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
⚠ Missing Revenue Opportunities
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| Templates | 10 templates | Outdated | Mostly Klaviyo defaults from 2021.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.
Where Is Revenue Actually Coming From?
Klaviyo reports $96,913 in email revenue for March 2026. But that number is dangerously misleading. We cross-referenced three independent attribution models to find the truth — and the gap is massive.
Headline Comparison: Three Attribution Models
| Attribution Model | Klaviyo Email Revenue | % of Total Revenue | Verdict |
|---|---|---|---|
| Klaviyo Self-Reported | $96,913 | 100% ⚠️ | Massively inflated — claims entire store revenue |
| Triple Whale (Last Click) | $1,695 | 2.1% | Conservative — pixel-based multi-touch |
| Shopify Last Click | $2,997 | 4.0% | First-party UTM tracking — most reliable |
Visual Revenue Attribution
Klaviyo claims $96,913 — but independent tracking tells a very different story:
Shopify Last-Click Channel Breakdown
375 orders • $96,913 total revenue • March 2026
| Channel | Type | Revenue | Orders | Sessions | Conv. Rate | AOV | % |
|---|---|---|---|---|---|---|---|
| Paid | $37,439 | 216 | 4,191 | 5.15% | $173 | 50.1% | |
| Google Search | Organic | $16,509 | 57 | 1,147 | 4.97% | $290 | 22.1% |
| Direct | Direct | $8,372 | 38 | 2,540 | 1.50% | $220 | 11.2% |
| Google Search | Unknown | $5,959 | 30 | 509 | 5.89% | $199 | 8.0% |
| Klaviyo | $2,997 | 17 | 160 | 10.63% | $176 | 4.0% | |
| Unattributed | Unknown | $1,118 | 5 | 27 | 20.83% | $224 | 1.5% |
| Bing | Organic | $724 | 4 | 77 | 5.19% | $181 | 1.0% |
| Android / Other | Mixed | $655 | 3 | 52 | — | $218 | 0.9% |
| Other Channels | Mixed | $884 | 5 | — | — | — | 1.2% |
| TOTAL | $74,657 | 375 | 8,780+ | — | $199 | 100% | |
Triple Whale Key Stats
Why the Numbers Differ
| Model | How It Works | Reliability |
|---|---|---|
| Klaviyo | Claims any order where the customer opened or clicked an email within the last 5 days (5-day click / 24-hour open window). If a customer clicks a Klaviyo email on Monday and then Googles the product on Thursday, Klaviyo claims the sale. | Least Reliable |
| Triple Whale | Multi-touch attribution with first-party pixel tracking. Distributes credit across touchpoints using data-driven modelling. Better than Klaviyo but still gives partial credit. | Moderate |
| Shopify | Strictest last-click model. Checks UTM source parameter on the landing URL that led directly to the purchase. Only counts email if the customer literally clicked an email link and purchased in that session. | Most Strict |
🚨 Key Insight: The Biggest Growth Opportunity
Email currently drives only 0.4–2.1% of revenue. The industry benchmark for e-commerce email is 20–30%.
This represents the single biggest untapped revenue channel for RG Enterprises. With $87K/month in total revenue, hitting even the low end of the benchmark (20%) would mean $17,400/month from email alone — compared to the current ~$2,997–$1,695.
Revenue Attribution — Where Does the Money Really Come From?
Klaviyo self-reports $96,913 in email revenue. But when we cross-reference with independent attribution models, the real picture is dramatically different. Understanding this gap is critical for allocating marketing spend correctly.
