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Jordan Gordon runs CRO and retention at Pilothouse and hosts TWBERP, The World's Best Email and Retention Podcast. He has audited somewhere in the range of 400 to 500 brands and been inside more Klaviyo accounts than almost anyone in DTC.
In this All Killer No Filler episode he breaks down why most email programs are structurally backwards. 85% of campaign revenue comes from people who have visited your site recently, and yet most campaigns are sent to anyone who opened an email in the last 180 days. You are risking your entire sending reputation to chase the 15%.
Then he gets to the good part: a flow he says he has basically never seen a brand run, and why it is the most valuable one you can build.
For: ecommerce founders, retention leads, email marketers, CRO teams, agency operators.
In this episode:
- Why free traffic is the "forever job" and paid is the spike
- Why small counts hide truths (nobody hits fold 10, but the people who do are your buyers)
- The 85/15 rule of campaign revenue
- How brands blow up a Klaviyo account: too many campaigns, too-broad segments, and the sunset flow that sends to ten years of dead addresses in one go
- Why recent repeat buyers are whales you should not over-message
- Campaigns are zero-intent messages, so they can only ever be about newness or offers
- The essentials core flow: triggered by site visit, not lifecycle, selling your hero SKU to people who came for something else
- Sending less in a margin-compressed Q4
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