Matias Perelli - ecom email

I run Klaviyo for 7-9 figure ecom brands. $50m+ generated since 2021.

My team does it → does it →

[Matias Perelli - ecom email @EmailEngineers]

I'm looking for two eCom Klaviyo strategists to join my agency, remotely

You'll work directly with me to create the highest-converting emails for successful 7 and 8-figure brands.

Apply here:
https://t.co/LlqyJvCK2D

[Matias Perelli - ecom email @EmailEngineers]

A lot of “boring product” brands only email when there’s a sale (BF, etc

Simply bc nobody knows "what to say" between events

No creative juice left

Fair... they’re busy scaling Meta

Last year we sold $9M of boring products with Klaviyo

Here’s what we sent:
https://t.co/Ux8uoxgWIz

[Matias Perelli - ecom email @EmailEngineers]

@mladenovic878 shouldn't you know? it's in your name

[Matias Perelli - ecom email @EmailEngineers]

alright I did my best to create a non-cringe agency ad...

but I think it's cringy tho?

[Matias Perelli - ecom email @EmailEngineers]

new native ad dropped

[Unhinged @unhingedfeed]

Hey @grok, what happened to Alex Pereira's feet? Why do they look so unusual?

[Matias Perelli - ecom email @EmailEngineers]

designed emails talking about text-based emails:

[Matias Perelli - ecom email @EmailEngineers]

if every time your email agency needs sales, they send a discount...

they’re buying revenue with your margin because they can’t persuade people to buy at full price

ass-backwards IMO

at some point you have to ask whether you hired marketers, or people who know how to use Klaviyo

[Sam @EcomSameer]

Ecom bros I am telling you…..

Please send this email to your list today.

Great email by Resilia.

[Matias Perelli - ecom email @EmailEngineers]

@klaviyo paying you $5k/month and getting routed to AI slop for help is wild

[Matias Perelli - ecom email @EmailEngineers]

high ticket 🤝 Klaviyo

[Matias Perelli - ecom email @EmailEngineers]

building the AI email department and a single copy check (not copy writing) run is $0.45.

opus maxxing

goal is not to minimize costs, but to maximize sales

lesson in there

[Matias Perelli - ecom email @EmailEngineers]

the best retention book?

Atomic Habits

retention mfers love making this shit way too complicated

study why someone churned in month 3?

I’d rather make sure they actually use the fucking product in week 1

here’s what we just did for a face serum brand:

[Matias Perelli - ecom email @EmailEngineers]

love the schrödinger’s black friday sales:

the sale is both “ending in 3 hours”

and permanently running all November

as long as you don't refresh the page

[Matias Perelli - ecom email @EmailEngineers]

my take on using AI for marketing materials (emails, ads, product shoots, etc) is simple:

A) either make it super realistic: 4 out of 5 people on your team shouldn't be able to tell it's AI

B) make it obviously AI: customers will forgive you if it's entertaining

the middle is the cringe zone, where you lose all trust

[Matias Perelli - ecom email @EmailEngineers]

last week we’re taking new BFCM clients

if you want us to weaponize your Klaviyo list before Black Friday, DM me (Klaviyo says we squeeze up to 6.6x more revenue out of every subscriber than the average brand)

one rule:

deliverability score has to already be 50+

[Matias Perelli - ecom email @EmailEngineers]

@FilipPintaric99 ragebait

[Matias Perelli - ecom email @EmailEngineers]

POV: you log into the Klaviyo guru’s managed brand who “averages 40–50% of revenue from email”

[Matias Perelli - ecom email @EmailEngineers]

I’ve NEVER audited a spaghetti flow that converted well

12 branches
37 emails

claude has made it too easy to build very sophisticated ways of sending mediocre emails

would rather have a single-path flow with 10/10 emails

[Matias Perelli - ecom email @EmailEngineers]

happy birthday kiddo

here’s $15 of meta ads !

[Matias Perelli - ecom email @EmailEngineers]

https://t.co/kGz1EeNvfu

[Matias Perelli - ecom email @EmailEngineers]

I'm looking for two eCom Klaviyo strategists to join my agency, remotely

You'll work directly with me to create the highest-converting emails for successful 7 and 8-figure brands.

Apply here:
https://t.co/LlqyJvCK2D

[Matias Perelli - ecom email @EmailEngineers]

The Plan to Get 100 Brands Making More From Email Without Touching Klaviyo or Overpaying an Agency

I’ve spent the last six years running an email agency.

One thing I don’t like about the model: the less work we do for a retainer, the more money we keep.

It’s an incentive problem.

Sending more emails means more copy and more design, more human labor.

So we agree on a fixed number of emails, and anything extra costs more.

Meanwhile, most founders I talk to want three things from email:

- Get it done...
- Know it’s making money...
- Never open Klaviyo again, and spend that time on ads and product.

The agency model makes all three harder than they should be.

AI made me want to try a different model.

