Klaviyo Simplified 📬 | Follow for Pro Tips & Breakdowns! Decade+ Email Marketing Expertise

Since launching my first Shopify store in 2012, I've navigated the e-commerce world, experiencing the highs of:

→Running multiple Shopify and Amazon stores
→Traveling the world for 5+ years
→Scaling an email marketing agency to over 7 figures
→And working with numerous well-known eCommerce stores

But I've faced challenges along the way as well, including:

→Stores shutting down due to cashflow issues
→Client relationships not always working out
→And other obstacles I still encounter today while leading my agency FlowCandy

It's been a rewarding journey for me and all of these experiences have honed my expertise in e-commerce email & lifecycle marketing from an entrepreneurial point of view.  Follow me if you want to learn over a decade of expert email insights, eCommerce tips and apply them to grow your own store or brand.

Will Evans

Klaviyo launched an App for ChatGPT late in January... it's a big step forward.

Today I'm sharing over 100 prompts we've tested with it.

I've been very early with AI and Klaviyo.  

I still remember when predictive analytics were rolled out years ago and it was ahead of it's time.

Now, with this new ChatGPT app, you can create campaigns, generate reports, and get answers, just by typing @Klaviyo inside ChatGPT. 

It's intuitive. And it’s actually useful.

Is it a total gamechanger that replaces employees, freelancers or agencies?

Not yet.

But it's another solid step toward using AI to work smarter.

I've been testing it nonstop and today I'm sharing 100+ proven prompts that actually work.

Want them?
- Like this post
- Comment "Klaviyo prompts" below

And I’ll send them your way ASAP.

Klaviyo Simplified 📬 | Follow for Tips, Breakdowns and Resources! 10+ Years Klaviyo & eCommerce Expertise

Giving away our COMPLETE A/B Testing Playbook
 
This is my team’s database of 50+ high-impact tests covering subject lines, audience segments, and CTA architecture— the exact framework we use to scale our clients.
 
Most brands "test" for the sake of testing. They have plenty of data, but zero direction. They run a different subject line, see which one wins, and then... forget about it. They aren't building a system; they’re just guessing in the dark.
 
Our A/B Playbook is designed to end that cycle. It focuses on:

↳ Measurable Gains: Moving past vanity metrics to track real KPIs like Revenue Per Recipient (RPR) and conversion lift.

↳ Variable Isolation: A scientific approach to testing one element at a time so you actually know why a winner won.

↳ The Feedback Loop: A repeatable system for turning today’s data into next month’s revenue-driving hypothesis.

↳ Scalable Logic: Using "winning" data to refine your brand's voice and strategy permanently.

Inside this Playbook, I’m giving you the exact tools we use for our $30M+ brands:

➡️ The Master Experiment Bank: 50+ battle-tested ideas you can implement today (Campaigns, Flows, and Forms).

➡️ The Conversion Masterclass: A 20-minute deep-dive video from my Co-Founder, Will, on how to boost conversion lift.

➡️ The Data-to-Strategy Guide: How to stop looking at spreadsheets and start speaking to your audience with high-value intent.
 
These aren't "hacks." They are the foundational strategies we use to generate predictable, month-over-month revenue for our partners.
 
Want the full A/B Testing Playbook?
Comment “TEST” below.
Ensure we’re connected (so my DM actually reaches you).
 
♻️ Repost to help your network learn about the importance of A/B Testing.
 
➕ Follow me for more breakdowns and growth strategies.

NeoCell is TikTok Shop’s #1 Collagen Powder ($30M+ a year channel for them)  

Today I'm breaking down their brand and how they do it...

I find so many things intriguing about NeoCell.  

Did you know NeoCell has been around since 1998? That’s dinosaur years in DTC.

They were even owned by Clorox at one point.

But what really stood out?

They’ve scaled by doing one channel extremely well.

And what channel is that?

TikTok Shop.

That hyper-focus on one channel turned them into a multi-million dollar brand.

In this breakdown, I cover:

Their email, CRM &  Klaviyo channel
Their Google + Meta channel
Their Amazon channel

While they use all channels and are somewhat competitive in them, it’s their relentless focus on TikTok Shop that’s fueling this growth.

It's proof that you don’t need to do everything to win in DTC.

You just need to do one thing better than anyone else... and go all in.

Want the full breakdown?
Like this post
Comment “Collagen” below

And I’ll send it your way ASAP

Medicube scaled past +$600M with almost no email marketing.

