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?

OpenCommerce Group

- Spearheaded the development and go-to-market strategies for key product lines: PrintBase, PlusBase, and ShopBase Creator. Successfully led these products to achieve product-market fit, after which the P&L teams took over to further scale in the market.
- Managed and provided mentorship to a dedicated team of Product Managers, nurturing their skills and ensuring alignment with company goals.
- Oversaw the product vision & roadmap for the company's entire product portfolio, including ShopBase, PrintBase, PlusBase, and ShopBase Creator.
- Collaborated with cross-functional teams to launch new products in line with the company's growth trajectory.

Head Of Products

- Led a Business Unit specializing in the Print On Demand industry in Vietnam, becoming a pivotal figure recognized by the sellers' community when discussing our company.
- Deepened relationships with key sellers, prioritizing understanding their insights and challenges, to tailor our solutions and better serve their needs.
- Managed and provided guidance to a team of Product Managers across all business units of the company, ensuring alignment with the broader vision and objectives.
- Spearheaded the launch of new products, staying attuned to market dynamics and user feedback.

Head of Vietnam Market

- Led the PrintBase Business Unit, specializing in the Print On Demand industry in Vietnam. Through proactive engagement and fostering relationships with key sellers, I became a pivotal figure referenced within the sellers' community.
- Simultaneously, played a central role in the creation and development of the core platform, ShopBase. Leveraged the capabilities of ShopBase to build PrintBase, which subsequently evolved into one of the company's primary revenue drivers.
- Cultivated deep relationships with key sellers on PrintBase, immersing myself in their insights and challenges to refine our offerings and enhance their experience.
- Managed and provided guidance to a team of Product Managers across all business units, driving alignment with the overarching vision and company objectives.

Lead Product Manager

VinEcom - VinGroup

Led a team to focus on building mobile apps of Vingroup. 

My responsibilities:

- Define strategies & features roadmap of Adayroi Mobile App (iOS & Android), build & ship it.
- Consult UX & UI design for apps from other P&L (Vinhomes, VinPeal, VinID...)
- Participate in core team to design infrastructure & first implementation of mobile backend that use technology from Facebook named GraphQL.
- Collaborate with Mobile Devlopement Team to handle technical problem. Dont code any lines but can talk like coder to help teams to talk in same page.
- Collaborate with Marketing & Operation team closely to define metrics & integrate our system (both web & mobile)  with 3rd party services such as Appslfyer, Branch (for Attribution), Google & Facebooks, Firebase (for Analytics, Ads), Mixpanel, Taplytics (for Analytics, A/B Testing ..), Onesignal, Appboy (for Notifications)... by using Google Tag Manager.
- Research UX/UI, design & technologies & developement trends ...
- Research & study compettiors in Vietnam & China, Korea, Singapore, Japanese and other countries.
- Teamworks

Mobile Commerce Product Lead

VTC Online

Counter Strike Online's one of the best Online FPS game which was based on original version that developed by Valve. This project was launched on 26th March, 2015.

My responsibilities:

- UX Design for Teaser site, Websites, Event sites
- Google Adwords, Facebook Ads, Remarketing integration
- Daily tracked important metrics via Google Analytics & other tracking tools
- Drafted new in-game reporting forms
- Researched and provided new tools for members to boosts team's productivity  
- Assisted game operation decision making.

Counter Strike Online Assistant Manager

FPT Online

Managed 2 young teams (PC & Mobile) in R&D dept:

- Collected market & competitors information.
- Searched new markets and new products.
- Established new business relationships with US, Chinese and Korean partners.
- Defined new strategies to report directlty with vice director & director of Game Operation Division

Head of Research and Business Development

Leaded a new team to develope new mobile business which focus on:

- Application distibution platform
- High quality games (English, Korean, Chinese, Japanese)
- Data-driven analytics

Experienced with mobile technologies

- Mobile Tracking & Analytics
- Mobile Ad Attribution
- Mobile App Distribution

Supervised new mobile game projects

- Total Football Manager
- Tu Tien Tam Quoc

Established new relationships with new Korean & Chinese partners.

