- Tags : 2022, affiliate, agency, automation

Author: Erin Schnittker Siemek, Founder & CEO, Forge Digital Marketing

Last updated: October 2026

The short answer: Keep Meta ads in-house if your problem is execution and your spend can fund both a full-time buyer and a steady supply of new creative. Hire an agency if the problem is creative strategy, tracking or compliance, or if your spend can’t yet justify a dedicated team. Figure out which problem you have before you hire anyone.

Most founders start by comparing salaries to retainers. Start with the account. Tired creative and broken tracking produce the exact same falling ROAS, yet each needs a different person to fix it. If you hire the wrong kind of help… you’ll pay for three or four months before anyone notices the real issue.

Assess your current performance and internal capacity

Two questions decide this: what is actually broken, and does your team have the hours and skills to fix it? Answer the first one before you touch the second. A lot of “we need an agency” moments turn out to be a creative problem or a tracking problem wearing a disguise.

Read the funnel in order

Meta performance breaks at a specific stage. Find the first weak stage.

Metric	What it tells you	If it’s weak, the fix is	Who usually fixes it
Thumb stop rate (3-second video plays ÷ impressions)	Whether the first frame stops the scroll	New hooks and opening shots	Creative strategist + editor
Hold rate (15-second plays ÷ 3-second plays)	Whether the story keeps attention	Script and pacing	Creative strategist
Link click-through rate	Whether the ad makes a promise worth clicking	Angle, offer, call to action	Creative + media buyer
Landing page conversion rate	Whether the page delivers on the ad	Page, offer, reviews, price	Ecommerce/CRO team
CPM	What the auction is charging you	Account structure, audience, seasonality	Media buyer
Meta purchases vs. Shopify orders	Whether your tracking is accurate	Pixel + Conversions API setup, deduplication	Technical specialist or developer

A media buyer owns two of those six rows. So when a brand hires one person to “fix Meta” and the real break sits in creative or tracking, that hire can work hard for months and move nothing.

What a ROAS drop usually means

Check these causes in this order, because the first is the most common and the cheapest to confirm:

Creative fatigue. Frequency on your top-spend ads climbs while thumb stop rate and CTR slide. You need new creative. New targeting won’t help.
Tracking loss. Meta-reported purchases drift away from Shopify orders over the same date range. If that gap widened, Meta is under-counting, and your ads may be performing fine.
A change on the site or the offer. CTR holds steady while conversion rate drops. Look at what changed after the click: price, stock, page speed, a new checkout app.
Auction pressure. CPMs rise across every ad at once. Q4 and big sale weekends do this every year.

Compare like-for-like windows. If someone restructured the account halfway through a 90-day period, the average blends two strategies into one misleading number. Put the 30 days before the change next to the 30 days after.

Audit your team’s capacity

For a brand spending $20,000 to $100,000 a month, a typical week of Meta work looks like this:

Daily monitoring: 30 to 60 minutes a day on pacing, rejected ads and budget shifts
Test analysis and planning: 3 to 5 hours reading results and choosing what runs next
Creative production: 10 to 20 hours of briefing, creator sourcing, editing and design
Reporting: 2 to 3 hours tying Meta numbers back to Shopify

Most in-house plans budget for the first two lines and forget creative production entirely. The buyer gets hired, runs out of new ads to test by week six, and starts tweaking audiences instead.

Compare the true cost

Ad spend is excluded from every figure below.

Option	Typical cost	What you get	Main risk
In-house media buyer	About $97,000 average US salary (Glassdoor, via Superscale), roughly $10,000 to $11,000 a month once payroll taxes and benefits are added	Full-time attention and deep brand knowledge	One person’s skill set; creative and tools cost extra; a resignation resets the account
Freelancer	$15 to $40 an hour on Upwork, $25 median (Superscale)	Flexible, low-cost execution	Limited hours; rarely covers creative or tracking
Agency	10 to 20% of monthly ad spend, or a flat retainer (Superscale, citing WebFX and Clutch)	A team: buyer, creative strategist, designers, analyst	Less brand intimacy; quality varies widely

Run the crossover math on your own spend. At $50,000 a month, a 10 to 20% agency fee comes to $5,000 to $10,000, which is about what a single in-house buyer costs before you’ve paid for one piece of creative. Past roughly $100,000 a month, many brands go hybrid. An in-house growth lead owns strategy and the numbers, and an agency or creative studio handles production.

In-house usually wins when your spend covers a buyer plus a creative pipeline and your tracking is already clean.

An agency usually wins when the break is in creative or tracking, or when you sell supplements and every ad has to clear health-claim rules before it runs.

Define your requirements for an agency partner

Pick the agency built to fix the problem you just diagnosed. A shop with great media buyers and a thin creative bench won’t rescue an account whose hooks have gone stale. Write down your top two problems and score every agency against them. (Our guide to choosing a DTC ecommerce marketing agency covers the broader evaluation.)

If you sell supplements or wellness products

Supplement ads answer to two rulebooks at once. An agency fluent in only one will get your ads rejected or put your brand in front of a regulator.

Meta’s ad policies. Meta rejects ads that assert or imply the viewer has a health condition. “Struggling with brain fog?” gets flagged; “Built for focus on long workdays” runs. Before-and-after imagery and weight-loss claims carry extra restrictions on top of that.
Federal law. The FTC expects competent and reliable scientific evidence behind every health claim, and it treats a creator’s testimonial as your claim (paid partnerships also need clear disclosure). The FDA draws the other line: a disease claim like “treats anxiety” turns a supplement into an unapproved drug, while a substantiated structure/function claim like “supports healthy focus” is allowed.

In the pitch meeting, hand the agency a disease claim and ask them to rewrite it into a compliant structure/function claim on the spot. Ask who reviews creator scripts before launch. You want names and a process. If they need to get back to you, they haven’t done this much.

If you’re a Shopify brand scaling past $1M

Past $1M the question changes from “can Meta drive sales” to “are these sales real and profitable.” Require:

Server-side tracking. Meta’s Conversions API running alongside the pixel, with deduplication checked. Browser-only tracking under-counts purchases.
Blended reporting. Marketing efficiency ratio (total revenue ÷ total ad spend) and new-customer acquisition cost, alongside Meta-reported ROAS. Meta’s purchase count and Shopify’s will never match exactly, and your agency should be able to explain the gap.
Creative throughput. A repeatable monthly process for producing and testing new concepts. Spend only scales as fast as winning creative does.
Attention past the first order. Acquisition costs pay back when customers buy again, so an agency that ignores email and SMS retention is optimizing half the equation.

Questions to ask any agency

Ask this	A strong answer	A red flag
How do you decide which creative gets more budget?	Named metrics, thresholds and a testing cadence	“The algorithm decides”
Who makes the creative?	An in-house team or vetted creators, briefed per concept	“You send us the assets”
What do you report, and how often?	Thumb stop, hold rate, CTR, CPA and blended MER, reconciled to Shopify	A screenshot of Meta ROAS
Who owns the ad account and pixel?	You do; the agency gets partner access	It runs inside the agency’s own Business Manager
Can I see results for a brand like mine?	A named case study with before-and-after numbers, or a client reference call	Percentages with no client, timeframe or spend
What’s the contract term?	A defined term with a clear exit clause	A long lock-in with no way out if results miss

Establish a budget and performance expectations

Settle the money and the metrics before anyone launches an ad. Agency relationships usually sour around month three, and the cause is almost always expectations nobody wrote down.

What is a good thumb stop rate on Facebook ads?

A good thumb stop rate on Facebook and Instagram video ads is 25 to 35%. Above 35% is strong. Below 25%, the opening needs work. Thumb stop rate (also called hook rate) is 3-second video plays divided by impressions, times 100, and it tells you whether the first moments of an ad stop someone mid-scroll.

Thumb stop rate	What it means	What to do
Below 25%	The opening isn’t stopping the scroll	Test new first frames and opening lines
25 to 35%	Solid, with room to improve	Keep the concept and iterate on the hook
Above 35%	The hook is working	Check hold rate and CTR before you scale it

These ranges come from Motion’s creative metrics guide, which also puts average hold rate at 40 to 50% and average Meta CTR at 0.9 to 1.5%.

Across the accounts Forge manages, our best-performing video creative lands somewhere between 30% and 60%. Read the benchmark with two cautions.

Thumb stop alone can mislead you. One health brand’s video hit a 99% thumb stop rate and a 0.13% CTR. Nearly every viewer paused on it, and almost none clicked. Always read thumb stop beside hold rate and CTR.
It only measures video. Static images don’t register 3-second plays, so judge statics on CTR and cost per purchase. Autoplay behavior also differs by placement, which is why you should compare creative against creative in the same placements before you compare against any industry average.

How many ad creatives should you test per month on Meta?

The number comes out of your budget. Every test needs enough spend to produce a readable result, so use this:

Creatives you can test each month = monthly testing budget ÷ (2 to 3 × your target cost per purchase)

Take a brand spending $20,000 a month. It puts 20% ($4,000) toward testing and targets a $50 cost per purchase. That budget supports roughly 27 to 40 ads read on purchase data, which usually means 6 to 10 concepts with a handful of hook variations each. Thumb stop and CTR give you an early signal within a few days. Purchases make the final call.

Meta’s delivery system needs about 50 optimization events per ad set within a week to exit its learning phase. Spread a small budget across too many ad sets and every one of them stays stuck in learning, so consolidate tests into fewer ad sets with real budgets behind them.

How much should you pay an agency to manage Facebook ads?

Most agencies charge 10 to 20% of monthly ad spend, a flat monthly retainer, or a base fee plus a percentage, with ad spend billed separately. Clutch puts the average social media marketing retainer at about $5,108 a month (via Superscale).

Get these answers in writing before you sign:

Is creative production included, and is it capped?
Does the fee rise automatically as spend grows?
Are tracking fixes and landing page work billed separately?
Who owns the creative files if you part ways?

Why your Meta ads aren’t converting (supplement brands)

Clicks without purchases on a supplement account usually trace back to one of these:

The page is vaguer than the ad. Compliance edits watered down the landing page copy until it no longer matches the promise that earned the click. Make the ad and the page carry the same claim and the same offer.
Nothing on the page builds trust. People treat supplements as a trust purchase. Put third-party testing, ingredient sourcing, dose per serving and real reviews where shoppers see them without scrolling.
Subscription friction. Forcing a first-time buyer into a subscription kills conversion. Offer a one-time purchase with subscribe-and-save as the option.
Meta can’t see the sales. When the Conversions API is missing or misconfigured, purchases happen off Meta’s radar and the algorithm optimizes toward the wrong people.

What reporting should look like

Ask for a weekly scorecard that repeats the same metrics every time: spend, purchases, cost per purchase, thumb stop rate, hold rate, CTR and blended MER reconciled to Shopify. Then one or two lines on what was tested and which version won. A report that only lists results leaves you guessing whether anyone is steering the account.

How Forge runs Meta ads

Forge Digital Marketing is a boutique growth agency for DTC ecommerce brands, with deep roots in supplements and wellness. We run paid media on Meta and Google (TikTok too, when the product fits) and tie it to the email, SMS and Shopify work that decides whether a new customer ever turns a profit.

Our Meta method starts with the hook. We find the opening that stops the scroll, prove it converts to purchases, then move budget onto it and cut what doesn’t earn its spend. Static creative and design come included in management, built each month around the testing roadmap instead of a fixed number of deliverables.

At Batch Balance, one month of that approach produced these numbers:

Metric	Before	After one month
ROAS	2.34x	4.29x
Cost per purchase	$36.81	$22.80
Thumb stop rate	14.3%	31.2%
Purchases	79	170
Ad spend	$2,908	$3,876

Spend went up 33% while purchases went up 115%.

Weighing an in-house hire against an agency? We’ll audit your account and tell you which problem you actually have, including when the honest answer is to hire in-house. See how we run Facebook and Instagram ads, or book a discovery call with Carolynn Poulsen.

Frequently asked questions

Should I hire an agency or fix my Facebook ads in-house after a ROAS drop?

Start by comparing Meta purchases to Shopify orders, then check frequency, thumb stop rate and CTR on your top-spend ads. If creative fatigue or broken tracking caused the drop, an agency with creative and technical depth will usually fix it faster than a new hire.

Is it cheaper to hire an in-house media buyer or an agency?

Below roughly $50,000 a month in ad spend, an agency usually costs less once you count creative production. An in-house media buyer averages about $97,000 a year in salary, before benefits, tools or creative.

What is a good hook rate for Meta video ads?

Hook rate is another name for thumb stop rate. 25 to 35% is solid, above 35% is strong, and anything under 25% means the opening needs work.

