First experiment from our Lifetime Value division at Multiply:
1. $3+ MILLION ANNUAL REVENUE UNLOCKED
• This was a channel they had never used before.
• We've now unlocked $3+ million in annual revenue.
2. 49% OF REVENUE
• Email is now 49% of their revenue 🔥
3. 568X RETURN ON INVESTMENT
• The cost of their Klaviyo is $600 per month.
• This is a staggering 568x ROI.
4. LTV THINKING
• With rising customer acquisition costs, we're doubling down on thinking with LTV in mind.
• This brand was leaving $3 MILLION on the table.
5. FIRST PRINCIPLES
• Nobody in our team had 12 months+ experience in LTV/email marketing.
• We worked from first principles: Get open rate + revenue the highest, whilst staying out of spam and telling the brand's story.
• Every idea we A/B test. Leave the winners, kill the losers, and update for a new hypothesis.
When I hired Joe Brettler and trained him up in email, I told him:
"You can spend 20 years becoming an expert in an old industry. Or you can become an expert in a new industry in 12 months."
I'd take a fast learner over experience any day of the week - the landscape changes monthly.
Life time value >>>