8 Foundational Flows
Every behavioral trigger covered. Welcome, Cart, Checkout, Browse, Site, Post-Purchase, Winback, Sunset.
EMAIL MARKETING / ESTD 2026
Three brands. Built right.
Complete email + SMS retention systems for DTC brands in men's skincare, supplements, and pet health. Three active clients maximum — by design.
— 01 · THE PROBLEM
Most DTC brands treat email like a one-night stand.
Most brands either ignore email entirely or send promotional blasts every Friday. The result: dead lists, 12% open rates, no retention, no LTV. A list that was supposed to be the most personal channel in marketing becomes the noisiest.
I build the opposite — complete retention systems that treat email as the asset it is. Eight foundational flows that recover behavioral signal automatically. Three strategic campaigns per week built around a 3-pillar buying-objection framework, so every email solves one of the three reasons people don't buy. No blasts. No fluff. No discount-week churn.
— 02 · WHAT I BUILD
Complete systems. Not random emails.
Campaign Engine
3 emails per week rotating across the 3 buying objections. A 4-week cycle that never repeats an angle.
SMS Retention
Bi-weekly SMS in 5 proven formats. Punchy. Purposeful. Never spam.
Weekly Optimization
Monday KPI review + Friday Loom report. Surgical overrides when data demands it.
— 03 · THE SYSTEM
Email has a content problem. I built the engine.
Three pillars. Nine campaign types. One rotation that never runs dry. Here's the framework that powers every email I send.
PILLAR 01
Builds trust.
"I don't trust you"
The first reason people don't buy: they don't believe in who you are. Founder stories, radical transparency, raw customer voices.
- FOUNDER STORY
- TRANSPARENCY EMAIL
- UGC DUMP
PILLAR 02
Builds belief.
"This won't work for me"
The second reason: they don't see themselves succeeding. Transformation stories, identity reframes, education that destroys misconceptions.
- TRANSFORMATION STORY
- ENEMY EMAIL
- EDUCATION
PILLAR 03
Builds conviction.
"The product won't fix it"
The third reason: they don't believe the product works. Mechanism breakdowns, objection killers, specific result documentation.
- MECHANISM EMAIL
- OBJECTION KILLER
- RESULTS EMAIL
THE 4-WEEK ROTATION
12 emails, 14 touchpoints, zero repeated angles.
Every Monday is Pillar 1. Wednesday is Pillar 2. Friday is Pillar 3. SMS fires every other Thursday. The cycle resets at week 5 — same structure, new content. Built so your list stays engaged forever.
— 04 · RECENT WORK
See the work.
Selected emails from my own brand and from client systems. Each one ships through the same pipeline: blueprint → AI-generated draft → manual refinement → Figma slicing → Klaviyo deployment.
EMAIL PREVIEW
CLIYRA
Welcome Email 1 — Deliver Incentive
EMAIL PREVIEW
CLIYRA
Welcome Email 2 — Founder Story
EMAIL PREVIEW
CLIYRA
Cart Abandon Email 3 — Objection Killer
EMAIL PREVIEW
CLIYRA
Founder Story Campaign
EMAIL PREVIEW
CLIYRA
Mechanism Email — Active Ingredients
EMAIL PREVIEW
CLIYRA
Results Email — 30-Day Transformation
— 05 · HOW IT WORKS
From signed to live in seven days.
-
DAY 01
Discovery + Intake
30-minute kickoff call. I pull brand assets, Klaviyo + Shopify access, customer profile, and your existing assets.
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DAY 02
Brand System Build
I build your Design System and brand profile. Every email going forward inherits these tokens automatically.
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DAY 03–04
Infrastructure
Klaviyo account audit. Universal components built. Attribution + UTM tracking configured. Flow shells created.
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DAY 05–06
Welcome Flow Live
All 6 Welcome emails shipped to Klaviyo. Flow triggers, smart sending, and quiet hours configured.
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DAY 07
First Campaign + Loom
First strategic campaign goes live. First weekly Loom delivered with KPIs and what's shipping next week.
— 06 · SELECTION
I don't work with everyone. By design.
Three brands. Maximum. Depth always beats breadth. Below is exactly who I work with — and who I don't.
WHO I BUILD FOR
The fit.
- DTC ecommerce brands on Shopify
- Doing $30K+/month minimum revenue
- In one of three niches: men's skincare, men's supplements, pet health
- Brand owners who treat email as a real channel — not an afterthought
- Founders ready to commit to a 90-day system build
WHO I DON'T
The mismatch.
- Sub-$30K/month brands (too early for what I deliver)
- Brands outside my three niches
- Brands chasing growth hacks or quick wins
- Brands with no patience for systematic work
- Anyone who wants 50 emails a month
Three active clients at any time. Maximum. Because depth always beats breadth.
— 07 · ABOUT
Why I do this.
I started in DTC by building my own brand. CLiYRA — men's skincare for guys who've tried everything. I learned email marketing because no one I hired could do it the way I wanted.
The agency exists because I realized other founders face the same gap. They have great products. They have engaged customers. They have email lists. And they have no idea what to do with any of it.
I built a complete system instead. Eight flows that run on their own. Nine campaign types that solve the three reasons people don't buy. A four-week rotation that never repeats. A content engine that turns every customer event into a logged campaign.
The cap is three brands. Not because three is a magic number — because more than three means I'd be building a churn machine. I don't want that. You don't want that. Three brands. Built right.
— YUSEF
— 08 · COMMON QUESTIONS
What people ask.
Quality compounds. With three brands, every email gets the strategic depth that produces results. With twenty, you get a churn machine — and clients churn out the back as fast as they sign up the front. I'd rather charge more, deliver more, and keep brands forever.
Because I understand the customer in each one. I run a men's skincare brand myself. I've studied supplement buyer psychology. I know pet owners and what motivates their purchases. Outside these niches, I'd be guessing — and you'd be paying for my learning curve.
Welcome Flow live by Day 7. First campaign live in Week 2. Revenue impact typically visible within 30 days. Full system compound effect in 90 days.
$2K/month base + revenue share. 90-day initial commitment, then month-to-month. We connect weekly via Loom + Slack. Async-first. No status calls.
Fair question. The answer is the work — see Section 04. The system isn't 18 years old. The output isn't 18 years old. Judge me by what ships, not by the birthday.
Klaviyo admin access, Shopify collaborator access, brand assets (logo, fonts, brand guidelines if you have them), and 30 minutes for the kickoff call. That's it.
After the 90-day initial term, it's month-to-month with 14 days notice. No long contracts, no exit fees. I'd rather you stay because the work is undeniable.
— 09 · NEXT
If you want one of the three spots.
Email is the only thing I do. If your brand is ready, here's how to start.
Book A Discovery Call
Or email: hello@yusefname.info