Stefan Stefanov

Making magic happen through Email 🦅👁️

You know retention should be a growth engine.
But instead, it’s mostly a source of stress.

👉 If you’re an agency, you’re juggling more accounts - but the systems behind them are patched together and breaking.
👉 If you’re a brand, in-house retention sounds smart… until you’re buried in clunky ESPs, missing data, and slow handoffs.
👉 Or maybe you're running retention - but something feels off. Results are flat. Ops are messy. Team’s flying blind.

You’re not alone. And the pain is real.

Fragmented flows.
Campaigns delayed.
No clear ownership.
And every “quick fix” breaks something else.

You know it could run smoother. Perform better. Without the constant drag.

Now imagine this:

✅ Your lifecycle automations just work - logic is tight, handoffs are seamless
✅ Campaigns go out on time, on brand, without bugs or bottlenecks
✅ Your team knows what to do, and when - without Slack chaos or last-minute scrambles
✅ Strategy, tech, and execution are finally aligned

That’s what I help agencies and brands build:

→ Retention systems that grow without fires
→ Flawless backend ops across email, SMS, and CRM
→ Consulting that turns scattered teams into calm executors

Whether you need a deep audit, help structuring your in-house retention ops, or a partner who knows what “done right” really looks like:

Send me a DM.
Let’s make retention flow again.

Email Production Manager

Looking at the comment sections on LinkedIn… It’s getting crazy!

AI convos ftw lol 🤖

Even making them look more “natural”. with a small letter at the start of a sentence here and there. Long ass comments too.

Sh*t… it’s funny what this has turned into and I’m not questioning the authenticity of anyone but are you? 😆

Retention systems that run without you | Precision-built ops for growing teams | C.E.G. (Certified Email Geek)

Most marketers are addicted to quick wins.

Results this week. ROI this month. A/B tests that must show something by EOD.

But most meaningful progress compounds.

Take Zero-Party Data.

It takes time to collect.
Even more time to analyze.
But once it clicks, it can reshape:

• How you segment and message
• How your flows convert
• Who you attract in the first place

Delayed gratification isn’t a flaw in the system.
It 𝘪𝘴 the system.

What long game are you playing in your marketing right now?

The most misunderstood thing in email?

You tell me 🫵 

IMHO, thinking it’s all about sending emails.

Treating email like a send button means:
Write copy → hit send → tweak subject lines → optimize opens.

Staying top of mind is a big part but don’t get me wrong.

Email isn’t purely a channel.
It’s a system.

And when that system is broken, no amount of clever copy or AI will save it.

What breaks most often?

• Chasing “winning” metrics that lose money
• Testing popups, flows, and campaigns in isolation
• Prioritizing output over structure
• Chasing retention on the expense of acquisition and quantity over quality

Email only works when you build for 𝗲𝗻𝗱-𝘁𝗼-𝗲𝗻𝗱 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻𝘀, not isolated tactics.

What’s the most common email misconception you keep running into - with teams, clients, or leadership? Let’s make a list in the comments 🗒️

AI will save you time... until it doesn’t.

Here’s what I keep seeing:
• AI-generated SOPs missing key steps
• Summaries that include made-up “facts”
• Action items based on information that doesn’t exist

Why?
Because the person using AI hit copy/paste... and never checked the output.

We 𝘭𝘰𝘷𝘦 the speed AI offers.
But unless you build internal guardrails, you’re just speeding into chaos faster.

What’s worked for us:

✅ Teach the team how to prompt 𝘢𝘯𝘥 QA
✅ Never use output without reading every line
✅ Create a simple AI-use policy (summaries, docs, outlines - what’s okay, what’s not)

AI isn’t the problem.
Undefined usage is.

Does your org have an internal AI playbook? Or winging it for now?

Most walls are made of paper.

If there’s one belief I’d want to build into every team I work with - it’s that.

That just because something 𝘴𝘦𝘦𝘮𝘴 fixed, doesn’t mean it is.

That constraints often aren’t real.
That policies can be rewritten.
That “we’ve always done it this way” is the weakest argument in any meeting.

The teams that move fast?
They poke at the wall.
They ask better questions.
They assume improvement is possible.