How many creatives should I test on Meta each month?

Divide your monthly testing budget by two to three times your target cost per purchase. A $4,000 testing budget at a $50 target supports roughly 27 to 40 ads.

What should a supplement brand look for in a Meta ads agency?

Fluency in Meta’s health ad policies and in FTC and FDA claim rules, plus a named person who reviews creator scripts before launch. Ask to see case studies from ingestible or wellness brands.

How much do Facebook ad agencies charge?

Most charge 10 to 20% of monthly ad spend, a flat retainer, or a base fee plus a percentage. Ad spend is billed separately.

Sources

Motion: Key creative performance metrics (thumb stop, hold rate and CTR benchmarks)
Superscale: Meta ads management cost, updated July 23, 2026 (agency fee ranges from WebFX, Clutch retainer average, Upwork freelancer rates, Glassdoor media buyer salary)
Forge: Batch Balance Meta ads case study (before and after account figures)
Forge client ad accounts in Meta and Motion, September 2026 (the 30 to 60% thumb stop range and the 99% thumb stop / 0.13% CTR example, anonymized)

eCommerce, Email Marketing, SMS Marketing

How to unlock ecommerce business growth by integrating WooCommerce with Klaviyo

By on

June 16, 2026

- Category : eCommerce, Email Marketing, SMS Marketing

- Tags : 2022, affiliate, agency, automation

Last updated: June 16, 2026

Integrating WooCommerce with Klaviyo is capable of unlocking serious business growth, better customer relations, untapped revenue and higher conversion.

Since 2011, WooCommerce has helped more than 2 million businesses launch their eCommerce brands online via WordPress.

For a real example of the results this can drive, see our Klaviyo case study for Botanical Remedies.

But launching an ecommerce business is the easy part. 90% of ecommerce businesses fail or close shop within the first four months of launch, according to Forbes. That’s where Klaviyo can help.

Klaviyo is more than just an email marketing platform as it’s often touted. Klaviyo helps all kinds of brands better understand their customers through data. This fosters relationships and ultimately drives revenue. But first, brands must integrate their ecommerce platform with Klaviyo.

The good news is, Integrating Klaviyo with WooCommerce can be completed in a few easy steps, even for a novice.

Let’s show you how to do it.

How to integrate Klaviyo with WooCommerce

To integrate Klaviyo with WooCommerce you need to install the Klaviyo plugin from your WooCommerce site.

Step 1. Add a new plugin. Navigate to the plugin tab and click on Add New

Step 2. Search for Klaviyo and click on Install.

Step 3. Activate the Klaviyo plugin

Step 4. Click on Settings

Step 5. Connect to Klaviyo. You need to get your API key from your Klaviyo account to complete this step.

To get your API key:

Open a new tab and log in to your Klaviyo account. Or create one.
Navigate to Settings, and then click on API Keys.
Copy the Public API Key.
Return to your Woocomerce and paste it.

Step 6. Enter your Email list ID, SMS list ID (if you have one) and select Subscribe contacts to email marketing.

Click on Save Settings to finish. You will be prompted to confirm your Klaviyo WooCommerce integration by granting full access to Klaviyo.

Now you have integrated your WooCommerce with Klaviyo. Powerful tools and features are now at your fingertips. This will give you clear insights into your customer data to drive engagement and revenue.

How to be sure your Klaviyo WooCommerce integration is working

According to Klaviyo, there are five basic things to do to be sure your Klaviyo WooCommerce integration is working effectively.

1. Add an item to your cart.

2. Proceed to the checkout page.

3. Fill in your email address and phone number on the checkout page. If enabled, check the boxes to subscribe to email and SMS marketing.

4. Submit your test order.

5. Check for the following (these may take a minute or two to update):

Started Checkout event logged under Recent Data

- - Profile created in the lists you selected for email and SMS marketing
  - Placed Order event logged under Recent Data

However, you need a few tips for running a successful WooCommerce store backed by the technology provided by Klaviyo.

6 things to know to succeed with WooCommerce after integrating Klaviyo

1. Automation

Klaviyo can transform your WooCommerce business revenue if you understand the power of automation.

Klaviyo offers numerous built-in automation features which you can customize to suit your business needs. Examples include automated emails and SMS, notifications for abandoned carts and other personalized push notifications.

Automation allows you to focus on making the best product while Klaviyo helps you get the word out with automated marketing campigns.

2. Segmentation

Klaviyo customer segmentation allows you to categorize your customers based on their behaviour on your WooCommerce site.

Segmentation allows you to send relevant messages, emails and flash notifications to each category of customers based on their purchase history, demographics, and browsing behaviour.

Segmentation can also be used for promotions and discounts for your customers. This can be vital for your marketing campaigns and conversion rate.

3. Data Analytics

WooCommerce allows you to add Google Analytics for data management, but Klaviyo Integrations gives you a better insight into your customer data with clear easy-to-read metrics.

Data analytics with the help of Klaviyo will help you to understand the impact of your marketing campaigns, promotions and the overall performance of your Woocomerce store.

What’s more, Klaviyo Analytics can tell you what your customers like on your site and what they don’t. This insight can help you improve and optimize your campaigns and offers.

4. Smart Targeting

Smart targeting is all about doubling down on the power of personalization. With the help of data from Klaviyo, you can prepare super-relevant content and special messages and campaigns for your customers.

You can even suggest products to customers based on their personality and set other behavioural triggers. This is known as flows on Klaviyo.

That can give your WooCommerce business a competitive edge in the fiercely competitive ecommerce business environment we have today.

5. Customer engagement

Customers are usually drawn to brands that put them first before their need to make money. But most brands simply do not know what exactly their customer needs.

Klaviyo provides custom reports on your customers to help your helpdesk engage them better, that’s beside the reviews they leave on your site.

You can also leverage Klaviyo’s custom web forms to better understand your customer needs.

6. Run experiments

No successful marketing campaign is set in stone. To succeed in WooCommerce after adding Klaviyo you have to carry out periodical experiments, A/B testing and continuous analysis of your data. Doing that will on improve your conversion rate and spike your revenue.

Conclusion

WooCommerce is an easy-to-use, powerful and extensible ecommerce platform for WordPress.

Integrating your Woocommerce site with Klaviyo has the potential to grow your ecommerce business through targeted marketing using data and cutting-edge features.

The process of integrating WooCommerce with Klaviyo is easy and straightforward. You don’t need to hire a digital marketing expert to do it if you have read this piece.

However, to unlock the power of Klaviyo after integrating your WooCommerce site, you have to leverage the features of the platform.

eCommerce, Email Marketing, Marketing

Klaviyo Shopify Integration: How to do it in minutes

By on

June 16, 2026

- Category : eCommerce, Email Marketing, Marketing

- Tags : 2022, affiliate, agency, automation

Last updated: June 16, 2026

Klaviyo Shopify integration is simpler than ecommerce enthusiasts make it sound. In fact, the entire process can be completed in minutes if one follows a few simple steps. Once integrated with Shopify, Klaviyo will synchronize all the data from your store and allow you to efficiently run SMS and email marketing campaigns, create automated flows and so much more. In 2022, eCommerce brands leveraged Klaviyo to generate over $2 billion in revenue. That was only possible because those businesses took the extra step to integrate their ecommerce platform with Klaviyo. Now, let’s help you integrate your Shopify store with Klaviyo.

How to integrate Shopify with Klaviyo

You have to do it from your Klaviyo account. Log in to begin or create a new account for free. Klaviyo allows you to integrate Shopify straight from the account setup wizard. Alternatively, you can add Shopify from the integration tab in your Klaviyo dashboard. Click on your account name in the lower left corner of your dashboard. Next, click on Integration.

On the integrations page, scroll down or search for Shopify. Click on Add Integrations on the right.

On the next page, paste the URL of your Shopify store. It must be in the format mystore.myshopify.com as shown in the URL placeholder

Additional configuration settings

Sync your Shopify email subscribers to Klaviyo: this automatically adds all your customers who subscribed to email marketing while shopping with you on Shopify. Next, select a list to add those subscribers from the dropdown menu — preferably Newsletter. You can do the same for your SMS subscribers if you have activated your phone number on Klaviyo. Sync data to Shopify: We recommend selecting Sync all profiles. That way the two sites will have a complete handshake.

Finally, click on Connect to Shopify. On the next page click on Install App at the top right of your screen or bottom left. You’re all set. Your Shopify store is now integrated with Klaviyo.

How to integrate Klaviyo with Shopify Plus

Shopify Plus is basically Shopify with more advanced features. When you integrate your Shopify store with Klaviyo, Klaviyo sees it as a Shopify Plus store — that’s if your Shopify domain is for a Shopify Plus account. You won’t find a Shopify Plus integration app on Klaviyo because it’s the same as normal Shopify.

Key Benefits of Integrating Shopify Plus with Klaviyo (vs standard Shopify)

You’re allowed to edit your Shopify checkout to include a custom opt-in language, premium Klaviyo forms and lots more.

You can disable transactional emails in Shopify and send them through Klaviyo. This creates a seamless brand experience.

Benefits of Klaviyo Shopify integration

Data management. This is one of the greatest benefits of integrating Shopify with Klaviyo. Doing this allows Klaviyo to synchronize historical data and other transactional data. Thus, you can create tailored email marketing campaigns, flows with triggers and scale your business. Klaviyo support can help you do this. Customer support. Klaviyo will help you understand your customers’ needs and serve them better. The impact of this on brand loyalty cannot be overemphasized. Audience segmentation. Klaviyo integrations allow you to segment audiences based on the customer data retrieved from Shopify such as purchase frequency, cart abandonment, items purchased, conversions and more. Automation. Klaviyo integration with Shopify opens the door to automated email and SMS marketing campaigns. This allows you to focus more on the business side of things. Study shows that automated campaigns generate 4x more revenue compared to others.

FAQs on Klaviyo Shopify integration

How much does it cost to integrate Shopify with Klaviyo?

Integrating Shopify with Klaviyo will not cost you anything, however, there’s a cost when you try to take your email marketing to the next level. Klaviyo email marketing is free for 0-250 email contacts. You also get 150 SMS/MMS credits free. However, Klaviyo costs $35 per month for businesses with more than 250 email and SMS subscribers. Check out Klaviyo’s full pricing.

How do I integrate my Shopify customers with Klaviyo?

Your Shopify customers will automatically show up in your Klaviyo data when you integrate Shopify as shown earlier. However, you have to make sure you select Newsletter when syncing your Shopify email subscribers to Klaviyo. To do it, select your account name in the bottom left of your Klaviyo dashboard and click on Integrations. Select Enabled Integrations and click on Shopify. That will take you to your Shopify integration settings page. Below Sync settings, on the From Shopify tab, select the box next to Sync your Shopify email subscribers to Klaviyo.

What Shopify data does Klaviyo sync?

After integration, Klaviyo syncs events data, profile data, catalogue data, email subscribers, customer phone numbers and lists. For historical data, Klaviyo syncs data from your Shopify account in the last 90 days. That allows you to engage with and gain insight on some of your most recent customers.

What other brands can be integrated with Klaviyo?

Besides Shopify, other big ecommerce platforms that can be integrated with Klaviyo include Woocommerce, Wix, Magento, Facebook, Google, Magenta, BigCommerce, Aftership and numerous others.

What kind of platform is Klaviyo?

Klaviyo is arguably the best marketing and automation platform built to support ecommerce businesses of all sizes. Klaviyo is not an ecommerce platform on its own as you can’t buy or sell on it.

Final takeaway

Integrating Klaviyo with Shopify is an easy and straightforward process that can be completed in minutes as we have shown. Shopify, as powerful and profitable as it is, can be turned into a different beast when integrated with Klaviyo. The benefits of integrating Shopify with Klaviyo are numerous, most of which have already been highlighted here. We recommend that you sign up for a Klaviyo account if you’re serious about taking your ecommerce marketing to the next level. That’s if you haven’t done so already.

eCommerce, Email Marketing, Marketing, SMS Marketing

Klaviyo Integrations for marketing success in 2026: A definitive guide

By on

June 16, 2026

- Category : eCommerce, Email Marketing, Marketing, SMS Marketing

- Tags : 2022, affiliate, agency, automation

Last updated: June 16, 2026

With Klaviyo integrations you can retrieve and turn ecommerce marketing data into paying customers. In 2022 Klaviyo helped its users generate $2.2B in revenue via email and SMS on Black Friday sales alone. We can only expect more in 2026 Klaviyo provides a robust technology that allows you to automate your email marketing and SMS campaigns at the click of a button. What’s more, Klaviyo’s advanced features are tailored to help your business retain and gain new customers while you channel your energy into delivering the best product or service. But first, you must spare a moment to understand how Klaviyo integrations can help your eCommerce business grow and achieve success this year.

