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Writing

What we are learning, as we learn it.

Klaviyo, email, and what changes when a machine does the work. Written from real accounts rather than theory. No newsletter to sign up for.

·3 min read Klaviyo active profiles: what you are actually billed for Klaviyo does not bill you for the emails you send or the people who read them. It bills you for active profiles :… Read → ·2 min read Why we do not take a percentage of your sales A share of email-attributed revenue is the most common alternative to a flat retainer, and on paper it reads like the… Read → ·4 min read Your engaged segment is probably too small, and it is costing you sends Everyone gets told the same thing about deliverability. Stop sending to everyone, build an engaged segment, send there… Read → ·3 min read The Gmail and Yahoo sender rules, in plain English, for a store owner In February 2024 Gmail and Yahoo started enforcing a set of requirements on anyone sending them mail in volume. Most… Read → ·4 min read Post-purchase: the flow that decides whether there is a second order A customer has just paid you. For the next week or so they will open almost anything you send, because they are… Read → ·5 min read Abandoned cart: why three emails beat one, and what the third should say Most stores send one abandoned cart email. It goes an hour after the cart is left, it says some version of "you left… Read → ·4 min read The five segments worth building before any clever ones Open the segments tab in an account that has been running for a couple of years and you will find thirty or forty of… Read → ·4 min read What AI can actually do for an ecommerce store, and what it can't Every tool in your stack added an AI feature this year. Most of them added the same one, and most of it is a text box… Read → ·4 min read The welcome flow, email by email The welcome flow earns more per recipient than anything else you will build. It also gets the least thought, because… Read → ·4 min read Why your emails land in promotions, and what actually moves them Two different things get called the same problem. Landing in the promotions tab is one. Landing in spam is the other.… Read → ·5 min read Your abandoned cart flow is firing for fewer people than you think Most abandoned cart advice is about the emails. Better subject line, better timing, add a third send, put the product… Read → ·5 min read The five Klaviyo flows worth building, in the order to build them Every article about Klaviyo flows gives you the same list. Very few tell you what goes inside each one, and none of… Read →
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