Kensington Media House

Co-Founder

Antifractional

scale & send

Helping DTC Brands Drive Predictable, Profitable Growth 📧 | Over $115M in Email Revenue For Clients | DM me ‘EMAIL’ to chat

Building Kensington Media House: a leading Lifecycle Marketing Agency for DTC brands.

→ Top Klaviyo & Sendlane partner
→ Over $210 million generated for clients
→ Worked with over 105 brands since we launched

If you want to learn more about how we can do this for your DTC store, book an introductory meeting with myself below where I'll share exactly how we produce the results that we do whilst building out a roadmap custom to your business on how you can do exactly the same:

https://calendly.com/d/yxt-prp-tgw

Or, connect with us on YouTube!
https://youtube.com/@kensingtonmediahouse

I used to think sales "exhausted" email lists...
Until we generated $958K during a sale using this approach:

The Old Way: Constant discounts and promotions
The New Way: Strategic revenue peaks 1x per quarter

What We Did Differently:
✅ Segmented send strategy throughout the day:
→ 7am: 90-day engaged segment
→ 12pm: 30-day engaged (minus recent openers/buyers)
→ 4:30pm: Smaller engaged segment
→ 8:30pm: Most engaged segment
✅ Multiple formats: One designed email, one plain text
✅ Maintained deliverability: Open rates stayed consistent
✅ Excluded smart segments: Recent purchasers and openers

The Results Were Insane:
- $337K in one week (one-day attribution)
- $186K over just Friday-Sunday
- $958k during the whole sale
- 14,885 NEW customers acquired
- 50/50 split of new vs returning customers

30% of newly acquired customers came back within 5 months
That last stat is the kicker.

The Strategy Behind It:
→ Train your list with 80% non-promotional content
→ When you finally run a sale, they go "berserk"
→ Don't give them 3 teaspoons of sugar in their coffee daily
→ Make them appreciate the rare sweetness

Key Insight:
Revenue peaks done RIGHT don't exhaust lists - they create cheap customer acquisition for everyone in your CRM who hasn't purchased yet.
Plus they reactivate dormant customers who bought ages ago.

The Math:
If someone spends $250 during a 30% off sale vs $0 normally... I know which one I'm choosing.
Especially when 30% of them become repeat buyers.

How often does your brand run strategic sales? Most do it randomly (and wonder why results suck).

#emailmarketing #ecommerce #DTC

Conor Sunderland

Helping DTC Brands Drive Predictable, Profitable Growth 📧 | Over $250M in Email Revenue For Clients | DM me ‘EMAIL’ to chat

We helped a Shark Tank brand scale from $1.24M to $1.6M monthly email revenue.
↳ Here's the exact process we used:

Most DTC brands completely ignore their biggest differentiators in their email flows.
This brand had a patented hero product that literally NO competitor can replicate - the exact reason they got Shark Tank investment.
Yet their flows looked like every other brand in their space.

What we changed:
✅ Extended flows from 3-4 emails to 8+ emails
✅ Hammered their unique patent story in every message
✅ Added conditional splits so no one gets the same flow twice
✅ Used their Shark Tank credibility as social proof

The results:
→ Flows: $323k/month → $481k/month (on autopilot)
→ Black Friday flows alone: $650k in November
→ Overall email revenue: $1.6M+ monthly

The lesson?
Look around at what makes YOUR brand unique and go all in on those angles.
You're probably sitting on marketing gold you're not even using.

What's your brand's biggest differentiator that you're not leveraging enough?

#DTC #emailmarketing #sharktank

One plain text email just became a 8 figure client's highest-performing email ever.
↳ No sale. No discount. Just a story.

The hook:
"Someone cranked your internal thermostat to pizza oven..."

What followed:
A relatable story about sleeping hot
Pain point amplification
Product introduction through storytelling
Social proof and technology benefits
Risk reversal at the end

The results:
This "story-driven" plain text email outperformed their Black Friday campaigns from the previous year. For a brand that's been operating for nearly 10 years.

