Trayan Hristov | Email, SMS & Retention Marketing
@THristov_
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Make people buy more times | Owner @ Thrivelia | Klaviyo Gold Partner | $50M+ in results for perfectwhitetee, Carnivore Snax, Luxapolish, Nestle Purina and more
London, England
Joined November 2009
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Pinned Tweet
Have you heard of progressive personalisation?
It's the ability to generate DTC revenue by giving better segment-specific value.
A 5 times customer has a different relationship with a brand than someone who shopped twice, fifteen times, or never before.
Nor would they expect
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With Q4 nearing, one of the most common questions brands have is:
"Should we have discounts or no discounts"?
I've answered it several times, so here's how I answered this beauty skincare luxury brand.
The role of the discount is to make it FEEL like a better value, but that's
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I made a mistake and took on a performance deal with lower retainer. Let this be a lesson for someone else:
Client 1: What else are we getting? When will this be ready? Why don't we do 6x more work tomorrow? We're very excited but we want you to grow us by 1000% in 3 weeks,
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My senior designer bought his dream car. My senior copywriter is planning her wedding. My project manager can support her mother's health.
Being able to support them and hear they're enjoying their lives hit a new level of fulfilment I never knew existed.
The irony is he got
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Shoutout to
@johnhickey1970
, what a legend!
He's not only constantly bombarding value on X, but advising multiple brand, running an 8-fig one, and being a father.
I hope I have as much energy when I'm... well a wee bit older and wiser. 😃
We only met couple of months ago
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We've been waiting for this for ages!
@klaviyo
finally has the revenue and AOV in a pop-up A/B test!
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Everyone: Email agencies are dying.
Meanwhile brands sending these emails.
credit: Linkedin/Muhhamad Amir
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Only dead fish goes with the flow.
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Churn is unavoidable, but what happens with your team speaks volumes about your culture.
My first copywriter? - From no experience is now a $100k+ email marketer solopreneur.
My second copywriter and first strategist? - She was spending her days watching Netflix before she
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@ecomsutra
@klaviyo
@PostscriptIO
@justunosocial
@OctaneAI
@triplewhale
@looxio
@gorgiasio
@LoopEngine
@socialsnowball
@typeform
for surveys,
@hiwonderment
for shipping updates,
@smartrr_app
for subscriptions,
@tapcart_app
for apps are worthy mentions. Let's not pass on the whole ecosystem
@Yotpo
has.
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Kilkenny today, a medieval fairytale.
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It strikes me how almost everyone in this world you could think of is one to two degrees of separation. What an age to live in!
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Thousands of clicks recently?
I've also lost some sleep figuring out what's happened over the last two weeks in hashtag
#deliverability
!
1. A new security level in Outlook and Hotmail.
2. A surge of "bot farms" - marking your domain as spam.
3. Tighter regulations in Gmail in
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This 8-fig brand fell to 7-figures in 2024 with 60% to 200% monthly YoY decline in sales before reaching out to us. 3 landing pages later, 100+ ads, 4 new google campaigns, and 60 emails within a month later, they're 8% up YoY.
Case study incoming.
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It was pretty cool to hang out in
@klaviyo
's London office after K:LDN, Klaviyo's European event for the top 200 partners and clients.
It was a rare event of gathering email nerds one may never experience in life, so thanks for the invitation!
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In 2023, Thrivella grew 400%
Here’s the breakdown, month by month:
- Where I succeeded
- Where I failed
- What I learned
1. January
✅ Coached with a mentor - fixed my mindset and business model
❌ Lost 2 clients, a strategic business partner and 3 clients were 2 months
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I've been hiring and interviewing email specialists for my team over the last month.
The only candidates with either relevant experience or good enough understanding (before being trained) are asking for north of $6k salaries. The average is $10k. I'm not sure who is setting up
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by
@DylanJardon
and
@HenryBelcaster
is the best newsletter I've discovered online this month (and we're actually the same age)
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@ericlamideas
Happy wife, happy life. Continue going on dates, buying gifts, and surprising her.
