Steal My January Playbook

GM! Paperboy here 🗞️

Today’s Golden Nugget: Follow-ups

Klaviyo dropped a new feature that allows you to schedule re-sends to customers who didn’t open a campaign email.

I’ll be using this for sales, resending emails after 6-10 hours on big sales days. For smaller brands that don’t send emails often, you can set the delay a little longer (24-48 hours).

Today’s Issue: My January Playbook

There are three things I’m focused on for January:

1. Nailing New Year’s resolution messaging

2. Launching Valentine’s promotions

3. Finding new winning offers (I’ll share my secret hack for this)

New Year’s Resolutions

Match your messaging to your audience's 2025 goals. Whether they're focused on fitness, social life, or travel, be there to support them:

• Listicles & guides relevant to their goals (Jones Road example)

• Product education tied to resolutions (AG1 example)

• Goal-focused challenges (Everyday Yoga example)

Valentine’s Day (Not Just for Chocolate Brands)

If your brand sells products like chocolate, flowers, or jewelry: This is your second BFCM. Increase email frequency 2-3x from mid-Jan to mid-Feb.

For everyone else, explore fun ways to participate in the holiday. Here’s some inspiration:

• Blue Apron: Love at First Bite

• Casper: Valentine’s Sweepstakes

• Caraway: Galentine’s Day

• Harry’s: Love is in the (H)air

Valentine’s Day is also an ideal moment for clearing holiday inventory. Consider free gift offers, build your own bundles (check out our sponsor Foxsell), or clearance promotions.

Finding New Winning Offers (My Newest Hack)

I’ve been testing 5-way offer split tests recently and have been seeing incredible results.

During non-peak periods, I run flash sales where I test 5 different offers across 3 email sends, and see which one is the most profitable. It’s all run through checkout links.

For brands that don’t have a big Valentine’s presence, late January can be a great time to run one of these tests after finishing up your New Year’s Resolution focused campaigns.

I’ll write a longer piece about this in the near future. Reply to this email if you’ve done something similar and want to share notes.

That’s all for now!

Meme of the Day

See you in 2025,
Paperboy 🗞️

p.s. Did you like the newsletter? Hate it? Reply and tell me why! I read and reply to every message.

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