Hey there,

Happy Monday!

Hope you had a great weekend!

Q2 is easily my favorite time of the year. This is actually when the most high-leverage work happens. It’s the season for quiet preparation. 

The work that you will do doesn’t feel like a massive win today, but makes every dollar you earn in Q4 feel twice as easy.

Think of your email account like a professional athlete. You wouldn’t ask a sprinter to run a marathon without a month of conditioning first. If you did, they’d likely pull a muscle or burn out halfway through.

Your email list works the same way. You can’t ask your account to "sprint" through a high-volume Mother’s Day campaign in May if it hasn’t been conditioned in April.

Your email list works the same way. You can’t ask your account to "sprint" through a high-volume Mother’s Day campaign in May if it hasn’t been conditioned in April.

Why this week specifically?

Whether you just wrapped up a busy Easter push or you sat that one out because it didn't fit your brand’s aesthetic, this week is the pivot point. 

• If you just ran Easter, you need to maintain that momentum so Gmail doesn't see a "silence gap." 
• If you skipped Easter, your engine is currently "cold," and you have exactly four weeks to build the engagement signals needed to protect your deliverability in May.
  
  

This is critical for you right now if:

• You’re launching brand-new flows: Klaviyo needs history to trust a new automation.
• Your reputation is "bruised": If your open rates have been drifting down, you need to stabilize your patterns now.
• You have a large list (500k+): Sudden spikes on large lists are the fastest way to hit the spam folder.

Here are the three moves we’re making for our clients right now to get their infrastructure ready:

1. 🎯 Building engagement signals early

We are launching "Interest Flows" this week: things like a Gift Guide or an Early Access teaser. 

The goal here isn’t just immediate sales; it’s generating clicks. 

Clicks are the highest-value trust signal for inbox providers.

By getting your list to click on a guide now, you are pre-qualifying your reputation for the high-volume sends coming in May.

2. 🤝 The strategic "Opt-Out"

Mother’s Day is a high-sensitivity holiday. 

We recommend sending a short, text-only note asking subscribers if they’d like to skip these specific updates. 

This builds massive brand equity, but the technical win is even bigger: it moves sensitive users into a suppressed segment for the month. 

This keeps your engagement rates high and prevents "frustration-based" spam complaints from tanking your deliverability right before your biggest deadline.

3. 🛟Setting up an SMS "Safety Valve" 

The email inbox gets incredibly crowded in May. 

Having a secondary channel ensures your best offers actually get seen. 

I recently saw this work for our client, a jewelry brand, that added $26,700 in sales in just 14 days by launching a simple SMS-only popup for returning visitors. 

If you start building that SMS consent list now, you have a direct line to your best customers that doesn't rely on the "mercy" of the Gmail inbox in May.

Literally took 5 minutes to set up.

If you start building that SMS consent list now, you have a direct line to your best customers that doesn't rely on the "mercy" of the Gmail inbox in May.

The Bottom Line 

April is the month where you "season" the engine. If you start this week, you have enough time to stabilize your patterns so you can hit May with full deliverability.

I actually broke down why this "unsexy" infrastructure is the secret behind 10x growth in this video: 

If you want to make sure your backend setup is actually ready for the volume spike, I’m happy to take a look.

Reply "REPUTATION" to this email. 

I’ll take a look at your current sender score and tell you if you’re in the clear or if we need to plug some technical leaks before May hits.

Cheers,
Josh