DTC brands who use @klaviyo you're in luck today Because our Klaviyo-based AI tool called Optimizer is here to steal the show. We designed this tool because we saw the opportunity to advance Klaviyo's A/B testing feature and saw a massive room for improvement where DTC brands could tank up some extra revenue. In its current state Klaviyo's A/B testing feature only allows e-commerce brands to test different versions of their email campaigns. But to me that barely scratches the surface of Klaviyo's true potential. As you all know we are proud tech partners of Klaviyo, so we added our own AI twist to this A/B testing feature. With Optimizer you can generate and optimize texts for email previews and subject lines with the help of AI. Our AI comes up with content based on predictive analysis and brand behavior, helping you find the best performing subject lines that will help you drive increased incremental revenue and CTR. Plus you get to see data on live results and even have control over your brand voice, which is dope. Quite a few brands are already onboarded with us for Optimizer and we only launched it in late September. @nustrip saw some incredible results from it already as you can see! If you wanna try it out for your brand, DM me, and let's have a chat over a cup of coffee.

What do True Classic, Dr. Squatch, Ruggable, Hexclad, Jones Road Beauty, Instant Hydration, Brunt Workwear, Caden Lane and Magic Spoon have in common? They use Maverick to optimize each email send for the key variable that impacts email revenue. Inbox Placement (where the email lands). You can have the same campaign. Same audience. Same offer. Different inbox placement = completely different outcome. We’ve seen this firsthand: One version of a campaign drives 2–3x more clicks… without touching copy, design, or timing. Why? Because performance doesn’t start when someone opens your email. It starts with whether they ever see it. If your emails are landing in Promotions: - No mobile notifications - Lower visibility - More competition If your emails land in Primary: More opens More clicks More revenue Want to improve your inbox placement and drive 40% more email revenue? trymaverick.com/deliverabili…

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Hot take: For most people, Gmail’s Promotions tab is just a polite version of spam. It doesn’t trigger notifications. It’s crowded. And people rarely check it. When your emails land in the Primary tab, everything changes: - Mobile notifications fire - You’re competing with a handful of emails, not dozens - You show up where people actually pay attention The difference is night and day. More visibility → more clicks → more revenue. That’s why I’ve been paying close attention to what @trymaverick is doing with inbox placement. Their Inbox Placement Optimizer helps ecommerce brands systematically earn Primary tab placement with real deliverability signals. And brands see astounding results: → Cakes Body: 129% clicks, 79% conversions → Evryjewels: 59% clicks, 200% conversions → Magic Mind: 78% clicks, 120% conversions If you’re running $5M in GMV and using Klaviyo, this is one of the highest-leverage problems you can solve this year. Worth a look. Link in next tweet. 👇 #ad

Ecommerce founders and CMOs: Are your Klaviyo emails stuck in the Promotions tab? Maverick’s AI platform changes the game, powering retention for 200 DTC brands like Dr. Squatch and True Classic. Their flagship Optimizer moves emails to Primary inboxes, boosting revenue and clicks by 40% on average—NuStrips saw 19% revenue, Dr. Squatch 46% engagement. It’s zero setup, integrates seamlessly with Klaviyo & Shopify, and includes AI-optimized subject lines and personalized videos to drive LTV. Why now? Email is still the #1 revenue driver for ecommerce, and AI makes it smarter. Maverick’s 2-week free trial lets you see results with no risk. I’m excited to share this with my network. DM @Deezium for a 15-min demo. Who’s crushing email marketing in 2025? #ecommerce #AI

