Steal This "Brain Rewiring" Way To Make People Look Forward To Opening And Reading Your Emails

(Some brands do this by accident. And it drove one of the biggest “Mad Men” era advertising agencies on the planet. But if you do it on purpose it can give your brand an extreme competitive advantage)

Dear friend,Would you take marketing advice from someone who just admitted he's terrible at running his own company?Sounds crazy, doesn't it?But here's the thing:I'm not terrible at marketing.I'm terrible at being a CEO.And it took me five years of grinding, misalignment with my true self, and borderline burnout to finally admit this:

Matias "Matt" Perelli

Shows eCommerce businesses how to extract maximum money from their email lists

I'm not the CEO type.I'm the tinkerer.The experimenter.The guy in the lab who figures out what works and writes it down.
Like that "brain rewiring" strategy in the headline above?That came from one of my experiments.Some brands stumble into it by accident.But when you understand the mechanism and do it on purpose, it's a competitive advantage.And that's just ONE of the Lab Playbooks I've documented.Let me explain.Every founder eventually runs into this wall.For me, it took five years.I’ve realized: I’m not the right person to run Email Engineers.It’s not because I hate calls or working with my team. In fact, I like those moments more than any other.But over the past five years, I’ve lived two extremes.I've been inside Klaviyo 7 days a week.Loading campaigns on a Saturday night at 11 pm. Checking segments. Scheduling sends. Setting up advanced logic.I’m good at it, but it drained me.So I moved to the other extreme.Then for the past year I was almost too removed.I was just writing my daily emails and steering from the outside.But I wasn’t inside client accounts enough to feel the pulse, to see what was working and what wasn’t.Neither version is the right version of me.Where I shine is somewhere in the middle.Being in the lab:Experimenting.Testing.Documenting.Turning those tests into Playbooks we can roll out to every client.That’s where my mind comes alive. That’s where we’ve gotten our biggest breakthroughs.That's Email Engineers' competitive advantage.That's what allows us to grab a Klaviyo account and subscriber list, and squeeze more revenue from it than any other agency or internal team can (according to Klaviyo's Benchmarks).But for the past year...

I've been fighting against my own nature

...and it’s burning me out.That is why my role moving forward will be more like a doctor in the lab coat.I’ll take 1 or 2 flagship accounts where I can run experiments, design A/B tests, push the boundaries.Then I'll turn those insights into Playbooks the growing team runs for other 10, 20, and eventually 30 accounts.It’s a feedback loop:I test hypotheses, ideas that come to my mind while at the gym, taking walks, in the shower, driving, reading science fiction, or in the sauna.I run those tests inside these flagship accounts.What was once an observation then becomes a Playbook.I hand that off to my Head of Strategy, who in turn hand off to all Senior Strategists.This, I figured out, is the only way to scale an agency capable of delivering results at scale.I’ll finally have peace of mind to think, read, and invent.And that’s how clients get the best of me, without me needing to be everywhere at once.It’s taken me five years of grinding, misalignment with my true self, and overwork to accept this:

I’m not the CEO type

I’m the tinkerer.The experimenter.The guy in the lab who figures out what works and writes it down.That’s where I’m most valuable.I think I’ve finally found the role I was meant to play.So that’s the future of Email Engineers.And candidly... admitting this feels like taking a 200-pound backpack off my shoulders.So here’s what I’ve decided.If my job moving forward is to experiment, test, and document…

Then why not share those Playbooks with you too?

Every time we run an A/B test that wins or crack a new strategy to increase sales, we document it.Until now, those Playbooks have stayed internal.We’d run them through the pods, across client accounts, and squeeze more revenue.But I’ve been thinking:What if every ecom brand could grab those Playbooks?What if other agencies could hand them to their Klaviyo strategist and run them tomorrow?Instead of just me in the lab handing them to my team...It could be me in The Lab handing them to you.Introducing...

LAB PLAYBOOKS

Here's how it works:Every time I run a test or experiment inside one of our flagship accounts and it wins, I document it.- Popup test that increased conversion rates by 18%? Documented.- Flow sequence that added $47,000 in monthly revenue? Documented.- Segmentation strategy that doubled purchase rate on a campaign? Documented.Then I turn it into a Lab Playbook.A literal step-by-step Playbook you can hand to your Klaviyo person (or run yourself) and implement tomorrow.

Right now, Lab Members get immediate access to these Playbooks:

As of Nov 12:- A ChatGPT prompt you can use to write a special code that improves your email deliverability- A dead-simple way to use your Klaviyo account to “find” an extra $100k or more in new sales this year- A copy-paste prompt to turn ChatGPT into a marketing genius at explaining complex ideas, products, and concepts- One simple tweak to get 64% higher click rates in your text-based emails- A "brain rewiring" way to make people look forward to opening and reading your emails even if they don't want to buy anything- How to create a super-engaged VIP email list segment (in less than an hour) that can have up to 8 to 10x higher conversion rates than your general email list. (Perfect for not only Black Friday, but also for Cyber Monday, Christmas, New Year's, Valentine's Day, and nearly any other sales event your store offers)- What your sender name should be in your emails to get the most people to open them. (Tip: This can potentially add thousands of extra eyes to your brand's sales emails every month. Even better, it's easy to implement and requires no extra convincing, selling, or copywriting on your part either)- How to use Klaviyo to scientifically find the best offers to put in your emails, ads, and on your websitePlus:- The Perfect 2025 BFCM PlaybookThe exact 5-year-in-the-making playbook we use to extract as much money as humanly possible from a list during Black Friday & Cyber Monday.This goldmine includes the exact calendar of what campaigns to send and when, and why to send them, plus OFFER ideas.If you’re unsure how to approach BFCM this 2025, simply copy this.

