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?

Churn Buster

Head of Partnerships

Disco

Senior Agency Partnerships Manager

Okendo

Agency Partnerships Manager

Lunar Solar Group

Director of Growth

Antler

Founder in Residence

Hawke Media

SelfMade

Senior Business Development Executive

Business Development Executive

RippleMatch

Recruitment Consultant

Vibelyst, Inc

Marketing Associate & Project Manager

Streamup

Director of Operations and Marketing

Partnerships at Disco 🪩 Post-Purchase Ads for Shopify

As a hands-on leader with a deep understanding of data analytics and omni-channel performance, Gabrielle is highly skilled in and knowledgeable of new and emerging media channels & platforms across the complex digital media ecosystem, and the balance of brand building, demand generation, and long-term equity. Gabrielle has an extensive background in building teams and scaling revenue at reputed digital marketing agencies across the US.

Gabrielle uses her edge to strategize creative solutions to help brands establish and grow their market presence, and in turn, their cultural relevance and revenue. As a Founder in Residence at Antler, her core competencies are focused on marketing and user acquisition with startups. In parallel, she consults with companies on e-commerce marketing strategies for DTC brands.

Today, Gabrielle spearheads the development of the agency partner program at Disco, a post-purchase ad network. Her extensive background in e-commerce, combined with her innovative approach, positions her as a driving force in shaping the future of the industry. With a track record of success at top agencies and her dedication to e-commerce tech, Gab continues to make significant contributions to this ever-evolving landscape.

Gabrielle is a graduate of NYU with a major in Global Liberal Studies and minors in Child & Adolescent Mental Health and Business of Entertainment & Technology at the Stern School of Business. Gabrielle wrote her thesis on how technology has disrupted the flow of modern romantic relationships, is an East Coast native, and one day hopes to complete a New York Times Sunday crossword puzzle entirely on her own.

Gabrielle San Nicola

Retention is not a campaign:

You can't "fix churn" in Q2 and move on. That's not how it works.

The brands seeing real results treat retention like they treat billing: always on, always measured, always owned by someone.

No end date. No "we'll revisit this next quarter."

Just a system that runs, learns, and gets better over time.

If your retention efforts keep fading, it's probably not an execution problem. It's a structural problem.

Give it an owner. Give it metrics. Give it permanence.

Your strategic partner for subscriber retention: https://churnbuster.io/

Increasing Recovery Rates by 10–20% and Unlocking 10X ROI | Head of Partnerships @ Churn Buster ⚡️

One thing I notice a lot: brands measuring recovery rate but missing half the picture.

After a failed payment, there are 4 possible outcomes. Two help your recovery rate. Two hurt it. But if you're not tracking all four, you're probably working with incomplete data.

We wrote a guide that breaks it down:

→ Recovery via card update
→ Recovery via successful retry
→ Loss via cancellation
→ Loss via passive churn

Each one tells you something different about your process. And yes, cancellations should be included in your recovery rate (we explain why).

Check it out below.

After a recurring payment fails, there are four possible outcomes. Measuring all four is crucial for accurately measuring the success of your failed p

Open article: The 4 Outcomes by Gabrielle San Nicola • 3 min read

Just dropped a new resource for Shopify subscription brands: 
a complete dunning management guide!

This includes a detailed breakdown of failed payment recovery options for Shopify merchants.

What's inside:

→ Your three dunning paths: subscription management platforms, Shopify native tools, or custom API implementations. Each explained with real capabilities and limitations.
→ Where most setups fall short: single retry schedules, limited multi-channel recovery, unclear performance metrics.
→ What top performers do differently: decline-specific strategies, coordinated email + SMS, transparent analytics that show true incremental lift.
→ Decision frameworks: when native tools work fine vs. when dedicated optimization pays off.

Example: $500K MRR merchant with 10% failures improving recovery from 40% to 50% = $60K annual recovered revenue. 

The guide helps Shopify brands understand their current setup, spot opportunities, and make informed retention decisions.

Whether you're happy with your platform's built-in dunning or exploring dedicated solutions, the framework applies.

Read the full guide below.

For subscription businesses running on Shopify, few challenges hurt revenue as quietly and consistently as failed payments—the primary source of passi

Open article: Smart Dunning Management for Shopify Subscriptions: 2026 Guide by Gabrielle San Nicola • 6 min read

Smart Dunning Management for Shopify Subscriptions: 2026 Guide

Are retries recovering 97% of your failed payments… or are your recovery emails not landing?

Recovery emails are often built and managed like marketing flows, which means they inherit all the problems of marketing email: inbox filtering, inconsistent deliverability, unclear ownership, and low urgency.

But recovery emails are fundamentally transactional. They are part of the billing system.

If you want recovery performance to improve, the basics have to be treated as infrastructure:

✅ Authentication is correct
✅ Inbox placement is monitored
✅ Messaging is clear and action-oriented
✅ Can you measure whether customers actually receive and open them?

Retry logic matters.
But communication is the layer that turns retries into recoveries.

Your strategic partner for subscriber retention: https://churnbuster.io/

Discounts save customers. They also destroy margin.

Two brands, same churn rate. One got there by offering 20% off every time someone tried to cancel. The other got there by fixing their dunning, improving cancel flows, and segmenting their outreach.

On paper, same result. In reality, completely different businesses.

Brand A trained customers to threaten cancellation for a discount. 
Brand B built systems that retain customers at full price.

One is buying retention. The other is earning it.

Short-term, discounting looks great. Churn drops, everyone celebrates.

Long-term? You've eroded margin, cheapened the brand, and created a customer base that expects deals.

Structural retention takes longer to build. But it compounds. Better dunning recovers payments without giving anything away. Smarter cancel flows address real objections. Segmentation means the right message hits the right customer.

No margin sacrifice. No brand erosion. Just retention that actually holds.

If your save strategy is mostly discounts, it might be time to ask: what are we actually building here?

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