Hey {{First Name}}, the new year is almost here and there is ONE thing on most DTC brands to-dos: GROW.

So this week I’m sharing a few short emails on advice brands hear when scaling Klaviyo toward 8-figures that’s mostly BS from tactics we’ve seen flop inside accounts once brands start growing.

Once brands start growing, they get fed a bunch of advice that sounds smart but doesn’t actually move revenue OR the ROI wasn’t even close to what we expected.

Let’s clear it up.

What DOESN’T matter as much as people think:

🚫 Pretty emails

🚫 Over-engineered, hyper-segmented flows

🚫 Buying more tools to “fix” email
 

None of these are bad. They’re just not the lever.

What ACTUALLY matters:

✅ Clean sender infrastructure

✅ Consistently adding qualified subscribers

✅ Sending more emails than you’re comfortable with

This is where scale comes from.

Designed emails have a place.

(And yes, this is coming from a team that builds some of the best looking emails in the industry.)

But they are NOT the main driver of growth. Not even close.

I’ve seen massive 8-figure brands send plain text emails only for months and print money.

This is Jack. Be more like Jack.

He's the founder of Everyday Dose and for whatever reason, his enormous 8-figure DTC brand Everyday Dose was ONLY SENDING plain text emails... For months…

Now, does that mean that plain texts FTW? Sometimes, yes.

But deeper than that.

This just shows that most of us should STOP OVERTHINKING EMAIL and start shipping.

The takeaway isn’t “plain text wins.”

It’s this: shipping beats polishing.

That’s a wrap on this newsletter!

Stay tuned for the next email on Wednesday to see why flows are not your brand’s saving grace for generating more revenue.

If you have any email questions or want me to cover anything specific, reply back to this email.


Until next time,
Anthony