Agencies, you also get...

- Referrals On Autopilot: How To Get The Best Clients You Can Possible Get (And For Free)Includes the perfect time to ask a client for a referral...And a word-for-word script that can potentially land your agency more business than you can handle, all year long… without spending a penny on ads, content, or other lead gen.- How we retain clients for 18 months on average – a “micro” (yet highly-effective) tactic for keeping your clients excited about paying you month after month- A special “1-2 punch” approval process that can make your agency's clients (1) happy to cooperate, and (2) eager to give you the critical feedback you need to create better emails for them...

So all in all, here's what you get:

- All current Playbooks- Every new Playbook as I create them (usually 2-4 per month)The price?Rather than pull a Hormozi and charge you $6,000 for them, the price is merely...$50 per week for brands, or $90 per week for agencies.(Prices increasing quarterly for non- members)

A note on Agency vs. Brand pricing:

There are two pricing tiers for a reason.Brand Pricing: You get all core Playbooks and ongoing updates. You implement them in your own store.One person accesses the material.Agency Pricing: You get all core Playbooks plus dedicated agency-only ones.You can use these across multiple clients. Your team can access the material.Here's the important part:If you're an agency and join at brand pricing, that's fine – as long as only ONE person accesses the account.No team sharing.No multiple logins from different locations.We track this. It's obvious when someone's sharing access across a team.If we see it, you get one warning.Then you're out and banned for life.So please choose the tier that matches how you'll actually use it.

The "No Re-Entry" rule (for your own good)

When you join you're locked in at your low weekly rate for as long as you stay a Lab Member.Grandfathered pricing so your rate never increases even when I raise it for everyone else.But there's a catch:If you leave, you can't come back.Not in 3 months. Not ever.Why?Two reasons:First, it wouldn't be fair to active members.They're paying every week while you're gone.They're implementing the playbooks.They're getting results.Then you pop back in months later, grab the 8 new playbooks that dropped while you were gone, and leave again?That's not how this works.Lab Members who stay committed get the advantage. Not people gaming the system.Second, and more important: the ones who stay actually implement.And the ones who implement make more money.I've watched this pattern:Those who cherry-pick tactics don't see much change.Those who commit to a proven system and run it for 90+ days see actual revenue increase.Lab Playbooks is designed for the second group.If you're the type who joins things, skims the material, never implements, and cancels after a month... you're going to waste your $160.For your own good I'd rather you don't join in the first place.But if you're the type who'll actually hand these playbooks to your Klaviyo person and run them?You'll get your money back from one
playbook. Maybe two.The "no re-entry" rule protects the people who take this seriously.

A word on commitment...

Lab Playbooks isn't for tire-kickers.It's for brands and agencies who are serious about email revenue and will actually implement what I document.That's why the "no re-entry" policy exists.When you join, you're committing to stay long enough to actually use the material.Not forever – you can cancel whenever – but long enough to give it a real shot.If that sounds too intense, this probably isn't for you.If that sounds like exactly the kind of accountability you need, keep reading...

Who is it for?

If you're an ecom brand doing $10k+/month, one Lab Playbook that increases email revenue by 5% pays for itself multiple times over.If you're an agency managing client accounts, having tested Lab Playbooks instead of guessing makes you look like a genius.If you're a Klaviyo strategist, this is like having me looking over your shoulder showing you what actually works.Either the Lab Playbooks are useful enough to justify $40-70/week or they're not.I think they are.Our retainer clients pay us $4k-$6k/month and these are the exact same Playbooks we run for them.But I'm not you, so I can't decide what's worth it for your business.All I can do is show you what's inside and let you decide.

Bonuses?

You bet your glutes.When you join you also get:- Immediate access to Million-Dollar Klaviyo Flows (normally sold for $597)This course breaks down A-to-Z 17 super-profitable email flows we use with brands at Email Engineers.- Immediate access to Maximizing Klaviyo's Potential (normally sold for $497)These short videos show every single "secret" Klaviyo feature most brands are unaware of...Yet they're responsible for squeezing an extra 10 to 20% revenue every single month. Most often on autopilot.Join Lab Playbooks below:Select your plan, enter your details, and you'll get immediate access to the member area with all current Playbooks plus both bonus courses.

Join Lab Playbooks below

Select your plan, enter your details, and you'll get immediate access to the member area with all current Playbooks plus both bonus courses:

You're In.Now Here's Your First Test...

Your first assigment:

When you log in, you'll see all the current Playbooks sitting there...Making eyes at you.Here's the test:Can you resist the urge to try to read everything at once?Because that's what most people do.They try to consume everything on day one, get overwhelmed, and implement nothing.Then they cancel after a month saying "I don't have the time to implement!"(It didn't work because they didn't work it.)The type of people that actually gets results from Lab Playbooks?They pick ONE playbook.Implement it.Get a result.Then come back for the next one.So that's your assignment:Pick one playbook.The one that solves your biggest current problem. Implement it this week.You can thank me later when you see the results.Now, a confession:I almost didn't open Lab Playbooks to the public.Why?Because I knew some people would join, not implement, blame the Playbooks, and leave bad reviews.That's what happens when you let anyone join anything.But then I realized: The "No Re-entry" rule solves that.It filters for commitment.The people who join know they can't come back if they leave. So they take it seriously.You took it seriously enough to join.Now take it seriously enough to implement.Welcome to The Lab.– MattP.S. Check spam if you don't see the login email in 5 minutes.P.P.S. As a member of Lab Playbooks you get a special unannounced bonus:You get to ask me questions via email by adding "LAB MEMBER" to the subject line.Don't expect me to give you the equivalent of a paid consultation or a 5-minute turnaround.Just know that I will answer questions I otherwise wouldn't.