This is exactly what we keep seeing: same email, completely different outcome depending on placement. So many brands obsess over copy/design and completely ignore where the email actually lands 👀

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…

100% agree. Promotions is basically a black hole for most brands. The Primary vs Promotions gap is way bigger than most teams realize until they actually measure it

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

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

It doesn't matter how awesome your emails are if no one ever sees them because they land in the Promotions tab (aka Glorified Spam Folder). Use @trymaverick's Inbox Placement Optimizer to get into the Primary tab so you can drive 2x the revenue on your Klaviyo campaigns!

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? 👇

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…

What's more valuable to run a $5-$50M ecommerce business? I'll give you three options : ✅ Churning out multiple ads, doing A/B tests, creative optimization and looking at your credit card bill, reading ****$50K Spent****. ✅ Hiring an expensive influencer who charges $15k per ad to do a UGC video for you, so they can shower their influence on your brand. OR ✅ Build an engaged audience on email/SMS, utilize video content on these platforms, do hook A/B testing, and optimize for inbox placement, and this might cost you nothing, but your ROI is through the roof! Which option would you choose? Idk about you, but Option #3 sounds mighty promising to me, and by no means I'm saying Option 1 or 2 are bad, but the margin of error in those options is sooo low that it might put your hard-earned money at risk. 1. For e.g it might take you multiple ads to learn which ad format is working properly, and testing those ad formats won't always be cheap, and when you find the jackpot, you end up spending a lot! 2. Similarly, not every influencer will resonate with your brand, or their audience will immediately connect with your products; it takes time to find the right fit. But with email and SMS, the cost of doing trial and error is much lower than you think compared to those two options. And the best part about email marketing is you get to re-engage already engaged potential buyers who have shown some interest in your brand (browsing your website, clicking a link etc), so it's always a win-win situation for you! That's partly the reason we focus heavily on email and SMS marketing solutions here at @trymaverick, we may expand to other channels in the future (only time will tell). But for now, we feel pumped to over-deliver for our clients in these channels, because we see a huge gap in the market and brands genuinely need help with this stuff. So this is why we do what we do 😎 ! And we try to do it best, I promise :)

What's the point of sending emails when they don't even reach your customer's primary inbox? Now, unfortunately, this is a problem currently faced by many DTC brands out there. They craft this beautiful email campaign with a fancy template and a laser-targeted message, only to be welcomed inside the dreaded spam folder or just the promotions tab. Heck, they even send a series of automated campaigns with a few tweaks, hoping that would do something........but still their emails don't land in the primary inbox. And ofcourse, many brands aim for the primary inbox location for these simple reasons : 1. The primary inbox has less competition since not every brand can land in it that easily (it takes work). 2. Your customers receive mobile notifications, which means more opportunities for them to click on your email. I'm 100% sure if you've read till this point, you're on the lookout for a solution that helps your emails land in the primary. And that's exactly what I will give you today! Introducing.........****Drumroll***** 🥁 "Deliverability Optimizer" Delivery Optimizer is Maverick's new solution to helping you land in the holy grail Primary inbox instead of the promotions or even the spam tab. Here's the best part about setting the Deliverability Optimizer with us : We'll set up 2 deliverability test campaigns for you, AT NO COST, so you can see results firsthand. Optimizer will automatically set up your campaigns as an A/B test so you can continuously see the INCREMENTAL lift. No work required from your end. Plus, you can see all your historic results consolidated in one place. The @trymaverick dashboard will keep track of all your campaigns and breakdown all the relevant metrics so you can evaluate performance on an ongoing basis. If you want to test this for Free, just comment below "Deliverability" and I'll send the details in your DMs.

