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patio11's profile
Patrick McKenzie
Patrick McKenzie
Patrick McKenzie
@patio11

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Patrick McKenzie

@patio11

I work for the Internet, at @stripe, mostly on accelerating startups. Opinions here are my own.

東京都 Tokyo
kalzumeus.com
Joined February 2009

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    1. Patrick McKenzie‏ @patio11 23 Mar 2018
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      It's tough to pop up a notification on a blouse saying "This really deserves a new handbag, darling. Click here." and so email becomes the channel for that sort of product experience.

      2 replies 0 retweets 1 like
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    2. Patrick McKenzie‏ @patio11 23 Mar 2018
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      That's probably not how fashion people actually talk. My apologies, sincerely; the one time I had a fashion client (prior to making it my iron rule I Work For B2B Software Companies And That Is All) I said something flippant about a general product category.

      2 replies 0 retweets 3 likes
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    3. Patrick McKenzie‏ @patio11 23 Mar 2018
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      That was the closest I've ever come to blowing an engagement on my first day. The CEO, quite rightly, was cross. "Do you realize that this is my life's work?" I spent the rest of the day with my mouth shut and ears open about men's fashion. Useful lesson in more ways than 1.

      1 reply 1 retweet 16 likes
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    4. Patrick McKenzie‏ @patio11 23 Mar 2018
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      Back to email: most entrepreneurs of my acquaintance radically underestimate the amount of email a customer will happily read *contingent on them being interested in what you are selling.* 90% of good email practice is being very attentive to signals of interest.

      2 replies 3 retweets 24 likes
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    5. Patrick McKenzie‏ @patio11 23 Mar 2018
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      Importantly: when a customer signals interest or potential interest, you want to be able to go arbitrarily deep with them over email. If they keep happily consuming, engaging with the content, and buying your stuff... you should keep sending them more email.

      1 reply 1 retweet 10 likes
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    6. Patrick McKenzie‏ @patio11 23 Mar 2018
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      (This assumes your product has value. If you are selling a product where consumption is not a good thing for your customer... well, I get the case for sending less email in that instance, but there's an even stronger case for quitting your job today.)

      1 reply 0 retweets 7 likes
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    7. Patrick McKenzie‏ @patio11 23 Mar 2018
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      Seasonal promotions really matter in eCommerce. Don't forget holidays, even holidays which aren't that significant to you personally. A _surprising_ amount of business gets done at e.g. Halloween. (Fun fact: best 3 days of the year to sell bingo cards. Ask me how I know.)

      3 replies 0 retweets 10 likes
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    8. Patrick McKenzie‏ @patio11 23 Mar 2018
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      Microtactically, almost every Boring Old Transactional Email like a purchase receipt or similar can get improved by a) putting a little more voice in your copywriting and b) a P.S. with a clear next step.

      1 reply 3 retweets 21 likes
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    9. Patrick McKenzie‏ @patio11 23 Mar 2018
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      People are happiest with a purchase immediately on making it; that's an excellent time to ask for something like a social share.

      1 reply 3 retweets 19 likes
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    10. Patrick McKenzie‏ @patio11 23 Mar 2018
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      Most eCommerce businesses rely on an acquisition engine which burns through a relatively large number of one-and-done purchasers in the search for a smaller core of committed, loyal customers. Devote an appropriate amount of effort to maintaining those relationships.

      1 reply 1 retweet 14 likes
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      Patrick McKenzie‏ @patio11 23 Mar 2018
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      Also look for signs that someone is in a transitional state for the relationship and, where appropriate, nudge them in the desired way. This requires you to either spend a lot of elbow grease or be better at tying your CRM / shopping cart / email together than many. Worth it.

      9:57 AM - 23 Mar 2018
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      0 replies 2 retweets 16 likes

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