Kush Jetly

Worked with 200+ Shopify brands. Now building Ritzer AI: AI agents that run DTC support + ops so they don't scale with headcount. Bengaluru, on US hours.

[Kush Jetly @kushj7777]

BFCM email leak i see every year:

klaviyo turns smart sending on by default for campaigns. 16-hour window.

anyone your abandoned cart flow emailed last night gets skipped from the BF launch email. your hottest shoppers. no retry.

turn it off on the launch send.

[Kush Jetly @kushj7777]

BFCM margin leak i see every year:

creator code made in june: "20% off order, combines with product discounts." BF goes live as a 25% automatic product discount.

shopify takes the 25% first, then 20% off the rest. 40% off every creator order.

check combinations before friday.

[Kush Jetly @kushj7777]

split shipment failure i see every peak:

preorder item in the cart, 3PL ships the in-stock half. shopify's email says "some items in your order are on the way" and lists that box only.

nothing says what's still coming or when. they open half an order and file "missing item."

[Kush Jetly @kushj7777]

@BrevoEcommerce good add. one extra email to a reader beats your iphone list never getting the resend

[Kush Jetly @kushj7777]

the non-opener resend is quietly broken on a lot of lists. apple mail privacy "opens" every email it preloads, so your iphone people never land in the non-opener segment. in klaviyo, filter opens to apple privacy open = false before you build the resend

[Chase Dimond | Email Marketing Nerd 📧 @ecomchasedimond]

The Best Persuasion Structures for Promo Emails:

(Save this for Black Friday)

- Stack them across one sale: early access to open, proof stack mid-sale, last chance recap to close.

- Tell people why the sale ends. A real reason makes the deadline believable.

- Put the offer in the first line of the email. People skim, so make the deal impossible to miss.

- Resend your best promo to non-openers with a new subject line.

[Kush Jetly @kushj7777]

@mehboob_h454n both. win-back is worse, MPP keeps iphone users "engaged" forever, so i key it off last click

[Kush Jetly @kushj7777]

@abdullahcro_x yep, pre-purchase tickets tagged by product are next five PDP tests

[Kush Jetly @kushj7777]

@lorenzo_pravata the week 1/3/6 calendar is the sneaky one.

[Kush Jetly @kushj7777]

@mrsamnouri the trap is plugging LTV into the new customer value. repeat orders already count when they convert, so set it to the second-order margin you'll actually collect inside your payback window, or you pay for order two twice

[Kush Jetly @kushj7777]

@storeycopy for BF buyers i'd add one line to that founder note: when it actually ships. peak orders can sit a few days at the 3PL, and a warm thank-you followed by silence turns into "where's my order" by day 4

[Kush Jetly @kushj7777]

@Aazarshad the 10% reserve is the hardest part to sell a founder. it sits in the warehouse looking like dead stock while BF is printing. but it's the only inventory you'll sell at full price with half-price CPMs

[Kush Jetly @kushj7777]

@thedennis 1x only works at 20-30% net if order two shows up fast. same 1x with a 45-day repurchase cycle is a machine.

[Kush Jetly @kushj7777]

@chrisorzy email 3 basically writes itself if you pull 90 days of pre-purchase tickets and tag them by SKU. one question always wins per product.

[Kush Jetly @kushj7777]

GWP failure i see every peak:

gift SKU set to "continue selling when out of stock."
hits 0 on day 1. orders keep attaching it.
3PL ships without it, orders show "fulfilled," you find out from tickets.

gift stock should run the discount, banner and packing slip. not slack.

[Kush Jetly @kushj7777]

@AxiruAI shopify, but it's usually a person, not the app. customer gets store credit, emails anyway, someone refunds the card to make it go away. shopify stops a second cash refund but not cash on top of credit, so it just goes through

[Kush Jetly @kushj7777]

this is the CX version of the botnet.

right now refund friction is a soft tax. agent-driven refunds make policy clarity and exception rules the product, not the FAQ page.

[Allie K. Miller @alliekmiller]

So much revenue today relies on human error.

People letting subscriptions continue, people forgetting to return clothes, people neglecting to submit coupons or those class action lawsuit emails.

Imagine all of that erased. Imagine millions of AI agents asking for refunds. Imagine half of credit card purchases getting contested.

People with subscriptions: assume 40% of your paying inactives disappear within 2 years.

[Kush Jetly @kushj7777]

"2-day shipping" in your FAQ is a zone 2–4 number.

ship ground from one NJ warehouse and zones 7–8 are 4–5 days. on a normal week.

add peak delays and your CA customer writes in on day 3 quoting your FAQ back at you.

promise by zip at checkout, or don't promise.

[Kush Jetly @kushj7777]

@notsleepy @youderian @ShinghiD the retainer worth keeping is the one that owns outcomes. if they mostly ship theme tweaks, claude does that now. if they're the ones who catch checkout breaking at 2am, that's still worth paying for

[Kush Jetly @kushj7777]

the moat isn't the agent, it's the exception log. every "why we refunded this one" written down is a rule your competitor needs a year of customers to learn

[Sam Woods @samwoods]

Your competitors can pay for the same AI model you use.

A decent builder could copy your best agent over a weekend.

They can't get six months of your own decisions with the reasons behind them.

That only comes from running your business and logging every run, and nobody's selling it.

So start the log on your next run.

[Kush Jetly @kushj7777]

@thePhilRivers wild that the retention fix was the easy one. ad-only you can recover from. getting pulled on black friday with no appeal is the kind of thing you only plan for after it happens once