Top 6 Ecom Creators You Need To Follow On Twitter ASAP (Part 12) 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. @greg_dalby Greg Dalby is the SVP of ecommerce for @thewoobles, a brand that sells Beginner-friendly crochet kits designed for individuals with no prior crocheting experience, making learning to crochet easy and an absolute breeze. Woobles has comprehensive crochet kits that demystify the craft for newcomers in a way they haven't experienced it before! Each kit includes all the necessary materials (yarn, hook, stuffing, etc.) and clear, easy-to-follow instructions specifically designed for absolute beginners. Greg's content personally is always involving and engaging, he talks about new trends like no other. Whether those trends are political in nature or purely marketing related, Greg nails it everytime! 2. @DTCbromozi Bryan is the director of Ecom for Oma's Pride Pet Food, they basically sell high-quality, protein-focused raw pet food made in small batches with natural, unprocessed ingredients sourced locally. @OmasPride is a fourth-generation family-owned company committed to providing pets with a diet of real, natural, and unprocessed foods, as nature intended. With roots as a small poultry farm since 1950, the brand believes that optimal pet health starts with a protein-focused diet. Talking about Bryan, he's a guy who likes to poke some fun here and there, and also claims to be "The funniest guy on LinkedIn". Surprisingly he's one of the few people in the DTC community who is actively posting content on Instagram. It's a mix of witty comedy and exotic food videos, and I'm feeling every bit of it. Go follow him specifically for IG. 3. @abrecher Alex Brecher is the CEO of BariatricPal, which is a comprehensive online store offering tailored solutions and products for individuals on weight loss journeys, including post-bariatric surgery, those using GLP-1 medications, and anyone pursuing health goals through diet and exercise. It was founded by Alex who personally experienced the journey of weight loss surgery so he made BariatricPal that aims to be a supportive space offering real, effective solutions. They also offer resources and support for those using GLP-1 medications like Wegovy and Ozempic. Wanna follow along on this health and wellness journey with Alex? By all means check out his socials! 4. @jordanhaswings Jordan is the Co-founder of instant hydration, a brand that boasts it's premium cellular hydration formula made with hand-harvested French sel gris and organic flavors, free from chemical additives and artificial ingredients, that also committed to ocean plastic removal. Instant Hydration has a strong environmental mission, pledging to remove plastic from the ocean with every purchase, making it a choice for health-conscious and eco-aware consumers. I love how the word "Instant" plays with their brand psychology to prioritize fast access to something this good. Jordan is mostly active on X, where he shares random opinions that are witty and thought provoking in nature. Plus his way of constantly appreciating other creators with posts and retweets is something to admire for sure! 5. @doctorstaci Dr Stacy Whitman is the Co-founder of Fygg, a brand that sells its exclusive oral microbiome-supportive and remineralizing toothpaste formulated by functional dentists with high-quality nano-Hydroxyapatite, free from fluoride, essential oils, surfactants, and emulsifiers. @fyggoralcare takes a "less is more" approach to oral care, focusing on a simple, effective, and safe toothpaste. Founded by a team of dentists including Stacy, their formula centers around clinically proven nano-Hydroxyapatite to remineralize teeth, address sensitivity, and support a healthy oral microbiome. Watch Stacy on Twitter, LinkedIn and Instagram (where she has 164k followers) geek out on medical care and pure dental knowledge. If you're someone constantly having dental problems yourself, her brand and content is your one stop shop! 6. @akmcferran Ann McFerran is the CEO & Co-founder of @glamnetic, a brand that sells innovative beauty solutions, primarily known for easy-to-apply and secure magnetic eyelashes and press-on nails. Their magnetic eyelashes eliminate the need for messy glue, offering a quick and secure way to enhance one's look. Similarly, their press-on nails provide instant manicures with various designs and finishes. Glamnetic aims to simplify beauty routines, making professional-looking results accessible to everyone with ease and speed. Ann is a proud Inc. Top 100 Female Founder in this global list and her story is impressive as a female entrepreneur, because she came from Thailand and Kickstarted this brand with whatever little that she had. She encourages everyone to start something different that no one's doing, if she can do it, so can you! So these were the epic creators for this week, let me know which one was your favorite down below. And let me know if you're a DTC Creator I should feature next......

