Hey there,

It’s Konrad from DTC Inbox.

Recently, I’ve seen more and more brands develop ESOS.

Wondering what the hell that even is?

Let me break it down for you.

ESOS

Without keeping you in the dark for longer - it’s Ecommerce Shining Object Syndrome.

It might sound weird but let me explain:

We (humans) tend to seek immediate dopamine.

So if you run an ecom brand, you’re seeking something that will give you immediate results aka sales.

I’ve seen this countless times - instead of focusing on basics and executing them right, brand owners start looking for this new way that will magically grow their business.

Whether it’s this new platform, AI tool, Shopify app or anything else.

And that’s a mistake.

You should stick to the basics and focus on things like improving your product and logistics, optimizing your acquisition channels, and increasing your retention rate.

All of that will give you significantly better results in the long term.

Now - that’s the bird’s eye view.

I want to show you how to get rid of this syndrome in your email marketing.

Email ESOS

Getting your email basics optimized comes down to nailing down your:

• Deliverability.

• List growth.

• Core flows.

• Campaigns.

That’s what will drive a solid uplift in sales and help you with LTV & retention rate.

But there’s one thing you shouldn’t focus on.

That’s “coming up” with new flows and trying to set up as many as possible.

“What if we do flow X or flow Y? Or how about flow Z?”

Look - I mentioned core flows for a reason.

You don’t need 15-20 (god forbid more) flows.

Getting 8-10 core ones and making them rock-solid is more than enough.

I mean - yes, this new 17th flow might get you some sales here and there but trust me, it’s not worth it.

You should be testing your current flows and optimizing them.

That’s what will bring you in more sales than this new flow that you just came up with.

Don’t reinvent the wheel, focus on basics and do them well.

Tip: your most important flow that will drive the most sales is your welcome flow. Check out this welcome flow masterclass - that’s all you need to know to create a high-converting welcome series.

7 Most Expensive Mistakes To Avoid

After auditing dozens if not hundreds of Klaviyo accounts, I’ve seen many mistakes.

But there are 7 specific ones that are a common issue that could cost your brand dozens of thousands of dollars in daily sales.

Watch the video below to discover these mistakes and learn how to avoid them:

How I Can Help You

Need some extra help or resources:

• Subscribe on YouTube - every single week, I post a new in-depth video covering email marketing strategies and secrets.

• Follow me on Twitter - you’ll find daily tweets with insights, advice and my personal opinion.

• Book a free strategy audit - we’ll dive into your current strategy and you’ll get a free Klaviyo growth action plan.