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@ritzfit
Given a bag lasts for about 5 minutes until you need a second one, the LTV difference will be insane. Have you calculated it yet?
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Not all heroes wear capes... Among millions of marketers, few dare to think differently!
I want to share how excited I was to meet
@rorysutherland
, Vice Chairman
@OgilvyUK
, during
@klaviyo
's event.
Here are 6 valuable lessons from his book and his speech:
1/15 🧵👇
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What happens when you exit a parking lot and crash into the guy passing behind your car?
You get 4 years of memories around the world.
She's everything and I'm truly blessed.
So easy to stuck my head like an ostrich into the ground solving a problem after another...
But in a
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Still contemplating whether it was worth waking up at 4:20 am to see 37th heaven in the largest religious structure in the world.
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@AlexHormozi
If you were to break it into smaller segments, what are the levels of reputation?
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When clients ask you to give you a testimonial before you ask them, you must be doing something wrong lol
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@ecomchasedimond
@klaviyo
Remember when this happened on Black Friday morning? :D The panic was real.
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Gratitude Monday: Thankful to be healthy, in love, in Vietnam, and surrounded by a motivated team and amazing clients. I wouldn't change anything about the cards I was dealt.
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@johnhickey1970
1. spam traps segment (and exclude)
2. find the country (and exclude)
3. double opt-in -> if shit hits the fan
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@chadross_
This is a gold mine of ads! We had one in Bulgaria that said "Cheers" and 200+ people only commented Cheers haha
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Email marketer diaries: I cry a little every time I see someone sending to their entire list.
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@johnhickey1970
@SMG_Ryan
A specialist dedicates their career to finding everything possible in one field... which is a lot of focused time. The one who wins is the better prepared one, always.
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@johnhickey1970
@jackofecom
@conortrains
@jsappington
Klaviyo is still the leader for email, and I think "being on a tight budget" is a myth.
I need to go on a rant here, not on email software or agencies, but about being driven by price instead of value (or maybe not being aware of what moves the needle).
This thinking will help
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Everyone complains about Klaviyo being expensive, yet I've saved $100k+ in Klaviyo bills this last month alone.
This is the shadiest thing I've seen over the last couple months in email: your email agency upping up your price to get a bigger commission and tier within the
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@thejustinwelsh
I think mentors are great for helping you prirotise your activities based on their experience.
That wouldn't mean they'd do the work for you, so the biggest impact is still only the actions you'd take.
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People don't believe it's possible to reach a 26.5%
#conversion
rate in email marketing!
Champaign bottles are popping if you get to 10%, so what's the secret sauce to getting 63% more?
There are ONLY 3 things to focus on when building your email program. 👇🏼
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@ritzfit
What a journey, Mark, I heard about it yesterday and was shocked. How could a problem with two ingredients, both of which are sustainably sourced, be of any danger? I hope this gets resolved quickly. The world really needs this product, given the average diet in 2024...
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This feature is a game changer for Klaviyo and makes it easier to compare click versus view+click attribution.
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Marketing is a promise.
Even experienced marketers undermine the importance of powerful ideas within a few short words.
You can say:
"New models just launched".
Blah.
Or you can try one of these:
"From Couch Potato to Style Supremo!"
"From Dad Jeans to Dapper Dude!"
"From 'Is
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This could be you next year, just saying.
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Did you watch the Superbowl? Whether your team won or not, Rihanna was magnificent! 15 minutes of jumping, singing, and dancing while being pregnant too!
Watching her performance, I thought about all the eyeballs focused on her and lips mimicking her songs.
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Huuuge thanks to
@yadybarretto
,
@ecomchasedimond
and
@iamshackelford
for providing the
@GeekEx_Edu
platform and community as a place to learn and grow!
You can see my recent talk here:
In it, I covered my process to craft an AOV & LTV-boosting
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When CAC goes up there are these for it to go down
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If you don't have a welcome series that convert one in five people on the first email, you're missing out.
Comment below "interested" and I'll DM you with the exact strategy.
One message, $18.32 per recipient, every day, without lifting a finger.
