Jamie Watkins | DTC Email Marketing
@jamiewatkinsdtc
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CEO @ Underground Ecom | Klaviyo Elite Partner | Crafted Email Strategies for 400+ DTC Brands
London
Joined September 2023
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[ECOMMERCE EMAIL MARKETING]
Access the insider strategies that drove $300M+ in revenue for Underground Ecom clients.
FREE for a limited time only:
🔑$𝟑𝟎𝟎𝐌+ 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐅𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤
⚡ 𝟏𝟎𝐗-𝐏𝐞𝐫𝐟𝐨𝐫𝐦𝐢𝐧𝐠 𝐅𝐥𝐨𝐰 𝐒𝐲𝐬𝐭𝐞𝐦
🎯 𝐀𝐝𝐯𝐚𝐧𝐜𝐞𝐝
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Your email strategy doesn't exist in a vacuum.
What works for one brand or niche may fall flat for another.
So how do you ensure your campaigns are always on point?
Two words: Cross-niche insights.
We collect 1000s of emails across niches to analyze:
→ Cadence and timing
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I've put together 70+ PROVEN welcome series emails that have generated millions for DTC brands! 🔥
Want access to it?
1. Like this post
2. Comment "WELCOME"
& I will DM you this swipe file.
(Must be following me first)
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Want to write sales emails that actually convert?
I've put together a swipe file of the 25 best-performing emails from top DTC brands.
To get the swipe file, just:
1. Like & RT this tweet
2. Comment "Emails" & I'll send you this swipe file.
(Must be following me)
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Want to write sales emails that actually convert?
I've put together a swipe file of the 25 best-performing emails from top DTC brands.
To get the swipe file, just:
1. Like this post
2. RT this post ♻
3. Comment "Emails"
& I'll DM you the link.
(Must be following me)
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I've hand-picked Abandoned Cart emails from the TOP DTC brands worldwide.
Steal the most effective Abandoned Cart tactics straight from the industry leaders.
To claim:
1. Like and share this post
2. Comment "DTC" below & I'll send it to you.
(must be following)
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📣 Announcement time...
After 6 years of growing Underground Ecom as the Chief Operations, I am now stepping into the CEO position.
This is something we have been planning for a long time in the background, and now that James Matthewman fully takes on the role of CEO at
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$165 million in trackable sales and 350+ e-commerce clients
That's the type of scale we're operating at.
You really think blasting cookie-cutter winback emails will cut it with numbers like those?
The truth is that most retention strategies are lazy.
Smart brands follow this
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We've driven over $300M in ecom revenue.
By ignoring useless vanity metrics like open rates, click-through rates, bounce rates, and unsubscribe rates.
These are useless vanity metrics in 2024.
They show zero correlation to revenue performance.
Quit obsessing over them. Cold
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With over 150 remote employees, I've learned what separates thriving teams from failed experiments.
No amount of virtual happy hours or other shallow gimmicks can compensate for the isolation weighing on your team.
They need something more than empty gestures at inclusiveness.
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Taking a trip down memory lane when James Matthewman and I were just (over) ambitious students, trying to get Underground Ecom off the ground.
I remember when 5 years ago we printed a pair of Underground Ecom T shirts to attend our first ever e-commerce event.
It was a big
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[ECOM EMAIL MARKETING]
How email marketing will evolve in 2024:
(and why it should be your
#1
focus this year)
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Sharing successes, challenges & ideas with other Ecommerce leaders is a great way to learn, grow your business, and collectively problem-solve to reach new heights!
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We've spent years testing and refining our strategy.
Analyzing data from 350+ brands across all ecom niches...
And that is how we came up with:
This 5-layer framework that consistently drives insane results.
Here's the breakdown 👇
1️⃣ Teaser Campaigns
↳ Build anticipation
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Subscription ecommerce has boomed in recent years across all sorts of verticals - from meal kits to beauty boxes.
But these business models come with their own unique email marketing challenges.
How do you continually engage subscribers to maximize their lifetime value?
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I just read Klaviyo's AI Trends report and...
You can't afford to ignore it.
According to the survey of over 1,500 marketers, a staggering 69% don't fully disclose their use of AI tools to colleagues and managers.
