This week I've been auditing a very large beauty brand's email account.

They're already working with one of the biggest email agencies on planet earth.

So on the first call I asked the obvious question.

"What's wrong with email? Why do you want us to take a look?"

The answer from their head of marketing:

"I can't put my finger on it. Revenue is fine. They're executing. But something just feels off."

And with that vague description I went off to explore their Klaviyo account.

On the surface everything looked fine. All the automations are built. They send plenty of campaigns every week.

But once I got into the individual emails, the problem was clear as day.

The copy was sterile. Devoid of anything resembling personality.

It felt like a dentist office.

And as Samuel L. Jackson so eloquently stated, "Personality goes a long way."

Then I went back to their website and spent an hour reading their reviews.

There it was. A MASSIVE disconnect between the email copy and the customers' own words.

The emails were selling with pure cold logic.

The customers were buying with emotion. Every review was about how the product made them feel.

Nobody in those reviews was talking about the brand's unique chemical formula.

That's why I run surveys. You get the language on purpose instead of hoping you stumble into it, and then you actually have something worth testing.

So today's video is the exact process I use to set this up in Klaviyo for clients.

Watch it here:

I’ll catch ya further on down the trail,

Ben

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