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@BryanFlynn1
Thanks for the input. If one thing is for certain, you always need a good bunch of people to keep you sane on the path. 😀
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@BlackLabelAdvsr
London is a different beast but you can get a really nice place in Woking, some 20min commute to London with a garden for half the price
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What zero-party data looks like:
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@johnhickey1970
I'm not sure if he's on x, but this was one of our final few candidates (we were hiring in March and got 450+ applications).
@theborfeng
could be a good fit too
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@iamshackelford
@AaronJNosbisch
@avinkline
I'm sure there will be at least 2 more digits in a year's time
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17th of February was a "Random acts of kindness day". It's another made-up day, but why not go along with it?
Here's an email we sent out to a male fashion brand:
Subject line: For Random Acts of Kindness Day...
Text preview: Join me for a quick game of "Never Have I Ever"
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Buying with emotions, justified by logic. For anyone in marketing, these 16 emotions have been instrumental in all the copy work that we've done.
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The top UK
@klaviyo
agency proudly owned by a Bulgarian. Try this yourself if you don't believe it. ❤️
PS: I did not pay for this.
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Never talk about work on an empty stomach.
- Some wise dude somewhere out there
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Props to
@anthonymink
from
@livebearded
for sharing what email should be like in this
@zipifyapps
training.
"Think of what kind of conversation you want to have and everything else will feel natural."
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Step 1: Wake up.
Step 2: Put on a shirt.
Step 3: Win a silver Olympic medal.
Sometimes all it takes to win is showing up.
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Comparison is the thief of joy.
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@chrisorzy
Money is a game of resources, leverage, and power that I believe a kid should learn as soon as possible.
I don't bite the "Let them be kids". We are meant to strive for something. This gives meaning. That's the most authentic human nature.
And finding something to strive for
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Today was the first time I walked out of a $30 000 per year deal ($2.5k per month).
Cold sweating hands, pounding heart rate, and a stuck-stone-like feel in my throat - for 1 hour straight.
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@chrisorzy
@ritzfit
@mikesalguero
@PerryMarshall
@subscriptiondoc
Looks like a revolution is about to begin
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I'm looking into partial or full ecom acquisitions. Do you know anyone who's looking for a co-founder?
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If you hear "or you don't pay", run away.
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@michael_upstack
And this honestly is why we have upstack on 80% of our accounts (we just couldn't convince the others yet lol)
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@elonmusk
@CatherinScience
We are made up of the most common ingredients in the universe. It could be said that we're the universe understanding itself. :)
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The year is 1898.
You're in the wild, wild, WILD west of advertising.
For the last 8 years, this new sugary drink "Coca-Cola" has had a strangely addictive taste, and everyone seems hooked to it.
This "advertising" thing is nothing more than a few people talking about you in
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@elonmusk
Funny how the world can shift opinions within a day. Truly the most fascinating time to ever live in.
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@coachshane
Hi
@coachshane
I'd say their prompts pack has a lot of value for $47, that's a good starting point 👍 (Sintra Plus)
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The persona can't get love, only praise.
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Sometimes a longer sales copy might have the opposite effect.
The end consumer thinks:
Why do I need this much persuasion to buy something? Is it not selling well?
And likewise, if something has a high price, we can leverage more text and persuasion.
Something that costs
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@jordantwestecom
@Sendlane
It seems like pricing and deliverability are the two areas that lead some brands there. I just became a partner with them and can instantly see the appeal.
Takes a bit of time to get used though and I wish we could build directly on mobile first, like in Klaviyo
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@johnhickey1970
I'm excited to be part of
@dtcMKG
and take the lead on all things retention marketing in partnering up with
@johnhickey1970
.
About me: I lead a boutique agency called Thrivelia, which combines progressive personalisation and data-driven methodologies with visual and direct
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@johnhickey1970
Hahaha, I love when they finish with "oR you dOn't PaY".
Funny you should mention that Johnny...
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Shoutout to all my fellow solo founders out there hustling two or three FTs and believing in yourselves.
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