Klaviyo Ecommerce Integrations

Klaviyo is not just an email marketing and SMS powerhouse. This platform is known for providing rich integrations with ecommerce platforms such as Shopify, WooCommerce, Facebook Ads, Google Ads, Tapchart and Magento. But that’s only the tip of the iceberg. There are over 300 different Klaviyo integrations for any ecommerce platform to choose from. Integrations are what sets Klaviyo apart from other marketing platforms because they allow you to automatically track, analyze and manage your customer behaviour. With the data you’ll get after integrating Klaviyo, you can gain strategic insights that will give your business a competitive edge. And of course — with the right metrics at your fingertips — you can provide excellent customer service to keep your customers loyal. If your business is running on any ecommerce platform, rest assured that Klaviyo has a lightning-fast integration to support it. Let’s delve deeper into how you can integrate your eCommerce platform with Klaviyo.

How to integrate your Ecommerce platform with Klaviyo

Integrating your ecommerce platform with Klaviyo starts with signing up for a free Klaviyo account. The entire process takes less than two minutes. Klaviyo allows you to start integrating your ecommerce store immediately after signing up. However, if you decide to skip the process you should arrive at a screen that looks like this: You can always log in and integrate your ecommerce platform, by clicking your account name on the lower left corner of your dashboard and clicking integrations on the next pop-up. The next page will show you hundreds of Klaviyo integrations you can choose from. You can do it in a few simple clicks.

Be sure to have your API key from your website handy. After integration, Klaviyo can synchronize data from your ecommerce platform. That gives you insights and metrics which can be turned into revenue if maximized.

Top 7 Klaviyo integrations

Let’s talk briefly about some of the most used Klaviyo integrations. Remember, there are hundreds of Klaviyo integrations for ecommerce businesses today.

1. Shopify integration

If you have a Shopify store, Klaviyo integration can help bring the data of your customers into Klaviyo. That will allow you to get insights into what customers are doing on your site and their buying patterns. This is ultimately crucial for making better business decisions.

2. Woocommerce integration

With Klaviyo Woocommerce integration you can send targeted emails to customers, create automated workflows and also synchronize the historical data of your customers.

3. Optin Monster Klaviyo integration

Klaviyo Optin Monster integration allows you to create irresistible, high-performing pop-up forms to better retain customers and reduce the bounce rate from your site.

4. Facebook Ads integration

Klaviyo Facebook integration will help you to collect email addresses from Facebook ads, create custom audiences and advertise to inactive customers.

5. Gatsby Klaviyo integration

Gatsby Klaviyo integration will help you to gather data about your customers on Instagram. This is one powerful tool that can help a brand view metrics of its customers, run automated campaigns and find micro-influencers.

6. Zendesk integration

Zendesk is a powerful tool for customer service. By integrating your Zendesk with Klaviyo you can sync data between both platforms which will enable you to target your customers based on the interactions with your support team.

7. Tapcart integration

Tapcart Klaviyo integration can help you create a mobile app for your ecommerce store without coding. With that, you can send push notifications to your customers such as abandoned cart notifications and new product alerts.

FAQs on Klaviyo integration

What is the best use of Klaviyo integrations?

One of the best uses of integrating Klaviyo with your site is automation and data science. Klaviyo is also perfect for email marketing, SMS, promotions and customer service.

How many Klaviyo integrations are allowed on my account?

Klaviyo only supports one integration per account. That means you can’t integrate more than one ecommerce platform on your Klaviyo account. The only way around this is to create other Klaviyo accounts, particularly if you have more than one ecommerce store for the same business.

Is it possible to send custom data to my Klaviyo account after integration?

YES. Klaviyo’s flexible APIs allow you to easily import custom data to your account. Check out how to manually import data into your Klaviyo account.

Exactly how many Klaviyo integrations are there?

Klaviyo has every integration known to man, according to Maple. But our research shows us that there are 315 Klaviyo integrations. However, Klaviyo attests that it is possible to find a few ecommerce platforms that don’t support Klaviyo integration.

Klaviyo does not integrate with my ecommerce platform, what do I do?

If Klaviyo doesn’t support your ecommerce site, you can contact them and they will get it done quickly.

Wrapping up

Klaviyo integrations are easy and free to set up. With Klaviyo integrations properly set up for your business, it’s possible to generate a minimum of 25% of your monthly ecommerce revenue through Klaviyo in your first month. The system is that good. Besides the revenue that follows Klaviyo integration, it’s arguably the best platform when it comes to ecommerce automation and creating a varied list of workflows. It’s time for you to take a closer look at what Klaviyo can do for your business by signing up.

eCommerce, Marketing, Shopify

How to improve dwell time and reduce bounce rate on your Shopify store

By carolynn on

June 16, 2026

- Category : eCommerce, Marketing, Shopify

- Tags : 2022, affiliate, agency, automation

Last updated: June 16, 2026

Does your Shopify store suck? Visitors won’t stick around for two shakes of a lambs tale – let alone add your product to cart. God forbid someone buy something already! Phew, almost lost my cool there. Well take a breath and pull up a chair. Let’s talk about how we can fix your PDP (that’s what we call a product page in marketer world) and get you selling ASAP. If people aren’t spending time consuming content on your site or PDP, you have a bounce rate and dwell time problem. Dwell time tells you how effective your Shopify store is engaging visitors. Bounce rate shows you how quickly visitors navigate away from your Shopify store after arriving at your landing page. Both important, but we want bounce rate to be low and dwell time to be loooooong. For any Shopify-based brand, user engagement is a fuel that fires your site to the top of search engine results, which in turn helps you reach more customers. Thus, to drive consistent sales and retain customers, you want to increase your Shopify store’s dwell time and lower its bounce rate. How do we do that? Improve engagement! It’s not as scary as it sounds – all technical terms aside, you need to craft messaging and visuals that keep people engaged with your brand. One of the helpful hacks you’re about to see in this piece on how to increase dwell time and reduce bounce rate in Shopify is the use of product videos. This could be a game-changer for your business. A superb example of how product videos can work for Shopify is this one by Hydroflask. Their 37-second product video hooks the viewer by showing off the product’s features — it also includes a clear call-to-action.

Using product videos like this, Hydroflask keeps visitors on their site for longer than 30 seconds, fostering user engagement which inevitably boosts their conversion rate. As we head into 2026, we will see more successful Shopify stores leverage product videos to increase their site’s dwell time while lowering bounce rate. We’ll discuss this unmissable trend in detail later. Now let’s dive deeper into dwell time and bounce rate to see how it can massively help your Shopify business move to the next level.

Understanding Dwell Time and Bounce Rate

Dwell time boosts search ranking

Dwell time is also referred to as the average session duration per visitor. This metric is a strong indicator of user engagement on your website. It’s important to Google’s search algorithm too. You see, after Google rolled out their latest search core updates, dwell time became an essential ranking factor for websites, including Shopify stores like yours. Now, Google algorithms measure how long users spend on a website, if the time is too low Google reduces the site’s ranking in search results. For example, if a user immediately navigates away from a website after arriving there from a search result page, it tells Google algorithms that the user’s search intent was not satisfied. Over time that website’s search ranking suffers. This concept also applies to bounce rate. Let’s take a closer look at it from the user’s perspective.

High bounce rate is bad for Shopify business

It takes less than 10 seconds for most Shopify users to determine if a website is helpful or not. Their immediate action afterwards is either to stay and engage with the website or leave. Bounce rate shows the percentage of visitors that leave a website without taking any action, like viewing more pages or making a purchase. In Google Analytics 4, a page is considered bounced if a user doesn’t view it for longer than 10 seconds, doesn’t trigger a conversion event or generate an additional page view. There are several reasons why people bounce from a Shopify website — the problem could range from an ugly site design, low page speed and importantly not satisfying the user’s search intent. It goes without saying that a high bounce rate is bad for any Shopify business as it harms conversion rate and customer retention. Come with us to see how you can make your site more exciting using product videos.

The Power of Product Videos in 2026

‘Pictures will always show it better than words but then videos will always show it better than pictures.’ This old quote still holds true even for Shopify businesses. “Brands that use product videos can grow revenue up to 49% faster than non-video marketers,” Shopify guru and eCommerce consultant Katy DeLeon says. A product video is a motion picture or animation describing a product and showing how helpful it can be for the end user.

How to lower bounce rate and increase dwell time

Here’s an example of an excellent product video by Squatty Potty (and their brilliant advertising agency, The Harmon Brothers). And here’s the formula that made this video increase conversions for the silly stool by over 600%! (can you say “holy s#!t”?)

Humour (classic Harmon Brother’s requirement for all ad spots)
Education: show, don’t just tell and you can make people buy something they didn’t even realize they needed!
Answers BDQ’s (buyer decision questions) and objection handling during the video: i.e. “Where can I store this huge stool?” – “Easy, it tucks right under the toilet bowl for compact, convenient storage!”
Establishes Authority: cites rave reviews from doctors, famous personalities and the infamous Shark Tank TV show
Social Proof: cites over 2,000 Amazon 5 Star Reviews (yes, 2,000 reviews was a big deal back when this ad debuted 😂now that’s the minimum buyers like to see on any Amazon product).
Strong Call To Action & Snappy Closing Tagline: “The Stool for Better Stool”

Product videos like this one educate and inform the customer. It also inspires them to make a positive purchase decision for the brand. But that’s not the only benefit of having a product video.

Types of Product Videos

Product demos and explainer videos

A video can help prospects get an idea of the touch-and-feel of any product — that’s why explainer videos and video demos hook prospects. This example from Bruvi introduces their product and showcases how to use it. And, what the user stands to get for buying it. All in two minutes.

Customer testimonial videos

Shopify has apps like Vid Proof that allow store owners to embed customer testimonial videos in their website. You can get more customers to make testimonial videos by sharing a link. Here’s a great testimonial video posted by Barner, a reputable eyewear brand.

Besides boosting brand credibility, testimonial videos are also a powerful and persuasive strategy for driving sales.

360° product interactive videos

Some prospective customers want to see a more detailed video of a product before buying. Such a video must be interactive and capture all sides and angles of the product. Videos like that are appealing because they help the customer understand the shape, size and intricate details of what they’re buying. Take a look at this perfect example from Apple for their iPad Pro.

Another brand that takes 360 video in a different direction is Allbirds. They showcase a model wearing their insanely comfy shoes (yes, I bought into the messaging and finally got a pair and yes, they’re worth the price) and doing a complete 360 on screen so you can visually see how the shoes present on a real human in motion.

As we head into 2026, video marketing will become even more essential for user engagement and conversion. However, to stay ahead of the curve businesses must follow the trend.

4 Modern Trends in Product Videos

1. Use of short-form videos for social media platforms

Short-form video marketing is here to stay, particularly for social media. Nearly 5 billion people use social media today. That tells you your audience is already on social media. Hence, you can expand your brand reach using 30-second to 2-minute videos that work across multiple social platforms like X, TikTok, Instagram, Facebook, YouTube and more. The biggest brands are already doing this. Why not you?

2. More interactive elements and user-generated content integration

User-generated content (UGC) is considered credible because they are created by real-life end-users, not the brands. This trend will continue to gain momentum because it improves brand engagement and credibility leveraging user opinion and creativity. Repurpose this content thoughtfully (and only with written permission) when possible for social proof on your own PDP or landing page to enhance social proof.

3. Live streaming product launches

Live-streaming product launches recently became popular in the United States and continue to gather momentum. In Shopify, live streaming works side-by-side with live shopping. This strategy allows a host to unveil a new product with viewers able to order the products in real-time. Live streaming provides brands with the opportunity to interact with their customers live.

4. Using AI for video creation

Creating product videos for several new products can be burdensome and expensive for any business with a strict budget. That’s where artificial Intelligence (AI) can help. “AI will of course continue to be a huge topic and trend going forward. As more and more AI-powered tools come onto the market, their significance in video marketing strategies will only grow. AI tools will increase productivity and help video teams do more with less,” Danielle Warren, senior video editor at Google says. By now you know how vital video marketing is for your Shopify business. But how do you do it effectively?