Attribution Model Comparison
| Attribution Model | Klaviyo Email Revenue | % of Total Revenue |
|---|---|---|
| Klaviyo Self-Reported | $96,913 | 100% ⚠️ inflated |
| Triple Whale (Last Click) | $1,695 | 2.1% |
| Shopify Last Click | $2,997 | 4.0% |
Shopify Last-Click Channel Breakdown
375 orders / $96,913 total revenue
| Channel | Revenue | Orders | % |
|---|---|---|---|
| 🔎 Google Shopping / Ads | $37,439 | 312 | 50.1% |
| 🔗 Referral | $7,453 | 16 | 7.7% |
| 🏠 Direct (Internal Nav) | $6,946 | 21 | 7.2% |
| 🌐 Direct | $4,096 | 19 | 4.2% |
| 📷 Social (Meta) | $1,529 | 4 | 1.6% |
| 📄 Other | $1,080 | 5 | 1.1% |
| ✉ Klaviyo (Email) | $2,997 | 3 | 4.0% |
| 🔍 Google Organic | $333 | 3 | 0.3% |
| ✉ Email (Other) | $116 | 1 | 0.1% |
Triple Whale Attribution Stats
Multi-touch pixel tracking — March 2026
Why the Numbers Differ
| Model | How It Works |
|---|---|
| Klaviyo | Claims any order where the customer opened or clicked an email within the attribution window (5-day click / 24-hour open). If a customer clicks a Google Ad but also received an email in the last 5 days, Klaviyo claims that sale. |
| Triple Whale | Uses multi-touch attribution with pixel tracking. More accurate than Klaviyo but still uses modelling. Attributes $1,695 to Klaviyo flows (mostly automated Welcome and Abandoned Cart flows). |
| Shopify | Strictest last-click model — checks the UTM source on the landing page URL. Only counts an order as email-attributed if the customer clicked an email link immediately before purchasing. Reports just $2,997 (17 orders). |
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 | Estimated 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
Estimated Revenue Impact: Indirect — drives social proof + Google Shopping stars
🔄 Replenishment Reminder
Estimated Revenue Impact: $2K–$4K/month
Products: Caltex Greases (90-day cycle), X-LINE Trimmer (60-day cycle), Clogger consumables
💸 Cross-Sell / Upsell Flow
Estimated Revenue Impact: $1.5K–$3K/month
Examples: Red Grease → Delo Starplex. Trimmer Line → Speed Feed Head. Chainsaw gear → Clogger safety
💔 Winback Flow
Estimated Revenue Impact: $1K–$2K/month
👑 VIP / High-Value Customer Flow
Estimated Revenue Impact: $1K–$2K/month
💬 SMS Follow-Up Flow
Estimated 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
Estimated 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 Estimate
| Flow Category | Current Revenue | Estimated 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.
Warm Email Campaign Previews
Below are three fully designed email mockups showing how RG Enterprises emails should look with proper branding, layout, and conversion elements. These use the RGE brand palette: neon green (#85FF00), black, and cream.
1. Welcome Series Email
Trigger: New subscriber sign-up
Welcome to
RG Enterprises
Here’s 10% off your first order
G’day! Thanks for joining the RG Enterprises community.
We supply professional-grade outdoor equipment to landscapers, arborists, mechanics, and trade professionals across Australia. From Caltex greases to X-LINE trimmer line, Clogger safety gear to Silky saws — if you work outdoors, we’ve got you covered.
Shop by category:
Use code WELCOME10 at checkout. Valid for 14 days.
2. Seasonal Promotion
Campaign: Easter Sale Event
EASTER SALE
🔥 Featured Deals
$217.46
$39.96
$26.21
Sale ends Easter Monday. Free shipping on orders over $99.
3. Post-Purchase / Review Request
Trigger: 14 days after order fulfilled
How’s Your Gear Going?
You purchased 2.7mm Diamond Trimmer Line 14 days ago
Rate your purchase:
Tap a star to leave your review
Leave a review and go in the draw to win a $200 RGE Gift Card
Winner drawn on the 1st of each month
You might also like:
B2B Cold Outreach Templates
Cold emails must be plain-text, short, and feel personal — not like marketing spam. These are designed to be sent from a separate domain via a dedicated cold email platform (Instantly, Lemlist, etc.) — never from Klaviyo.
1. Landscaper Outreach
Target: Commercial landscaping businesses
Hey {{first_name}},
I noticed {{company}} does a lot of commercial mowing work around {{area}} — nice setups.
Wanted to reach out because we supply the 2.7mm Diamond X-LINE Trimmer Line that a lot of landscapers in Sydney have switched to. It’s Australian-made, lasts significantly longer than standard nylon, and we do volume discounts for trade accounts.