Why it worked:
→ Entered the conversation in their customers' minds
→ Plain text format meant people actually read the whole email
→ Addressed a painful problem (ruined sleep)
→ Positioned their solution as superior to current alternatives

This is what I call a "Trojan horse" email - leads with curiosity and story, then delivers the sales message.

The key insight:
People will read long-form emails easier if they're in plain text. Add a hero image or fancy design, and you lose them halfway through.

#emailmarketing #storytelling #DTC #conversion #retention

Most brands obsess over email flows and campaigns...
While completely ignoring the metric that determines 80% of their email success…

The metric?
List growth conversion rate.

Here's what I mean:
A popup going from 5% to 6% conversion rate sounds boring, right?
Wrong. That's a 20% increase in new subscribers.
Compound that over 12 months and you've completely transformed your business.

But here's where most brands screw up the offer:

❌ High AOV brands: "Take 20% off your first order!"
(You just killed your margins on a $2,000 purchase)
✅ High AOV brands: "$50 off orders $1,000+"
(5% margin loss maximum, even if someone spends $1,000)

❌ Low AOV brands: "Sign up for updates!"
(No incentive = terrible conversion rates)
✅ Low AOV brands: "15% off your first order"
(Margin loss isn't the end of the world when LTV is high)

❌ Medium AOV brands: "20% off everything!"
(Training your list to only buy on discount)
✅ Medium AOV brands: Free gift worth $20 (costs you $3)
(Perceived value through the roof, actual cost minimal)

The 4 Elements Every High-Converting Popup Needs:
1. Offer optimized for your archetype
2. Delayed timing (never immediate - kills bounce rate)
3. Prominent offer display (eyes drawn instantly to value)
4. Yes/No sequence (commitment & consistency bias)

We had one client hit 37% email opt-in rate using this system. (Not normal, but it can happen)
What's your current popup conversion rate? Most brands have no idea (and that's exactly the problem).

#listgrowth #emailmarketing #conversionrate #ecommerce

After generating over $300 million in email revenue, I've discovered that most brands don't understand their 'brand archetype'.
↳ Here's why this kills your results:

A makeup brand and a furniture brand are both DTC businesses, but the similarities end there.

Yet I see both trying to copy the same "proven" email templates.

The 3 Core Archetypes You Need to Know:
1️⃣ High AOV, Low Purchase Frequency (Think: Furniture, Mattresses)
→ Focus on cross-selling, not upselling
→ Use minimal offers pre-purchase
→ Go aggressive with upsells immediately post-purchase

2️⃣ Low AOV, High Purchase Frequency (Think: CBD, Supplements)
→ Drive first order ASAP, even with offers
→ Upsell more of the same product (not different ones)
→ Never discount to active customers (they'll buy full price)

3️⃣ Medium AOV, Medium Purchase Frequency (Think: Athleisure, Accessories)
→ Show bestsellers everywhere to reduce choice paralysis
→ Release new products constantly (weekly if possible)
→ Free gifts work better than percentage discounts

The Reality:
We have 21 different archetype variations we use internally, but these 3 cover 80% of brands.

Your product category determines everything:
- List growth strategy
- Flow sequences
- Campaign frequency
- Offer aggression
- Segmentation approach

Stop copying what worked for someone else's completely different business model.

Want to figure out your archetype? Comment below and I'll send you a free video showing how we do email marketing for different archetypes. (Must be following)

#emailmarketing #ecommerce #DTC

71% open rates. 12% click rates. On abandoned checkout emails.
↳ Here's the email design psychology that made it happen:
The insight: Most people don't READ emails - they SCAN them.
So we designed for scanners, not readers.

Our approach:
✅ Contrast is king - Used different text sizes and image breakers
✅ Section-by-section flow - Each part tells a story independently
✅ CTA above the fold - Always
✅ Strategic white space - Prevents crowded feeling despite lots of content

The structure:
- Hero image with CTA
- Strong headline
- Body copy + discount code
- Social proof sections (Shark Tank, reviews, press)
- Best sellers
- Satisfaction guarantee

Key principle:
Don't assume people will read end-to-end. Build emails so someone can jump from section to section and still get the full value.
This approach let us include educational content without overwhelming readers.
Result? Those 71% open rates and 12% CTRs on flows that were doing $481k/month on autopilot.

