Case Study: How they Built a $109,000/mo Ecom Email Marketing Agency

What's up everybody?

I got my boys Phillip and Connor here and they run an e commerce email marketing agency and they're inside Olympia and we help them scale to 109k just this last month. Primarily getting all the clients through paid ads. So I figured I'd have them on, do a little case study, interview, they could talk about their business, what's working for them, what's not working, whatever. Just try to give the maximum amount of value possible. So gentlemen, welcome in.

Just let everybody know who you are.

Quick intro, let your businesses what you sell and all that.

Well, thanks for having us and it's, it's good to be here. So yeah, we run an email and SMS marketing agency for e comm brands. Pretty straightforward. I'm sure people watching this have heard that offer before and so yeah, that's kind of our offer. And then I run kind of all sales acquisition like growth content and then I'll let Connor introduce himself as well.

Yeah, no I'm Connor. I do all the service, fulfillment manager team, all that sort of thing. So Philip can just focus primarily on that acquisition and I just focus on fulfilling all of our clients.

When we started working together what was.

Your, what was your revenue at?

So I could, I could go, yeah, go ahead. It was, we were at 5,000amonth and our operation was pretty much non existent. We were pretty much freelancers. We wanted to call ourselves business owners but Philip and I, we had this weird relationship. We were both trying to sign clients and then we were both trying to fulfill and there wasn't really clear roles and it was just a total mess.

We initially joined CA, like obviously we're in Olympia now. We started with CA like exactly a year ago. A year and one month at 4K. The next month we did like five. So yeah, I mean I guess in a year we went from 5 to 109. I think the progression was like what 5k? And then we did like two months later we hit 10k. I think we got all the way up to like 14 and we were like oh my God. And then we lost a bunch of clients. We went back down to four. From there we kind of worked our way up slowly to like 28K. That's when we joined Olympia and then from there it was pretty ridiculous. It was like 28k and then I think 48k the next month and then 55k and then 85 and then 109 last month.

So what was the level where you.

Kind of felt like everything clicked?

I don't know. I Think when everything clicked was probably when we started running the ads. Like that's when we really started just like growing. Right. Because before then it was all G100 is how we got up to like 28k in the first place. And it was all just like super manual, like just a ton of work to sign, like even just one client. And so when we started running ads and obviously with the help of you and everybody in Olympia, like that's when it felt like it clicked. Cause we could just kind of like turn a button on. Obviously there's a lot of work that goes into it too, but just kind of turn a button on and just like spawn clients basically. I mean, for the most part.

So I'd say too, it's the predictability of running ads.

Great.

Obviously they're still unknown and we're not pros by any means. We still have a lot to learn. But with Dream 100, it was very unpredictable. If we'd sign two clients in a month or we signed four clients, you know, with ads we can count and we can hire people knowing that we're going to grow as a business and count on like additional revenue each month.

Yeah.

Okay, makes sense. Yeah, we'll definitely get into that in a second. But before we do, could you walk us through like kind of how you reshaped your core offer from what it was when you first joined to what it is now that you're actively scaling on ads? Like how does that work?

When we came into Olympia, we didn't really have like a core offer. I mean we were just trying to do like done for you. Management is obviously still like our main offer. But the first thing you said to us was, hey, when you run these ads, you're going to be pitching a one time payment that converts really well on cold traffic. Since that's what we did. Kind of shifted that around. Like we had never really sold like flow builds like one time projects before. And so that's kind of what we did as soon as we joined. And it works really well. And we even will get people coming in from ads on that one time offer and they'll either just get straight into a retainer, like we'll just pitch them on done for you while we have them there on the call or they'll do the flow build. They'll obviously get a great experience and then from there they'll just go into a retainer after that. So that's kind of like how we switched that because we didn't offer that before.

So walk us through like what are.

The deliverables of the offer? You've got the one time flow build and then you've also got the retainer offer. What are the actual deliverables for both of those offers?