Create a genuine desire for your product and watch people instantly engage with your content This is exactly what @truecitrus did with this mega viral TikTok ad creative that hit almost 140k views. No spending tons of time and money shooting a professional-looking video. This video seems to be shot from a smartphone and is super simple to execute, anyone can make it and replicate its formula to the T. Here are some strategy pointers from this successful video creative you can implement for your brand : 1. They Started with the "Hey, We're All in This Together" Vibe (Relatability) Then hit it off with "Hey Everyone, summer is gonna be here..." They opened with a super casual, friendly greeting and jumped straight into a shared experience, "summer approaching". Then bam, "we have to stay hydrated!" It's like chatting with a friend who's just thinking about the same things you are. 2. They Zeroed in on a Pain Point (Problem/ Solution Focus) "If you're someone who struggles to drink enough water throughout the day like me..." And BOOM! They pinpointed a super common struggle Everyone knows they should drink more water, but actually doing it? It could be hard for some people! So, if you're someone who struggles with hydration, you're nodding along. 3. The creator envisioned herself as a regular person like you "...like me..." That little "like me" is gold. It makes the brand presenter feel like a regular person sharing a genuine tip, not just a salesperson. And mentioning "orange is my absolute favorite flavor" adds to that personal touch. 4. They Focused on the "Why" (Benefit-Driven Messaging) They pointed out, "It's made from a real orange and it tastes like a real orange, and there's no sugar no salt. it just makes the drink taste better!" By saying that they didn't just list ingredients, they highlighted the benefits - real taste, health-conscious choices, and improved drinkability. Now that goes a long way! If you have a similar product or are in the same niche as them, just copy and paste this TikTok strategy, tailoring it to your brand and watch relevant engagement roll in immediately!

Still struggling to come up with fresh ideas for email content? Even as a brand making multiple 8 to 9 figures a year? If that's the case, don't worry because you're not alone. Many of my clients who actively use our email & SMS integrations have often asked us for inspiration regarding content during meetups and meetings. And here's what I tell them and this is what you should do : 1. Subscribe to other brand lists in your niche I mean this one is pretty obvious right out of the gate, but I'm still surprised not many brands are indulging in this practice. I would say you should sub to at least 25-30 lists in a month and start making swipe files of elements you like about those emails including : a. Subject lines b. Preview texts c. Email Templates/HTML elements d. CTRs e. Brand Voice This is a great starting point because here you can really make the emails your own once you start gathering solid inspiration! 2. Find channels where your audience is expressing their pains and dissatisfaction If you can gather some useful intel regarding your audience, you'll be well on your way to crafting content that deeply resonates with their personal interests. Find those emotional hot buttons and fire away on your content efforts. 3. Your existing audience in your lists will tell you what they like When you start making retargeting campaigns, you always retarget specific campaigns to a select audience group that has shown interest or engagement with that type of content. This gives you a much better chance of putting content in front of them that they will not hesitate to open. This way you use data to your advantage. 4. Celebratory occasions will lit up your thinking Whether it's the 4th of July, Christmas, Easter, or Halloween, these events always give you tons of inspiration to try out different types of content. You can create discount campaigns or special holiday-themed posts. So this is my 2 cents on what you should do if you run out of inspiration for email content. Let me know how you would come up with ideas!

106% Higher Click Rate and 2X Additional Revenue, all from a single A/B test campaign we ran for Dermaclara Beauty inside Klaviyo I know this is too good to be true, but many brands never truly reach their full potential with "Klaviyo Email Marketing", especially when doing A/B email tests. @klaviyo only lets you manually set up an A/B test which will let you determine which email variations perform best once. Now it's your job to take those learnings from one test and roll it out to everyone. But it doesn't let you use data to come up with better and "Optimized" content for subject lines and preview texts. This is where our Klaviyo-based AI tool Optimizer takes the cake, as it lets you automatically generate subject line and preview text variations, and continuously tests them to determine which variations perform best, even as traffic patterns, user behavior, and deliverability change. We ran this A/B test campaign for @Dermaclara during Valentine's Day and saw some immediate results with it. The Optimizer generated variation consistently performed well and forced mass clicks from their email audience. So the choice is yours! Do you still want to use Klaviyo and it's normal A/B testing to get predictable results...... Or Use Optimizer to tap into the real potential of your brand's email performance?

