predictions for ecommerce in 2024.
What I see happening for brands and ecom SaaS companies.
Let’s jump in…
1. Every brand will focus on getting as much opted-in data as possible
Brands we’re talking to are waking up to the fact that you can’t continue to fly blind when
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Hosting a padel event with my co-founders tomorrow at Reserve Padel In Hudson Yards.
DM me if you want to join.
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What if
@GetRevRoll
could help you drive more retail sales?
The end game for almost every DTC brand is to get into retail, so it would make sense to figure that out.
Well, we can.
Last week we spoke with a celebrity-backed brand looking to drive purchases at retail stores
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@mikemanheimer
@ringmybeller
@PostscriptIO
I'll be there too hosting a happy hour! If you want to connect and come through I can DM you the details
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@tgeisenheimer
@BillDA
Currently we only identify US traffic and are CCPA compliant. We plan to expand to Europe by the end of 2024.
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The new remarketing playbook simplified:
- Use Meta & Google ads to drive traffic to your site
- Use Revenue Roll and other tools to capture opted-in data from high-intent site users
- Feed owned data back into Meta, Google, Klaviyo, TikTok, and wherever else you run remarketing
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Whenever a customer asks us about doing something we’ve never done before, we develop a project scope, cost, and decide if we have the team resources available to complete.
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When you think about it, we’re really lucky.
17 years ago Meta launched Facebook Ads.
Sure, it made Zuckerberg and a few others billionaires.
But, it also helped print a ton of really successful brand owners.
Despite all the issues and random debates we have in this
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Got some cool stuff happening at
@joingrow
this week:
- Dinner with
@chrismeadej
&
@AaronSpivak2
tonight
- Bringing a coffee truck with
@yojimmykim
&
@sendlane
tomorrow morning (apparently people need better coffee lol)
- Hosting HH with
@aspireio
,
@fermatcommerce
, and
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@andrewjenningsx
@mercury
@wayflyerapp
@GetRevRoll
can provide ad financing for Meta and Google as well if you want to extend the payback period there
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