I help 7-8 figure brands turn one-time customers into lifetime buyers through strategic email systems that maximize customer value and drive repeat purchases.

Since 2017, I've worked as an email strategist and copywriter, helping over 100 businesses generate more than $25 million in revenue through retention-focused campaigns, customer journey optimization, and lifetime value maximization

Today, I partner with established brands who have solid products but struggle to keep customers coming back for more.

Whether you're looking to increase repeat purchase rates, extend customer lifecycles, or build email sequences that turn buyers into brand advocates, I help you create the systems and write every message that transforms your customer base into a predictable revenue engine.

📩 DM me "RETENTION" if you want to turn your email list into a customer loyalty machine — backed by the strategies that keep them buying.

Francis Nayan

I truly think MOST writers are getting worse because of AI.

YOU may be too.

I've watched clients prompt ideas before brainstorming with me on a call. They paste outputs before reading the dang thing twice. They "generate" ideas instead of looking at the data in front of them. They publish drafts that don't even sound like them. They obsess over a sentence and have Claude re-write it for 20 minutes instead of just doing it themselves.

Brother, this is how writing skills die.

Maybe not overnight, but one lazy and swiped prompt at a time.

People used to really CARE about what they posted, published, or sent to a client.

They used to have a reason behind every sentence crafted.

Now many open ChatGPT before they even think about the message or grab an output just because it "sounds good enough".

AI should speed up thinking.

It should not replace it.

The writers who still think deeply, understand WHAT they should look for, and discern between a good idea and a bad one will dominate the next five years.

Because most people stopped sharpening that marketing blade, and the gap is growing every day.

Email Strategist & Copywriter for 7-9 Figure Brands | $25M in Tracked Sales | Newsletter Operator | Partnered with 100+ DTC & Personal Brands

The time is right for copywriters who care.

If you’re a half-decent writer and can think more strategically past a few prompts, then you’ll PRINT, brother.

Stay sharp.

Read the books.

Study the swipes.

Write with the data in mind.

Use the dang robots to amplify your skills.

Pitch, publish, and share your wins.

Don’t listen to the doomers.

There’s SO MANY opportunities out there for you.

SO MANY businesses looking for a smart writer who puts strategy and purpose behind every word and idea they bring to the table.

You got this, friend.

Creative Strategist & Copywriter for 7-9 Figure Brands | $25M in Tracked Sales | Partnered with 100+ DTC & Personal Brands | Partners featured on Shark Tank, LA Weekly, USA Today, Men’s Health & more.

As a copywriter, fav way to get rid of 'writers block' is to speak that copy into existence. I'm a yapper.

I may have 'writers block', but I don't have talker's block.

Not only does it get words on the page, but your copy reads 100x easier too.

Nothing could've prepared me to realizing I'm the 'the old guy' on the marketing team 😭

If you have a lot of followers, great case studies, and call yourself an expert...

...but DON'T have an email list, then I assume you just hate money.

Been working as a email marketer for the last 7 years, but moved to Creative Strategy for a new business and and LOVING IT….

Who are the best Creative Strategists to follow on LinkedIn?

Trying to learn from the ELITE.

SPAM your list more case study emails.

Got a good client win? Got 10 minutes? Bombard your readers with an annoying and ridiculous amounts of proof and your process to get that win.

Not only are client wins compelling, but you let others see your process and that you know what you're doing.

At the end of day, that's all your list wants to know: 

"Is this person legit?" 

Flex your big dubs every week and watch those booked calls and sales roll in.

I love email.

But since diving into Creative Strategy, it’s been almost TOO FUN coming up with ideas, hooks, angles, scripting, etc. and coming up with the visuals.

New way of writing, thinking, and strategizing.

Creative juices are FLOWIN’.

Man, I bet writers were 100x more creative BEFORE remote work, right? 

Like imagine: 

Waking up early, getting the day started with the sun, and sipping on coffee while reading a newspaper.

And then throwing on clothes that'd made you feel confident and proud, and commuting to work seeing all of the characters of the world.

Maybe you'd chat with the barista at the nearby cafe. Have a quick breakfast place where everyone knows your name. See a bunch a different outfits and personalities driving, on the train, or walking to the office. Or maybe you'd overhear a conversation that'd make you think, smile, or cringe. 

All of THAT must have done something for your creative brain in the mornings.

Nowadays, I just make a drink, throw on my work hoodie, and hit Slack, the docs, and ESPs.

Not bad, but I bet the commute got your mind stimulated like nothin' else.

Another Monday

Another avalanche of "RIP [insert tool/service you have here]" posts

It’s wild how 1 case study can change your life.

I’ve seen businesses grow to 7-figures spamming and breaking down the same handful of case studies.

Want more clients?

Grab your wins. Get the 5-7 steps you took to get the win. And share it everywhere.

Email, social media, YT, email, email, and did I mention email?

Best place for swipes of converting DTC sales/landing pages?

✍️🔥 Email Guy | I write fire campaigns for ecomm brands + retention agencies

You're spaffing cash up the wall.

Cos the only thing more ridiculous than the cost of customer acquisition right now…

Is thinking you can build a brand without squeezing the absolute MOST out of those customer relationships you've paid so much to acquire.

Which is what your email marketing SHOULD be doing.

If it’s not?

You're haemorrhaging profits all over the shop.

And I won't lie, it's horrible to watch…

That's why I help legendary eCommerce brands like yours scale profitably. 

With email flows that are strategically mapped out, designed, and written to capture lost sales and drive repeat revenue for your brand.

Want to find out whether I can get results for your brand?

Drop me a DM or apply for a call with me using the link under my profile picture.