ABCD on How to Create Effective Product Videos for Shopify Stores

A. Planning and Pre-Production

Define your goals and target audience The first step to creating a powerful product video is to clearly define the marketing goals for your target audience. Your goals could range from boosting brand engagement and authority, expanding brand reach, generating new leads, educating your customers to increasing conversion — in any case your video must include a clear call to action. Scriptwriting and storyboarding Your video script is a document containing the storyline of your product video, including all the stage directions and dialogue. First, you have to write an outline of what the video will look and sound like with a good hook that captures the attention of the viewer when they click on the video. A good video script will help your actors or voice-over artists (if you plan to use them) understand your needs to create your dream video with a clear message. Here’s a quick checklist for writing a great product video script, according to Shopify.

How many characters will you have?
Who will your characters be?
Character demographics. Where will your characters come from?
Will your video have narration?
What kind of story do you want to tell? Is it emotional, educational, explainer, product demo etc?
Video length — 30 seconds to 1-minute videos usually work best.

Product selection and preparation Picking a product for your video should be easy. But it gets tricky if you’re a brand that deals on several distinct products. Our simple advice is that you only make product videos for your best product(s). That way you stand a better chance of building brand credibility with your video. It’s called putting your best foot forward. Cowboy Bikes sells bicycles and other bicycle accessories but they only make product videos for their latest bicycle. Like this one:

Make sure your selected product is clean, efficient and appealing before rolling out the camera.

B. Production

Producing a high-quality product video will require the use of a decent video camera. You may need to hire a videographer if you don’t have enough experience making such videos. The goal is to produce quality footage for your product. The sound quality of your video must also be as high as the footage. Use boom mics to ensure that your narrator’s voice is clear throughout the video and isn’t drowned out by music or noise. Finally, your video setting has to be top-notch. Use a well-lit and lovely background that resonates with your message.

C. Post-production and Optimization

After shooting your video, the next step is to edit it for clarity, engagement and SEO. A good product video may not get the required attention if it has a boring title that isn’t optimized for search engines. If you’re uploading your video to social platforms like YouTube, Instagram and TikTok, you must include a video description with keywords, hashtags, tags and captions. The best product videos for Shopify also include a clear call-to-action at the end with product links. For example, Ruggable’s call-to-action directs users to their Shopify homepage using their product video.

D. Integrating Product Videos into Your Shopify Store

A high-quality product video does little good if it is not properly placed in your Shopify store. This is the easy part, but it’s still important. Shopify allows you to strategically place your product videos for each product in your store. Click on Products on your Shopify admin page, and select Upload new. You may embed the video from a URL if you have a link to the video from YouTube or Vimeo.

Expert advice: It’s usually better you upload your product video directly from your Shopify admin page. This ensures that your viewers don’t get YouTube recommendations at the end of the video. That could be distracting for a visitor. Don’t forget to A/B test different product videos to see what works best for your target audience and what gets them to click on your call-to-action. Besides using product videos there are other ways to boost user engagement in your Shopify website to increase dwell time and lower bounce rate.

Additional Strategies to Improve Dwell Time and Bounce Rate

Optimize website navigation and speed If your website takes more than 2.5 seconds to load it needs to be optimized immediately to avoid losing potential customers. There are several steps to optimize your website speed in 2026, but first, you have to know how fast your website is loading using a powerful tool like PageSpeed Insights. Next, optimize your images by compressing high-resolution images. Remove unresponsive elements on your site. And only use responsive fonts. PRO TIP: Make your Shopify website easy to navigate and display for products attractively. Improve product page content Spending time to optimize your product page content will ultimately pay off because it gets people to spend time on your website which boosts your site’s dwell time and conversion rate. A great product page must be informative, robust and easy to navigate for the user. It must also use high-quality images to tell a story of your product and brand. Adding reviews and customer testimonials cannot be understated. Asos clothing brand is a good example. They use high-quality images and their product page content is concise, informative and features a clear call-to-action.

Asos also uses short product videos to show off their products. Offer internal linking and related product suggestions Shopify encourages the use of internal links in your product description to direct users to similar products and informative blogs on your website. Doing this reduces a website’s bounce rate considerably. Besides that, internal links on your website make it easier for search engines to index your pages. Online shoppers often like to look at different products before deciding on which to buy. Don’t let them go elsewhere, add recommended products on your site today. Make your website mobile-friendly Most Shopify premium themes are mobile-friendly, but you have to make sure your website is — you can check it with Google’s Lighthouse or with tge eye test by using a mobile phone. According to Google, 61% of website visitors will not return to a site if it isn’t mobile-friendly. Here are a few tips on how to make your Shopify site mobile-friendly.

Reduce file sizes of your images and videos
Improve your page speed with responsive Shopify themes.
Avoid overcrowding your site with widgets

Leverage website analytics to track and analyze user behavior The surest way to understand the dwell time and bounce rate of your Shopify website is to use analytics.

Several analytics tools track user behavior on Shopify websites, like Google Analytics, HotJar and Kissmetrics. Shopify’s inbuilt analytics can also be of great help. Analytics will show you how well your website is engaging visitors, which gives you an idea of your dwell time and bounce rate.

Conclusion

If your Shopify store cannot keep users for longer than 15 seconds you may already have a big problem. That shows your dwell time is low and the bounce rate is high. But you can change the narrative and optimize your Shopify store using the hacks shared in this guide, particularly product videos. Research has shown that Shopify brands that use product videos record higher user engagement and conversion rates than those that don’t. Why wouldn’t you shoot a product video today? At Forge, we are experts in optimizing Shopify websites using the latest strategies for maximum results. Get in touch to see how we can help.

eCommerce, Email Marketing

7 Reasons why buying email lists can harm your business (What to do instead)

By on

June 16, 2026

- Category : eCommerce, Email Marketing

- Tags : 2022, affiliate, agency, automation

Last updated: June 16, 2026

We’re heading into 2026 but many prospects still ask me that question on sales calls.

I get it — building an email list from scratch sounds like a total drag. Indeed the process can be booooring and time-consuming because it’s hard to convince people to actually want to hear from you regularly.

That’s why it’s tempting just to buy an email list and call it a day. After all, email marketing is considered a numbers game — the more emails/potential customers you can reach, the more likely your business will get noticed and make sales. Right? Wrong.

Based on research and years of experience in email marketing I can authoritatively tell you that buying email lists is a. Costly, b. Outdated, c. Ineffective and d. It could land your brand in legal trouble.

If you read on, you’ll discover proven strategies to build an email list that works in 2026.

“Can’t I just buy a list of emails to market my business?”

Why purchasing an email list can be disastrous for your business

Buying an email list can land you in legal trouble

Take serious note of this. Purchasing an email list is not against the law in many countries, including the United States, Canada and Europe. But using such a list could land you in legal hot water.

Here’s the thing: many privacy legislation and data protection laws are set up to combat sending unsolicited emails.

One such legislation is GDPR (General Data Protection Regulation). Although it was adopted in the EU, it still applies for US-based businesses preventing them from using user data without explicit consent.

There’s also Canada’s anti-spam legislation (CASL) and CAN-SPAM Act in the U.S.

If found guilty of violating any of these legislation a business entity can face fines up to $43,280 per violation. The GDPR in Europe imposes even steeper penalties, with fines reaching up to 4% of a company’s global annual revenue. These financial penalties can be substantial, especially for large organizations.

In addition to fines, companies may face legal actions from regulators or affected individuals. This can involve lawsuits or enforcement actions, further increasing legal costs and damage to the company’s reputation.

Purchased email lists audience don’t care about you

Imagine throwing a party and sending invites to a random group of strangers who most likely don’t give a hoot about you and your party. Awkward… That’s what it’s like when you purchase an email list. These people have no idea who you are, what your business does, or why they should care about your emails. They simply don’t care!

The result? You end up with a bunch of uninterested recipients who are more likely to delete your email without even opening it (or worse, report you as spam).

Moreover, a purchased email list lacks the fine-tuned targeting and segmentation that you get from building a list organically. When you gather emails through your efforts, you’re connecting with people who have shown a genuine interest in your business or content.

A purchased email list is like trying to sell a winter coat to someone living in the tropics — it’s just not going to work.

Without a targeted audience, your emails are more likely to end up in the spam folder, further reducing the chances of engagement. And when you’re consistently getting low engagement, email providers start taking notice, which could harm your brand’s reputation. Over time, this can lead to your emails being automatically filtered out or blocked entirely, throwing a wrench in all your email marketing efforts.

People in purchased email lists are quick to unsubscribe and mark your emails as spam

Picture this: you receive an email from a company you’ve never heard of, promoting something you’ve never shown interest in. What’s your first reaction? Most likely, you’ll either hit the unsubscribe button or mark it as spam.

People loathe unsolicited emails, and they’re quick to take action to stop them.

When a large number of recipients unsubscribe or report your emails as spam, it sends a negative signal to email service providers (ESPs). ESPs, like Gmail or Outlook, track these actions closely, and if they see too many red flags, they might start blocking your emails altogether. Once your domain gets flagged, even the people who actually want to hear from you might not get your emails. It’s a downward spiral that’s hard to recover from.

High unsubscribe and spam rates don’t just hurt your deliverability — they damage your brand’s reputation too. More on that next.

Buying an email list harms your brand image

Your brand image is like your business’s credit score in the world of email marketing. It’s a measure of how trustworthy you are as a sender.

When you buy an email list, you risk damaging this reputation because the recipients aren’t familiar with your brand, leading to higher bounce rates, spam complaints, and unsubscribes.

Email service providers use complex algorithms to decide whether your emails land in the inbox or get tossed into the spam folder. One key factor they consider is your brand image. If too many people mark your emails as spam or if a large percentage of your emails bounce, your reputation takes a hit. This ultimately leads to your emails being blocked altogether, even to people who genuinely want to receive them.

Rebuilding a damaged reputation is a slow and painful process. It involves re-earning the trust of email providers, which means having to start over with clean, well-targeted email lists and proving that you can send valuable, relevant content. It’s much easier to maintain a good reputation in the first place by avoiding purchased lists.

Buying an email list is a recipe for low engagement

Engagement is the name of the game in email marketing. It’s not just about getting your message in front of people; it’s about making sure your click rate and clickthrough rates are high!

Engagement tends to plummet when you’re using a purchased email list. Why? Because the people on that list didn’t opt in to hear from you in the first place.

When recipients aren’t familiar with your brand, they’re far less likely to open your emails, let alone click on any links or offers you include.

And since engagement rates are a key metric that email providers use to determine the quality of your emails, low engagement can lead to your emails being filtered into the spam folder or not delivered at all. Essentially, you’re paying to reach people who don’t care about what you have to say, which is a waste of both time and money.

Low engagement also means you’re missing out on valuable insights. When you send emails to a list of people who are genuinely interested in your content, you can gather data on what works and what doesn’t — subject lines, content types, call-to-action buttons, and more. But with a purchased list, the data is skewed because the recipients aren’t really invested in your brand.

So, you’re not only losing money on the list, but you’re also losing the opportunity to refine your email marketing strategy.

Purchased email lists can get you blacklisted

The worst-case scenario when you purchase an email list is getting blacklisted by email service providers. Being blacklisted means that your emails are automatically blocked from reaching anyone’s inbox, no matter how relevant or well-crafted they are. It’s the email marketing equivalent of being banned from the industry, and it can take a long time to recover from.

When you buy an email list, you have no way of knowing the quality of the addresses on that list. Some could be outdated, inactive, or even spam traps, also known as honeypots — email addresses set up specifically to catch senders who are using shady practices. Sending emails to these kinds of addresses is a surefire way to get you blacklisted. And once you’re on it, getting off is no easy task.

If you do end up on a blacklist, your entire email marketing strategy comes to a screeching halt. You’ll need to go through a lengthy process to get delisted, and even then, your sender reputation is already up in smoke which is even more work for you.

Buying email lists is a sheer waste of marketing budget

One of the most immediate consequences of buying an email list is financial waste. You might think you’re getting a bargain by buying access to thousands of potential leads, but the reality is often far less rosy.

The initial cost of buying an email list is only the beginning of a long fruitless journey. When you factor in the poor engagement rates, the damage to your brand reputation, and the potential loss of future business, the true cost becomes much higher.

Paying for an email list is like throwing money into a black hole. Not only do you lose the money spent, but you also waste the resources used to craft and send emails that don’t convert. Your marketing team’s time could be better spent building and nurturing an organic list of subscribers who actually want to hear from you.

Now, let’s discuss what to do instead of buying email lists.

How to legally build an email list for free

Start by optimizing your website to capture emails

Want to build an email list without spending a dollar? Start by optimizing your website!

Add a clear and visible opt-in form to your homepage, blog, or landing pages. Make sure it’s mobile-friendly and easy to use. You can also add a pop-up or slide-in form to capture email addresses from engaged visitors.