Why would they keep it a secret when AI is simplifying their
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You got a new customer - nice!
But here's the real challenge: keeping them hooked for life.
Retaining customers is where the big profits lie.
One-time purchases won't cut it.
We've driven over £10M in revenue uplift for a SINGLE brand through hyper personalized retention
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Scaling with a strong remote culture IS POSSIBLE!
When Underground Ecom grew 3x bigger in one year, leading a large remote team seemed overwhelming.
We made remote work a core part of who we are and created engaging ways to bond over more than just tasks.
Now our remote team
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Retention marketing is so much more than JUST email campaigns.
It's about creating a seamless, multi-channel experience that keeps your customers coming back.
Here's how we approach retention with our partners:
1. Email & SMS: Personalized campaigns and timely messages with
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You need to update your email marketing playbook ASAP!
Google & Yahoo implemented new changes:
👉 Increased: Quality content & proper segmentation
👉 No more: Low-quality mass senders
👉 Focus: Personalized, value-driven experiences
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5 non-negotiable strategies to maximize your email CTR.
It's time to stop settling for average results.
Start implementing proven strategies that will supercharge your click-through rates and sales.
Here are 5 ways to optimize your email campaigns for maximum impact:
1/
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What an incredible first half of the year it's been at Underground Ecom! 🙌
Recently, over 100 Undergrounders joined from around the world for our Bi-Annual All Hands.
The energy was unreal as we celebrated some massive wins together:
✅ Finally cut the ribbon on our sleek new
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If you're not getting 25% of your revenue from Klaviyo, you're doing it wrong!
🚨🚨🚨
Agencies love to tell you that if you're not getting at least 20% of your sales from emails, you're failing.
They promise to help you hit those numbers fast, like it's a magic trick.
They
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Another inspiring trip to sunny Spain.
One of many perks of being part of the BLUE14 & supergroup community.
It's always special to connect with other business owners.
And meet some of the incredible key staff this group has to offer.
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We audit 100+ email programs every quarter.
The
#1
issue we see?
Brands chasing quick wins over sustainable growth.
Tell me if this sounds familiar:
✅ Rushed flow deployments to start
✅ Maybe an initial open rate spike
✅ Celebrating those "big wins"
Then the painful
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Relying on SMS & Email Alone = Soon to Be Irrelevant
If that's your only retention strategy, your brand might already be an afterthought.
You NEED a multifaceted retention ecosystem to stay top-of-mind.
These retention levers amplify your email/SMS efforts:
✅ Notifications
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[FROM TWO AMBITIOUS STUDENTS TO THE BIGGEST KLAVIYO ELITE AGENCY IN EUROPE]
Taking a trip down memory lane when James Matthewman and I were just (over) ambitious students, trying to get Underground Ecom off the ground.
I remember when 5 years ago we printed a pair of
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You're investing time AND money into acquiring new buyers, but they're ghosting you after that first purchase.
Sound familiar?
Here's the hard truth:
Retention is the most undervalued growth lever in ecommerce.
And if you're not actively working to turn first-timers into
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Running low on creative email marketing concepts for Q2?
Use these ideas to fill your calendar:
🗓️ 𝐀𝐩𝐫𝐢𝐥
↳ 22nd: Earth Day
↳ 23rd: World Book Day
🗓️ 𝐌𝐚𝐲
↳ 1st: May Day (International Workers' Day)
↳ 4th: Star Wars Day
↳ 5th: Cinco de Mayo
↳ 11th: Eurovision
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Our Flagship event was a big success!
Huge thanks to
@klaviyo
for letting us host at their London HQ office.
It was incredible to share industry insights on all things Acquisition, Conversion and Retention.
Special thanks to our speakers:
Host & Underground Ecom: Glenn Cookson
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Struggling to convert your email campaigns into sales? 📉
You might be missing the mark by not setting clear objectives...
I'll show you how to set goals that drive results, here 👇
🧵
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There’s nothing like meeting your team in person.
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How did Huel achieve a £185m revenue milestone in just 8 years? 🚀
Huel, the innovative nutrition company, achieved a major milestone: £185m in revenue for FY23!