So deliverables in terms of the flow build, we're coming in one time thing, we're not sticking around after that. We're building you all six of your core automations so things like welcome flow Ban and cart checkout, browse, all that stuff. We're building you a new signup form and that's pretty much the extent of it. So that's the entire offer. We're doing all the copy, the design, the implementation, all done for you on the done for you offer. It's full service. Like everything inside of your Klaviyo account. We're doing that for you. Right? So everything from segmentation, deliverability, you're still getting all of the flows campaigns. So we're planning out your campaigns, writing them, designing them, sending them sign up form. Also like constant testing of the form. So it's just the flow build on steroids. Add a bunch of things into it and then put it on an ongoing basis is basically what it is.

You're one of two people watching this.

You either have a very successful agency above 30k a month or you're just starting out and you're stuck selling an offer that's never going to work on.

Cold traffic at all.

I have something for both of you and you're if you're above 30k a month, the only way for you to scale higher is running ads. And I'll help you build that funnel personally. So that includes all the pages, the copy, the VSL script. Your ads for you, show you how to set up all the tech, what KPIs to follow, literally what buttons to press. Make it so that you can consistently acquire three to five clients every single week. If that's you, click the first link in the description for Olympia. Join Olympia.com if you're a beginner, what you need is a front end cold traffic offer where you fulfill 90% of it with AI. I'll show you what to sell, who to sell it to, what deliverables to do for the clients, then give you all the AI systems you need to automate 90% of the fulfillment with AI. So we'll give you a website VSL template, contract template, all the pre built AI systems you need to get this off the ground in the next 30 days. If that's you, click the second link in the description for an AI assisted.

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Okay, so before you mentioned that you.

Were doing dream 100 and got you up to around like 28k a month and then once you started that you started doing ads after that. So like walk us through what you were doing to get clients before ads. Like how is that working?

Yeah, so before ads, like I said it was super manual process. It worked, it worked, but it was just super manual manual. It took a lot of time. What we were doing was dream 100 obviously. So making lists of people who had really just like poor email marketing. Like find people, I just use like Apollo. Make a list of brands, 10 to 50 employees, whatever you want to do. Find people with really bad email. Right? Bad sign up form, bad welcome email. Sign up for their list, make them like a 8 to 10 minute long loom. Just explaining what's going wrong, explaining how you can kind of help them and then pitch a free email design. Say hey, by the way, while we're here, if you're interested, I'd love to make you a free email. Don't make it yet. And then once you kind of get them on the hook, you make them the email, you crush it. Get them on a call. I found that once they were on the call like it was relatively easy to close them just cuz they're so warm at that point. But it was just really hard to get them on a call like, but once you do, it's pretty much smooth sailing as long as you don't mess it up. But that's, that's kind of what like the deliverable look like. Yeah.

How many of those did you have.

To do to generate one call?

Yeah, yeah, I've talked about this before. I don't know exactly but it was a lot like it was a lot of work just to get a singular call. I don't know the exact number but like it's more than you think. Like when I first got into it, I was like, oh, I'll send 10 looms and I'll just book a call and then I could just repeat. It takes more than that. Like I don't remember exactly but I was grinding. Like I would, I would be doing like five, six, seven looms a day and I would go a week without booking a call. Sometimes like it's just really sporadic. Other times they would just be hitting and I'd book three in one week and I'd be like crazy. So yeah, it's just a lot.

I wanted to ask that question because people have a diluted expectation of like how easy or difficult things are.

I sent 10 of them. I didn't get a call book that this is a scam.

And then they, and then they stop. This is like a universal thing that literally everybody does. It's kind of like the Hermosi thing where it's like volume negates luck and it's like. Yeah, but it's like substantially more volume than you otherwise believe.

Yeah, 100%. 100%.

Walk us through.

Like, how does the paid ad funnel work? What are the steps of this funnel? What is occurring here?

Basically, we obviously have our creative, so that's the first step. You know, Facebook, Instagram, once they obviously interact with that creative. Obviously creative is a really big part of it. And that's something we've learned as well just from you and everybody in Olympia. Like the creative output needs to be super high. So we're getting better at that. But they click on the creative, they go to an opt in page so we can kind of get their name, email, phone number. From there they move on to the VSL page with like a 10 to 12 minute long VSL. I do have to redo it. I want to make it a bit shorter because I think it could be shortened a bit and still get the same message across. They kind of watch the vsl, there's an application, leads them to a type form. We ask them for a revenue qualifier. First of all, how much does your business make? Are you an E comm brand owner? So we kind of just get rid of all the tire kickers. Can you afford the investment? And then if they say yes, we get their info one more time, they go to my calendar and they book and then they get pixel. But that's kind of like the process.