Here are 4 things I learned breaking down the brand:

1) They barely do email marketing: I only got one pre-purchase flow. No abandoned cart emails. No campaigns. Yet they’re pulling in hundreds of millions with zero CRM strategy. They still have Insane upside and room for growth  here.

2) Surprisingly modern tech stack: Even with no email marketing, They run Shopify, Omnisend, and Stamped.io. So the tools are there. They're just not using email much at all.

3) They mastered two channels: Amazon and influencer marketing.  Their Amazon listings rank #1 for some of the most competitive skincare keywords. And their influencer game? The do macro & micro influencer marketing extremely well.

4) They’re rumored to be very profitable: With operating margins over 20%.  That's rare in DTC for fast growing challenger brands.  In fact their founder is now one of the youngest billionaires in Korea.

Want to learn more and get the full Medicube breakdown?

Like this post
Comment “Medicube”
Connect with me

After that, I'll send it your way ASAP.

Medicube hit $600M+ with no abandoned cart flow.

That’s one of the cleanest retention unlocks I’ve seen.

I broke down Medicube’s full funnel, lifecycle setup, and what’s actually powering demand.

It matters because acquisition this strong can hide a retention gap underneath.

Here are 5 key takeaways:

#1) Demand is doing the heavy lifting

They’re scaling with minimal lifecycle. That only happens when top-of-funnel is elite.

#2) The foundation is already there

They’re on Shopify and Omnisend. This isn’t a tooling problem.
It’s an execution gap.

#3) Amazon is a core acquisition channel

They prioritized Amazon early and rank for competitive skincare keywords.
That channel alone feeds the funnel daily.

#4) Influencers, but with a system

They run a structured micro-influencer and ambassador program.
With occasional mega-influencer moments that expand reach fast.

Most brands add channels when growth slows.

Medicube did the opposite. They picked two, executed hard, and let the funnel do the rest.

Here’s what’s included in the breakdown:
- Funnel + channel map
- Full video breakdown on their strategy

Comment “MEDICUBE” and I’ll send you the entire breakdown ⬇️

(Make sure we’re connected so I can send it)

Coach lost $10 billion in market cap from one mistake.

Here's how they rebuilt with email:

Between 2012 and mid-2014, Coach's market cap fell 58%. The culprit wasn't trends, it was discounting. Once you become the luxury brand that's always on sale, the luxury part stops meaning anything.

So, they went back to the basics. Younger audience, accessible prices, and one clear positioning: affordable luxury. 

Today, their holding company has significantly outperformed LVMH over the last five years.

Here are 4 takeaways from their email strategy:

#1) They don't lead with price, they lead with identity
The copy feels elevated even when a deal is present. That's brand discipline, and most brands can't hold that line.

#2) Their Q4 design system is clean and consistent
No clutter or noise. The visual language matches the repositioned brand, not the discounted version from 2013.

#3) Discounts exist, but they're framed differently
Instead of "40% off," it feels like "access." The offer still converts without cheapening the brand.

#4) Their recovery is the strategy
Every email does two things: drives conversion and reinforces brand story. That's a high bar to hit consistently.

Want the full breakdown?

Comment "COACH" and I'll send you a full email swipe file + video breakdown of their email strategy ⬇️

(Connect with me so I can send it)

📢 Agency owners: Sales got you growth. Recruiting & hiring gets you scale.

Here’s the exact recruiting playbook we use that keeps us scaling.  

Most agency owners think more leads and sales = growth.

That’s only half the story.

If you can’t hire fast, you can’t scale.

You need a recruiting pipeline.

Last year, doubling down on recruiting and building a recruiting pipeline was our smartest move.

It let us keep up with demand.

No more scrambling to fill roles and lost revenue. 

And today... I’m giving away the entire playbook on how you how you can build the exact pipeline for your own agency.  

Inside this playbook, you’ll learn how to:

✅ Build a Talent Pipeline That Never Runs Dry: Attract and nurture top talent before you need them.

✅ Put Your Pipeline on Autopilot: Set up the systems that scale without you having to spend a lot of time on it.

✅ Launch in 30 Days: How to launch this in under a month with proven tools, frameworks, and insider tactics.

Want the full playbook?
- Like this post
- Comment "recruiting playbook" below

I’ll DM it to you ASAP.