Look forward to it 👊

Oli Clifford

If you wanted me to pronounce it "Klay-vee-yo" you should've spelled it that way soz

I turn brands into repeat revenue machines | Founder @ RIGHT-GOOD EMAILS | “Top 10 UK Email Marketer ’25” (Favikon)

4 batshit things I witnessed at previous agency jobs:

1. the CTO airdropping Meatspin to a massive meeting room screen while a client was next-door

2. a friend of a colleague whose "party trick" was he could run through a door (as in run through it full pelt and it bursts into pieces)

3. got an email at 9am saying "Please join us in welcoming Dave to {company name}", then got an email later that day saying: "Dear all, Dave is no longer working at {company name}"

4. someone dropped a floater in the staff toilet, HR manager emailed a picture of it to the entire team asking whoever did it to confess/sort it out (no one did); same HR manager then imposed a temporary toilet ban and gaffa taped it shut


Just some of the reasons why we don't do permanent hires at RIGHT-GOOD EMAILS 😂 

I can't be dealing with office politics, "company culture" and toilet bans that in hindsight were defo not legal.

Instead, we combine a network of shit-hot freelance talent with battle-tested SOPs we've built by doing the actual f***ing work. 

Click "Visit my website" (👆 just under my name/right of my profile pic) if you're curious about what we do / offer

Design + strategy refresh concept for German apparel brand HUNI

(Not a client of ours yet, but one day)

Shouts to Marlon V. for nailing the brief on this one 🔥 

Drop a comment if you think I should do more videos like these cos I will only do things if they guarantee me attention thanks

Stop saying
❌ "We miss you 💔 " 

it's:
- vague
- whiney
- self-absorbed
- needs to get in the bin


Say
✅ "Here's what you're missing 😏"

it's:
- direct
- assertive
- implies an end benefit


How do I know this?

Cos I wrote a winback email that did this for a grocery brand, and it drove 300+ orders (around £6k in revenue) from a segment of cold subscribers .

All without a discount in sight. And it also outperformed their success benchmark for campaign emails...bit awkward but what can ya do.

Comment "WINBACK" for a full line-by-line breakdown of the email itself + the segmentation strategy that made it work

Your Welcome email should do 2 things:


1. Deliver the f*cking offer and make it impossible to miss
2. Pepper the copy with JUST enough brand tone to make the small % of subscribers who actually read in full feel can get a sense of what your brand is about, and feel welcomed/excited.


Most email marketers skip number 2 because they think it doesn't make a difference.

I disagree.

It's not a "needle-mover" that's gonna make for a blinding Klaviyo report, but in the era of AI slop, good brand copy matters more than ever.

❌  Don't waste a penny on SMS marketing til you understand this:

The mistake most DTC brands make with SMS is they use it:

1) at random
2) in isolation

It's not just another channel to blast comms out cos you "need sales this month".

It's a layer in a strategic messaging hierarchy:

(SUCH a wanky way to say it but here's what I mean 👇 )


The 3 layers:

1. Email
2. SMS/WhatsApp
3. Direct Mail

They're not engaging on email? > Try SMS
They're not engaging via SMS? > Try Direct Mail


Example 1:
- You're running a BF promo
- "Sign up to SMS to make sure you don't miss out"
- If subscriber doesn't buy from offer in email, follow-up with SMS

Example 2:
- Subscriber abandons their cart
- Subscriber gets 2 flow emails but still hasn't converted
- Subscriber then gets a SMS follow-up with a limited offer to close them

Example 3:
- Customer hasn't bought/engaged in X amount of days
- Customer gets a winback offer via email, then SMS, but still hasn't converted
- Customer is sent the same offer in a personalised Direct Mail campaign




Using all 3 channels in this way makes sure you're always using the highest-ROI channel at all times.

If you don't do this you can rack up avoidable costs FAST.



P.S. shouts to 🧲 Adam Kitchen  for this one, learned it on his "Monster Email Marketing" course back in 2024

If you're an email marketer/CRM specialist/retention marketer you should defo buy it, DM me for the link (I'm not an affiliate, it's just a really good course)

99% of conventional email marketing "wisdom" ain't sh*t for luxury brands

A luxury item = A considered purchase

It's not an impulse buy.

The psychological sticking points the average customer has to move past in order to justify that purchase are much more complex.


For most people, it takes a lot more than a bright + beautiful email with 100 words of copy and 3 big “BUY NOW” buttons for someone to fork out £30k+ on a Rolex Day-Date.


That's why when you go to Aldi, it'd be a bit weird if as soon as you opened the door a posh fella in white gloves asked how you were, if you wanted a coffee, and what you were looking for.

But when you go to a jewellery store, or an Apple store, or a shop selling antique furniture, it's something customers EXPECT.


They're different situations. And they require different approaches.


1 thing I always recommend to luxury ecommerce brands to mimic this white glove effect....


📄 Send plain-text emails authored by your sales/support team.


These help:

- drive more engagement
- start more sales conversations
- help you convert more customers who were on the fence


And the best part:

You can then gradually increase the conversions rates on your flows by collating these conversations/the questions the customer asks/objections they have to buying...

Then build content into your flows that directly addresses these questions and objections outright, to close more sales with more efficiency/less demand on your sales team.

In the 5th Harry Potter film, why does he have to give his case in a magical court of law when they literally exist in a world with truth potions?


Absolute waste of taxpayers money. 


P.S. if you're a DTC brand and you appreciate people asking the REAL questions like this one, you should apply for my free retention audit offer.

I'll dive deep into your sales data and give you at least 3 tactics you can apply immediately to reduce churn, boost AOV, and increase customer lifetime value.

Link to apply is on my profile

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The Battle

Francis Nayan

Oli Clifford

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Engagements

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Francis Nayan's LinkedIn Performance

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