Could AI help brands send more (good) emails without paying an agency more for every one?

I’ve been working on that for the past few months.

Spent most of my free time building what I’m calling the AI Email Department.

The goal is to have 100 brands running their Klaviyo through it by the end of 2027.

It handles strategy, copy, design, self-optimization and reporting.

Brands manage it through Slack, without having to chase an agency for updates.

We have 7 brands in the beta and have generated about $100,000 for them so far (disgustingly low).

It’s early.

I want to get that number into the millions, but there’s plenty left to build and improve.

Here’s The Plan:

1. Focus on what we do well.

Klaviyo is building its own AI.

They have access to more data than I ever will, so I’m not trying to compete on that.

Our focus is direct response, emails that sell.

Long sales-page-like designed emails.

Text-based emails.

Storytelling emails.

Klaviyo has shareholders, lawyers and a public-company reputation to protect. Meaning they have every reason to play it safe.

We don’t.

We’ve worked with 50+ brands and generated over $52M through Klaviyo and developed our own strategies and tactics along the way.

I want every brand using AIED to benefit from what we’ve already figured out.

2. Give each brand a department with undivided attention.

When you hire an email agency, you share its team with every other brand on its roster.

Sometimes another 8 brands.

Sometimes 40.

Your copywriter owes five clients campaigns by Friday, so they’re not going to spend time researching your audience for the next copy batch.

You get the emails in your package. And you get improvements only when you ask for them.

Eventually, you realize you’re still managing email. You’re just paying someone else to make it.

I want every brand to get the attention an agency gives its biggest client, without having to be its biggest client.

3. Calibrate it for each brand.

Our senior team sets the initial voice, design and marketing direction, then reviews the first campaigns and corrects the AI’s decisions before it works on its own.

Even a tailor with all your measurements needs a first fitting.

4. Stop charging by the email.

Going from three campaigns a week to five shouldn’t mean renegotiating an agency retainer.

I want brands to be able to send daily when it makes sense, without buying a bigger package every time they want to send more.

5. Partner with ad agencies.

There are some seriously good Meta and Google ads killers on here.

I’d bet most have a few clients they’ve been telling to sort out their email for months.

I want to get to know those guys, get this working for a few of their clients and do a good enough job that they recommend it to the rest.

6. Partner with the ecom demons.

Simple really.

They’ve built an audience of founders who trust their judgment.

I want to get AIED in their hands. Have them try it, see the results, and recommend it if they think it’s good.

7. Charge for setup, then cover the running costs.

I’ll charge upfront for the setup and calibration, then a monthly fee to keep it running.

These emails are expensive to produce.

The monthly fee covers that, and it’s still 1/10th of what an agency normally charges.

8. Share the progress here.

I’ll post the numbers, what’s working and what we’re still fixing.

You can follow along as we go from 7 brands to 100.

Six years in email gave me a pretty clear list of shit I won’t send and clients I won’t take.

So a few rules:

1. No AI slop.

No “elevate your everyday.”

Don't need to explain.

2. No weekly discounts.

We’ll use promotions when there’s a reason to.

Not just to compensate for weak marketing.

3. Make Autopilot optional.

If one wants to review every email before it goes out, they get to approve it through Slack.

If they want it handled without waiting for approval they get to enable Autopilot.

They decide.

4. Work with killers

I’m building this with one guy in mind:

The Killer.

He scaled his brand to a few hundred grand a month and runs a lean team. Still makes the calls himself.

There’s no committee approving subject lines.

There’s him, with 20 other things to do.

He wants email done, wants to know it’s making money, and wants to get on with his day.

That’s the plan for the end of 2026 and 2027.

I’ll keep sharing updates as we build it.

If you’re the Killer, get three emails designed for your brand at https://t.co/vBj0QCMp5d.

If you run an ads agency and have clients who need email sorted, DM me.

-Matias Perelli

[Matias Perelli - ecom email @EmailEngineers]

sometimes the algo drops me into saas twitter

guru with 400k followers celebrating $2k MRR on his new vibe-coded app

meanwhile ecom twitter has a 17-year-old doing $2k before lunch on a store he launched this morning

ecom marketers are on a different level

[Matias Perelli - ecom email @EmailEngineers]

as a retention marketer, most "retention" activities are bullshit

so they bought your creatine gummies and now an email with "real people, real reviews 😁" is supposed to get them sold on your digestion formula pills?

???

fake and gay

it's a whole acquisition funnel all over again

unaware > problem > solution > product > most

yes you do have the benefit of trust, though

but man who trusts your boat still needs a reason to cross a river

just whipping out a spaghetti cross-sell flow in Klaviyo, expecting they're going to buy just because you sent a clever email is straight up arrogant

the best retention is acquisition

sad to see many 8-fig health brands make this mistake

what to do instead?

weaponize email

we create long direct response-like designed and text-based emails that walk them down through awareness stages

fancy?

not at all

works?

works

- Matt