How it was built

• Klaviyo from an empty account. Lists, segments, templates, and a send cadence that ran roughly weekly for nine months without burning the list out.
• Two audiences, one program. Resellers buying pallets and truckloads, and local shoppers coming into the store. The same send often had to do both jobs.
• Designed for the inbox, not the browser. Table based layouts, bulletproof buttons, and a plain hyphen where a fancy character would break in Outlook.
• Subject lines tested, not guessed. A/B splits on the sends where the audience was big enough to learn something.
• Measured honestly. Most of these emails drive foot traffic to a physical store, so opens and click to open tell the real story better than online revenue does.