This marks an impressive 8 years of consistent growth.
Here are key factors that have contributed to Huel's
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Don't fall for the "15% email revenue benchmark."
Many brands and agencies still rely on the "15% email revenue benchmark" to measure email marketing success.
However, this universal benchmark doesn't account for the unique factors that impact your business.
Factors such as:
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Underground Ecom's success is measured by our clients' success.
But what drives that success?
Our high-impact three-pillar approach:
People: A diverse team brings diverse solutions.
With 150+ members speaking 25 languages, we offer global insights tailored to your unique
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Q4 can make or break your ecom year. Are you ready for Q4 2024?
After analyzing data from countless DTC clients, we're finally sharing our battle-tested Q4 strategies.
This is all you need to know:
Key Trends We're Seeing:
1. Earlier holiday shopping (starting as early as
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Email marketers...
What type of emails get the best open rates?
Promotional offers
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Educational content
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Personalized emails
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Time-sensitive offers
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Email marketing isn't just about keeping customers – it's about winning new ones too.
We've helped over 400 ecom brands leverage email for both retention AND acquisition.
Here's why this matters:
(The Retention vs. Acquisition Showdown)
Retention:
- Increases customer
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Set well-defined goals for your email campaigns in 3 steps:
1️⃣ Identify the purpose of each campaign
2️⃣ Determine audience triggers & motivations
3️⃣ Use objectives to create strategic, personalized email experiences
Thinking strategically = Growth
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Losing customers without knowing why?
Churn is a business killer, and you might be blind to it.
I've discovered the 2 main types of churn and how data can stop the bleeding.
🧵
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Is your ecom brand settling for supbar email agencies that always overpromise but underdeliver?
Your brand deserves top-tier quality - accept nothing less.
Here are the 3 non-negotiables your ecom brand needs for explosive growth 👇
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Our first event at THE DTC MARKETING CLUB!
We are so excited to be a part of this community that is putting brands at the forefront.
A great turnout for our breakfast event at Yolk House this week.
For those wondering, DTC Marketing Club will be a concoction of:
- Actionable
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Discover the latest ecom trends in our VIP newsletter.
Learn more about how we have achieved these results:
- 165M In Trackable Sales
- 350+ E-commerce Clients
- 10x Higher ROI Than Standalone Klaviyo Users
Sign up now:
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Klaviyo Champion of the Month Spotlight: Stefan Milicevic
At Underground Ecom, we have people who live and breathe email marketing.
But none quite like Stefan Milicevic.
As Head of Service at UE, Stefan has his finger on the pulse of all things email and better yet, isn't
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How did Huel achieve a £185m revenue milestone in just 8 years? 🚀
Huel, the innovative nutrition company, achieved a major milestone: £185m in revenue for FY23!
This marks an impressive 8 years of consistent growth
Here are key factors that have contributed to Huel's success:
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1
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Neglecting acquisition = stagnant & disengaged audience.
Retention alone won't sustain your email marketing success!
Here's why 👇
🧵
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Is your email partner in it for the long run?
If not, you could be wasting time, money, and resources...
Here's why you should NEVER let your marketing agency skip the auditing phase!👇
🧵
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Single-channel strategy = you're losing money as you're reading this
Your customers are everywhere.
Why aren't you?
Let's fix that:
👉 Email: Your 24/7 salesperson
Personalize, recover carts, nurture relationships.
No "Hi {First Name}" nonsense.
👉 SMS: The VIP hotline
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🚨 Last Chance Ecom Brands!
Due to the overwhelming response from our newsletter subscribers, we have only 2 spaces remaining for our highly sought-after CRM Impact Sessions.
This is your FINAL opportunity to secure a spot before Black Friday!
Our CRM Impact Sessions, led by
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80% of new customers ghost you after one purchase.
Acquiring them? $$$
Retaining them? $
Learn how to slash CAC and boost LTV in this retention masterclass thread 👇
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"Hosting live, in-person events just isn't worth the cost."
Not from my experience.
In just 1 min, here's why these events provide incredible ROI:
→ You build way deeper, more authentic rapport and trust than you ever could virtually.