5 Email & CRO tactics to help you maximize your black Friday shopping ads to the absolute limit BFCM is right around the corner again, so I wanted to drop some tips that will be helpful to those doing CRO and email marketing in tandem! So here goes : 1️⃣ Warm-Up Your Email List for Retargeting Start teasing your BFCM deals to your email subscribers a week in advance. Create a "VIP Early Access" segment of those who engage. Then, use this hyper-engaged list as a custom audience for your shopping ads. Result? Higher relevance, lower costs, and warmer traffic. 2️⃣ Create a Dedicated "Mission Control" Landing Page Never send ad traffic to your homepage during BFCM. Build a dedicated landing page featuring a countdown timer, your top 3-5 hero offers, and social proof (reviews/testimonials). This focused experience reduces friction and guides users straight to the sale, maximizing your ad's effectiveness. 3️⃣ Supercharge Your Abandoned Cart Sequence Your standard abandoned cart emails won't cut it. Create a BFCM-specific sequence that emphasizes extreme urgency ("Sale Ends in 3 Hours!") and scarcity ("Only a few left at this price!"). This is your safety net to recover ad spend from would-be lost sales. 4️⃣ Mirror Ad Urgency On-Site If your ad says "Limited Time," your site needs to scream it. Use CRO tools to add real-time stock counters ("Selling Fast!"), offer timers on product pages, and sticky banners reinforcing the sale's end date. This consistency is crucial for converting ad clicks on the spot. 5️⃣ The Immediate Post-Purchase Upsell The journey isn't over at "Purchase." As soon as a customer converts from an ad, trigger an email offering an exclusive, time-sensitive cross-sell ("Complete the set with 20% off for the next hour"). This is the easiest way to increase your Average Order Value (AOV) and boost your return on ad spend (ROAS). Stop treating your channels as silos. Integrate them, and you'll dominate the season. What kind of BFCM campaign did you have in mind?

A big name in the fitness space @GhostLifestyle tapped into a real work-related scenario, which tanked their video to 112.5k views We've all been through this at some point, right? You hit the office, down an energy drink, and the next thing you know, you still have 8 hours to clock in. Then you wonder if you had the drink too early? This is the exact sentiment Ghost targeted when they came up with this TikTok video, and I'm going to give you a couple of reasons why it worked so well! 1. The video features a meme template style It's almost clear that Ghost intended to resonate with their audience by using this highly relatable work scenario, but the meme format instantly makes the video clickable and more shareable on social media. This is evident from the 2k shares this video got. 2. Subtle placement of the Ghost Energy Drinks refrigerator as the backdrop The prominent yet natural placement of the Ghost energy drinks is a masterstroke of subtle advertising class. The branded refrigerator is the backdrop for the comedic performance, ensuring high brand visibility without interrupting the humor at all. The organic integration allows the video to be entertaining first and an advertisement second, making viewers more hooked and receptive to the branding. 3. The content style is repeatable/reworkable I've seen Ghost use this style of meme content for a lot of their videos on TikTok. The great thing about it is, they can use the same style of backdrops for each video, they may swap out the refrigerator and put different Ghost products, so that it doesn't feel repetitive. Plus they can put whatever meme/videos over the backdrop to create a double purpose video : 1. To remind people of their products 2. To add humor/emotions through memes Ghost is onto something with this......... I love that they took something that worked for them and repeated it multiple times to find a great proof of concept. What's your favorite part about their strategy? Or do you have a better one you're already using on TikTok?

