Email Marketing Strategy
Unlock $96K–$144K
in Annual Revenue
Your Klaviyo account has 6,051 profiles and strong product-market fit — but critical configuration issues and missing automations are leaving tens of thousands on the table every month. Here’s the complete strategy to fix it.
What We Found — 11 Critical Issues
We conducted a comprehensive API audit of your Klaviyo account on 2 April 2026. While the basics are in place — 5 flows are live and campaigns are being sent — there are critical configuration errors undermining everything, and major revenue opportunities being completely missed.
⚠ Critical Configuration Errors
- Timezone: US/Eastern — All send times are wrong. Emails scheduled for 9am send at midnight AEST
- Currency: USD — Revenue reporting is inaccurate. All Shopify revenue shows in wrong currency
- Country: United States — Affects deliverability, compliance, and audience insights
- Sender email: rhys@rgaus.com.au — Uses old domain, not the current rgeaus.com.au
- Website URL: http://www.rgaus.com.au — Wrong domain and not HTTPS
- Cryptic list names — EXCV, ML, CC, RF, TP, BD — impossible to manage or audit
⚠ Missing Revenue Opportunities
- No post-purchase review flow — Missing social proof and Google Shopping stars
- No winback flow — Lapsed customers are never re-engaged
- No cross-sell / upsell flow — Grease buyers never see complementary products
- No replenishment reminders — Consumable products (grease, trimmer line) need reorder nudges
- No VIP / loyalty flow — Top customers get no special treatment
- Only 4 segments — No product-based, geographic, or purchase behaviour segments
- Zero SMS campaigns — SMS list exists but has never been used
Current Setup Assessment
| Component | Current State | Health | Notes |
|---|---|---|---|
| Total Profiles | 6,051 | Good Base | Solid foundation for segmented campaigns |
| Lists | 10 lists | Poor | Cryptic names (EXCV, ML, CC, RF, TP, BD). No naming convention |
| Segments | 4 segments | Poor | Only basic engagement segments. No product, value, or behavioural segments |
| Flows | 5 live | Basic | Welcome, Thank You, Abandoned Checkout, Browse Abandonment, Abandoned Cart |
| Campaigns | 22 sent (all time) | Light | 17 since Oct 2025 (HS agency). 3-year gap between 2022 and 2025 |
| SMS | 0 campaigns | Unused | List and flows exist but zero campaigns ever sent |
| Templates | 10 templates | Outdated | Mostly Klaviyo defaults from 2021. No custom branded templates |
| Account Settings | US/Eastern, USD | Wrong | Timezone, currency, country, sender domain all incorrect |
💰 Revenue Impact Assessment
Industry benchmarks for e-commerce email marketing show that email should generate 25–35% of total revenue. With RG Enterprises doing ~$87K/month in total revenue, email should be contributing $22K–$30K/month. Based on the current setup, we estimate email is contributing well under $5K/month — leaving $17K–$25K/month ($204K–$300K/year) on the table.
A properly configured Klaviyo account with the strategy outlined in this document can realistically capture $8K–$12K/month in additional email-attributed revenue within the first 90 days.
Our Strategy
Existing Customer Campaigns — Your Highest-ROI Channel
These customers already know and trust you. They’ve bought before. The cost to convert them again is 5–10× lower than acquiring a new customer. This is where the biggest revenue gains are.
🔥 Product Promotion Blasts
Targeted emails to customers who’ve purchased specific product categories. Not mass blasts — personalised, relevant promotions based on purchase history.
Example: Grease VIP email to 265 past grease buyers
- Product-specific audience targeting
- Dynamic personalisation (name, past orders)
- Scarcity and urgency triggers
- A/B subject line testing
🎁 Seasonal & Event Campaigns
Planned campaigns around key retail moments: Easter, EOFY, Black Friday, Christmas, trade show seasons, and industry-specific events.
Example: Easter Weekend $40K Push
- Pre-planned campaign calendar
- Multi-email sequences (tease → launch → reminder → last chance)
- Coordinated with ads and social
- Post-event follow-up sequences
📚 Content & Value Emails
Educational content that builds authority and keeps RG Enterprises top of mind. Maintenance tips, product guides, industry news — the emails people actually want to read.
Example: Top 5 Maintenance Tips (already sent by HS)
- How-to guides and tutorials
- Product comparison guides
- New product announcements
- Customer spotlight / testimonials
Warm Campaign Frequency Recommendation
| Audience | Frequency | Content Mix | Expected Revenue |
|---|---|---|---|
| Full engaged list | 2× per week | 1 promo + 1 content | $3K–$5K/month |
| Product-specific segments | 1–2× per month | Targeted promotions & cross-sells | $2K–$4K/month |
| VIP customers (top 10%) | 1× per month | Exclusive early access, special offers | $1K–$2K/month |
| Seasonal pushes | 4–6× per year | Multi-email event sequences | $5K–$10K per event |
New Customer Acquisition via Email
Cold outreach is how Rhys built the business — emailing 5,000 contractors across Sydney manually. The strategy works. Now we systematise it, personalise it, and scale it without burning the domain.
