Dubai-based email marketing agency Dropkick Copy, led by co-owner Nabeel Azeez, is making waves in the digital marketing landscape by employing a high-frequency, engagement-based segmentation strategy that challenges traditional industry norms. Azeez, whose agency primarily serves clients in the United States across sectors like e-commerce and Software as a Service (SaaS), advocates for a data-driven approach where revenue generation, not open rates, is the ultimate metric of success. This philosophy has led to an aggressive email deployment schedule for some clients, including one e-commerce brand that receives upwards of eight distinct emails daily, each meticulously tailored to a unique subscriber segment.
Azeez’s unconventional views, particularly his assertion that open rates are a "vanity metric" and his reluctance to unsubscribe dormant recipients, have sparked considerable discussion within the email marketing community. In a recent interview, Azeez elaborated on his methods, offering insights into how he drives substantial revenue through email campaigns and outlines his agency’s onboarding process, which often begins with a direct approach to re-engage inactive subscribers.
The Dropkick Copy Onboarding Framework: Re-engagement and Aggressive Segmentation
The initial phase of onboarding a new client at Dropkick Copy, particularly for business-to-business (B2B) entities, involves a strategic outreach to inactive subscribers. Azeez described a standard nine-word email sent to individuals who have not made a purchase, posing a simple yet direct question: "Are you still interested in what we’re selling?" This tactic, he explained, aims to elicit a tangible response, encouraging subscribers to "raise their hands" and indicate their continued interest. Depending on the size and engagement level of the list, this initial outreach can generate several hundred direct replies.
For e-commerce clients, the onboarding process focuses on identifying and rectifying any gaps in their existing automated email flows, often referred to as "flows" or "automations." Once these foundational elements are in place, the agency dramatically increases email frequency. While many e-commerce brands typically send around three emails per week, Dropkick Copy often escalates this to daily dispatches, and in some cases, multiple emails per day. This heightened frequency is meticulously managed through granular segmentation. For instance, a single e-commerce client is currently receiving more than eight emails daily, with each communication directed to a distinct subscriber segment.
This aggressive approach has, at times, drawn the attention of email service providers. Azeez recounted an instance where Klaviyo, a leading e-commerce marketing platform, issued a warning regarding the high volume of emails sent to unengaged subscribers. Azeez, however, remains steadfast in his belief that such warnings overlook the ultimate goal: revenue. He argues that focusing solely on open rates can lead to missed opportunities, as engaged subscribers who don’t open every email may still be valuable.
The Art of Engagement-Based Segmentation: Beyond Basic Demographics
Azeez’s segmentation strategy is rooted in understanding subscriber behavior and value, moving far beyond simple demographic classifications. The agency meticulously categorizes subscribers based on their engagement levels, creating segments for those active within the last seven days, the last 30 days, and those who have shown engagement within a 60 to 90-day window. Additionally, a segment is dedicated to subscribers who joined the list a significant time ago but have recently become less active.
A critical component of their segmentation involves identifying and nurturing high-value customers, or "whales." These are subscribers who consistently make frequent purchases and generate substantial revenue. Closely related are "potential whales," a segment comprising individuals who purchase often but with lower average order values. The agency also defines "loyal customers" as those who buy frequently but in smaller transaction amounts.
Furthermore, Dropkick Copy actively identifies and attempts to re-engage "churned whales" or "lapsed whales"—high-value customers who are either showing signs of disengagement or have not made a purchase in an extended period. This detailed segmentation ensures that each email is not only delivered but is also highly relevant to the recipient’s specific profile and past interactions with the brand.
The strategy dictates that each subscriber receives only one email at a time, preventing message fatigue and ensuring a focused communication for each individual. The content and promotional offers are then tailored to the specific segment. For example, "potential whales" might receive incentives designed to encourage higher average order values, such as a complimentary gift with a minimum purchase threshold. Alternatively, the agency leverages dynamic content personalization within a single email template. Platforms like Klaviyo enable the insertion of segment-specific messages or offers based on custom subscriber data, allowing for a highly personalized experience at scale.
