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Hey there,
You just saw what Garvee did in Q4.
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$1.6M
Q4 Email Revenue
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+1,067%
Email Growth YoY
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+448%
Store Growth YoY
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Email didn't just grow with the business. It outran it. By a lot.
That result wasn't built in September. It was built in Q1 and Q2.
By the time November hit, the engine was already running. Segments were warm. Flows had history. Deliverability was clean.
Q4 just collected what Q2 built.
Q2 starts in less than two weeks.
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1
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Flows that are warm before volume ramps 🔥
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Every week you delay is a week of send history you can't get back before Mother's Day.
Klaviyo doesn't trust a brand new flow. It needs signal — engagement patterns, conversion history, recipient behavior over time. A flow you spin up in April is still earning that trust when Mother's Day hits.
Garvee's flows were rebuilt in Q1. By Q4 they had months of signal behind them. That's part of how 4.4M campaign deliveries ran at a 0.04% spam rate. The infrastructure wasn't new. It was seasoned.
The cost of waiting isn't just less time to build. It's your peak sends running on an engine that isn't ready.
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2
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Your segments exist. Your messaging probably doesn't reflect them. 🎯
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Here's what we see in most $10M+ backends.
Segments are set up. Lists are filtered. Someone did the work. But pull up the actual campaigns — the copy, the angle, the offer — identical across all of them. Same email, same hook, same CTA. Just different lists receiving it.
That's not segmentation doing its job. That's segmentation as admin.
What happens when you fix it:
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Feminera
+153% campaign revenue. Email: 7% → 48% of store revenue.
Stopped batch blasting. Built separate journeys for night cream vs anti-aging buyers. Different concerns, different triggers, different messaging.
Learn more about Feminera's success →
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Cadenshae
46% of total revenue from email + SMS. Home market hit 50%.
Unified segmentation across five global markets. Messaging that changed based on behavior in each one.
Copy the moves from Cadenshae →
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None of them sent more emails. They sent better-aimed ones. At $10M+ you have the list size to do this properly. The question is whether your messaging is keeping up with the data you already have.
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3
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Every discount you don't need is margin you're choosing to leave. 💡
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If % off is the only lever you're pulling in Q2, two things are happening simultaneously. You're compressing margins on every send. And you're training your list to wait.
Customers learn fast. Discount, discount, discount — they stop buying between sends. Non-sale periods get quieter. Your list becomes discount-dependent and needs bigger offers to get the same response.
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Austral Herbs — Q1 Best Campaign
+62% AOV
Above account average. Zero discounts.
Reframed the entire drop around summer gatherings and flavor inspiration. Free shipping threshold as the only lever. Outcome-driven CTAs instead of "shop now."
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👀 See the email that made this possible →
The customers weren't unwilling to pay full price. They just needed a reason that wasn't a markdown.
At your revenue level, the difference between a 20% discount and a full-price purchase isn't a rounding error. It's real margin, compounded across every send, every campaign, every Q2 moment between now and Q4.
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📬 And the foundation under all of it
We broke this down last week. Domain reputation, spam rate, authentication. The stuff that decides whether your emails actually land. Garvee had all of it dialled in before Q4. That's how 4.4M deliveries ran at 0.04% spam rate without flinching.
→ The full deliverability breakdown is here
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The brands that wing Q2 walk into Q4 already behind. Cold segments. Bruised sender reputation. No campaign logic beyond whatever's in stock that week.
It's not a creative problem. It's a preparation problem.
Garvee fixed it in Q1. You saw what Q4 looked like.
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What's your email revenue as a % of total store revenue right now?
Hit reply and tell me. If it's under 20%, that's the gap — and I'll tell you exactly where it's leaking.
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Two weeks to Q2. Got a plan or still figuring it out? Hit reply and let me know. Genuinely curious.
Cheers,
Josh
P.S. The full Garvee breakdown is live. $143K to $1.6M. Everything we built and exactly how we built it. → Read it here
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