Did you know @zennioptical's ecommerce quiz generated $1 million in revenue and 29,500 lead conversions Now that's insane, and it shows us the true power of lead generation quizzes that can be a life-changing addition for ecommerce brands. However, to get these quizzes up and running, you'll need some useful tools to get the job done for you. I have a top 5 Ecommerce Quiz Tools list that's surely going to "Wow" you, so here goes nothing! 1. @OctaneAI ✅ Conversational Flows: Octane AI excels at creating interactive, conversational quizzes. This feels less like a form and more like a personalized chat. ✅ Advanced Logic and Branching: Allows for complex quiz paths based on user responses, ensuring highly relevant recommendations. 2. @RevenueHunt : Recommender Quiz ✅ Recommend the Right Products: Shoppable quizzes drive sales, advise customers on finding the right products for them and help them make confident purchasing decisions. ✅ Grow Your Audience: Send captured leads to your mailing list or CRM. Leverage customer profile data to create more personalized, higher ROI marketing campaigns. 3. Lantern Shopify App ✅ Enhance the shopping journey with dynamic and interactive product discovery quizzes by guiding customers through a personalized selection process tailored to their preferences. ✅ Leverage powerful flow-based conditions, including skip-show logic and dynamic paths, to create a truly unique and customized shopping experience. 4. @GetOkendo : Quizzes ✅ Okendo gives you leverage on Flexible question types and branching logic, customize images, colors, fonts, offers rewards to drive purchases and displays high-impact star ratings. ✅ Analyze results and optimize performance: Dig deep on in-depth quiz performance metrics to quickly understand which channels are generating revenue and which strategies need changes. 5. Tangent.ai ✅ AI-Driven Quiz Creation & Recommendations: Employs AI to automate the quiz creation process and generate highly personalized product suggestions. ✅ Data Analytics: Provides detailed insights into quiz performance and customer behavior. ✅ Customer Segmentation: Facilitates the creation of targeted customer segments based on quiz responses. Now my question to you is, are you using lead generation quizzes to drive customer loyalty and sales? Or are you yet to explore the power of this phenomenon?

My startup "@trymaverick" has a small team but a big heart ❤️ Yep, it has been 4 years since we launched it and have stuck to a small team without "Overgrowing" in terms of employees. That's not to say we didn't onboard some fresh talent, we absolutely did, but it wasn't significant enough for someone to say : "Ohh you guys are literally hiring on clockwork here". And working with a small & lean team does come with its challenges but I feel the learning opportunities completely overshadow it. The growth you see together is worth more than anything you can ever imagine! There's never a constant need to reassess the situation or teach someone something new, because everyone knows their role soo well and what's required of them. Team meetings are always straightforward and a breeze, and the flow of information from one person to the other is without any interruptions or stutters. You get to spend more time with each other and learn about each other's weaknesses and strengths. And for me, the Maverick Team is nothing more than a family to me🤛. In a world where today's corporate culture is prioritizing "Huge Teams", I think there's something special to be said about startups working their heart out and delivering on the promise of their customers while retaining a small team. And we're proud to have a like-minded community like this surrounding Maverick, which is dope to see! Comment down below if you're a small scale startup to!