Scaling from $10,000 to $20,000 in Monthly Email Revenue: A Strategic Blueprint
For smaller e-commerce brands generating around $10,000 in monthly email revenue and operating with basic automations and three weekly emails to general segments, the path to doubling revenue involves a multi-faceted approach. Azeez emphasized that product type—whether consumables with repeat purchase potential or one-off items—plays a significant role in the email strategy.
"The more new subscribers you have, the more aggressively you can email them," Azeez stated, highlighting the importance of consistent list growth. He also noted that some merchants have a short-term focus, while others prioritize long-term customer relationships. Dropkick Copy’s strategy adapts accordingly, employing more aggressive tactics for brands with a transactional focus compared to those aiming for enduring customer loyalty.
A foundational step to growth, Azeez advised, is increasing email frequency from three times per week to daily dispatches, provided the subscriber list is actively growing. A thorough review of existing email automations is also crucial to identify and capitalize on any missed revenue opportunities.
Moreover, Azeez underscored the often-overlooked impact of email marketing on other acquisition channels. He advocates for shifting email attribution from a "last-click" model to a "first-click" model when analyzing performance. This change in perspective can reveal how a robust email program significantly influences Return on Ad Spend (ROAS) and overall Marketing Effectiveness Ratio (MER) on platforms like Meta Ads, demonstrating email’s role not just in direct sales but also in customer acquisition and brand discovery.
Common Pitfalls and Best Practices in E-commerce Email Marketing
Azeez identified several common mistakes that e-commerce companies make in their email marketing efforts. A primary area of concern is the insufficient testing of opt-in pop-up offers. Many businesses fail to experiment with different incentives, such as discounts, free products, or free shipping, and consequently, may not be attracting the most valuable subscribers. Offering a standard 10% discount, for instance, can inadvertently train shoppers to expect discounts in all promotions, potentially devaluing the brand. Azeez recommends rigorous A/B testing to determine the most effective offer that entices new subscribers without setting unsustainable expectations.
The Long Game: Re-engaging Unengaged Subscribers
The question of how to handle unengaged subscribers is a recurring theme in email marketing, and Azeez’s approach is notably patient. Instead of immediately unsubscribing them, he advocates for a carefully orchestrated "sunset automation." This typically involves a 90-day window: if a subscriber has not opened, clicked, or purchased within this period, they receive a dedicated automated message. If they remain inactive, they are then "paused" rather than permanently removed.
Azeez’s experience suggests that approximately 10% of these seemingly unengaged subscribers can be reactivated. To achieve this, Dropkick Copy continues to send reactivation emails periodically, either monthly or quarterly. These emails are designed to mimic regular communications, but they occasionally employ a plain-text format to increase the likelihood of landing in the primary inbox. Long, educational, text-only messages are particularly effective in spurring responses and are less likely to be flagged as promotional content. This strategy aims to maintain a connection with a potentially valuable segment of the audience, recognizing that engagement can be cyclical.
Integrating SMS for Enhanced Revenue Generation
Short Message Service (SMS) marketing is an increasingly vital component of a comprehensive digital strategy, and Dropkick Copy integrates it with their email efforts. Azeez indicated a desire to maintain a similar sending volume for SMS as for email, with the caveat that daily SMS dispatches are generally avoided. Instead, the agency aims for two to three SMS messages per week, depending on the client’s brand and objectives.
The revenue-generating potential of SMS is often higher than that of email. Consequently, Azeez stated that if a client requires a significant revenue boost, they will increase the frequency of SMS campaigns. The key to effective SMS marketing, he noted, is brevity and directness. Promotional SMS messages should be as concise as possible. Furthermore, the higher cost associated with sending SMS messages compared to emails necessitates a strategic and cost-effective approach to their deployment.
Reaching Nabeel Azeez and Dropkick Copy
Nabeel Azeez and his agency, Dropkick Copy, are accessible through their respective online platforms. The agency’s official website, DropkickCopy.com, serves as the primary point of contact for businesses seeking their email marketing services. Azeez also maintains a personal website at Nabeelazeez.com. For real-time updates and professional engagement, he can be followed on X (formerly Twitter) under the handle @NabeelAzeez. These platforms provide avenues for potential clients to learn more about their methodologies, case studies, and to initiate contact for consultation and service engagement.