Yeah, nice. Good stuff.

So what is your cost per qualified.

Booked call and your cost to acquire a customer?

So it obviously varies as you know, it's not like a, you know, one time thing. But I mean, last month our cost per call was really low, which is why we were just like crushing it. Last month, for example, like our average cost per call is like 350, which is like really low for us because the month before that it was around like 4 to 500. And we were still really profitable off of that. But yeah, last month was about like 300 bucks. And then last month was crazy. I mean we were, we were acquiring customers for less than a thousand dollars, like 800, 900 bucks.

That's crazy.

Yeah, no, it was crazy. And so yeah, it was crazy last month, but that's Kind of what the numbers look like. Yeah, yeah.

I think a lot of people, you.

Can say something to them where it's.

Like $350 a call.

That's insane. And it's like, well, no, because like the cost per acquisition might be like a thousand or fifteen hundred. Like, what does it matter? They're a qualified prospect who is prepared to purchase this offer. Like, what is the deal here? You know? Like, would you rather go fucking send 28 dream 100 messages instead and spend hours doing it? Like, grow up. You know what I mean? Like, people, people just like don't functionally understand that you have to purchase new business. This is why they don't scale, because they refuse to understand this.

Yeah, yeah. And it's funny because we could technically still be profitable off of like a 600, 700 cost per call. When we first joined, you said like, the main goal is to just liquidate your ad spend. Like, if you could just liquidate your ad spend and just get people on recurring and just grow it that way, that's, that's ultimately what you have to do. And so we're like super profitable on the front end too, which is awesome.

All right, so describe your sales process. Because like you're selling a flow bill, but obviously you want to get them on to retainer. So like just a description of kind of like how you're operating this.

Yeah. So I guess it all starts with the call being booked, right? So once they book a call, I'm like, we don't have a setter. We don't have a closer either. So like, I don't know if that's abnormal for our size. But. The thing is we don't get that many opt ins. Like if someone comes through the funnel, they usually just book. I was talking to you about this. So we do get opt ins, but it's not like a crazy volume to where I can't manage it. As soon as they book, I'm all over them. It's a really manual process. The one thing I'll say to people is like, for cold traffic, treat them like they're just like idiots. Like they're not, don't, don't, don't think these people are idiots. But like, just treat them like they're not watching any of your content. They don't know who you are. Because they probably aren't. And they don't. So I'm really manual. I'm sending them all of our case studies. I'm texting them and saying, hey, this is my personal sale. It's not like a automation. I'm sending them email designs. I'm just trying to get them to respond to me and like see me as a real person before we talk. And then by the time we get on the call, it's just kind of like they're as warmed up as possible. And I put a lot of effort into that. And then same thing with the opt ins as well. Like if they opt in, I'm doing the same exact thing and just really trying to get them back to the call. Like we do a good job of getting opt ins who don't book to like come back and book if they're qualified.

How do you do that?

Just same thing. Like I'm calling them, I'm texting them. A lot of times they're not going to be responding, but I'm sending them specific case studies like relative to their business. I'll go on their site, I'll be like kind of take a look around.

Like sending it to them automatically. Are you like doing it off your iPhone?

Oh, I'm like doing it off my iPhone. Yeah.

Nice.

Yeah, I'm saying, hey, this is Philip. Like I'm the co founder. You saw my ad. This is a personal message. This isn't like an automation. I have this client who's similar kind of like in size and similar in industry to you guys. Like check out this case study. We took them from whatever 80 grand to 150 grand. You want to hop on a call and chat. Like I think I could do some great things like that type of thing, you know, like not really like robotic messaging. And that works really well. So once we do get setters, I'm going to kind of train them to like be like that as well.

Do you know what your cost per opt in is or your opt in rate on your page?

I don't know my opt in rate. I know that our cost per opt in is probably anywhere from like 150 to $200. It's like kind of high relative to like our cost per call. It's very weird. Sometimes we get more booked calls than we do. Like, like it's weird. It's weird.

But yeah, you're getting people from before.

Yeah.

Okay.

Yeah, yeah, yeah.

All right.

