| Retention edition: Weekly Lifecycle Marketing and Klaviyo insights. Join 30,000+ brand owners, operators and marketers. Subscribe here. |
Hey all,
One of the easiest ways for customer emails to lose relevance is by talking about the product instead of the customer's life.
After the first purchase, shoppers don't need another lesson on ingredients or materials.
They need a reason to reach for your product again.
Here's why.
In less than 2 minutes, learn:
🎯 WEEKLY INSIGHT
Stop building campaigns around products. Build them around the moments customers actually use them.
After someone buys, they already know your ingredients, materials, or founder story.
What they still need is a reason to use the product again.
The best emails don’t just promote a product; they remind customers where it fits in their lives.
Instead of:
Meet our magnesium blend.
Try:
Why thousands of customers keep us on their nightstand.
Or, let’s say a clothing brand wants to talk about its natural fibers.
Made from high-quality Italian cotton.
Or, they could highlight a scenario.
Like this:
The layer you’ll reach for on your 5 am flight & weekend in Tofino.
Give your products context.
Help them imagine the next moment they’ll reach for it.
Action Item:
Open your last five customer email campaigns.
Don’t look at the CTA.
Look at the headline.
Could it become a use case instead?
For example:
❌ Meet our supplement blend for sleep.
✅ Better sleep starts on your nightstand.
❌ Made with premium Italian cotton.
✅ The sweater you’ll throw on for early flights.
❌ Our most durable cutting board.
✅ The kitchen staple you’ll use 3x a day.
If your headline starts with the product…
…rewrite it so it starts with the customer’s life.
⭐ Takeaway: Building campaigns around products is boring. Instead, speak to the moments customers will actually use them.
📹 QUICK TAKE
What breaks when only one person understands how your email flows actually work?
Sammy explains how to turn scattered retention knowledge into an actual operating system.
🗞️ NEWS HIGHLIGHT
What changed: Klaviyo’s Composer is now in public beta, letting teams generate campaign audiences, copy, timing, and cross-channel sends from a plain-language prompt.
Why it matters: Lifecycle teams can move from idea to campaign faster while still grounding the work in Klaviyo’s customer data, past performance, and approval workflow.
| THE COMMERCE LAB: STOREFRONT |
Catch the latest storefront CRO Insight
Packaging rarely answers the questions shoppers have before buying.
Show what customers actually get, how it works, or what makes it different instead.
👀 FROM LAST WEEK
Most brands send canceled subscribers the same win-back email (even though they left for different reasons).
Segment by cancellation reason, not just product purchased.
Here’s how to turn win-back emails into one of your highest revenue-per-recipient flows.
There’s a good chance your email program is underperforming.
Let's fix that → Book a strategy call.
Until next time,
— Allen