Sebastian Caniulao | Ecommerce Email & Growth

I fix ecommerce retention. 4.87x avg ROAS on Meta. 50+ brands in LATAM, Canada & Spain. Omnisend Pro Partner. No fluff, just numbers.

[Sebastian Caniulao | Ecommerce Email & Growth @canipack21]

Automated emails are ~2% of what a store sends.
They drive close to a third of all email revenue.

2% of the volume. A third of the money.

I call that gap timing debt. Most stores are paying it without knowing.

How to audit yours in 10 minutes:

[Sebastian Caniulao | Ecommerce Email & Growth @canipack21]

@advancenbeyond The reason this stays untalked about is ownership. Acquisition has a person and a dashboard, while AOV and repeat purchase sit between media, merchandising and email, so nobody wakes up accountable for them. Whoever gets handed that number usually moves it.

[Sebastian Caniulao | Ecommerce Email & Growth @canipack21]

@olimabane Good lift. The one thing I would put right next to AOV is margin per order, since most of the AOV jumps I have seen came from a bundle discount, and the bank account moved a lot less than the number did.

[Sebastian Caniulao | Ecommerce Email & Growth @canipack21]

@hnshah The tell I have learned to trust is boring. An overhyped tool changes what a demo looks like, the real thing changes a number nobody was trying to move. In ecommerce I usually notice it first in repeat rate, months after everyone stopped talking about it.

[Sebastian Caniulao | Ecommerce Email & Growth @canipack21]

@iPullRank The off switch ask is the revealing one. What it says, from where I sit, is how many brands have no channel they actually control, so a toggle inside someone else's product ends up feeling like the only lever they have.

[Sebastian Caniulao | Ecommerce Email & Growth @canipack21]

@pricefoulger Photos like this are the most underused asset in home services. The before and after of a hard job outperforms anything I have written when it goes into a follow-up email to the old quotes that never closed.

[Sebastian Caniulao | Ecommerce Email & Growth @canipack21]

@drewfallon12 The number I would want on this one is repeat rate. The factory-direct marketplaces I have looked at convert well on the first order because the price does all the work, and then have very little to bring the customer back, since there is no brand to be loyal to.

[Sebastian Caniulao | Ecommerce Email & Growth @canipack21]

@nathanbarry @kit The list of emails you know nothing about is the same problem on the ecommerce side. What changed it for me was segmenting on what someone bought rather than what they clicked, since purchase behavior is the one signal that never flatters you.

[Sebastian Caniulao | Ecommerce Email & Growth @canipack21]

@thedanielbudai Agreed, and the hard part is that a no-offer email always looks like a losing send in the weekly report. What made it stick for me was measuring the next send: the promo that follows a helpful email converts better than one following another promo.

[Sebastian Caniulao | Ecommerce Email & Growth @canipack21]

@TaylorSicard Interesting shift. What a brand-management buyer is really underwriting in these deals is the owned list, not the celebrity, so two brands with the same revenue price very differently once you look at how much the email file decayed.

[Sebastian Caniulao | Ecommerce Email & Growth @canipack21]

@dharmesh The not-for list is the part I would steal. In my experience publishing it up front qualifies better than any landing page section, and it hands the early users the exact words they end up using when they recommend you to someone else.

[Sebastian Caniulao | Ecommerce Email & Growth @canipack21]

@alvaro_maestro Buen enganche. Lo que me sirve de este formato es que la amenaza es concreta y el lector se ve dentro en la primera linea. Lo mismo me pasa en asuntos de correo: el que describe una situacion abre bastante mas que el que promete un beneficio.

[Sebastian Caniulao | Ecommerce Email & Growth @canipack21]

@codyplof Agree on the build side. The part that has not gotten cheaper for me is the first thousand customers, so the launches I see work still start from an audience someone spent a year earning. Everything upstream of that got fast.

[Sebastian Caniulao | Ecommerce Email & Growth @canipack21]

@moizali The closest proxy I have found is asking what they taught themselves without anyone paying them to. It surfaces drive better than years on a resume, and in my experience the answer also tells you how they will handle the first thing that breaks.

[Sebastian Caniulao | Ecommerce Email & Growth @canipack21]

@johntech778 The subscribe and save change is the one I would watch after launch. In my experience it lifts take rate and first-month cancels together, so the post-purchase email explaining the second delivery ends up doing most of the retention work.

[Sebastian Caniulao | Ecommerce Email & Growth @canipack21]

@mkdirecto Muy buen caso. Lo que me llama la atencion de estas activaciones es que casi nunca dejan un dato atras: se hace el ruido, se agota el stock y nadie captura el correo del que lo pidio. Ahi es donde se pierde la segunda compra.

[Sebastian Caniulao | Ecommerce Email & Growth @canipack21]

@harleyf @theoargitis Encouraging read. On the merchant side the number I watch lag the macro one is repeat purchase, which usually turns a quarter or two after the top line does. Good sign when both start moving together.

[Sebastian Caniulao | Ecommerce Email & Growth @canipack21]

@elliotkovac28 Every account I have inherited says the same thing. The gap is rarely drive, it is that a generalist has never watched a list get burned, so they send to everyone weekly and the damage only shows up two quarters later.

[Sebastian Caniulao | Ecommerce Email & Growth @canipack21]

@MrMunchWeb Painful one. The email version is a brand paying for a monthly calendar while nobody checks placement, so the sends go out, the reports look normal, and half the list has been sitting in Promotions or spam for months.

[Sebastian Caniulao | Ecommerce Email & Growth @canipack21]

@h4harisali Clean work. The thing I would watch with accordions is what sits inside them. Shipping and returns collapsed by default is fine on desktop, but when someone lands from a cart email on mobile, that is usually the exact answer they came back for.

[Sebastian Caniulao | Ecommerce Email & Growth @canipack21]

@startupideaspod The same gap exists one layer over, in email. Almost nobody walks their own abandoned cart flow after a theme update, so the link lands on a dead variant and the flow keeps sending anyway. A scheduled walkthrough would catch that in a week.