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Most e-commerce brands are leaving 30-40% of revenue on the table with their email flows.
Here's what I see when auditing Klaviyo/Braze programs:
Welcome series optimized for opens (not conversion)
Post-purchase flows that treat $50 and $500 customers the same
Win-back emails sent at generic 60-day intervals regardless of product repurchase cycle
Abandoned cart sequences that don't segment by browse depth or intent
The fix isn't more emails. It's smarter segmentation and timing.
After 6 years building lifecycle programs for Klarna, Estée Lauder, and News UK, the pattern is clear: brands that win don't send more - they send better.
If your email flows are "working fine" but you know they could work harder, let's talk. 😊
#CRM #EmailMarketing #LifecycleMarketing #Klaviyo #Braze
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I'm designing a welcome email for this brand, and I can't decide which version works best for the first email. I'd really love your feedback-your opinion means a lot to me!
2 votes
Ends in 1d
A is preferable
Just wrapped our second project with James Kaikis at SolutionExec — and it turned into something way bigger than "brand + website."
When someone says "brand project," most people picture a logo and a few pages. This was a full operating system:
Brand identity + Framer site
Event infrastructure (Luma)
Contact enrichment via Clay
Email campaigns through Mailchimp
Zapier automations tying it together
A Substack ecosystem to keep the audience warm
Eight tools stitched into one system: Framer + Clay + Notion + Mailchimp + Luma + Zapier + Substack + Figma. Each one earning its place, all of it talking to each other.
The results made the scope worth it:
~795 registrations
74% email open rate
19.7% CTR on the launch campaign
That 74% open rate is the one I keep coming back to — for an executive audience, that's the kind of number that tells you the whole system is working, not just one piece.
The repeat-client part means the most to me though. James came back for round two. That's the signal I actually care about — not one great case study, but someone deciding the first one was worth doing again.
Full case study is live if you want to see how it all connected. Happy to break down any part of the stack for anyone building something similar.
An apparel founder slid into my DMs saying: "Our collection page traffic is high, but our checkout rate is dead. Can you take a look?"
When I opened their store, the leak was obvious.
They were treating their collection page like an online art gallery. Shoppers could see the hats and prices, but if they wanted to buy, they were forced to click into a separate product page just to pick a size and hit add-to-cart.
Every extra click is an exit door.
I removed the friction entirely:
The Size Selector: Added dropdowns directly on the collection grid so they don't have to navigate away.
The Quick Add Button: Placed a high-contrast action button right beneath the size option.
The Necessary Flow: Brought the checkout action straight to where the customer is browsing, turning casual window shoppers into buyers instantly.
If your customers have to navigate multiple pages just to select a size and buy, you are leaking sales. Fix the path to purchase.
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