So how are you differentiating from all the other e commerce email marketing agencies? Because there's just like literally thousands of them. Because I'm sure the people you talk to say the same thing by a million of them. So like how do you, how do you go about that?

We see it time and Time again, especially with the cold traffic they get in and they almost have an adversarial like mindset or relationship with us right off the bat they're like, we've worked with you guys before. They're seeing us as a commodity just because there's so many email marketing agencies out there. I think the big thing that differentiates us is we, we have our done for you partnerships as an unlimited scope. Obviously if a client wants to do a hundred emails in a month, like we can't fulfill on that. But we don't necessarily set any like super strict limits on we can send 10 emails per month. Like if they want to do 11, like we're flexible with that. We see ourselves as their partner and we're always telling our team, our account executives, to not see yourself as like an outside agency but more of like a partner working with them. So we're helping them with all things. If we notice something on their site that's wrong or just not optimized, we'll tell them even though that's not our scope. And so we really try to like flip the frame from like hey, we're taking your money and we're an agency to more of a hey, we're a partner for you.

What size of brands are you normally working with?

So on our like full service package we typically tend to stick with brands above like 50,000amonth in revenue. We have some that are on like 40 that are paying us on like a retainer base. It just depends. But then for the flow build, I mean we've sold it to brands who are doing like 5k a month. It just depends on like their goals. Like if they're trying to really scale and they're planning on getting a bunch of site traffic, then sure, we can build the flows. But done for you, it's like above 50k a month. And then we have brands who are doing a million a month. But that's kind of like the range.

Yeah, it makes sense. Do you use any specific guarantees in your officers health process?

We use it just to get them on the call pretty much. We don't really like hammer it in the actual call. Yeah, it's just a happiness guarantee. So we found that works really well. We don't really ever have problems either like for someone to want a refund, but it's just like happiness guarantee. So if you're not happy for any reason, you get a full refund on your investment. No stipulations. There's not even like a revenue target. It's just Literally, like, if you want your money back, you can have it. And so I don't know if that's the best way to go about it, but, like, it works for us. No one really takes us up on it just because the service is good. Like, even if someone really didn't have, like a proper good experience, like, the chances of them, like, actually asking you for it are just kind of low. So I don't know, it's just. It works for us.

Let's talk a little bit about kind of like ops and fulfillment. So assume, Connor, this would probably be your thing. How does the team structure work here? Like, what's going on there?

We have 11 people right now, excluding Philip and I. So we have six designers, one Klaviyo Tech and four account executives. Currently, each of those account executives has their own pod, which is they have the gladiotech and they have a designer that they solely provide tasks for and, you know, work with their clients and coordinate designs on. So each account executive has like five to six brands that they work with. They're their own little pod with their designer, and they're the primary source or point of contact for that brand. So I oversee the account executives. I'm like a manager to them, making sure that things are getting done, they're, you know, fulfilling properly. But they're the kind of executive in the sense that, like, they're making sure the ideas are being designed, that the client's happy, the client's seeing results and that they're communicating. I think that's the most important part of it, is the communication. So, yeah, to answer your question, like a pod structure is what we use.

Do you guys know your churn rate is like, how long do these people normally stay?

Yeah. So it's a tricky question for us to answer because we've acquired so many brands onto retainer in the recent last two months. So we're not sure what their LTV is going to be, how much, like, long they're going to stay. But from the clients that we have seen churn, you know, we've only had three or four brands churn from us. And it's typically like a brand will churn in the first month, which I think has happened 2ish times. And besides that, we had a client churn after a year and a half, the rest of them are going strong. And we think if we make it past the first month and the client's really happy, then we're yet to find that, like LTV or point where they exit.

Do you have any Upsells that you sell them.

Yeah. So I was thinking in our, like, biggest upsell is obviously flow build to a retainer. Like, that's obviously the most obvious, like, apparent one in terms of upsells for done for you clients. The thing about an unlimited service is maybe that's kind of shooting ourselves in the foot. Like, we're always learning. So we're still trying to figure out if, like, that's the best way to really scale right now. It's really good for just like signing on retainer clients, but when it comes to like expanding their revenue later on, it might be a little bit tricky because it's like, hey, technically everything's already included. Like, what more can we really sell you? You know, we were thinking eventually to start offering like a bunch of other stuff and kind of branching out.

