04/17/25 | The Rehm Copy Newsletter

After auditing 200+ Klaviyo accounts, I’ve noticed one issue that kills email performance more than anything else:

No real campaign strategy.

Most brands send random blasts. No segmentation. No balance. No plan.

So I filmed a new video showing you exactly how to build a real campaign strategy from scratch — the same one we use to generate $10M+ for our clients.

🎥 Watch the full breakdown here​

Here’s a quick rundown of the 6 core elements you need to get right:

1 / Sending Volume

You want to send as many emails as possible — without tanking your open rate. Target at least 40–45% average open rate. If you’re seeing that, scale up gradually. The more emails you can send without hurting deliverability, the more money you make.

2 / Segmentation

Stop treating your list as one big blob. Break it out by:

• Non-buyers
• One-time buyers
• Repeat buyers
• VIPs
• Engagement windows (30/60/90-day opens)

Each group needs different angles. Non-buyers need more direct response. VIPs? More community and branding. We’ve even gone deeper with abandoned cart vs. abandoned checkout non-buyers — and the data changes everything.

3 / Value-to-Promo Ratio

Stick to a 3:1 or 4:1 ratio: For every one salesy promo, send 3–4 value-driven emails. Value builds trust and keeps people on your list. But yes — you should still be selling in value emails, just subtly.

4 / Plain Text vs. Designed Emails

This depends on your brand and products. Aesthetics-focused brand? You’ll lean design-heavy. Selling a supplement or solving a pain point? Plain text will often outsell design.

It’s not about either/or. It’s about using both strategically based on your audience.

5 / Calendar Planning

Plan your content at least 30 days ahead (ideally 60). Mark down major sales, promos, launches, and holidays before they sneak up on you.

Hope this helps! Click here to watch the full video.​

Adam