It’s a mindset thing.
Not ego. Not rebellion. Just... forward energy.

That belief is contagious.
And it spreads fastest from leadership down.

Do your people feel like they can push boundaries?

P.S. Shout out Steven Bartlett for the phrase. Love it!

Do you know your numbers?

Most leadership teams think this just means financials.

But what about the 𝘳𝘦𝘢𝘭 deliverables?

• How many emails did you actually send?
• How many versions, translations, and last-minute clones?
• How much troubleshooting and app setup work quietly piles up?

Not everything needs to be counted as a single “unit.” But if you don’t have a way to scope the invisible work, it’s going to cost you - in capacity, morale, and retention.

A quantifiable scope = predictable workload = less chaos.

And everything outside that scope?

Well… there's no free lunch (as we say here).

How do you track the “untrackable” in your team?

Been thinking about this lately:

Agency roles used to feel... fixed.

Account manager does this. Copywriter does that. Strategy stays over here.
Clean boxes. Clear swim lanes.

But lately?

I’m seeing the opposite.

More fluidity.

And it could work - as long as two things are true:
1. Boundaries are clear enough to avoid chaos
2. Redundancy is avoided (no one’s tripping over each other)

The old rigid structure?

Might be holding teams back more than it’s helping so I'm curious... What are you seeing inside your org or with agency partners?

“𝘏𝘰𝘸 𝘥𝘰 𝘺𝘰𝘶 𝘴𝘤𝘰𝘱𝘦 𝘴𝘶𝘳𝘱𝘳𝘪𝘴𝘦?”

Everyone loves the idea of “surprise and delight.”
But when you’re managing client work, it’s not that simple.

So here’s the question I’ve been thinking about:

𝗛𝗼𝘄 𝗱𝗼 𝘆𝗼𝘂 𝘀𝗰𝗼𝗽𝗲 𝘆𝗼𝘂𝗿 𝘄𝗼𝗿𝗸 𝗶𝗻 𝗮 𝘄𝗮𝘆 𝘁𝗵𝗮𝘁 𝗮𝗹𝗹𝗼𝘄𝘀 𝗳𝗼𝗿 𝘂𝗻𝘀𝗰𝗼𝗽𝗲𝗱 𝗺𝗮𝗴𝗶𝗰?

You know the kind:
• A quick dive into an analytics tool to explore something adjacent
• A one-off Loom with a strategy tweak
• A deliverable they didn’t expect - but actually needed

Small moments.
High leverage.
Zero expectation.

But if you’re not careful, these turn into scope creep.
Which means they either stress your team…
Or train clients to expect more than they’re paying for.

So here’s how I’ve started approaching it:

A 3-part framework to protect margin and enable surprise:

1. Baseline clarity - lock down what’s in scope, clearly and early.
2. Buffer zone - build 10-15% bandwidth into your process for “discretionary effort.”
3. Use it intentionally - don’t throw extras randomly. Use them to reinforce trust or momentum when it matters most.

This way, surprise is a strategy - not a burnout driver.

Curious how you approach this.
Do you intentionally leave room for “unscoped value”?

Stop chasing shiny tools. Start asking better questions.

I’ve seen teams throw money and time at new tech stacks…
Only to realize the real issue wasn’t the tool.
It was their thinking.

❌ “Tool X will fix our lifecycle”
❌ “Let’s just buy Y - it works for [cool brand]”

But pause. Ask:

✅ What core problem are we solving?
✅ Is this helping the customer experience?
✅ Could we do this with what we already have?

Because 80% of the time?
You can.

You either already have the feature,
Or a workaround exists - if you’re willing to dig.

Before the next big purchase or “urgent” implementation:
Ask how it improves what’s already working.

Optimization beats overhaul.
Systems over novelty.

Your turn:
What’s a tool your team bought… just to optimize (the lately so popular buzz word) “vanity metrics”?

Incrementally getting better in any (ideally all) of these will bring you the highest ROI.

Not talking about money and work but what fuels them and being the best version of yourself.

Not only for you but for the people around you.

And this might be the best post on LinkedIn ever cause all the work strategies and "hacks" don't matter if you feel like crap.