We've had a lot of clients because people are really happy with our creative work. Especially they've asked us for landing pages, they've asked us for design guidelines for their team internally and they've asked us for ad creatives. So one area that we're looking at potentially in the future is also offering landing pages, as it's like an email is a mini landing page and it'd be an easy place for us to pivot and kind of upsell clients on.

Ye. That would be a great idea. Going from 5k to 111k a month or 109. What aspect of that. What phase of that was kind of the most difficult to get past?

Definitely the beginning stages. Like when we were doing Dream 100, that was the hardest part. Like 100%. To anyone watching, like, getting from, I'd say like 0 to like 25 is probably. Each level comes with its own sets of challenges. Of course, like, it's never easy, but that was like the most, like, time intensive. I don't know if it's. If this is going to work. I don't know if it's really working right now. It's been two weeks since I got a single response on one of my looms. Like, what's happening? That was probably the hardest part. And it's just so inconsistent. It's like feast or famine. Like, you don't really know what's happening now. It's like we just have different sets of problems now. It's just worrying, like, oh, are the ads fatiguing? Like, I need to fill more ads. I need to make sure they work now. We have so many clients now. Connor's like, how do we keep them from churning? Like, how do we keep our service super high quality? So, like, it's a different set of challenges, but the beginning stages were definitely the hardest.

What kind of limiting beliefs that you had about yourselves did you need to overcome in order to hit this level? And I want to hear it from both of you.

Connor and I, like, when we first started, I don't know if this was just like dumb, like, I don't know, but we just like thought we just knew we were going to do it. Like, we always told ourselves that even when we were at like 2k a month, we were like, one day we're going to be doing 100k a month. We didn't know it happened this quick, so that was surprising. But we were pretty confident in ourselves. And I don't know where that really comes from. I don't know if this is the right answer, but like, I don't think I had like any limiting belief that I couldn't do it. You know, there was definitely times where I was like kind of questioning it. I was like, oh, wait, this is kind of hard. But I never thought like, oh, I'm not cut out for this. Like, I knew we were going to do it. It's just a matter of like, how long it going to take, you know.

Same answer as Phil. Like, we're very similar people in that regard. We would always say, like, even we were at like 5k a month, we were telling our, our friends, they would like laugh at us, like in a joking way that we were going to hit 100k a month. They're like, what? You know, maybe one limiting belief we had was they were like, oh, we'll get to 100k and that will feel amazing and that's great and we'll be good there. But you know, we're here now and it feels like we're just getting started. And it's a mindset of like, where, oh, this isn't really a lot, we want to be doing this much more revenue. We want to be at revenue level. We want to be at 200 or 300, 400, 500, whatever. I'd say that was a belief that we got wrong, was that we'd feel much better when we got to 100k, when really it's like we just are more hungry, you know.

Okay, so what's the next milestone here? What is. Because obviously you guys hit the 100k a month mark. You need the next milestone number. So what is that milestone number? And then have you calculated out the plan and the actual math to get there?

Yet we like to just do month by month. I mean we have like long term goals as well. Like eventually we want to hit a million a month. Like eventually that's definitely going to happen at some point. But this month we want hit 150. We obviously work in the CEO dashboard and whatnot. Just like planning out how many flow bills do we need to sell and what the kind of margin and what the ad spend needs to be at. So we're still kind of like crunching the numbers. But I think we talked about it too a lot. Connor and I like 150k I think is more than doable, especially since our MRR last month went up considerably. So our starting point is a lot higher than it was last month. So if we can just tack on the same or even just a little bit less new additional revenue, we'll will, will be at 150k plus. Not to mention like upselling past clients who like were one time flow builds on like black Friday packages and one off work. I think 150 this month would be awesome. And then November, we haven't really talked about it. We said 200 by the end of the year would be sick. I don't know, we'll have to crunch the numbers for that because that might be a little bit ambitious, but I think it's in the cards.

What's the plan to do that?

Have you calculated this out? And I mean by that like how many new creatives is this? And this is going to result in this many additional sales calls. So therefore I need to go get a closer. So there if I need to hire a closer, I need to have this many applications. You get what I'm saying? Like, have you calculated that out?