Top 6 Ecom Creators You Need To Follow On Twitter ASAP (Part 11) 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. @AlexaGrayandCo Alexa Gray is the Director of Marketing for Goldie Tees, a brand that combines luxury comfort with ultra-soft, sustainable tees crafted in Peru using premium fabrics. They focus on providing elevated wardrobe essentials, specifically t-shirts for women. The brand emphasizes the quality of its materials and construction, and its designs have been loved by stylists, editors, and celebrities since 2016 when they started making these timeless classics. Alexa used to be a social and community member for @drinkolipop too which is awesome. Her latest venture @socialbloome is a social media marketing agency that helps ambitious community driven brands to take off in terms of growth. 2. @ImWilsonCarter3 Wilson Carter is the founder of @Clutchcharger, a brand that specializes in the world's thinnest and most lightweight portable charger, designed for ultimate convenience and portability. Clutch Charger addresses the common problem of phone battery anxiety with its sleek and incredibly thin portable chargers. Their core offering is a device so slim it can easily fit into a wallet or small bag, ensuring power is always within your reach. Other key features include built-in cables and magnetic attachments, making charging hassle-free. If you want to follow along the clutch journey with Wilson, I highly recommend you go ahead and giving him a follow on both X and LinkedIn. 3. @MeatMafiaBrett Brett Ender is the Co-founder of @eatnobleorigins, a brand that prides itself in a solution that is animal-based, nose-to-tail nutrition in a delicious, convenient once-daily shake form factor. Noble Origins caters to individuals interested in animal-based diets and whole food nutrition. Their flagship product is a protein powder derived from beef, providing 21g of protein per serving. Brett says he's on a mission to cure the food system, and he's not wrong, his impact of 95k followers on X alone is a social proof that he has built a community that validates his beliefs. And I have to say he's the kind of guy that will teach you not only about brand building, personal development but will also give you deep insights on health and wellness, which has infinite value in my eyes! 4. @jaredpoliva Jared Oliva is the Co-founder of @mossamigos, they sell unique and fun plant-inspired goodies and gifts, mostly specializing in pet moss balls and stylish accessories accompanying them. They position themselves as a destination for plant lovers seeking unique and charming items, whether for themselves or as gifts. I also like the fact that they take a playful and whimsical approach to incorporating greenery into our everyday life. Their products are rated 4.7 by over 10k happy customers which is more than enough proof to convince someone to buy their Moss Balls. I absolutely love seeing Jared's posts pop on my feed, because they're honest and witty, unlike other people's content that seems forced in nature. 5. @ToxiccTasha Natasha is the brand marketing manager for @drinkjuvee, a beverage brand that has their flagship product energy drink with zero sugar, low calories, and a moderate caffeine content (128mg), promoting insane energy and playfulness. Juvee positions itself as a healthier alternative in the energy drink market. It emphasizes the absence of sugar and very low calorie count while still providing a noticeable energy boost through caffeine. Natasha is a true brand advocate for Juvee, as she continuously shares Juvee centric content on her socials, plus her numerous appearances in community events set up to promote Juvee exclusively. If I were you, I'd go follow her immediately! 6. @BondeTroy Troy Bonde is the Co-founder of @getsauz, which is a new generation of tomato sauce offering delicious flavors that can elevate various dishes quickly and easily. You're getting a Michelin star quality sauce that is prepared in small batches, is Non-GMO, comes in bold flavors and can take any dish requiring tomato sauce to the next level. Some interesting flavors include Hot Honey Marinara, Summer Lemon Marinara and Creamy Calabrian Vodka sauce. It's available on amazon too and Troy constantly reminds people to go pick it up on retail shelves across multiple locations in the US. Which creator was your favorite? Let me know down below!

My 2 cents on startups looking to secure tech partnerships While running @trymaverick I've had plenty of opportunities to explore tech partnerships. Many have approached us to form these partnerships, we've said yes to many and no to many. Here's what B2B startups should consider when exploring these : 1. Think very carefully about the partnership you're getting into, it's a long-term ploy, and if the other party doesn't have a strong vision about your company and your end goal or you sense they might not stick around for long in the future, look elsewhere. Whoever you choose has to be compatible with your startup. 2. Try to find a partnership that closely relates your potential partner to your niche. For example, don't go looking for a partner who's doing social media creative strategy and you're doing email and SMS marketing; it usually doesn't pan out well. 3. Only secure partnerships when you feel your startup is at that level and making handsome revenue because you want to benefit as much from this partnership as your partner. Focus on growing your company before dwelling on different avenues. So here's my 2 cents on tech partnerships, let me know what you think in the comments down below!

It has been my lifelong dream to see customers expressing such jubilant feedback for @trymaverick . But most importantly it's a team victory for all of us when we see lovely customers like Shirah believe in the true vision of AI. Trust me guys, AI is not here to destroy personalization in any way, shape or form, but what it is doing is taking personalization up a notch. In the past, you would be spending hours upon hours trying to send personal videos to customers. You know the impact of video content, but scaling it manually like that isn't helping your cause one bit! We have a great success story from Shirah and I want you all to take a huge lesson from it 💪 . Keep growing @Nightcapit fam, we'll be here for ya always :)

Here's a complete demo of an AI-based tool helping dozens of DTC brands get 20% more incremental revenue The tool is called "Optimizer" by @trymaverick . Hey guys, as promised, I've brought you a demo of Optimizer we've been extensively testing for a good portion of 4 months with ecommerce brands globally. In the video, I go over how Optimizer can help you : ✅ Automatically generate content for subject lines and preview texts ✅ A/B test AI-generated content across different email flows ✅ Enjoy automated A/B tested content, ensuring your audience receives the best message possible. I hope ya'll enjoy the video, and do let me know if you want to test Optimizer for your brand! Peace ✌