Strategy
Email Analytics for DTC: The Numbers That Actually Matter
Most DTC brands track open rates and call it a day. Here's how to read your Klaviyo data in a way that actually tells you what to fix.
Blog
Notes on email, on tempo.
Playbooks on DTC ecommerce email and Klaviyo flows - welcome series, abandoned cart, segmentation, winback, creative, and keeping subscribers engaged.
Strategy
Email Segmentation by Purchase Behavior: Go Deeper Than "Bought Once"
Most DTC brands segment by purchase count and call it a day. Here's how to slice your buyer list by what people actually bought - and why it rewrites what you say to them next.
Craft
Promotional Emails That Don't Feel Like Promotions
Most DTC broadcast emails get ignored because they lead with the offer. Here's how to structure promotional sends so readers engage before they see the ask.
Strategy
Email Timing: The Part of Your Send Strategy You're Probably Getting Wrong
Send-time strategy isn't about finding a magic hour. It's about matching your email cadence to where your customer actually is in their buying cycle and their inbox.
Craft
Email Copywriting for DTC: How to Write Emails People Actually Read
Most DTC email copy is forgettable before the second sentence. Here's how to write emails that hold attention, sound human, and move people toward a decision.
Playbook
Signup Forms That Actually Convert: Build the Right Entry Point
Your signup form is the first filter between a stranger and your list. Most stores treat it like an afterthought - here's how to build one that earns real subscribers.
Playbook
Klaviyo Flow Anatomy: What Each Layer Actually Does
Most DTC brands turn on flows and hope for the best. Here's what the trigger, filters, timing, and splits actually do - and why each layer matters.
Playbook
Transactional Emails Are Marketing Emails in Disguise
Order confirmations and shipping notices are among the most-opened emails you send - and most DTC brands waste them. Here's how to treat transactional emails as a real retention channel.
Deliverability
Sunset Flows Are Only Half the Job: Fix Your List Hygiene Upstream
Most DTC brands treat list hygiene as a cleanup job. The real fix is upstream - in your signup form, your welcome series, and your suppression logic.
Strategy
Zero-Party Data: Ask Your Subscribers What They Want
Most DTC brands guess at what their email subscribers want. There's a better way: just ask. Here's how to collect and use zero-party data without turning your signup flow into a survey.
Craft
Subject Lines That Get Opens: Write Them Last
Most DTC brands write their subject line first and wonder why open rates stall. Here's the counterintuitive process that actually works.
Strategy
Email Frequency for DTC Brands: How Much Is Too Much?
Most DTC brands either send too rarely to matter or too often to survive. Here's how to find the frequency that builds revenue without burning your list.
Process
Seasonal Email Campaigns: How to Plan Them Before You Need Them
Most DTC brands treat seasonal campaigns as a last-minute scramble. Here's how to plan and build them so you're executing instead of guessing when it counts.
Strategy
SMS and Email Together: How to Run Both Without Burning Your List
Running SMS alongside email isn't just "more touchpoints." Done right, the two channels reinforce each other. Done wrong, they just double your unsubscribe rate.
Playbook
Browse Abandonment: The Flow Most Stores Never Build
Browse abandonment is the most underbuilt flow in DTC email. Here's how to sequence it, what to say, and when to back off.
Strategy
List Growth That Doesn't Trash Your Deliverability
Growing your email list fast is easy. Growing it with people who actually open and buy is the hard part - and the only part that matters.
Playbook
Back-in-Stock Email Flows: A Sequencing Playbook for DTC Brands
Back-in-stock emails reach people who already raised their hand. Here's how to build the flow so it actually converts when inventory returns.
Playbook
Post-Purchase Flows: Turn One Buyer Into a Loyal Customer
Most DTC brands stop emailing after the order confirmation. That's exactly when the relationship is just getting started.
Deliverability
Sender Reputation: The Silent Killer of Ecommerce Email
You can write the perfect email and it still lands in spam. Here's how sender reputation works and what DTC brands actually need to do about it.
Playbook
The Welcome Series: Your Store's Highest-Leverage Email
A new subscriber's first 72 hours are the most attentive you will ever get. Here is exactly what your welcome series should cover, in what order, and the ways most stores waste it.
Strategy
Abandoned Cart Recovery Done Right: The Sequence That Brings People Back
A practical breakdown of the abandoned cart sequence - what each email should say, when it should land, and where a helpful reminder turns into nagging.
Strategy
Stop Blasting Your Whole List: DTC Email Segmentation That Works
Blasting your whole list trains inbox providers to skip you. Build four behavioral segments - new, repeat, lapsed, VIP - and let segment-aware flows make email feel personal.
Craft
Brand Voice in Email: Stop Sounding Interchangeable
Most ecommerce email is interchangeable because voice gets flattened by templates and deadlines. Here's how to define a real voice in four decisions and hold it across every Klaviyo flow.
Playbook
Win Back Lapsed Customers (And Know When to Stop)
How to spot customers going quiet, what a winback sequence should actually offer, and when to sunset someone instead of emailing a dead address forever.
Creative
On-Brand Email Creative Without a Designer on Staff
Plain text and stock photos both leave money on the table. Here is how to ship product-on-a-scene email creative that looks like your brand, without hiring a designer.