The nail that sticks out of my floor
A few days ago, I noticed a hole in my sock.
The next day, new socks, new hole.
The day after that? You guessed it, another sock, another hole.
I opened up my sock drawer.
One of the socks in each pair had a hole in it.
Did I do something to offend the sock fairy?
Did I need to sacrifice a pair of underwear to redeem myself?
I tried that. Didn’t work.
More socks, more holes.
Then I discovered the little finishing nail that was sticking up out of the nosing of one of my basement stairs.
It was that tiny piece of metal that had plagued my month.
I got my hammer out of the garage,
And with one light tap, my sock problem was fixed.
It got me thinking about a few issues that I had come across working with merchants over the past year or so.
Here is one example:
We had a celebrity make-up brand as a client. As I’m sure you can guess, they were obsessed with their branding, image, design, and looking their best at every customer touchpoint.
This is all well and good. A brand focused on aesthetics needs to look the part.
They were spending up to $70k per month on ads. At any given time, we had up to 50 different creatives running.
They had a full-time web developer to keep the site looking beautiful and functional.
They had monthly photo/video shoots that would cost up to $50k a pop.
My jaw hit the floor when I made the following discovery:
Every single one of their email flows was using the basic Klaviyo template with the ugly blue buttons, the generic copy, they even had the Klaviyo branding on the bottom of each email.
Here’s the kicker: Their emails were still making 20-30% of their revenue.
It only took less than a day to fix Klaviyo.
And instantly, the email rev went up to 40%.
That was a $60,000 per month increase in revenue for something that took one person a few hours to mend.
Everyone has a sock-wrecking nail sticking out of their floor… Sometimes a few of them.
Where are yours?