Not super, like closely. No, we haven't, not yet. We kind of just eyeballed it to be honest with you. Like, hey, we did this much this month with this amount of new business and this much ad spend. If like that holds true, we can do this. So probably something we need to do and probably I will do that like right after this. We have to do that.

So yeah, you, yeah, you guys gotta.

We have to do that.

You gotta have a little executive meeting and open up a Google sheet and actually sit there and calculate out what.

You project the LTV to be based.

Off the projected churn and the gross margin. And trying to see like, okay, if we implement this upsell here that has this gross margin, we can add this much to the LTV and that would allow us to spend this much more. You get what I'M saying like you gotta.

Yeah.

Like play with that a lot.

Yeah, yeah. No, 100.

If you had to give a piece.

Of advice like you go back in time to yourselves when you're at like 5k a month in to make this work considerably faster. It was obviously fast for you guys. But if you were to give a piece of advice to that version of yourself to make it go even faster than it was, what would that piece of advice be?

Number one, just having faith in what you're outputting and knowing that it's impossible for it not to work if you do it at a certain level of output. I mean, I think I've heard Alex from Moses say something like that, you know, like do so much output where it's unreasonable to say it won't work. And that's exactly what we did. I mean Philip and I, we were in college last year when we joined Olympia. Besides, when we were in class, out of the room, like every single moment we were just working on social scouts, like there wasn't a single moment where we weren't. And even to this day like all we do is work. We don't really have a balance. And I maybe sometimes will doubt ourselves and be like, oh, like this isn't going really well, our ads aren't performing really well. But I just think of how much time we're both putting into it every day and it's just, it's unreasonable to think it won't work and we won't grow.

Yeah.

So that would be my advice to ourselves.

Yeah, I think just going off of that like when you're at the beginning stages, I feel like your growth is more dependent on just like your mindset. It's always. Mindset is like a really, really big thing. But I feel like it's less like technical like what you just said, like calculating all the numbers and crunching that stuff. Like yeah, you still have to do that to a degree but I feel like it's just primarily like what are your inputs? Like are you really putting in the inputs to get to where you want to go like at that like 0 to like 10, 20k mark. Because there's not so many like different variables and moving parts to where you can really like crunch numbers, you know, it's just like brute force in my opinion. So.

All right gentlemen, appreciate you coming on. I'm going to leave the links to your guys social profile so whoever's watching this can connect with you. And for the audience, if you would also like to get help scaling Your ads, the first link in the description, join Olympia.com that'll be in there boys. Thank you so much.

Appreciate you.

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The actual VSL template you need to fill in the sales deck, still use on the call calls. The actual sales call structure and pitch will use the client contracts, the onboarding automations and all the AI systems to fulfill for the clients. All of this is backed by a 60 day satisfaction guarantee. So if you think it's a load.

Of, you can just get a refund.

And it's not with an insane amount of stipulations that are physically impossible to hit. Oh, and this all includes one on one coaching. This is not some program where we throw you into group to fend for yourself and assign you an account manager. That's some random dude from the Philippines who has never done the this before at all. You get my team directly people in first world countries who have been doing this for a long time and are actually experts. That's on top of unlimited direct messaging with every single coach inside the program, including me. And 17 weekly group coaching calls on every single topic you could possibly imagine. And every person doing these calls runs an actual business making multiple hundreds of thousands or millions of dollars. Here's the thing. You could get started today. Literally today, because we onboard 90% of our students within an hour after they started sign on, you could start actively working on this by the end of the day today. It will never be easier than right now, this specific exact moment to get started and actually get results. It will only get harder. This will not get easier. The longer you wait, the more difficult it's going to be for you. So if you're ready to stop waiting around and watching everybody else get results, go to the link in the description and get started. Literally today you've seen hundreds of people getting results with their agency. It's never been easier to start and scale your own with AI. And we show you every single thing you need in order to do that as fast as possible. Every pre built AI tool you will need, we already have it built. And not only will we make you an AI expert, we will make you an actual business expert. You know how to operate the marketing systems for both yours and your clients businesses. You know marketing automation Marketing tech, copywriting, advertising, content creation, prompt engineering, AI automation. You will be more powerful and capable than you've ever been before. After taking this next step, click the link in the description, go down clientessension AI opt into that page, then read everything you need on there before booking call.

I'll see you over there. Peace.