Top 6 Ecom Creators On Twitter That Deserve Praise (Part 13) These awesome individuals have incredible company stories and work with 8/9 figure brands having insane net worths. Plus they are active as creators giving it their all on platforms like LinkedIn etc. I do these series quite frequently and it's a way for me to appreciate great DTC talent out there. So let's check these guys out and I hope y'all enjoy this! 1. @daniel_ogden_ (Daniel Ogden) Daniel is the Co-Founder and Chief Marketing Officer at @breathefum, a brand built on the foundation of helping individuals looking to curb bad habits, particularly those involving hand-to-mouth fixations. Their flagship product is a unique, non-electronic, and nicotine-free device that helps people break negative oral fixation habits by using naturally flavored air from plant extracts. This is a mission-based company that aims to bring about positive change by eliminating unhealthy habits and replacing them with healthier product alternatives. And Daniel is at the forefront of that mission; he is honest about what he’s looking to get out of Füm™ and geeks out on technical stats and brand-related info that has meaning for his audience. 2. @BryanGohl (Bryan Gohl) Bryan Gohl, who is the Founder of Red Light Rising, a brand dedicated to the therapeutic benefits of red light therapy. They supply a range of high-end equipment designed for a variety of applications, from at-home use for recovery and physical performance to commercial use in gyms, spas, and clinics. The best thing about following Bryan on Twitter & LinkedIn is the sheer education you’ll get on Red Light Therapy and all the concepts relating to different light types and how they affect people. He is showing his audience that he knows his niche well, and there is a reason why he built a moat around his brand to solve problems that matter deeply to him. 3. @benfkennedy (Ben Kennedy) Next up is Ben Kennedy, who is the CTO & Co-Founder at @TheFEEDme. The Feed is a leading direct-to-consumer marketplace for endurance athletes. Unlike traditional retailers, they offer an unparalleled variety of products, from energy gels and chews to hydration mixes and recovery supplements. Feed's core value is personalization, allowing customers to purchase individual servings of products to "test and learn" what works best for their bodies before committing to a full box. Ben not only drives the growth of the brand but also engages in useful debates around DTC, especially Shopify fixes. 4. @MonicaGrohne (Monica Grohne) Monica is the Founder & CEO of @MareaWellness, basically a Wellness brand founded by her because she struggled with severe PMS and wanted a natural, root-cause solution. The brand's flagship product, the PMS Elixir, is a powdered drink mix packed with 15 essential micronutrients and calming herbs that turbocharge hormone function with just one serving a day. Marea’s mission is to empower women through education and community, providing a transparent and effective solution that is free from fillers and artificial additives. Monica is a true inspiration for many female entrepreneurs who want to kickstart their own ventures by using a problem that’s affecting them daily and making a product-based business out of it. 5. @JasonPanzer (Jason Panzer) Jason Panzer is the President of @hexclad Cookware, a brand well known for its innovative and patented cookware line. Their products feature a laser-etched hexagonal design that creates a unique cooking surface with raised stainless steel peaks and non-stick valleys. This design allows for superior searing while maintaining easy cleanup. So obviously, the brand has a massive global following and many celebrity chefs around the world, including @GordonRamsay, are in awe of their premium cookware line. As a CEO of a big-time firm, it’s refreshing to see Jason actively engaging on his socials, while also appearing on podcasts discussing the cookware industry. 6. @lisagrrera (Lisa Guerrera) Lisa Guerrera is the Co-Founder & CEO at @experimentwrld, a beauty brand that sets itself apart by leading with science and transparent, chemist-backed formulations. They aim to change the way people think about clinical skincare by making it "hot, smart, and a little unexpected. They create products with unique textures (like their iconic reusable sheet masks) and focus on proven, effective ingredients to protect and strengthen the skin barrier. Her philosophy is to provide multi-functional formulas that streamline routines and prove that effective skincare doesn't need to be boring or rely on marketing gimmicks. Because I’ve seen many brands try to create skincare before and after effects through marketing gimmicks, when in reality they’re not delivering the same solution as promised in the advertisement. Experiment is more open and honest on the forefront compared to other brands. Which DTC creator was your favourite? Anyone I should feature next? Drop it down below for me👇.

In ecommerce I've learnt this lesson the hard way A great offer sells like a hot stack of pancakes on a rainy day. But a lousy, half baked offer will take you ages to make even your first sale. If you're running an agency, coming up with a great offer can be tricky because the majority of the agencies in ecommerce I know are competing for the same set of customers and they're giving more or less the same services. This makes things even more tricky if you have a broad agency structure selling services like : 1. SEO 2. PPC 3. CRO 4. Creative Strategy 5. Digital Advertising A great example of how to do the agency thing right is to follow the footsteps of my good friend @jordantwestecom. He is a role model for how you should niche down as an agency owner. His agency, Social Commerce Club, is the #1 omni-channel social commerce agency, specializing in creator-driven growth. They provide access to a high-performing creator community that generates over $4 million in monthly TikTok Shop GMV. Their unique "Halo Effect" strategy leverages TikTok success to boost sales on other platforms like Amazon and Shopify. He's hyper-focused on TikTok and leverages his unique upper hand in the market to drive ROI for the biggest DTC brands out there. On the other hand if you're not doing agency stuff and are a "Product Focused Company", creating an offer can be ridiculously easy. That's only possible if your product is solving a real challenge in the market and can generate results for companies on autopilot. All in all, a great offer is made up of : - Solution-focused strategies - Scalability - How practical is it to implement - Does it generate results? - Is something people will never say NO to If you have all that crammed inside a offer, be prepared to make some sales tonight. It doesn't matter of you're an agency or a SaaS startup, everyone can have an irresistible offer!

