🍯 The Playbook That Broke Records for True Classic

Hello DTC Savage,

Today I’m revealing exactly how we broke True Classic’s revenue records in just 30 days - and how you can do the same.

This is the exact framework we used to give True Classic one of their biggest Q4s ever. No fluff, no gimmicks - just a tactical breakdown you can apply right now.

1. Never Be One-Dimensional

Most agencies offer cookie-cutter services and surface-level audits. That’s why most agencies don’t move the needle.

Our approach? Audit deeper than anyone else. Use real data to identify gaps and present actionables that will actually drive revenue.

For True Classic, we spent 8+ hours breaking down their account before we even touched an email. The final audit?

• 15 slides, only 3 of them about email

• The rest focused on revenue-driving strategy across their entire retention funnel

• Clear insights with a direct execution plan

This is what real strategy looks like.

2. Take Action - Fast

We signed the SOW 30 days before BFCM on a $200M brand. No room for slow execution. No fluff strategies.

Here’s what we immediately went to work on:

• Split testing Welcome Series (US + International) to increase RPE by 5–10%

• Reworking Post-Purchase flows to position top RPR and CLV products earlier - driving immediate revenue gains

• Grouping audiences and increasing messaging frequency to convert “tough to reach, lower-cost” buyers

We didn’t waste time optimizing for vanity metrics - we went straight for profit-driving retention strategy.

3. Optimize for Profit - Not Vanity Metrics

Open rates, click rates, and placed order rates don’t tell you if your emails are making money. Stop optimizing for what looks good and start tracking what actually matters:

• Revenue per Email (RPE): The single best metric to measure email performance - if RPE isn’t climbing, your emails aren’t working.

• Gross Profit per Order (GPPO): The only way to measure the true impact of your offers and landing pages.

• Repurchase Rate (RPR): Want predictable, repeat revenue? Optimize flows to push high-RPR products.

• Customer Lifetime Value (CLV): The faster a customer makes their second purchase, the higher their LTV over time.

These are the only retention metrics that matter.

4. The Playbook to Increase RPR by 23%

Here’s exactly how we increased True Classic’s RPR by 23% and made their Q4 one of the best ever:

Step 1: Pulled data on high-RPR products and tracked volume, PDP CVR%, RPR, and price point to AOV.

Step 2: Identified top follow-up products customers were most likely to buy after purchasing a top seller.

Step 3: Segmented post-purchase flows by product purchased and A/B tested different follow-up items.

Once the data rolled in, we had clear winners. The highest RPE emails? Those that pushed the exact products customers were already primed to buy.

70+ creatives. 20+ split tests. Relentless execution.

That’s how we built True Classic’s most successful Q4 ever.

Steal This and Scale in 2025

This framework isn’t just for one brand - it’s a repeatable retention playbook that will work for any brand serious about scaling.

1. Audit deeper than anyone else. Surface-level insights don’t drive real revenue.

2. Move fast and execute. Strategy without action is useless.

3. Optimize for profit - not vanity metrics. RPE, RPR, CLV - know them, track them, improve them.

4. Push the right products post-purchase. Not all repeat purchases are equal - push the ones that increase RPR.

Follow this, and your brand will be breaking revenue records this year.

P.S. If you want retention strategy that actually drives profit, let’s talk.

Talk soon,
Feras