Here are two splendid examples of a pop-up and slide-in form that works

This one from Neil Patel’s blog promises more web traffic if you sign-up
Okay, pop-ups might seem annoying, but they’re a great way to build your email list for free! And contrary to the thought that people find them annoying, data shows that users actually love and expect offer opt-ins, especially on ecommerce stores. They capture email addresses from engaged visitors and grow your list passively for you.

Check out this example from our client, Irwin Naturals, a publicly traded Neutraceutical brand here in the USA:

Customers who are already shopping, get shown an enticing offer (only if they’re not already opted into the client’s marketing list) and are happy to give their email in exchange for a discount or other incentive that helps them reach their goal of purchasing the right product for them.

Use compelling language and incentives to encourage visitors to sign up. Make sure your opt-in form is GDPR-compliant and clearly states what subscribers can expect from your emails.

Create valuable content to hook your visitors

Think of your business like a restaurant serving only the best dishes. Customers will only return if they get an unforgettable first experience.

By creating high-quality, valuable content, people will want to interact with your brand. They wouldn’t mind signing up for your newsletters to hear more.

Lead Magnets and gated content still work

There’s talk suggesting that lead magnets are gradually going out of fashion because they turn visitors off. But that’s faaaar from the truth. Lead magnets and gated content still work!

Gated content is a valuable resource that people can only access by signing up with their email address. It could be an eBook, guide, webinar, template, or course. Make sure it’s high-quality, relevant, and aligns with your brand’s expertise.

Promote your lead magnet on your website, social media, and landing pages. Make sure your opt-in form is clear and visible and you’ll be attracting engaged subscribers in no time!

Offer exclusive content to subscribers

People love feeling exclusive! Offer subscribers exclusive content, discounts, or early access to new products to make them feel special. This will encourage them to sign up for your list and stay engaged.

Use language like “join our inner circle” or “get exclusive access” to promote your email list. Add a sense of urgency by limiting availability or offering limited-time discounts.

Take a look at this example by Digital Marketing Institute. Only subscribed members have access even to free content.

Meta, TikTok and Google offer leads ads products that connect directly to your CRM or Email Service Provider to collect leads. You can also use email automation to follow up with those leads automatically while they’re hot in the pipeline.

Running leads ads should again provide something of value in exchange for the user’s email address or phone number for SMS marketing. Provide a free consultation, a discount code, exclusive access or a lead magnet advertised well through the ad and watch your email list grow overnight!

Final words

Buying email lists might seem like an easy shortcut to expand your reach, but it can seriously harm your business. It risks legal trouble, damages your brand reputation, leads to low engagement, and can even get you blacklisted by email service providers.

Instead of buying email lists, focus on organic strategies to build your email list, such as optimizing your website, offering valuable content, using lead magnets, and gated content.

These methods not only comply with data protection laws but also help you connect with a genuinely interested audience, leading to better long-term results for your business.

Need help building an organic email list today? Talk to us at Forge to see how we can help.

eCommerce, Email Marketing, Marketing

The Subscription Email That’s Quietly Killing Your LTV (And Exactly How to Fix It)

By Erin Schnittker Siemek on

March 24, 2026

- Category : eCommerce, Email Marketing, Marketing

- Tags : 2022, affiliate, agency, automation

Last updated: May 2026 | By Erin @ Forge Digital Marketing

Your upcoming charge notification gets 60%+ open rates. Most DTC brands waste it by literally inviting cancellations. Here’s how to turn it into your highest-converting retention touchpoint… and actually grow AOV in the process.

TL;DR

If you run a DTC subscription brand and your “upcoming charge” email still says something like “It’s almost that time… manage your subscription below”… you’re basically handing your subscribers a cancel button on a silver platter.

The fix: Reframe the entire email from a billing warning into a value-reinforcing, upsell-driving retention moment. Lead with excitement about their next order, stack subscriber benefits, offer one-click delay/skip buttons before any manage link, add product recommendations, and push “Manage Subscription” to the very bottom.

Brands doing this are seeing up to 50% less churn at this touchpoint and meaningful AOV lifts from in-email upsells. One beverage brand cut their Month 2 churn from 60% to 30% just by rethinking this single email (Stay AI case study).

This is the highest-ROI email template change you’ll make all year. And it takes an afternoon.

What Is the Upcoming Charge Email?
The Problem: Why Most Brands Get This Wrong
Real-World Examples: Bad, Better, Best
The Data: How Much This Actually Costs You
The Fix: 6-Step Email Redesign Framework
The Full Template Structure (Copy This)
What to Measure After You Deploy
Tools That Make This Possible
FAQ

What Is the Upcoming Charge Email (And Why Does It Matter)?

The upcoming charge email (also called a pre-shipment notification, upcoming order reminder, or subscription charge notification) is the transactional email sent to subscribers before their next recurring order is billed and shipped. Most subscription platforms (like Recharge, Stay AI, Loop, Bold, Skio) send this automatically, typically 3-5 days before the charge date.

Here’s why this email is so important and why most brands completely sleep on it:

It has the highest open rate of any email you’ll ever send. We’re talking 60%+ open rates consistently (ARPU). That’s 3-4x what your best promo email does (unless you work with Forge 😝).

My point is, every subscriber reads this thing. Every. Single. One.

And yet… the default template on basically every subscription platform looks something like this:

Subject: You have an upcoming charge
It’s almost that time. Your next order is set to ship in 3 days. If you’d like to make any changes, please do so today so we can ensure we can update your order in time.
[MANAGE SUBSCRIPTION]

If you just read that and thought “…wait, that’s basically what ours says”… yeah. You’re not alone. And that’s a problem.

The Problem: Most Brands Are Using Their Highest-Engagement Email to Lose Money 😅

Let’s break down what that default template is actually doing to your subscribers’ psychology:

The subject line: “You have an upcoming charge” — frames the subscription as a cost. Not a value. Not a routine. A charge. You’re literally starting the conversation by reminding them money is leaving their bank account.

The body copy: “If you’d like to make any changes…” — that’s a polite way of saying “hey, want to cancel?” You’re planting the seed of doubt in a subscriber who probably wasn’t even thinking about canceling until they opened this email.

The CTA: one giant MANAGE SUBSCRIPTION button — leads directly to a portal where… what’s the most prominent option? Yep. Cancel.

So let me get this straight…

You spent real money acquiring this subscriber. You got them through a welcome flow. They made it past their first order. They’re actively paying you every month. And now, at your moment of maximum guaranteed attention, you’re essentially saying:

“Hey! Just a reminder we’re about to take your money. Want to cancel? Here’s the button!”

…that’s what we’re doing? That’s the strategy?!

“Getting Warmer” – What a Partial Fix Looks Like:

Here’s an example from Lume (a DTC deodorant brand) that shows a brand starting to get it right, but not quite there yet:

What Lume got right: they show the order contents, they have an upsell section, and they offer a delay. But the delay is buried in paragraph text instead of a one-click button which means subscribers who “aren’t ready yet” still have to hunt for it… and many will just cancel instead.

The fix is being intentional about the hierarchy. Every friction-reducing option (delay, skip) should be more visible than the cancellation path. Lume’s almost there… but almost doesn’t save the churn.

The Gold Standard: What Grüns Gets Soooo Right 🙂‍↕️

Okay so I have to talk about Grüns here because I actually received this email as a subscriber and it stopped me mid-scroll.

This is what we’re aiming for.

Let’s break down exactly what they’re doing…

The subject line: “We’re preparing your order 📦”

No “charge.” No “billing.” No “upcoming.”

They’re preparing something for you.

The mental frame is completely flipped. This isn’t money leaving your account, it’s a package being built. That’s not an accident. That’s intentional psychology.

“Yay! We’re happy to keep this going for you.”

Two words: “keep this going.” Not “you’ve been charged.” Not “another order is processing.”

They’re positioning the brand as a partner in maintaining your routine, not as a company extracting payment.

The word “Yay!” is doing emotional priming before the subscriber even reads a word of substance. By the time you get to the details, you’re already in a positive headspace. That’s Kahneman 101: the framing of the first moment colors everything that follows.

The 60-minute urgency window: “You can only make changes for the next 60 minutes.”

This is sneaky-brilliant. Most brands either give no window (subscribers feel powerless) or a vague “manage your subscription” nudge (subscribers wander off to cancel).

Grüns gives a bounded, specific, low-stakes action: just check your address. That’s it. It’s almost impossible to say no to… and that small act of engagement is a micro-commitment that re-anchors the subscriber to the order they already said yes to.

The 30/60/90-day outcome ladder

This is the move most brands completely miss. They re-sell the why inside the order notification itself:

After 30 days: Supported Digestion, Reduced Cravings, Skin & Nail Health
After 60 days: Gut Health, Stress Management, Mental Clarity
After 90 days: Immunity, Recovery, Sustainable Energy

By month 3, your subscriber has probably forgotten why they started. Subscription fatigue is real: people cancel not because they hate the product but because they’ve stopped connecting it to a goal. Grüns re-connects that goal every single month, at the moment of highest attention. That’s your cancellation defense.

The clinical data

“20.5% increase in Folate. 40.1% increase in Vitamin C.”

Right there, inline, with a bar chart. They’re not just saying “our gummies are good for you”, they’re proving it, in the email, at the exact moment when churn risk is highest. This re-justifies the purchase decision just before the card gets charged.

“4.8 Stars | 1,000,000+ Members”

The closing line before the footer is pure social proof. A subscriber who’s wavering suddenly remembers: one million other people are doing this. That’s community.

That’s validation.

The anxiety of “am I wasting my money?” dissolves when you’re reminded you’re part of the largest club that ever said yes to this brand.

What you should take inspiration from Grüns on:

Every element reframes the email from a billing event into a reinvestment in yourself. They never once say the word “charge.” They lead with excitement, empower their customer through a time-bounded action, re-sell the product benefits to people who already bought, and close with social proof that makes staying feel like the obvious, validated choice.

Side-by-Side Psychology Summary

Element	“You’re About to Be Charged”	Grüns’ Approach
Core frame	Loss (money leaving)	Gain (product arriving)
Emotional tone	Neutral / transactional	Enthusiastic / celebratory
Customer role	Passive recipient of charge	Active agent in their health journey
Urgency	None or anxiety-inducing	Empowering (you have 60 min to act)
Churn defense	None	Full benefits re-sell + social proof
Brand relationship	Vendor collecting payment	Partner invested in your outcomes

That’s the bar. That’s what your upcoming charge email should be doing.

The Data: How Much This Email Is Actually Costing You

Okay let’s talk numbers because this isn’t just vibes, the data here is wild!!

Subscription Churn Is Already Brutal

Average monthly churn for DTC subscription brands sits between 10-15% (Recurly).

That means if you sign up 1,000 subscribers in January, roughly half are gone by summer.

The subscription economy is fundamentally a retention game, and only about 20% of subscription businesses are actually improving their retention numbers (yikes).

The LTV Math

If your average subscription order is $80 and your customer sticks around for an average of 6 orders before churning, each subscriber is worth $480 in lifetime value. Every cancellation at this email touchpoint is $480+ walking out the door… and you held the door open.

The Upsell Opportunity You’re Missing

Here’s where it gets really painful…

Cross-sells and upsells account for over 30% of ecommerce revenue (Shopify)
For subscription businesses specifically, up to 46% of revenue comes from upgrades and add-ons
Upselling converts at roughly 20% on average — way higher than cold acquisition

The upcoming charge email is one of the most effective touchpoints for driving those add-ons… because the customer is already expecting to buy.

The purchase decision is made. The credit card is on file. You’re just asking “want anything else while we’re packing? 👀”

And most brands aren’t even asking!

The Fix: How to Redesign Your Upcoming Charge Email for Retention + Revenue

The fix isn’t complicated. Honestly it’s more of a framing shift than a technical overhaul.

But the impact? Massive.

Instead of treating this email as a compliance notification, treat it as what it actually is: your subscriber’s monthly moment of highest engagement with your brand. A moment where they’re paying attention, expecting to hear from you, and already committed to purchasing.

Here’s the 6-step framework:

Step 1: Lead With Identity, Not Transaction

Kill the “upcoming charge” language. All of it. Your subject line should reinforce the subscriber’s identity as someone who made a good decision, not remind them of a cost.

	Before	After
Subject	You have an upcoming charge	Your [Brand] order ships soon
Preview	(empty or generic)	Here’s what’s headed your way.

See the difference? One says “we’re taking your money.” The other says “good things are coming.” Same email, completely different emotional response!

Step 2: Open With Habit Reinforcement

Your first line of body copy should make the subscriber feel smart for subscribing, not anxious about a charge.