Head of Mobile Business Development

- Managed all existed projects of Nothern Game Operation Division
- Cooperated with R&D department to searching for new products
- Establised business relationship with Gaijin Entertainment in Feb, 2013. At Chinajoy 2013, we finally got Gaijin Ent's license to publsish War Thunder in Vietnam. 

Supervised new projects:

- Fevermix (3D client - AsiaGraph)
- Giang Son My Nhan (Vietnamese style of Clash and Clan - on web)
- War Thunder (3D Client - Wargaming)
- Counter Strike Online (3D client - Nexon)

Deputy Director of Nothern Game Operation Division

Responsible for webgames which were published by Nothern game Operation Division. 

Leaded game operation teams of following projects:

- Clash of Three Kingdoms (2D webgame)
- Heng Sao Tian Xia (3D webgame - Gamewave)
- Naruto Online (2D webgame)

Experienced in game design with a company-developed betting webgame named "Chien Thu Hoang Kim"

- Game Mechanic design
- UX & Website Flow design
- Finalized launching plan

Supported and supervised Southern Game Operation Divsion to operate following projects:

- Journey to the West (2.5D client - Linekong)
- Thien Long Bat Bo (2.7D client - Changyou)

Director of WebGame Center - Hanoi Online Game Division

VTC Intecom Co., Ltd

- Managed game operation & marketing teams to maintain existed projects
- Supervised R&D team to look fore new products (for both MMORPG & Casual dept) & define new strategy in future.
- Supervised game operation team of new project - World of Tanks (Client - Wargaming)

Director of MMORPG Department

VTC Intecom

In 2010, VTC Game restructured itself. 2 departments were created: MMORPG (responsible for RPG games) and Casual (responsible for Casual Games).

As Deputy Manager of MMORPG dept, I managed game operation teams of following projects:

- Ace Online (3D Client - Masangsoft)
- Zhu Xian 2 (3D Client Perfect World)
- Atlantica (3D Client - NDoor)
- Hero Online (3D Client - Chinesegamer International) 
- Enemy at the Gate (2D Webgame)
- Pockie Ninja (2D Webgame - Dream Square)

Pockie Ninja was one of project which I involved as Product Manager. It was launched in October 2011 and quickly achieved "Best Webgame of the Year" Award.

Deputy Director of MMORPG Department

- Managed small team to operate Ace Online
- Successfully changed game monetized methods to push up MRR from July 2009.
- Continuously fulfilled revenue plan for 2 years with growth rates at 20% per year.
- Achieved peak revenue in October 2010.

Ace Online Project Manager

- Managed to bring big huge update to Ace Online. Relaunch the project with new brand name (Squardon) in October, 2007. 
- Localized game UI, text scripts
- Plan new ingame event monthly

Ace Online Game Operation Manager

My first part time job while I was student at Hanoi University of Technology. Main tasks were:

- Customer Support via Forum, Yahoo Live Chat, Phone call, etc ..
- In-game event & content support

Game Master

Kart Rider's one of the best games of Nexon. It got many rewards in Korea and other countries where it's published.
Managed to work smoothly with Nexon Korea to launch the project in September, 2009.

KartRider Game Operation Manager

Alongside with Ace Online of VTC Intecom, I also involved in 2 projects of VTC Online: Kart Rider & Magic Campus and it took me 4 months to work in Hochiminh city where branch of VTC Online's located.


Magic Campus is one of the first web-based games in Vietnam at this time. With cute styles, it quickly gained a very young users base. Affter 6 years, It's still being operated at this link: http://vuaphapthuat.go.vn/ 


I supervised & couched team members to operate & maintain this project.

Magic Campus Project Supervisor

Head of Products at Open Commerce Group

With over a decade of experience in both Gaming and E-commerce, I've unlocked the expertise needed to seamlessly transition into product management across various domains. Armed with comprehensive perspectives and skills, I adeptly steer businesses from a strategic, top-level vantage while also diving deep into intricate details.

Thriving in both fast-paced, hyper-growth startup and large corporate environments, my adaptability and depth of experience fuel my ability to overcome challenges and produce standout products and businesses.

Additionally, I also invest time to coach emerging product managers and consult for companies, all with the mission to elevate their product management teams.

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Will Evans

Thai Nguyen Dang

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