🚀 Cold Outreach Architecture
Important: Cold emails must NEVER be sent from Klaviyo. Klaviyo is for opted-in subscribers only. Cold outreach requires a separate infrastructure to protect domain reputation.
| Component | Recommended Tool |
|---|---|
| Sending platform | Instantly, Lemlist, or Smartlead |
| Sending domain | Separate domain (e.g. rge-offers.com.au) |
| Warmup | Built-in warmup tools (30-day ramp) |
| Prospect lists | LinkedIn Sales Navigator, Yellow Pages API, trade directories |
| CRM integration | Replies flow into Klaviyo as new subscribers via Zapier/webhook |
🎯 Target Audiences for Cold Outreach
| Segment | Products | Est. Audience |
|---|---|---|
| Landscapers & mowing contractors | X-LINE Trimmer, Brushcutter parts | 10,000+ |
| Arborists & tree services | Clogger, Silky Saws, chainsaw gear | 5,000+ |
| Mechanics & auto workshops | Caltex Greases, lubricants | 15,000+ |
| Farm & rural suppliers | Full product range | 8,000+ |
| Council parks & gardens | X-LINE, safety gear | 2,000+ |
Cold Email Sequence Template
Introduction + Value Prop
Social Proof + Offer
Final Nudge + Urgency
Key principles: Plain text (no HTML), short and conversational, personalised with name + industry, clear CTA to shop or reply, easy opt-out. Tone should feel like a mate recommending a product, not a marketing email.
⚠ Current Issue: Ansh (Nexist) Running Cold Emails
Rhys’s accounting firm is currently drafting and sending cold email scripts for X-LINE Trimmer Line V2. This creates risks:
- Potential domain reputation damage if sent from primary domain
- No warmup strategy — cold sends from cold domain = spam folder
- No tracking, A/B testing, or reply management
- Accounting firm doing marketing = outside their expertise
Recommendation: Consolidate cold outreach under a dedicated cold email platform with proper domain isolation, warmup, and tracking. Warm leads from cold outreach flow into Klaviyo for nurture sequences.
Set-and-Forget Revenue Machines
Flows are automated email sequences triggered by customer behaviour. They run 24/7 without manual effort and typically generate 50–70% of total email revenue. You currently have 5 basic flows. You need at least 12.
Current Flows (5 Live)
| Flow | Trigger | Emails | Status | Assessment |
|---|---|---|---|---|
| Welcome Series | Added to List | 3 emails + 2 delays | Live | Basic — Needs brand storytelling + first purchase incentive |
| Customer Thank You | Placed Order | 1 email + 1 delay | Live | Minimal — Should include review request + cross-sell |
| Abandoned Checkout | Started Checkout | 3 emails + 3 delays | Live | Good — Standard 3-email sequence |
| Browse Abandonment | Viewed Product | 2 emails + 2 delays | Live | Basic — Needs dynamic product blocks |
| Abandoned Cart | Added to Cart | 3 emails + 3 delays | Live | Good — Standard 3-email sequence |
Recommended New Flows (7 Additional)
⭐ Post-Purchase Review Request
Expected Revenue Impact: Indirect — drives social proof + Google Shopping stars
🔄 Replenishment Reminder
Expected Revenue Impact: $2K–$4K/month
Products: Caltex Greases (90-day cycle), X-LINE Trimmer (60-day cycle), Clogger consumables
💸 Cross-Sell / Upsell Flow
Expected Revenue Impact: $1.5K–$3K/month
Examples: Red Grease → Delo Starplex. Trimmer Line → Speed Feed Head. Chainsaw gear → Clogger safety
💔 Winback Flow
Expected Revenue Impact: $1K–$2K/month
👑 VIP / High-Value Customer Flow
Expected Revenue Impact: $1K–$2K/month
💬 SMS Follow-Up Flow
Expected Revenue Impact: $1K–$2K/month
SMS as a fallback for non-openers on high-value campaigns. Currently zero SMS campaigns have been sent despite having SMS infrastructure.
🆕 Price Drop / Back-in-Stock Alert
Expected Revenue Impact: $500–$1.5K/month
Critical for the grease scarcity play — when new stock arrives at a higher price, notify customers who missed out
📈 Combined Flow Revenue Projection
| Flow Category | Current Revenue | Projected Revenue (90 days) |
|---|---|---|
| Existing 5 flows (optimised) | ~$2K/month | $4K–$6K/month |
| New 7 flows | $0 | $6K–$12K/month |
| Total Flow Revenue | ~$2K/month | $10K–$18K/month |
Stop Sending the Same Email to Everyone
You have 6,051 profiles but only 4 segments. That means almost every campaign goes to the same broad list. Proper segmentation is the difference between 15% open rates and 45% open rates. Here’s the segmentation architecture we’ll build.