Before: “It’s almost that time.”
After: “Heads up, your next order ships in 3 days. You’re staying consistent. That’s the whole game.”

One sentence. No fluff. But it reframes everything from “we’re taking your money” to “you’re doing the right thing.” That’s identity reinforcement, and it’s one of the most powerful psychological tools in retention marketing.

Step 3: Stack the Subscriber Benefits (Every. Single. Time.)

Here’s something brands forget… your subscribers forget why they subscribed.

Seriously. By month 3, most subscribers couldn’t tell you what perks they’re getting. So remind them in every single upcoming charge email:

✓ Member-only savings on every order
✓ Priority access to new products and limited drops
✓ Flexible schedule — adjust, skip, or delay anytime
✓ Cancel anytime if it’s ever truly not for you

Notice the structure? Three positive benefits… then a soft reassurance that they have control.

That last bullet actually reduces churn because it removes the anxiety that drives impulsive cancellations. When people feel trapped, they cancel. When they feel in control, they stay.

Step 4: Offer Delay and Skip Before Cancel

This is the single most important architectural change in the entire email.

Most brands put a “Manage Subscription” button front and center. That button leads to a portal where cancellation is the most prominent option. You’re sending people who weren’t thinking about canceling to a page that asks them to cancel.

Instead… offer one-click delay and skip options directly in the email:

[DELAY 1 WEEK] · [DELAY 2 WEEKS] · [SKIP THIS ONE]

When a subscriber thinks “I still have product, I don’t need more yet”- the answer isn’t cancellation. It’s a delay. A delayed subscriber is still a subscriber. A canceled one is gone forever.

Tools like Stay AI and ARPU make this possible with two-click delay and skip actions.

The “Manage Subscription” link? It should still exist. But push it to the verrrry bottom of the email, styled as a quiet text link. Not a primary CTA. Not a button. A footnote.

Step 5: Upsell While You’re Packing

This is where the email stops just saving you money… and starts making you money.

Add a product recommendation section with a simple prompt:

“Want to throw something else in while we’re packing?”

This works because the purchase decision is already made. You’re not asking them to buy, you’re asking if they want to add something to an order that’s already happening. The friction is almost zero.

Show 2-3 complementary products with one-click “Add to My Order” buttons. Even a 5-10% add-on rate compounds massively over the lifetime of a subscriber.

Erin’s bonus tip: tie loyalty points redemption in here for mega customer happiness XP.

Step 6: Make Support Effortless

Close with a simple, human line:

Questions? Just reply. We’re here.

That’s it. No ticket systems. No “visit our help center.” Just… reply. This builds trust and it gives subscribers who are on the fence an alternative to canceling. They can talk to a human first.

What It Looks Like in Practice

Here’s a before/after from an actual client redesign — a men’s grooming subscription brand — using this exact framework:

The manage link is still there – it just doesn’t run the show anymore.

The Full Anti-Churn Email Template Cheat Sheet

Here’s the complete architecture… feel free to screenshot this, steal it, send it to your email team. This is the template structure we use for our subscription clients:

Section	Purpose	Key Detail
1. Hero header	Brand-forward, identity-reinforcing	“Your Natural Routine Is On Its Way” — NOT “upcoming charge”
2. Personal greeting	Name + ship date + habit reinforcement	“You’re staying consistent. That’s the whole game.”
3. Order summary	Dynamic block showing what’s shipping	Product images, names, quantities
4. Benefits stack	Remind them why subscribing is smart	3-4 perks + “cancel anytime” reassurance
5. Delay/skip buttons	Prevent cancellation with easier options	One-click: Delay 1 Week · Delay 2 Weeks · Skip
6. Product recs	Increase AOV with low-friction upsell	“Add to My Order” on 2-3 products
7. Manage link	For people who genuinely need it	Quiet text link at the very bottom
8. Questions	Human touch, churn safety net	“Just reply. We’re here.”

The key insight: Every section above the manage link does one of two things — makes the subscriber feel good about their subscription, or increases the value of their next order. The manage link exists for people who genuinely need it… but it’s no longer the star of the show.

What to Measure After You Deploy This

Don’t just ship it and forget it. Here are the 4 metrics that tell you if it’s working:

Metric	What to Look For	Why It Matters
Churn rate at pre-shipment touchpoint	Voluntary cancellations should drop within 1-2 billing cycles	Primary KPI — this is the whole point
Delay/skip rate vs. cancel rate	Subscribers choosing delay over cancel	A delayed subscriber is still a subscriber
Subscription AOV	Add-on rate from product rec block	Even 5-10% compounds massively over LTV
Subscriber LTV	More months retained × higher AOV per order	The exponential downstream payoff

Best Tools for Subscription Email Optimization

Here are the platforms that make one-click delay, skip, and in-email upsells possible for Shopify subscription brands:

Tool	What It Does	Key Feature
Stay AI	Shopify subscription platform	RetentionEngine + one-click delay/skip in emails
ARPU	Upcoming shipment email optimization	Two-click upsells + delay/skip directly in email
Recharge	Shopify subscription platform	Customizable notification emails + Klaviyo integration
Loop	Shopify subscription platform	Flexible subscriber portal + email notifications

FAQ

What is an upcoming charge email?

An upcoming charge email (also called a pre-shipment notification or subscription order reminder) is a transactional email sent to subscribers 3-5 days before their next recurring order is billed and shipped. It’s typically sent automatically by subscription platforms like Recharge, Stay AI, or Loop. This email consistently achieves 60%+ open rates, making it the highest-engagement email touchpoint in a subscriber’s lifecycle.

How do I reduce subscription churn with email?

The most effective way to reduce subscription churn with email is to redesign your upcoming charge notification from a billing warning into a value-reinforcing retention touchpoint. This means replacing “you have an upcoming charge” framing with excitement about the next order, stacking subscriber benefits, offering one-click delay and skip buttons before any manage/cancel link, and adding low-friction product recommendations. Brands implementing this approach have seen churn reductions of 30-50% at this touchpoint.

Should I include a cancel button in my upcoming charge email?

No, you should not make cancellation the primary action in your upcoming charge email. Instead, offer delay and skip options first (Delay 1 Week, Delay 2 Weeks, Skip This Order) which keep the subscriber active. A “Manage Subscription” text link should still exist at the bottom of the email for subscribers who genuinely need it, but it should be styled as a quiet footnote, not a primary CTA.

What is a good churn rate for DTC subscriptions?

Average monthly churn for DTC subscription brands is 10-15% according to industry benchmarks from Recurly and Recharge. Top-performing subscription programs target under 8% monthly churn. Voluntary churn (customer-initiated cancellations) accounts for the majority of losses, which is why optimizing high-engagement touchpoints like the upcoming charge email has outsized impact on retention.

How can I increase AOV on subscription orders?

The upcoming charge email is one of the most effective channels for increasing subscription AOV because the purchase decision is already made. Adding a “Want to add something to your order?” product recommendation block with one-click “Add to My Order” buttons directly in the email creates a nearly frictionless upsell moment. Cross-sells and upsells account for over 30% of ecommerce revenue and convert at roughly 20% on average which is significantly higher than cold acquisition.

What open rate should I expect from subscription notification emails?

Subscription upcoming charge emails and pre-shipment notifications consistently achieve 60%+ open rates: approximately 3-4x higher than promotional marketing emails. This is because subscribers are expecting the email (it contains information about an upcoming charge to their payment method) and the content is directly relevant to them. This makes it the single highest-attention email touchpoint in your subscriber’s lifecycle.

The Bottom Line

Your upcoming charge email is not a legal obligation. It’s not a courtesy notice. It’s the single highest-attention moment in your subscriber’s monthly lifecycle with your brand and you get it for free, every month, for the life of the subscription.

Stop using it to remind people they’re being charged. Start using it to remind them why they subscribed.

The brands that figure this out? They don’t just reduce churn. They turn a cost center into a revenue channel.

…and honestly? It takes an afternoon to fix. So if your upcoming charge email still says “You have an upcoming charge”… what are we doing here? Let’s fix that.

At Forge Digital Marketing, we build retention-first email and lifecycle systems for DTC subscription brands. If your subscription emails are leaking revenue, let’s talk.

CRO, eCommerce, Email Marketing, SMS Marketing

How subscription brands can cut churn + double sub revenue with Email & SMS

By Erin Schnittker Siemek on

February 13, 2026

- Category : CRO, eCommerce, Email Marketing, SMS Marketing

- Tags : 2022, affiliate, agency, automation

(The Shopify + Klaviyo playbook — simple, step-by-step)

If you sell health or wellness subscriptions (supplements, greens, sleep aids, recovery packs), email and SMS can’t run like normal e-commerce. You aren’t just selling a product. You’re selling a habit — a routine. You want customers to stay for months, not buy once and leave.

This guide shows how to use Klaviyo plus Stay.ai or Loop to grow real subscriptions and stop emails from quietly destroying your recurring revenue.

1. Measure the right things first (don’t trust “placed order” alone)

Story: Maya ran a clean email with a $12k revenue spike. She thought it was a win. After we checked, it turned out that the email made only $640 in new subscriptions and prompted $5,800 in cancellations. In one month her emails cost her $30k in MRR. That’s painful — and avoidable.

Most brands look at “Placed Order” in Klaviyo. That number lies for subscriptions because it counts renewals. You need different metrics.

Start measuring these:

Subscriptions started — real new subscriptions from an email or SMS.
Subscriptions canceled — cancels caused by that email or SMS.
Net subscription delta — started − canceled.
Cohort retention — how many people from Month 1 keep paying in Month 2, 3, 4.
Net MRR delta — turn net subs into real money: (net subs × avg price).

How to set it up

Connect Stay.ai or Loop to Klaviyo and bring in Subscription Started and Subscription Canceled events (or the platform’s equivalents).
Build a dashboard that shows subs started, subs canceled, and net delta for every campaign and flow.
Judge success by net subs and net MRR — not by placed orders.

2. Make billing reminders feel like a coach, not a bill collector

Story: A brand sent a standard billing reminder that said “Manage subscription” up front. People panicked and hit cancel. We rewrote the email to say “Your next [product] delivery is coming soon,” showed what was inside the box, listed perks, and added “Delay 2 weeks” buttons. Cancellations dropped from 8.6% to 5.8% and the brand recovered about $25k/month.

Billing reminders are the single most powerful retention email — if they’re written right.

How to write a better billing reminder

Subject & hero that sound like encouragement
- Examples: “Your next [Brand] routine is almost here” or “Your next delivery is coming soon.”
Show what’s coming
- List products, flavor, and ship date. Make it clear: “Here’s what’s headed your way in 3 days.”
Lead with perks
- “Why staying subscribed pays off” — better price, free shipping, early access.
Make ‘Delay, don’t cancel’ easy
- Add quick actions: Delay 2 weeks, Delay 4 weeks, Skip this shipment. Use Stay.ai/Loop quick-action links or API so the date updates in one click.
Hide the scary management link
- Put “Review my subscription” at the bottom. Don’t start the email with a big red “MANAGE SUBSCRIPTION” button.

Tiny test that wins: Try different labels. “Delay 2 weeks” vs “Push shipment 2 weeks.” Small wording changes move people away from cancelling.

3. Stop blasting active subscribers with promos

Story: Lena sold a great greens powder. She emailed active subscribers three times a week with promos. Her conversion looked good, but churn rose. We created an “Active subscriber” segment and stopped sending promos to them. The result: churn dropped and LTV rose.

Active subscribers don’t need constant discounts. They need coaching, product tips, and respect.

What to do

Segment: “Has active Stay.ai/Loop subscription for Product X.” Exclude this group from most promos.
Email them different stuff: how-to guides, habit tips, VIP notes, and product news — not nonstop discounts.
Use campaigns on: non-buyers, popup leads, churned customers, and lapsed customers.

This simple change protects your best customers and trims cancellations fast.

4. Use a quiz popup — it converts more and gives you gold data

Story: One brand used a bland “10% off” popup and got 2.5% opt-ins. We replaced it with a two-question quiz that asked “What’s your main goal?” then asked for email. Opt-ins jumped to 14%. Same traffic, five times the leads.

If you’re paying for traffic, your popup is free money. Make it a quick quiz.

Easy quiz flow

Headline: “You’ve got this discount” — makes people feel like they already own it.
Q1 — quick choice: “What’s your goal?” (Energy / Sleep / Digestion / Recovery).
Q2 — email: “Where should we send your personalized plan and 10% off?”
Optional SMS step: “Text to lock in your 10% and get habit reminders.”

Back end: Push answers into Klaviyo as profile properties. Use those answers to personalize flows (sleep tips for sleep goals, gut tips for digestion).