More than half of your customers will never see your emails. Not because your copy is bad. Not because your offer sucks. Not because they don’t care. Because Gmail hides them. The Promotions tab is where good campaigns go to die. It’s the folder people check once a week, if that. When brands fix it, the lift is insane: → Cakes Body: 129% clicks, 79% conversions → Flock Foods: 55% clicks, 56% conversions → Magic Mind: 78% clicks, 120% conversions That’s exactly what Maverick’s Inbox Placement Optimizer does. It finds the technical issues that decide if you land in Promotions or the inbox. It fixes them so your campaigns get seen the moment you hit send. If you are spending time and money on email and not fixing this, you’re leaving real revenue on the table. (Link in next tweet!) #ad

Everyone hates the gmail "promotion box." For email marketers, it's their biggest competitor. Here's the brutal truth: Most of your "email marketing" is getting harder to stand out. Did the campaign actually flop? 👇

Check out Maverick’s Inbox Placement Optimizer here: trymaverick.com/deliverabili…

The biggest threat to your email revenue isn’t your copy. It’s Gmail’s Promotions tab. You're designing beautiful campaigns. Writing thoughtful copy. Planning content calendars for weeks. But if your emails don’t land in the Primary tab, none of it will perform as well as it could. Being in the promotions tab means: - No mobile notification - Less visibility - Fewer clicks - Less revenue The difference between brands that struggle and brands that scale? Inbox placement. And the numbers don’t lie. Check out a few improvements their clients have seen: → Magic Mind: 78% clicks, 120% conversions → Laundry Sauce: 99% clicks, 20% conversions → Cakes Body: 129% clicks, 79% conversion rate Same designs. Same offers. Same audience. The only difference? Landing in the Primary vs. Promotions tab. My friends at @trymaverick built an Inbox Placement Optimizer that fixes this, without touching your creative. Just technical enhancements that help you land in the Primary tab (more frequently). (Disclosure: I’m a paid advocate for this launch as I’ve seen firsthand how impactful this can be) This isn’t a tactic. It’s a multiplier. Stop obsessing over designs for emails no one opens. Start optimizing where your emails land. Want to try it? Check it out here: trymaverick.com/deliverabili…

This AI tool is the ChatGPT of retail and e-commerce The tool is called @algolia, and it's mighty clever in online product discovery, and the feature that's making waves is its AI-powered Query Categorization. Let me show you how it works. The Live Tool Algolia is the search engine behind many of the world's top e-commerce sites. When you type in a search bar on a retail website and get lightning-fast, relevant results, there's a good chance Algolia is powering it. Their core business is making sure customers can find what they're looking for instantly. The New Feature Creating Impact: AI Query Categorization While Algolia has always been excellent at understanding typos and synonyms (e.g., knowing "running shoe" and "sneaker" are related), its AI Query Categorization is a next-level feature that solves a more subtle but crucial problem. The Core Problem It Solves: Ambiguous, Broad Search Queries Customers often don't search with specific product names. They use broad, vague terms that could apply to multiple categories on a site. For example, a customer on a home improvement store's website might search for: ✅ "paint" (Does this mean interior wall paint, exterior paint, spray paint, or artist's paint?) ✅ "light" (Are they looking for a ceiling light, a table lamp, a work light, or a light bulb?) ✅ "summer bbq" (This isn't a product at all, but an intent. They could be looking for grills, charcoal, aprons, or patio furniture.) Traditionally, handling these queries is a manual, frustrating process for merchandisers. They have to create hundreds of "redirect rules" to try and guess the user's intent and send them to the right category page. This is inefficient, hard to scale, and often gets the user's intent wrong, leading to a poor search experience and abandoned sessions. But why is AI Query Categorization a Game-Changer? 1. Automatic Intent Recognition: The AI is trained on the website’s own catalog and user behavior. It learns what customers usually mean when they type a broad term. When a user searches for "light", the AI analyzes the query and instantly understands that it could refer to several distinct categories. 2. Dynamic Category Filters: Instead of just showing a jumbled list of every product that contains the word "light," the search results page is dynamically enhanced. At the top, it will prominently display category suggestions like: “Searching for light? See results in: Ceiling Lights, Lamps, Outdoor Lighting, Light Bulbs” This immediately clarifies the user's journey and allows them to navigate to the correct aisle with a single click, perfectly mimicking how a helpful store associate would assist in person. If you're in ecommerce or retail, check this tool out, I'm sure you're gonna love it!