There's just no replacing that
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It's time to confront a harsh reality that many agencies won't tell you.
Retention is critical, but it will never be enough on its own.
Here we discuss the 3 undeniable reasons why 👇
🧵
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Your customers are tired of being tracked.
Privacy regulations are tightening, and third-party cookies are on their way out.
But don't panic – this is your chance to build real relationships with your customers.
Here are some effective strategies for thriving in this new
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Your next big ecom breakthrough isn't hiding in your analytics dashboard.
It's waiting for you at an in-person event - with other founders just like you.
Here's what you're missing:
1. Market Research: Face-to-face interactions provide invaluable customer insights you can't
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The
#1
red flag when choosing an email marketing agency 🚩
If an agency suggests a generic strategy without first auditing your current efforts, beware!
Here's why 👇
🧵
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[Strategy Session]
Maximise Revenue with SMS ft. Klaviyo Elite Partner Underground Ecom.
2pm UK time today!
Our Head of Service Delivery Stefan Milicevic will cover:
- SMS list growth tactics
- SMS sending best practices and strategies
- How SMS fits into your current
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Ran out of DMs. Check the first comment to get access.
Want to write sales emails that actually convert?
I've put together a swipe file of the 25 best-performing emails from top DTC brands.
To get the swipe file, just:
1. Like & RT this tweet
2. Comment "Emails" & I'll send you this swipe file.
(Must be following me)
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Ready to drive your repeat purchases by 67%? Unlock the potential of your email marketing strategy to target and improve customer retention TODAY 🔥
(This is a 🧵)
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The bottom line:
Acquisition and retention are equally important for a successful email marketing strategy.
Focus on attracting new subscribers while nurturing your existing ones to grow sustainably.
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Converting visitors into customers is a universal challenge.
Our Traffic Recovery System (TRS) is here to save the day, seamlessly turning anonymous browsers into paying customers.
Let's dive into this:
🧵
1️⃣ Traffic Recovery System (TRS):
Use the Traffic Recovery System
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Ran out of DMs.
Here's the swipe file:
I've put together 70+ PROVEN welcome series emails that have generated millions for DTC brands! 🔥
Want access to it?
1. Like this post
2. Comment "WELCOME"
& I will DM you this swipe file.
(Must be following me first)
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Underground Ecom has worked with over 400+ ecom brands.
And it's an honor that we're Europe's number 1 Klaviyo Elite Partner.
We've learned a lot along the way, and I'd love to share some insights with you.
Drop your questions below 👇
I'll be answering for the next few
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Ran out of DMs. Here it is:
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Discover the latest ecom trends with our VIP newsletter!
✅ Insider tips
✅ Profit-boosting advice
✅ Top brand strategies
Subscribe now & get our 'Complete Retention Guide' FREE!
👉
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Boost sales with this simple text-email strategy (...easy post-promo wins):
We recently tested a simple text-email strategy for a client that effectively increased sales after their major promotion ended.
The strategy was:
✔ Send a plain text email the day after the sale
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90% of your website visitors leave without converting.
But what if you could turn those missed opportunities into loyal customers?
Here's how to leverage first-party data for personalized email marketing. 👇
🧵
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Is 35-40% of revenue from Klaviyo "burning your list"? (...not necessarily) 🚫
It's a valid concern.
Nobody wants to annoy their subscribers.
But the truth is, a high percentage of Klaviyo-driven revenue isn't always a red flag.
Here's why (...and what to focus on instead) 👇
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Ran out of DMs.
Here's the swipe file: …
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Acquiring new customers is getting harder in the ecommerce space.
Rising costs and regulations make it tough.
So many agencies preach that retention marketing for existing buyers can replace new subscriber growth.
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Pro tip:
Continuously test and optimize your lead magnets, quizzes, and surveys to make sure you're collecting the most relevant and actionable first-party data.
This will help you refine your personalization efforts and drive even better results.
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These specific objectives allow you to develop an email campaign that strategically leads customers through a personalized journey with your brand.
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Stop letting generic email design cost you sales.
If your promotional emails look like every other generic template, customers will tune them out.
Luckily, we have a few quick design tweaks can massively boost email revenue overnight.
