Did a podcast with my co-founder

Listen to our 45 min+ conversation about email marketing

Author

Philip Moldovanu
September 15, 2025

Hey hey it’s Philip again, your favorite email marketer.

I recently sat down with my co-founder and business partner, Connor, and we ended up talking about email for about 45 minutes straight on a podcast.

No fluff whatsoever, no fancy editing, just what’s working at this very moment for the over 60 e-com brands we’ve had the pleasure of scaling.

I'n this blog post i’ll be breaking down the main points, but there’s only so much I can fit into a blog post. so if you’d rather watch it for yourself to grasp all of the talking points…

You can watch it below 👇👇👇

The first thing we hit on is that most brands are simply blindly trust Klaviyo’s default settings.

Things like:

  • Smart Sending.

  • Reputation Repair.

  • Auto follow-ups.

All of it sounds nice.

But in reality It costs you money.

If someone abandons their cart, you don’t wait two days because Klaviyo thinks you’re “sending too much.”

Turn smart sending off. It’s okay to send people emails after they’ve taken some sort of action on your site.

Then we got into pop-ups.

This is the hill I’ll die on: your pop-up is the backbone of your entire email strategy.

You can have perfect flows, but if your pop-up is weak, you’re quite literally leaving a fortune on the table.

One of our clients went from doing $20k/month, to $47k/month with their welcome flow ONLY from fixing the pop-up. We did this in 1 singular month.

Things like mystery discounts, micro-commitments, and teasers aren’t gimmicks. They can double submission rates if they’re set up and activated properly.

And the bigger your list is by November, the bigger your Black Friday payday.

Segmentation was another big one.

Most brands overcomplicate it.

In reality, general campaign segments usually come down to this:
“Can receive marketing” + “engaged in the last 60–90 days.”

That’s it. Obviously you can get pretty advanced with VIP lists, winback’s etc. But not until you’ve consistently mastered the basics. I’ve seen people spend 90% of their time for a week straight trying to experiment with all of these little niche, obscure segmentation strategies. I’ve tried them all, there’s really only a few main ones that it’s worth your extra time using.

The key is keeping open rates in the sweet spot: 50–60%.

Too high (like 75%) and you’re leaving reach on the table.

Too low (30%)? and you’ve got deliverability issues.

And with Black Friday around the corner, you want to be sending clean now so you’re in the inbox when it matters.

Then we talked flows.

If you nail these six: Welcome, Site Abandon, Browse Abandon, Cart Abandon, Checkout Abandon, Post-Purchase…you’ll see pretty much 80% of your email revenue come from them.

Forget fancy cross-sell flows that fight with Shopify confirmations.

Just fold cross-sells into your post-purchase flow and keep it simple. Unless you have like 100 SKU’s, then we can talk.

Two to four campaigns per week on top of those flows is usually enough to take a brand from low teens to high 30s in attributed revenue.

Again, for more context and even more tips…watch the full podcast:

SUBTLE PLUG:

If you need a team of KILLERS to manage your email marketing for you, especially heading into BFCM….here’ what we offer:

  • We operate completely month-to-month, meaning you can cancel ANY time.

  • We offer FULL REFUND guarantees if we fail to make you money. We’ll give you a concrete dollar amount that we’ll add to your business in a certain time frame, if we don’t hit that number…you get your entire investment back. No questions asked and we put this in writing.

  • I will do a completely FREE audit on your Klaviyo and if I don’t find at least 3 things that make you an extra $1000 within 24 hours i’ll personally Venmo you $100.

Interested? Book with me right HERE

Till next time!

Philip