A team that functions like a well-oiled machine is a recipe for ultimate startup success It's success that prints you real time revenue on autopilot. Kind of like running an AI automation that runs on autopilot without your 24/7 supervision! We're a small team at Maverick, but due to the systems we've built and the collaboration we do, we're able to do more in less time! And any company that can cut down on processes is easily raking in more money, because you know what they say : TIME = MONEY And if we save more time, we know we can use that time to delegate to other tasks and operations. But all in all, here's how we are able to stay on top of our game and perform consistently like a great team: 1. Being an AI company, we rely heavily on AI tools in our tech stack to minimize our operations; heck, we're sometimes even able to build programs for ourselves that can expedite our time! 2. Apart from our daily team/recap meetings, we make sure we're smartly collaborating on other meetings to solve specific issues that need our immediate attention, and we only collaborate live when we need to; there's no point in doing multiple meetings for things that can be solved easily through chat. 3. We try to separate priority tasks and less important tasks so we can finish the ones that require our urgent concentration. It's natural to have some tasks left over for the day, but if you're finishing the right ones first, it makes the job a whole lot easier! 4. Another way to ensure buttery smooth operations is to not rush tasks at a pace you don't need to; sometimes it's okay to think you need to get more done in less time, but if it comes at the cost of mistakes and errors, you're only going to produce half baked goods. Maintain a balance between speed and efficiency! And that is all! I feel every team has its own way of functioning and getting stuff done, but here is our way! If you beg to differ, by all means do so! But this is what works for us and we're happy to continue doing it!

This HUGE apparel brand responded to a direct callout by a rival brand, but responded in the best way possible All within the safe boundaries of marketing and good spirit. The result? The video ultimately garnered significant engagement and a 3,000% increase in video views, which propelled it to 32k impressions on TikTok. Which obviously means more sales for them! The brand I'm talking about is @NaadamCashmere, and this unorthodox marketing approach got everyone's eyes rolling. This is what went down : 1. Quince, a direct competitor of Naadam, called them out in a marketing campaign on Instagram, in a subtle way. 2. But that's when things took a heated turn, @onequince then started comparing the prices of their sweaters to Naadam and @jcrew, obviously placing them as the "Most affordable" and "quality-centric" option. 3. This is what prompted someone from Naadam to make a TikTok video in response to these ads and defend their product offerings in the best way possible! 4. They claim they don't sell $50 sweaters because "their standards won't allow it" and they have a $98 cashmere sweater that sells out every time. 5. But this is when the "cashmere wars" began, and Quince repeatedly called out Naadam in their marketing campaigns, which obviously prompted Naadam to call them out again, even going as far as to make hilarious memes about them. 6. And the rest is history........ I think these marketing rivalries are genius though!!!!! You might think two brands are battling it out, but the exposure they get and the engagement they receive has an exponential impact on sales! So I say yes to marketing rivalries! But only do it in a way that doesn't cross the line in any way! What do you think of this approach, though used by brands?

If you want to make more money from your email campaigns, not testing singular elements of your emails is a BIG MISTAKE! But why? Because if you test crucial email elements like : 1. Subject Lines 2. Preview Texts 3. Sender Address 4. Even more high-level elements like images etc Your emails are less likely to land in spam and promotions but more likely to land in Primary, and all DTC brands aim for that! But that's only possible if you're optimizing for all these 4 elements! You'll get more conversions and a higher CTR as a result! Want more data and live results on our inbox placement strategy? DM me and I'll share some useful info with you!

You would think we're working, but we're actually doing something else........ Well, all 6 of us are in deep concentration playing an intense round of SmashKarts. I wish all days were like this lol! What kind of games do you play with your team instead of logging in online, attending your predictable virtual catch-ups?

Tired from your strenuous startup grind? Feel a little burnt out? Why don't you throw some practice shots on this epic ping pong machine lol!!!! @Akshet is having wayy too much fun with this 😄! What kinds of games do you play in your free time to ensure a safe retreat from the daily grind? Let the games begin!

A Creative Performance Manager be like: "If you want to create winning ads, take inspiration from your competitors and make it your own." Their method of taking the inspiration :