Current Segments (4)
| Segment | Purpose | Assessment |
|---|---|---|
| Unengaged (1 Year) | Suppression list | Useful but too broad |
| Purchased in last 5 days | Recent buyers | Good |
| Engaged 28 days | Active subscribers | Good |
| Engaged 14 days | Highly active subscribers | Good |
Proposed Segmentation Architecture (20+ Segments)
💰 Purchase Behaviour
- First-time buyers (1 order)
- Repeat buyers (2+ orders)
- VIP customers (LTV > $500)
- At-risk (no purchase 90+ days)
- Lapsed (no purchase 180+ days)
- High AOV (> $200)
🏷 Product Category
- Caltex Grease buyers
- X-LINE Trimmer buyers
- Clogger safety gear buyers
- Silky Saws buyers
- Lubricant / oil buyers
- Machinery / hitch buyers
📍 Geographic & Engagement
- NSW customers
- QLD customers
- VIC customers
- Regional / rural
- Business / trade accounts
- SMS opted-in
12-Month Email Calendar
A structured, pre-planned campaign calendar ensures consistent revenue from email. No more last-minute scrambles. Every campaign is planned weeks in advance with copy, segments, and send times locked in.
| Month | Key Campaigns | Focus Products | Type |
|---|---|---|---|
| April | Easter Weekend Push, Autumn Prep | Grease VIP, X-LINE V2 Launch | Promo |
| May | Trade Season Kickoff, Mother’s Day Adjacent | Clogger Safety, Silky Saws | Content |
| June | EOFY Sale, Stocktake Clearance | Full catalogue | Promo |
| July | Winter Maintenance, Mid-Year Review | Greases, lubricants | Content |
| August | Spring Prep, Pre-Season Landscaping | X-LINE, brushcutter gear | Promo |
| September | Spring Launch, Father’s Day | Power tools, safety gear | Promo |
| October | Peak Season Ramp, Trade Show Tie-ins | Full range | Content + Promo |
| November | Black Friday / Cyber Monday (4-email sequence) | Best sellers, bundles | Promo |
| December | Christmas Gift Guide, Last-Minute Deals, Year in Review | Gift-worthy items | Promo |
| January | New Year Sale, Summer Landscaping | X-LINE, outdoor gear | Promo |
| February | Back to Business, Trade Prep | Bulk orders, greases | Content |
| March | Autumn Transition, Easter Prep | Safety gear, maintenance | Content + Promo |
📅 Weekly Email Cadence
| Day | Email Type | Audience |
|---|---|---|
| Tuesday 9:00 AM AEST | Campaign Email (Promo or Content) | Engaged subscribers |
| Thursday 9:00 AM AEST | Campaign Email (Product-specific or Seasonal) | Targeted segment |
| Saturday 10:00 AM AEST | Weekend Special (bi-weekly) | Full list |
⚠ Note: Current timezone is set to US/Eastern. All send times are incorrect until this is fixed. A 9am AEST send is currently going out at midnight.
Day-One Fixes — Immediate Impact
These fixes can be implemented within the first 48 hours and will have an immediate positive impact on deliverability, reporting accuracy, and campaign performance.
Email Marketing — Included in Growth Package
Email marketing is a core component of the Growth package. Here’s exactly what’s included and what you can expect.
📧 Campaign Management
- 2–3 campaign emails per week — Product promotions, content, seasonal pushes
- Email copywriting & design — Professional, on-brand, conversion-optimised
- A/B testing — Subject lines, send times, content variations
- Audience segmentation — Right message to the right customer
- Campaign calendar — Pre-planned monthly with your input
- Performance reporting — Opens, clicks, revenue, deliverability
⚡ Flow Development & Optimisation
- Build all 7 new flows — Review, Replenishment, Cross-Sell, Winback, VIP, SMS, Back-in-Stock
- Optimise existing 5 flows — Add personalisation, improve copy, add branches
- Ongoing flow monitoring — Performance tracking and iterative improvements
- Seasonal flow activation — Holiday-specific automated sequences
📑 List Growth & Health
- Popup & form optimisation — Website signup forms, exit-intent popups
- List hygiene — Regular cleaning of bounces, unengaged, invalid emails
- Deliverability monitoring — Spam rate, bounce rate, inbox placement
- Compliance — Australian Spam Act 2003, GDPR-ready, proper unsubscribe handling
📱 SMS Marketing
- SMS campaign setup — For high-impact promotions and flash sales
- SMS flows — Abandoned cart SMS, shipping notifications
- SMS list building — Opt-in capture at checkout and via popups
- SMS + Email coordination — Multi-channel sequences for maximum impact
Feature Comparison: Foundation vs Growth
| Email Marketing Feature | Foundation | Growth |
|---|---|---|
| Campaign emails per week | — | 2–3 |
| Email copywriting & design | — | ✓ |
| Automated flow development | — | 12 flows |
| Audience segmentation | — | 20+ segments |
| A/B testing | — | ✓ |
| SMS campaigns & flows | — | ✓ |
| Campaign calendar | — | Monthly |
| Cold email infrastructure setup | — | ✓ |
| Custom branded templates | — | ✓ |
| Deliverability monitoring | — | ✓ |
| Performance reporting | — | Fortnightly |
90-Day Email Marketing Rollout
💪 Our Commitment
We’ll build the entire email marketing engine — you just approve the campaigns.
Every email gets your sign-off before it sends. Every flow is built to your brand voice. Every campaign is tracked and reported. No lock-in contracts — we earn your business every month.