Klaviyo Email Strategy ยท DTC
From Flat Email Program to Compounding Revenue Channel
Mindset Coaching Business
The Problem
Inconsistent sends, basic flows, no behavioral strategy. The list existed. The system to monetize it didn't.
What I Built
Rebuilt the entire flow architecture from behavioral logic. Optimized the welcome series to $21/recipient. Doubled send volume (79% more recipients) while lifting revenue per recipient 21.5%. Unsubscribe rate dropped 50%, bounce rate dropped 48%.
$146KAttributed Revenue (8 mo)
+53%Revenue Lift
+21.5%Revenue / Recipient
-50%Unsub Rate
Still Compounding
Q1 2026: $77.7K in one quarter. Up 80% YoY. Revenue per recipient up 30%. The system was accelerating, not plateauing.
Marketing Leadership
Social Coordinator to Marketing Director
Healthcare Education Company
The Problem
No strategy, no attribution, reporting on an Excel spreadsheet, paid ads untouched for over a year.
What I Built
Grew Instagram from 467 to 3,300+ organically. Built TikTok from 0 to 8,000. Found Google Ads was double-counting conversions and fixed it. Refreshed Meta Ads creatives that hadn't been touched since 2024, boosting conversions 40%. Built full attribution dashboards from scratch. Worked with dev team to connect user IDs to enrollees for full customer journey visibility.
467→3.3KInstagram
0→8KTikTok
+40%Ad Conversions
30%Company Growth
Content Strategy
From Random Posts to a Real Content System
Local Pet Care Business
Developed a storytelling-driven Reels strategy, replaced scattered static content, and built a repeatable system the owner maintains independently. Local reach and engagement both improved within the first month.
Ecommerce Email
Email Copy That Sells Products
Commerce12 (Digital Commerce Agency)
Wrote conversion-focused email copy for a portfolio of DTC ecommerce clients: product launches, abandoned cart, promotional campaigns, and retention emails. This is where I learned how DTC brands think about email as a revenue channel, not just a communication tool.