Master these 10 habits in 2026. 
Feel amazing, reclaim agency + self-respect. 

1. final food 4 hr before bed 
2. screens off 30 min before bed 
3. avoid blue light 2hr before bed, use red/amber
4. book in hand 10 min before sleep 
5. go to bed same time every night 
6. light in eyes when waking (sun or 10k lux)
7. walk for 10 min immediately following eating 
8. daily exercise (even if for 20 min)
9. eat good stuff, ditch the junk 
10. foster friends, family and love 

They read as simple. I promise they'll change your life. Make them non-negotiate life habits. Do them every_single_day.  Once you establish the habits, it is very easy to maintain. Stick with it for two weeks and start getting the dividends.

FlowCandy is on a mission to help 10,000 brands master Klaviyo. 

We're a boutique consultancy and service provider that helps you and your team get the most out of the leads and customers you're collecting. 

Our team specializes in strategy, planning, workflow optimization, copy, design, technical implementation, and integrations.

If you're looking for someone to go deep, you're in the right place. 

As CoFounder I play many roles, but my primary mission is to create a company that delivers incredible value and experiences for both it's customers and employees.

Brian Becker

This brand sends 30+ emails every month… using 20+ unique angles.

My team and I broke down every angle used by SuperGoop and here are some we came across:

- Social proof and reviews
- Seasonal moments (travel, ski trips, sun use cases)
- Loyalty-first emails
- Collaborations and partnerships
- Bulk ordering for events, gifting, and teams

They’re showing up when the reason already exists and catering to that. They’re seeing what the audience wants more of in their sunscreen and speaking directly to them.

Once that system is created, ​​you can send 30+ times a month without fatigue.

The system isn’t perfect, but here’s what I think is happening behind the scenes:

✦ They study the “how and when” customers use sunscreen 

✦ Angles are turned into 4 to 5 unique angles for testing

✦ Data is pulled from the past 3 months, and they find what worked 
previously

Over time, the calendar reflects the audience more than the brand.

And their results speak for themselves:

30+ emails every single month with high variation and results

👉  I've compiled the full breakdown of this strategy, including:

- An in-depth video walkthrough from my Co-Founder, Will Evans

- A 2025 email swipe file of 110+ SuperGoop emails

Connect with me and drop "ANGLE" in the comments, and I’ll send you the blueprint.

FlowCandy - I help eCom marketers master Klaviyo

🚨 Giving away our FULL A/B Testing Playbook

↳ My team’s entire A/B testing Experiment Bank with 50+ ideas for subject lines, segmentations, CTAs (and every part of email strategy)

This is everything you need for running:

- Provable A/B tests with metrics you can measure and use for future sends
- Experiments tied to real KPIs (revenue per send, CTR, conversion lift)
- Testing that isolates one variable at a time
- A repeatable system for turning tests into future hypotheses

Brands run test after test… but then don’t know what to do with the data. 

You have all this information, but how does your team apply it on the next send? The next month of sends?

So with this A/B playbook, you get:

➡️ A 20+ min video showing you how to A/B test your campaigns to boost conversions from my CoFounder, Will

➡️A guide showing you how to use your data and speak to your audience with value.

➡️A 50+ experiment bank of A/B tests you can implement today and bonus resources for flow, form and campaign A/B testing 

These are the strategies my team uses to get results for clients. And when I say “results”, I’m talking scalable revenue our clients see month after month.

Want to get the full A/B Testing Playbook?

- Comment “TEST” below
- Make sure we’re connected so I can send it to you
- Share this post with someone you think will find it helpful

I'm giving away the EXACT checklist we use every time we build a Klaviyo flow.
 
It's taken me 10+ years to perfect it. Today it's yours for free...
 
Why use a checklist when building a new flow?
 
Simple.
 
A checklist ensures a standardized process every time you go live, preventing mistakes and guaranteeing a smooth deployment.
 
Every CRM manager, lifecycle marketer, email marketing manager, scaling eCommeerce brand and agency handling email automations should have this system in place.
 
And you today you can just copy mine for free.
 
It covers the entire workflow, including:

- Flow strategy & ideation
- A/B testing
- Logic, triggers & segmentation
- Copywriting
- Email design
- Development & implementation
- Quality control
- Deployment
 
And that’s just a preview. The full checklist dives much deeper.
 