5. Make your flows deeper and smarter

Story: A client had a welcome email and a cart reminder. We expanded each flow to 4+ emails. We added usage tips, pairing ideas, and replenishment reminders. Flow-driven subscription revenue jumped from under $20k/month to $100k+ for several months.

Flows are where you build trust. Don’t leave them shallow.

Must-have flows (each 4+ emails)

Welcome (from popup/quiz).
Browse, cart, checkout abandons.
Post-purchase for first order and for subscription shipments.
Billing & replenishment reminders.
Winback for churned subs.
Sunset flow to clean unengaged profiles.

Content ideas

Welcome: Who you are, why ingredients matter, social proof, simple steps to subscribe.
Post-purchase: How to use, when results show up, stacking tips.
Replenishment: “You’re about to run out — here’s how to keep the habit.”
Winback: “Try this new flavor” or “We improved the formula.”

SMS rules

Keep it light. One SMS per abandon flow. Three for welcome. One for winback. Always let people opt out.

6. Run campaigns that teach habits, not just sell discounts

People on subscriptions want results. If every email is a discount, they’ll learn to only buy on sale.

Good campaign types

Teach: “What’s inside this formula and why it works.”
Do: “3 ways to add this to your morning routine.”
Identity: “How upgrading your self-care changes how you feel.”
Seasonal: If your audience likes trends, use fun themes (minimal and on-brand).

Keep each email focused. One big idea. One CTA.

7. Make cadence changes easier than cancelling

Story: A brand found most cancels said “too much product.” They added a delay/skip option in emails and on the account page. More people delayed shipments; fewer cancelled. Churn dropped 29% and the brand saved $26k/month.

People don’t always quit because they hate the product. They just have too much. Help them push the next order out.

Where to offer delay/skip

Billing reminder emails.
Shipping confirmations.
Account pages.
Winback emails.

Offer one-click actions with Stay.ai/Loop: Push next order X weeks, skip one shipment, swap flavor. That little convenience keeps customers active.

8. Simple technical things that make a big difference

These are small engineering and reporting steps you’ll thank yourself for later.

Capture subscription events: Connect Stay.ai or Loop to Klaviyo so Subscription Started and Subscription Canceled are tracked.
Save product IDs and plan IDs so you can make product-level segments.
Calculate days supply: days_supply = servings_per_container ÷ recommended_servings_per_day. Trigger replenishment flows days_supply − X days after start.
Track cancel reasons and feed them to Klaviyo to trigger winback paths.
Attribute correctly: Link subscription growth to Subscription Started, not to placed orders.
A/B tests: Test subject lines, billing copy, quick-action labels, and quiz vs. discount popups — but measure on net subs and churn.

9. A 30-day plan you can actually do

Week 1 — Metrics & audit

Hook Stay.ai or Loop into Klaviyo.
Build dashboards for subs started, subs canceled, net delta, and cohort retention.
Review recent campaigns for net-damage.

Week 2 — Billing reminder & segments

Rebuild the billing reminder using “delay first” language.
Create an “Active product subscriber” segment and exclude from promos.
Define core segments: non-buyers, leads, churned, high-LTV.

Week 3 — Popup & flows

Swap the old popup for a quiz-style popup. Push answers to Klaviyo.
Expand welcome, post-purchase, and replenish flows to 4+ messages.
Launch basic SMS flows.

Week 4 — Campaigns & cleanup

Run 3–4 weekly education-first campaigns to non-buyers and churned subs.
Measure every send on subs started vs subs canceled and net MRR.
Kill or rewrite any campaign that loses more subs than it wins.

Short cheat sheet: copy + subject lines you can steal

Billing reminder subject ideas

Your next [Brand] routine is almost here
Here’s what’s headed your way in 3 days
Want to delay this shipment? We’ll save your perks.

Billing hero (short)
Staying consistent with your [sleep/gut/recovery] routine is where real results happen.
Here’s what’s headed your way in 3 days: [dynamic product list].
Too much product? Delay or skip this shipment in one click.

Delay module (short)
Need more time?
Keep the benefits of your subscription — push this shipment out.
[Delay 2 weeks] • [Delay 4 weeks] • [Skip this shipment]
(Full subscription management: Review my subscription)

Winback SMS
“We miss you — we’ve improved our [product]. Use BACK15 for 15% off to restart. Reply YES to restart or STOP to opt out.”

Quick engineering checklist

Stay.ai / Loop → Klaviyo: Subscription Started & Subscription Canceled.
Save product_id, plan_id, servings_per_container, recommended_servings_per_day.
Build dashboards (subs started, subs canceled, net delta, cohorts).
Add one-click delay/skip links in billing emails.
Push quiz answers to Klaviyo profiles and build cohort-based flows.

A closing note

Subscriptions win when customers trust you and form a habit. Email and SMS should help customers keep that habit — not make it easy to leave. Fix the math first. Then change your billing reminders, protect active subscribers, and make it easier to pause or delay than to cancel.

eCommerce, Email Marketing, Supplement Marketing

The only way to scale email + SMS frequency without burning your list

By Erin Schnittker Siemek on

February 3, 2026

- Category : eCommerce, Email Marketing, Supplement Marketing

- Tags : 2022, affiliate, agency, automation

Most ecommerce brands have the same email problem.

They know email and SMS drive revenue.
They know they should be showing up more often.
They know their competitors are sending a lot.

But they hesitate.

Because deep down, they’re thinking:

“If we increase frequency, we’ll annoy people and get unsubscribes.”

And they’re not wrong — if you send the same message to everyone.

That’s the part most brands miss.

The real issue isn’t frequency. It’s relevance.

Email and SMS are high-frequency channels by design.

If someone opts into your list, they’re giving you permission to show up consistently — and if you do it right, they’ll want you to.

But here’s the catch:

You can’t send high-frequency campaigns to a broad list and expect it to work.

That’s how you end up with:

high unsubscribe rates
spam complaints
declining engagement
poor deliverability
and a list that becomes “dead weight”

The fix isn’t sending less.

The fix is segmentation.

Why segmentation matters more in 2026 than ever

In 2026, DTC brands aren’t competing on products alone.

They’re competing on:

speed of communication
personalization
relevance
experience
retention

The average customer is seeing hundreds of messages per day across ads, social, and inbox.

So if your emails feel generic, customers tune you out instantly.

Segmentation is how you avoid being “just another brand blasting promotions.”

It lets you send more while making it feel like less.

DTC brands with multiple SKUs can’t afford generic messaging

The more SKUs you have, the more dangerous it becomes to send the same message to everyone.

Because not everyone wants the same thing.

A customer who bought a:
hydration supplement
is not the same as someone who bought
sleep gummies

A customer shopping:

men’s denim
is not the same as someone browsing
plus-size dresses

When brands ignore this, they accidentally do two things:

They waste impressions on irrelevant content
They train customers to ignore their emails

That’s why hyper segmentation is the real unlock.

Let’s give our typical clientele some specific examples for health and wellness DTC brands looking to improve email list segmentation:

1) Segmentation ideas for a supplement brand with multiple SKUs

Supplement customers don’t buy “products.”
They buy outcomes.

That means segmentation should focus on:

goal-based journeys
replenishment cycles
stack behavior
compliance/education

A) Try segmenting by goal / desired outcome

This is the highest ROI segmentation for supplements.

Examples:

Sleep support buyers
Gut health buyers
Stress / cortisol buyers
Energy / focus buyers
Fitness performance buyers
Weight loss support buyers
Women’s hormone support buyers

How to build this type of segmentation:
Create segments for supplement brands by using your first and zero party data (stuff you know because a customer did it on your site or has explicitly or implicitly told you about themselves/their interests) like:

Purchase history (SKU tags)
Quiz results
Browse behavior (product page category)
Click behavior (emails clicked)

What to send to supplement brands’ email subscribers:

content tailored to their goal
bundles for that goal
testimonials from customers with the same goal
“3-step protocol” education series

B) Segment by replenishment window (refill timing)

This is how you scale frequency without unsubscribes.

Examples:

14–21 days post purchase (low supply warning)
25–35 days (refill reminder)
40–60 days (lapsed supplement customer)

What to send:

refill reminders
“your next bottle is due” SMS
subscribe & save push
reorder incentives

C) Segment by stack behavior

This one prints money.

Examples:

Bought 1 SKU only (needs cross-sell)
Bought 2+ SKUs (stackers / higher LTV)
Bought a bundle (bundle buyers)
Bought only powders vs only capsules

What to send:

“complete the stack” cross-sells
routines: morning vs night stack
upsell to bundle
VIP access / loyalty offers

D) Segment by product sophistication

Supplements are confusing. Your list isn’t equally educated.

Examples:

New supplement customers (need education)
Advanced buyers (want ingredients, dosage, science)
Subscription members (already trust you)

What to send:

ingredient explainers
compliance/consistency tips
FAQ + objections (safety, effectiveness, taste)

E) Segment by objection type

This is huge for retargeting and email.

Examples:

“Does it work?” skeptics
“Too expensive” customers
“I don’t trust supplements” customers
“I forget to take them” customers

What to send:

social proof and reviews
before/after stories
UGC testimonials
cost-per-day breakdown

2) Segmentation ideas for a skincare brand with multiple SKUs

Skincare is personal.
People buy based on:

skin type
skin concern
routine stage
seasonality

This means segmentation should feel like:

“This brand is basically my esthetician.”

A) Segment by skin concern

This is the equivalent of “goal segmentation” in supplements.

Examples:

Acne / breakouts
Anti-aging / fine lines
Hyperpigmentation / dark spots
Dryness / dehydration
Redness / rosacea / sensitivity
Texture / pores

How to build it:

quiz results
product page views
purchases (concern tags per SKU)

What to send:

concern-specific routines
before/after content
ingredient education (“why niacinamide works for ___”)
UGC by concern type

B) Segment by skin type

Skin type changes what products are “safe” and “relevant.”

Examples:

Oily
Dry
Combination
Sensitive

What to send:

routines by skin type
“avoid these ingredients if you’re sensitive”
personalized product recommendations

C) Segment by routine stage

This one is incredibly profitable because it naturally drives upsells.

Examples:

Cleanser-only buyers
Serum buyers
Moisturizer-only buyers
Full routine buyers (high LTV)
Sunscreen buyers (seasonal + daily use)

What to send:

“next step in your routine” education
“complete the routine” bundle offers
how-to content: order of application

D) Segment by ingredient affinity

This is advanced, but it’s elite for skincare.

Examples:

Retinol users
Vitamin C users
Niacinamide users
Peptide lovers
Barrier repair customers

What to send:

ingredient education
new product launches for that ingredient
“how to layer” guides
caution/contraindication tips

E) Segment by seasonality + climate

Skincare is affected by environment.

Examples:

Winter dryness segment
Summer SPF + oil control segment
Humid climate vs dry climate
“travel kit” segment

What to send:

seasonal routines
weather-based product pushes
SPF reminders via SMS

Quick cheat codes: segmentation that works for BOTH categories

If you want 80/20 segments that apply to any multi-SKU DTC brand:

VIP / high LTV (top 10–20%)
First-time buyers (need trust + second purchase push)
Browsers (viewed category, no purchase)
Cart abandoners (high intent)
Lapsed customers (winback angle)
Discount-only shoppers (price objection)
New subscribers (education + brand story)

What hyper segmentation actually means (and why it prints money)

Hyper segmentation isn’t complicated.

It just means you stop treating your list like one audience.

Instead, you build mini audiences based on:

what they’ve purchased
what they’ve viewed
what they’ve clicked
what they’re interested in
where they are in the customer journey

Then you send messages that match that context.

Example:

Instead of sending one campaign:

“20% off everything!”

You send:

“Back in stock: the denim you viewed” (Browse segment)
“Complete the set” (Recent purchasers)
“VIP early access” (High LTV)
“Need help choosing your fit?” (High return-risk shoppers)
“Refill reminder” (Consumables)

Same send day. Same offer window.
Totally different relevance.

That’s how you scale frequency without damaging your list.

Frequency is the growth lever. Segmentation is the safety mechanism.

Here’s the truth:

If you want email + SMS to become a major revenue channel, you need to increase touchpoints.

But if you increase touchpoints without segmentation, you’ll create churn.

Segmentation is what makes your customer feel like:

“This brand gets me.”

And that’s what converts.

The Forge approach: send more — but to fewer people at a time

At Forge, we don’t increase frequency by blasting your entire list more often.

We increase frequency by building a segmentation engine that lets you send:

more campaigns
more automations
more personalized content

…without overwhelming any one customer.