Bottom line: Design for how people actually consume content, not how you wish they would.

What's your biggest email design mistake you've learned from?


#emaildesign #DTC #conversion #emailmarketing

The single easiest win in your email marketing channel right now?
↳ Sending more plain text emails.

After 5 years of preaching this, most 7-8 figure brands still aren't doing it.

My predictions on how much extra you could make:
- 7-figure brands: Extra $4-6K/month in revenue
- 8-figure brands: Extra $40-60K/month in revenue
- One client's plain text follow-up: 4% click rate on email #6 of a sale sequence
- Another client's "Last Call" email: Generated £27K on day 7 of their promotion

Why plain text emails dominate:
→ Superior deliverability (they look human, not marketing-heavy)
→ Higher engagement (people actually READ them)
→ Take 10x less effort to create
→ Stand out in a sea of designed emails

Here's what shocked me most: Our 9-figure client's highest-performing email EVER was plain text - no sale attached, just a story about sleeping hot.
It beat their Black Friday emails from the previous year.

7 use cases that print money:
Product releases and updates
Follow-ups during sales periods
Messages from founders/team
Maintaining novelty in long promotions
Adding urgency to offers
Story-driven "Trojan horse" emails
Deliverability rehabilitation

The lesson? Sometimes less design = more dollars.
What's your experience with plain text emails in your campaigns?

#DTC #emailmarketing #ecommerce #retention #shopify

Email of the week! ✉️

Bringing fresh ideas every week! Here are our best designs 🚀

What do you guys think?


#emailmarketing #ecommerce #DTC

Most brands think their email list is "exhausted" by day 7 of a promotion.
↳ This plain text email proves them wrong:

The setup:
Client had already sent 6 designed emails for their sale
You'd expect fatigue and declining performance
Instead, email #7 did $27K - their biggest revenue day

The email was brutally simple:
Subject: "Last call, [First Name]"
Body: "It's Emma here from the team. Just want to drop in and let you know this sale is ending tonight. Your last chance to get 30% off these select products. You can shop the collection here."

Why it worked:
→ Plain text = higher deliverability and open rates
→ Personal tone (looked like a real human sent it)
→ Clear urgency without being salesy
→ No design distractions - just the message

The psychological trigger:
After 6 emails, people were aware of the sale but hadn't pulled the trigger. The plain text format made them actually READ the message and think: "Now is my time to buy."
This isn't a fluke - I've seen this pattern across dozens of 7-8 figure brands.

Pro tip: Address plain text emails from a real person or "the team" rather than your brand name. It feels more authentic.

The bottom line? Your highest-converting email might be your simplest one.

Have you tested plain text for your follow-up sequences?

#emailmarketing #DTC #ecommerce #conversion #plaintext

Most brands only change their campaigns for Black Friday...
↳ We changed our client's FLOWS and generated $650k in November alone.
Here's why this approach crushes traditional BFCM strategy:

The Problem:
During BFCM, people get 100+ emails per day. Your regular 7-day welcome series becomes useless when someone needs to buy within 72 hours.

Our Solution - Aggressive Short Flows:
→ Welcome Series: 2 emails (immediate + 24 hours)
→ Abandoned Cart: 3 emails in 24 hours (45 min, 6 hours, 24 hours)
→ All flows optimized for 24-48 hour conversion windows

The Email Structure:
- CTA above the fold
- Minimal copy
- Constantly reiterate the offer
- Make it obvious this is their best deal ever

Why it worked:
When your strongest offers are live for only 3 days, you need flows that match that urgency.
Two emails per day for 3 days? Not the end of the world.
Missing out on $650k because your flows were too slow? That IS the end of the world.

The takeaway: Your automations need to change with your campaigns.

Are your BFCM flows optimized for quick conversions?

#BFCM #emailmarketing #DTC #ecommerce

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