Quick pricing:
• 1–5 rolls: $49.95 ea
• 6–11 rolls: $44.95 ea (10% off)
• 12+ rolls: $39.95 ea (20% off)
• Free shipping on orders over $500
Happy to send a sample roll if you want to test it first. A few of the crews at {{competitor_nearby}} have been running it for 6+ months and won’t go back.
Worth a quick chat?
Rhys Gilleland
RG Enterprises
rgeaus.com.au | 0400 XXX XXX
2. Arborist / Council Outreach
Target: Tree services & council parks teams
Hey {{first_name}},
I run RG Enterprises — we’re an Australian supplier specialising in professional arborist and climbing equipment.
We carry the full range of:
• Stein rope bags & throwline kits — industry standard for professional climbers
• ISC rigging hardware — pulleys, carabiners, swivels (all rated & certified)
• Clogger chainsaw protection — chaps, pants, and boots that meet AS/NZS 4453.3
• Silky folding saws — the Zubat and Gomtaro ranges
We offer trade account pricing with:
• 10–20% off retail across all climbing & safety gear
• 30-day payment terms for approved accounts
• Free shipping Australia-wide on $500+
• Same-day dispatch from Sydney
All our safety gear meets Australian compliance standards. Happy to set up a trade account for {{company}} — takes about 2 minutes.
Want me to send through the trade price list?
Rhys Gilleland
RG Enterprises
rgeaus.com.au | 0400 XXX XXX
🔑 Cold Email Best Practices
✓ DO
- Use a separate sending domain
- Warm the domain for 30 days
- Personalise every email
- Keep under 150 words
- Sound like a real person
✗ DON’T
- Send from Klaviyo or primary domain
- Use HTML templates or images
- Send more than 50/day per mailbox
- Include spam trigger words
- Skip the opt-out link
📈 Expected Metrics
- Open rate: 45–65%
- Reply rate: 3–8%
- Positive reply: 1–3%
- Volume: 100–200/day
- Warm leads → Klaviyo nurture
Email Automation Flows — Visual Blueprints
These workflow diagrams show exactly how each automated email flow operates. Each node represents a step in the customer journey, with timing and conditions clearly mapped.
1. Welcome Series Flow
10% Off Code
2 Days
by Category
3 Days
& Reviews
5 Days
+ Urgency
Goal: Convert new subscribers into first-time buyers within 10 days. Expected conversion rate: 8–15%.
2. Abandoned Cart Flow
Abandoned
1 Hour
Something Behind"
24 Hours
+ Free Shipping
48 Hours
+ Urgency
Goal: Recover 10–15% of abandoned carts. Tiered approach: reminder → social proof → discount as last resort.
3. Post-Purchase & Replenishment Flow
Fulfilled
14 Days
Request
60 Days
Type?
Restock?"
30 Days
Cross-Sell
Goal: Drive repeat purchases on consumable products and increase average lifetime value through strategic cross-selling.
4. Win-Back Flow
90+ Days
+ New Arrivals
7 Days
15% Off
14 Days
+ Recommendations
Re-engagement
💡 Win-Back Strategy Notes
If customer purchases: Remove from win-back flow, add to active customer segment, trigger a “Welcome Back” email, and reset their lifecycle timer.
If no purchase after all 3 emails: Move to a “Re-engagement” segment. Reduce email frequency. After 6 months of inactivity, consider list suppression to protect deliverability.
Goal: Recover 5–10% of lapsed customers. A 15% discount on a $200+ average order is worth the margin trade-off for reactivation.
📊 Automation Revenue Summary
| Flow | Trigger Volume (est.) | Conversion Target | Monthly Revenue Est. |
|---|---|---|---|
| Welcome Series | 200–400 new subs/month | 8–15% | $1,500–$3,000 |
| Abandoned Cart | 150–300 abandoned/month | 10–15% | $2,000–$4,500 |
| Post-Purchase / Replenishment | 300+ past buyers | 5–10% | $2,000–$4,000 |
| Win-Back | 500+ lapsed customers | 5–10% | $1,000–$2,000 |
| Total Automation Revenue | $6,500–$13,500/mo |