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title: liquid death is running an LTV funeral ⚰️
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selling t-shirts direct while routing the drinks to bezos ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­    ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­  

| View in browser 8-9 figure brands · 90 seconds Hey there, Liquid Death makes the funniest emails in DTC, and routes the drink straight to Amazon while their own store sells t-shirts. Here are five. Emails of the week 🔍 Five-plus sends, one template. Spot the difference. Tap any to open. Brand: Liquid Death  ·  Category: beverage  ·  9-figure CPG Liquid Death runs the funniest email program in DTC. It's also one of the least built for revenue, and that's a choice. Every one is the same skeleton: a one-line concept, a hero that moves, a yellow HELL YES, a product grid. That looks like discipline. Look closer and it's a tell. Nobody's testing a program that never changes. And the money button always ships the drink to Amazon. Email 1  ·  the reorder mechanic in a clown suit 🍗 Subject: Our new energy drink can't make you fly, but it can get you chicken wings. The chicken-wings sweepstakes proves they can do direct response when they feel like it. Every can you buy for 60 days is an entry. That's a repeat-purchase driver dressed as a joke. Then look at what they keep from it: nothing. No segmentation of entrants, no owned-store path, no follow-up to turn 60 days of buyers into repeat customers. what to steal Hide the vegetables in the candy. A promo can do a retention job when the mechanic rewards buying again and the reader only sees the fun. the tell They ran a retention mechanic and captured none of the retention. The data walked straight to a sweepstakes site and nowhere they own. Emails 2 & 3  ·  the drink vs the merch 🥫 Same brand, same summer, two different jobs. Watch where each one sends you. The drink → Shop Amazon The merch → their own store, 40% off The iced tea, an elite concept with real product facts slipped in, ships you to Amazon, Target, Kroger, 7-Eleven. The merch sale keeps you on their own store and hands you 40% off. Liquid Death does sell direct. Just not the drink. The one channel where they own the customer sells the stuff you buy once. The thing you'd reorder for life goes to a marketplace. what to steal You can educate inside entertainment without flattening the joke. Take the concept and the subject line. what to avoid Sending your best content to a marketplace. For a retail-velocity CPG, fine. For a DTC brand living on owned LTV, that's the revenue you can't give away. None of this is a skill gap. They can clearly build direct response. They've just aimed the whole channel away from the one product with repeat business. Which is the most expensive kind of email problem there is, because nothing looks broken. Read this 📖 That last line has a name and a number. We call it the email revenue gap. A healthy program at 8 to 9 figures runs 25 to 35% of total store revenue. Most sit at 12 to 15% and never notice, because nothing's on fire. On a brand doing real volume, that gap is worth well over a million a year, quietly, every month. It almost always hides in the same four places: flows with filters capping their own audience, campaigns blasting one broad segment, a post-purchase flow that barely exists, and an SMS list nobody switched on. Ally wrote the whole diagnostic down. If your Klaviyo is under 20% of revenue, this is the read that tells you why. Read: the email revenue gap → Watch this 📺 ▶  Watch this $143K to $1.6M: What a Rebuilt Email Engine Did for Garvee Liquid Death points email at Amazon. Garvee pointed it at their own store and rebuilt the engine underneath. •  Email revenue from $143K to $1.6M in a single quarter •  What the rebuild changed, in revenue order •  Why it lifted total store revenue, email included ▶  Watch the Garvee rebuild Cheers, Josh P.S. One number to pull this weekend: your 90-day Klaviyo revenue as a share of total store revenue. Under 20% and the gap in that blog is yours too. Josh Chin Chronos Agency  ·  LTV Profit Lab Reply to Josh → Chronos Agency, Sin Ming Lane #06-76, Midview City, Singapore City 573969, Singapore Unsubscribe Manage preferences |
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