So instead of sending 5 emails per week to everyone…

You might send:

5 emails per week total
but each person only receives 1–2
and every message feels relevant

That’s how top DTC brands win.

Bottom line

If your list is segmented correctly, you can send more — and customers will thank you for it.

Because the real goal isn’t to “send emails.”

It’s to deliver the right message, to the right customer, at the right time.

And segmentation is the system that makes that scalable.

eCommerce, Email Marketing

Email & SMS Campaign Strategy for Sports Nutrition Brands

By Erin Schnittker Siemek on

January 6, 2026

- Category : eCommerce, Email Marketing

- Tags : 2022, affiliate, agency, automation

Email Automations create stability. Email campaigns and SMS campaigns create momentum.

For DTC sports nutrition brands, a strong lifecycle marketing system isn’t optional — it’s what protects your margins when Meta CPMs rise, when competition floods the market, and when customers compare pre-workouts, creatine monohydrate, and protein powders like they’re commodities.

This guide covers sports nutrition email marketing and SMS marketing for supplement brands — specifically for brands selling stim and stim-free pre-workout, pump formulas, creatine monohydrate, whey isolate, whey concentrate, casein protein, and complete stack bundles. You’ll learn how to structure your email campaign calendar, how to use segmentation to increase relevance, and how to run SMS as an activation channel without burning your list.

TL;DR: What Works Best in Sports Nutrition Email + SMS

If you want predictable campaign revenue, you need three things:

The strongest email campaigns for supplement brands rotate:

education and ingredient authority
product spotlights with proof
stack bundles and routine-based positioning
drops, flavor launches, and limited releases
subscription adoption framed as consistency
community and UGC that reinforces belonging

Before Campaigns Work: The List Growth Baseline

Email campaign performance depends on list quality. If you’re not consistently capturing new subscribers through popups, quizzes, checkout opt-ins, and post-purchase flows, even the best email campaign calendar won’t scale. In sports nutrition, high-performing list growth systems usually include goal-based popups (not generic discounts), “build your stack” quizzes (stim vs stim-free, creatine starter stack, protein selection), checkout SMS opt-ins, and creator-driven landing pages tied to paid social. If you’re still building your list foundation, we break down list growth strategy for sports nutrition brands in a dedicated guide.

Why Email + SMS Campaign Strategy Matters in Sports Nutrition

Sports nutrition customers don’t buy because you sent an email. They buy because they’re in a routine — and your brand becomes part of that routine.

Email marketing strategy matters more in sports nutrition than in most ecommerce categories because:

pre-workout is a ritual (training-day fuel)
creatine is a daily habit (consistency-based results)
protein powder is a staple (taste, mixability, digestion, recipes)
customers buy in stacks, not isolated SKUs
flavor launches and drops create novelty and urgency
ingredient education reduces skepticism and increases conversion
training culture builds religious brand followers

The best sports nutrition email marketing systems keep your brand top-of-mind in the customer’s gym bag — not just in their inbox.

The Sports Nutrition Campaign System: Email vs SMS Roles

To build a high-performing system, you need clarity on channel roles.

Email = Education + Trust + Selling

Email is where you build belief and authority. This is where you:

This is where Klaviyo email campaigns excel: segmentation + dynamic content allow sports nutrition brands to personalize based on product interest and buying behavior.

SMS = Activation + Reminders + Urgency

SMS should feel like a training partner, not a second email channel.

SMS is best used for:

drops and flavor launches
restocks
cart reminders
limited-time bundle windows
last chance alerts
quick nudges to complete a stack
subscriber-first early access

If email is the education and persuasion layer, SMS is the final push.

The 6 Campaign Types Every Sports Nutrition Brand Needs

Most ecommerce supplement brands only send two types of campaigns: a sale and a product announcement. That’s why engagement drops and discounting becomes a crutch.

High-performing sports nutrition brands rotate campaign types intentionally.

1) Education + Authority Campaigns (Trust Builders)

These campaigns build credibility and reduce skepticism — especially for creatine monohydrate and protein powder buyers.

Examples that consistently perform for sports nutrition brands:

consistent across ads, site, email, and product photography
Pump formulas: what actually drives a pump (and what doesn’t)
Creatine monohydrate: how to take it daily (and what to expect)
Whey isolate vs concentrate vs casein: what’s the difference?
How to read a pre-workout label (clinical dosing vs fluff)
Beta alanine tingles: what they mean and why they happen

Education campaigns don’t feel like marketing. They feel like value — and they increase conversion rates across every other campaign you send.

2) Product Spotlight Campaigns (Revenue Drivers)

Product spotlights sell one hero product with high confidence.

A strong sports nutrition product spotlight includes:

clear “who it’s for” positioning
routine-based framing (“your training-day ritual” / “your daily base”)
label transparency and dosage clarity
proof: reviews, UGC, and credibility cues
taste/mixability reassurance for protein and flavored pre-workouts
one clean CTA

Examples:

Visual Interest: Why On-Brand Creative and GIFs Matter in Sports Nutrition Email Marketing

In sports nutrition, your email creative isn’t decoration — it’s part of the brand identity and part of the conversion engine. Your customers are used to high-energy, visually bold content: gym edits, performance clips, gritty UGC, flavor drops, training montages, and creator-led storytelling. If your emails feel flat or generic, they don’t just underperform — they dilute the brand.

The best sports nutrition email campaigns are built on a consistent visual system that feels like the brand across every channel: paid social, organic, your product pages, and even the packaging. That includes typography, layout, imagery style, and how motion is used.

Use GIFs as Micro-Experiences (Not Random Animation)

GIFs are one of the simplest ways to make campaigns feel alive — especially for categories like pre-workout and protein where energy, taste, and excitement are core drivers. The goal isn’t to “add movement.” The goal is to create a micro-experience that reinforces the product promise.

High-performing sports nutrition GIF use cases include:

Flavor drops: looping reveals of the label, scoop pour, shaker mix, or flavor name animation
Mixability proof: quick pour-and-shake loops showing smooth texture (huge for protein)
Training ritual clips: short gym loops that feel like a brand anthem (perfect for pre-workout)
Label transparency: a crisp loop highlighting clinical dosing or key ingredients
Stack education: simple animated visuals showing how to combine pre + creatine + protein

Keep GIFs Clean, Premium, and Mobile-First

A GIF should feel like part of your design system — not a random meme dropped into an email. Best practices:

keep file sizes lightweight so emails load fast
design for mobile readability (most opens happen on mobile)
use GIFs sparingly — 1–2 per email is typically enough
pair motion with a clear CTA above the fold
avoid overly flashy movement that distracts from conversion

In sports nutrition, the strongest campaigns feel like content — and the strongest content drives sales.

3) Stack + Bundle Campaigns (AOV + LTV Engines)

Stack campaigns are one of the highest-leverage email campaign types for sports nutrition brands because they increase AOV without increasing acquisition spend.

The strongest stack campaigns:

High-performing stack bundles include:

In sports nutrition, stack campaigns should feel like coaching — not upselling.

4) Drops + Flavor Launch Campaigns (Momentum Builders)

Sports nutrition is novelty-driven. Flavor launches and limited releases create spikes in revenue — especially for pre-workout and protein brands.

The best drop system runs in a sequence:

SMS shines here because it’s immediate and feels like a real alert — as long as you don’t overuse it.

5) Subscription + Consistency Campaigns (Predictable Revenue)

Subscription works when framed as consistency and control — not just savings.

These campaigns perform best when they feel supportive:

Subscription campaigns are one of the most profitable campaign types for sports nutrition brands because they convert a purchase into a habit.

6) Community + Culture Campaigns (Belonging Builders)

This is how sports nutrition brands create religious brand followers.

Culture campaigns include:

UGC roundups (“stack check,” gym bag setups)
athlete routines and “what I take” breakdowns
customer stories framed safely and credibly
founder POV notes
training rituals (“Monday reset,” “leg day fuel,” “cut season stack”)

These campaigns increase engagement and protect retention — which is what keeps LTV strong even when CAC rises.

Campaign Angles by Product Type (Sports Nutrition-Specific Examples)

Sports nutrition brands win when campaign angles mirror how customers actually think.

Pre-Workout (Stim) Email Campaign Angles

“High-stim vs balanced energy: choosing your training-day fuel”
“How to avoid the crash (timing, dosage, routine)”
“Beta alanine tingles: why they happen and how to dose”
“Focus + energy without jitters: who this formula is for”
“Your training-day ritual: what to take and when”

Stim-Free Pre-Workout + Pump Campaign Angles

Creatine Monohydrate Campaign Angles

“Creatine daily habit: the simplest performance upgrade”
“Loading vs no loading: what matters (and what doesn’t)”
“Creatine myths: bloating, water retention, and reality”
“What to expect in week 1 vs week 4”
“Creatine monohydrate vs HCL: what’s actually different?”

Protein Powder (Whey + Casein) Campaign Angles

“Whey isolate vs concentrate: which is right for digestion and macros?”
“Taste + mixability proof: why customers keep reordering”
“Recipe-based campaigns: smoothies, oats, protein ice cream”
“Lean muscle support: protein as a daily consistency staple”
“Casein before bed: nighttime recovery routine”

A 30-Day Email + SMS Campaign Calendar for Sports Nutrition Brands (Example)

If you want predictable performance, you need a rhythm.

Here’s a sample monthly cadence for a DTC sports nutrition brand selling pre-workout, creatine monohydrate, and protein powder.

Week 1 — Education + Trust

Email: Ingredient education (stim vs stim-free, creatine consistency, isolate vs concentrate)
SMS: optional quick “tip + link” if engagement is strong
Goal: build belief and improve conversion across upcoming sends

Week 2 — Product Spotlight + Proof

Email: Hero product spotlight + reviews + label transparency
SMS: short reminder 6–12 hours later (“quick link if you missed it”)
Goal: drive revenue without discounting

Week 3 — Stack Bundle + Routine

Email: “Complete your stack” bundle push with segmentation
SMS: deadline or inventory-based urgency if real
Goal: increase AOV and move customers into ecosystem buying

Week 4 — Drop / Launch or Subscription Push

Email: flavor drop sequence or subscription consistency campaign
SMS: early access + last chance (if relevant)
Goal: spikes + subscription adoption + momentum

This calendar works because it balances selling with brand building — and it keeps customers engaged without spamming.

Segmentation: The Key to Sports Nutrition Email Marketing Performance

Campaign performance improves dramatically when segmentation reflects how people train and buy.

High-leverage segments for DTC sports nutrition brands include:

stim vs stim-free pre-workout buyers
pump formula shoppers
creatine first-time vs repeat buyers
protein buyers who prioritize taste vs macro purity
stack buyers vs single SKU buyers
subscribers vs one-time buyers
high-LTV VIP customers
lapsed customers (30/60/90-day windows)

Segmentation is how you increase revenue without turning every campaign into a discount.

SMS Best Practices for Sports Nutrition Brands (So You Don’t Burn Your List)

Sports nutrition SMS works best when it feels like:

SMS fails when brands treat it like email — long, frequent, and overly promotional.

Strong SMS programs typically follow these principles:

keep sends limited and intentional
segment heavily by product interest and buyer type
use SMS only when there’s a clear action or urgency
pair SMS with stronger email content (education + proof)
avoid constant discounting that trains customers to wait

SMS should amplify your calendar — not replace it. Forge also ensures that the brands we work with are in complete compliance with SMS regulatory requirements. Some information on SMS compliance is available at Postscript.

The Biggest Campaign Mistakes Sports Nutrition Brands Make

Most brands don’t underperform because email “doesn’t work.” They underperform because their strategy is reactive and overly promotional.

Common mistakes include:

sending only promotions and discounts
inconsistent cadence (silence, then spam bursts)
weak creative and limited proof (especially for taste/mixability)
no segmentation by product type or training identity
treating SMS as a second email channel
failing to connect campaigns to automations, subscriptions, and retention strategy

Campaigns should feel like a system — not a slot machine.

Final Takeaway: Email + SMS Campaigns Build Momentum and Revenue

Email Automations stabilize revenue. Email + SMS campaigns scale it.

For sports nutrition brands, the best campaign calendars feel like part of the customer’s training routine: a consistent rhythm of education, proof, drops, stacks, and community.

That’s how brands increase LTV, reduce discount dependence, and build a customer base that buys again and again.

Next Step: Get Your Campaign Calendar + SMS Revenue Roadmap

If your campaigns feel inconsistent, overly promotional, or unpredictable, Forge can audit your last 30–60 days and build a sports nutrition-specific campaign calendar designed to:

Request a Campaign + SMS Audit and we’ll map the exact strategy your brand needs to drive predictable monthly revenue.

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