Want it? Make sure we’re connected, then drop "Flow Checklist" in the comments, and I’ll DM it to you ASAP!

I studied Emma Chamberlain's 30 million dollar coffee brand. Here's what I've learned and how you can apply it to your brand. 

At $30 million, I expected Chamberlain Coffee to have a high send frequency and a TON of traffic.

…but it’s the complete opposite of what you think (but easily replicated).

After pulling their emails, I found:

↳ Traffic <100k visitors a month
↳ Only about 15 sends/month in Klaviyo
↳ A simple but effective design used on every email

And the results are working. Emma has captured Gen-Z with an ecom brand in a crowded industry. With her own LA cafe on top of that.

Overcomplicating the process is how brands stay stuck. 

Chamberlain Coffee is proof you should be simplifying the process and creating a system that excels at two steps:

1. Repeatability
2. Consistency

A new member on your team should be able to create high-quality content almost immediately from a brand playbook and a developed process. A strategy that’s repeatable and consistent.

That’s why I’m giving away their full swipe file, video analysis, and benchmarks for their email marketing strategy for free.

You’ll get:

➡️ The Chamberlain Coffee Email Swipe File
➡️ 17+ minute Brand Analysis from my CoFounder, Will Evans
➡️ Benchmark analysis showing metrics Chamberlain Coffee is hitting

Just comment “COFFEE” and connect to get everything sent to you.

♻️ Repost to help your network see how top brands really operate.

➕ Follow me for more breakdowns and growth strategies.

Klaviyo just released 50+ new features. Every single email marketer needs to be testing them:

➡️ Shopify Markets support: Campaigns automatically send to recipients with the correct language, currency, availability, and localized URLs.

➡️ Social auto-replies on Instagram: When an IG follower DMs your brand, they’re sent a flow adding them to email and SMS. 

➡️ Customized send time: Subscribers will receive campaigns in a set window when they’re most likely to open… and you decide that window. SO excited to test this one.

➡️ Accessible coupon retrieval: Customers can ask if there’s a discount code, and the Customer Agent will send them what’s available. I’m predicting this is an absolute winner for brands.

➡️ Shopper click recognition: Klaviyo-linked clicks show users (whether they’re logged in or not) a personalized experience with product recommendations and relevant content.

➡️ Improved omnichannel campaign builder: More advanced segmentation, deeper reporting, and cleaner optimizations. Enough said there.

➡️ SMS compliance: Automatic state-specific quiet hours and frequency capping on your sends.

Honestly, this is just going to make marketing feel a whole lot smarter (and easier).

Can’t wait to see what the rest of 2026 brings.

Coach lost over $10,000,000,000 of market cap in just two years.
The culprit? Discounting. How they fixed it? Read below ⬇️

Between 2012 to mid 2014, Coach’s market cap hit a free fall and bottomed out at 58% lower than their all time high.  

Styles and trends were changing and the brand couldn’t keep up. 

But the true reason…

Discounting. 

Coach, positioned as the luxury “it girl” brand of the early 2000s, became commonplace. 

Department store slop that you could always find a discount for. 

It’s a textbook example of sacrificing brand equity for volume. 

Does this mean I think all discounting is bad or you have to have premium priced products? 

No, absolutely not. 

It’s all in the strategy. 

Lucky for them, Coach is the textbook example of how to recover from a tanked brand image. 

- They targeted a younger demographic
- They worked to keep quality high, but prices low
- They restyled their entire product line and approach

In short, they became the go to “affordable luxury” handbag in the space

And this turnaround has WORKED. 

Over the last five years, Coach’s holding company has significantly outperformed LVMH, one of their top luxury competitors. 

There’s a whole lot more to this story, but it’s just too long for a text post. 

Comment “AFFORDABLE LUXURY” below and I’ll send you the full breakdown video. 

As a bonus, I’ve pulled all of their Q4 2025 emails to evaluate their design system as well.

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The Battle

Stefan Stefanov

Brian Becker

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The Battle

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Brian Becker

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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);}Stefan Stefanov's LinkedIn Performance

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