(Thread)
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Incredible night at the BLUE14 founders dinner & awards.
It's always great to connect with and learn from the leaders in UK performance marketing 🇬🇧
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Tip
#5
: Design irresistible CTAs
Use contrasting colors, directional cues, action verbs & strategic placement to make your calls-to-action impossible to miss for boosted click-through rates.
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Optimizing Email Design for Valentine's Day (... and what you can learn from it).
For Glam Fleur's Valentine's Day promo email, we focused on optimizing the design to maximize impact and conversions:
(thread)
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Failing to think strategically often leads to fragmented customer experiences and missed growth opportunities.
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✅ Included a large, bold callout of the 20% off discount code right up front.
Putting this focal point front and center makes the incentive very clear from the start.
Tip: Make your discount code and savings impossible to miss. Draw attention to it with size, color, placement.
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Retention is NOT the new acquisition in email marketing (...why this approach will kill your business)
Here is why retention can NEVER fully replace acquisition in email marketing:
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Over 25 five-star reviews on Trustpilot!
A huge shoutout to our incredible team and amazing clients at Underground Ecom for these remarkable results!
Here's to even more growth, success, and five-star experiences in 2024! 🎉
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"If you're not getting 25% of your revenue from Klaviyo, you're doing it wrong!"
🚨🚨🚨
Agencies love to tell you that if you're not getting at least 20% of your sales from emails, you're failing.
They promise to help you hit those numbers fast, like it's a magic trick.
They
1
0
2
Set well-defined goals for your email campaigns in 3 steps:
1️⃣ Identify the purpose of each campaign & flow
2️⃣ Determine audience triggers & motivations
3️⃣ Use objectives to create strategic, personalized email experiences
1
0
2
You've heard it before:
"Gmail's new changes will bury our emails!" ❌
"Email is over after iOS 15's privacy shift!" 🔒
But here's the reality...
Email marketing has survived every single one of these "apocalyptic" updates over the years.
✅ Segment data to ensure you're
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What specific goal do you have for each email campaign?
A common weakness in email strategies is the lack of clear objectives for campaigns and flows.
Without a specific purpose, you're missing out on opportunities to improve the customer experience and maximize your efforts.
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Need help identifying your "why" and refining your marketing strategy?
Reach out to Underground Ecom today for expert assistance in finding strategies that work for YOU.
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Did you find this thread helpful?
👉 Like & RT this
👉 Follow me
@jamiewatkinsdtc
for ecom insights on growing a thriving business!
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If you found this information valuable, don't forget to:
✅ Like and retweet this post
✅ Follow me
@jamiewatkinsdtc
for more email marketing tips
✅ Share your own strategies in the comments
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✅ Added a fixed header bar that prominently displays the current offer - free shipping on orders over $55.
This reinforces the offer throughout the entire email.
Tip: Use a fixed header to drive home your main incentive
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🚨 Attention DTC ecom brands!
Don't miss THE event of the summer.
Join the DTC Marketing Club on July 24th at Underground Ecom's London HQ for:
"Optimize & Thrive: Maximizing H2 Performance with UGC, CRO, & Email" 📈
Speakers from ConversionWise and Aray will share proven
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3️⃣ Sustainable email success requires balancing acquisition and retention — Retention optimizes existing subscriber value, while acquisition drives long-term growth.
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From Feb 1, 2024, brands sending >5,000 emails/day need DMARC authentication for Gmail & Yahoo inbox placement.
Our DMARC setup guide boosts deliverability & engagement.
Just like & comment "Guide" & I’ll DM you the complete guide.
Must be following or I can’t send
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The two together maximize the impact of your email marketing.
Slow acquisition growth may force a short term retention focus.
But long term, the two must coexist to reach your company's potential.
Prioritize growing your list just as much as keeping them engaged!
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Automation is important for setting up email flows that nurture your customers and drive revenue on autopilot, saving you time and resources while maximizing results.
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The more specific you can be with understanding the root causes of churn, the more effectively you can turn it around.
Then, leverage this data to guide your efforts, continuously optimizing for results.
Take action with targeted retention strategies tailored to your unique
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