Bryan Johnson raised $60M+ to turn his “slow aging” protocol into Blueprint. 

Their email marketing is legit!  Today I'm breaking it down...

There’s a lot going on with this brand:

 • The wild headlines around Bryan.

 • The A-list investors involved.

 • The $999 baseball hat they're selling!

 • And that’s before you even get into the diet, lifestyle and exercise protocol itself.

But beneath all the noise, Blueprint runs a very solid email program. 

Here are some highlights...

 • They're on a modern stack: Shopify, Klaviyo, Attentive, Okendo, etc.

 • Very few promos: I benchmarked it at ~11% of their emails being promotional

 • Some of the best educational emails I’ve seen from any brand

 • When they do promote or launch, they get can advanced: clean DTC creative, nuanced launches, real scarcity

I loved doing this breakdown. If you’re in the health space, work at a founder-led brand, or send education emails... this breakdown is worth studying.

Want the breakdown?
 • Like this post
 • Comment Blueprint

And I’ll send it over ASAP.

bioBare's flow CTR jumped 90.76% in 90 days.

Not from more emails. From building the right flows.

Most teams respond to slow email revenue by sending more.
More campaigns. More promos. More noise.

The real cost is inconsistent results, slower iteration, and fewer learnings to build on.

The fix isn't more volume. It's building the right foundation first.

bioBare wanted a comprehensive email and SMS strategy, plus stronger Klaviyo flows.

Time and internal bandwidth were the constraints.

Here's what our team did:

→ Designed and implemented 6 foundational flows
→ Built a new multi-step opt-in to capture subscribers
→ Created an Email Design System to elevate and maintain visual consistency
→ Delivered a monthly email and SMS strategy to keep the channel running on a plan

The results:

-90.76% increase in CTR across their foundational flows.
-600+ unique new subscribers from the new pop-up forms.
-6 custom flows live and increasing revenue in 90 days.

The brands winning at email aren't sending the most.

They're the ones with the right flows running in the background every day.

Full case study link in the first comment ⬇️

What's the biggest thing holding your brand back from building out your flows?

David Hieatt

Shall we?

At 21 years old, I joined Saatchi & Saatchi as a copywriter.

Then, in my 30’s I went back home to Wales.

The brand we were building, we sold to Timberland.

Then we started The Do Lectures.

Then we started Hiut Denim Co. And have now sold it to focus on The Do Lectures.

My belief is business is the best way to change something that matters to you.

I have never had a meaningful marketing budget, so I had to get good at words and ideas.

My idea of success:

-	Being in charge of your time.
-	Not worrying about money.
-	Do work that matters with people you like. And help others.

Some good bits.

The Do Lectures has had over 150 million views of its talks.
It was voted one of the top ten events in the world by the Guardian.

There are now over 40 Do Books.
Shopify made a documentary on Hiut.
Apple put me in their Behind the Mac TV ad.
BBC made Inside Factory on Hiut.
But nothing compares to this: Under 14 player of the year Cascade FC.
 
If you want to learn how I use writing to grow my businesses, I run a small online cohort called: The Micro Blog System.

It is one of most highly finished online course in the world because you do it as a team of 9.

Not only do you get the skills you came for, but you met amazing founders on a similar journey to you.

I have seen the power of the teams staying in touch long after the course is finished.

Go here: https://thedolectures.com/online-courses/micro-blog-system-online/

Most founders don't have a writing problem. They have a clarity problem.

I help founders get clear.




You made it all the way down here. 
This big smile is for you.

Co-Founder

Voice

If you are over 50, you have NOT peaked.

These are not the words you need to hear, but need to believe.

You don’t need the energy you had when you were 21 years old. You ran around clueless back then because you had no clue what you were doing. But now, you know what you are doing.

- You’ve made the mistakes. 
- You collected the bruises. 
- But you’ve gained the wisdom from them.

This is the time to be the bravest because you know the most.

Your best work must leave you and enter the world. 

Your best words must be written.
Your best products must be made.
Your best ideas must be launched.

This is not the time to think your best days are behind you. That story does not serve you well.

Look, homeownership may have peaked.
Car ownership - ditto.
Birth rates - ditto.
Email usage - ditto.
Social media engagement - ditto.

But you have NOT.

This is not the time to drop anchor, this is the time to set sail.



If this struck a chord with you, please repost it to your network.

I help founders write clearly enough that their business grows.

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