Carlus Buchanan | Klaviyo Flow Build + Email Marketing Masterclass

The problem

Three reasons email still isn't pulling its weight in your business

Email is a job in itself

You know there's more you could be doing with email, but you don't have the hours. Building flows takes time, so they get pushed back, left half-finished or never started.

It's hard to know where to start

You're running a brand, not training to become an email marketer. There are triggers, splits, segments and a hundred other things to think about. How do you know what matters, or whether you've set things up properly?

Your flows aren't working as they should

Some don't trigger when they should. Others overlap and send customers the same message twice. And the flows you built two years ago might not reflect how your customers shop today.

Email Revenue Gap Calculator

Are your emails making as much money as they could?

Enter a few numbers from your store to see how your email revenue compares with DTC benchmarks, and what closing that gap could be worth each month and each year, without paying for a single extra visitor or adding a single subscriber.

Your numbers

Annual revenue

$

Email subscriber count

Monthly orders

Current email revenue %

Current SMS revenue % (0 if none)

Number of active flows

The opportunity

$0 estimated additional revenue per year, at benchmark

Current email + SMS revenue$0

Revenue at conservative benchmark (30%)$0

Revenue at strong benchmark (40%)$0

Monthly gap (conservative)$0

Revenue per subscriber per year$0

Owned revenue share-

Flow coverage-

List monetisation-

These numbers are conservative estimates. On the 20-minute call, I'll map the exact order I'd fix things in for your brand.

Book a Call

Benchmarks: well run DTC email programmes generate 30 to 40%+ of total revenue from owned channels (email + SMS), with healthy programmes running 5+ active flows and roughly a 50/50 flow to campaign split. Estimates assume implementation across popup capture, core flows and segmentation. This is a directional model, not a guarantee of results.

What you get

Every core flow built inside your own account, in a single click

Most brands spend months dragging flows together by hand, one email at a time. I build your core flows in one go using the Klaviyo API: welcome, browse abandonment, abandoned cart, abandoned checkout, post-purchase, winback and sunset. Every flow connects to the next, with the right triggers, splits, conditional logic and timing built in from day one. The emails inside are placeholders, ready for your designs. In the masterclass, I'll show you how to design the emails, launch the flows and run the whole system yourself.

I call it the IntentFlow System™.

The Masterclass

Four pillars. Four hours. One complete email system built in your account.

I've trained more than 1,000 marketers, and one thing I've learned is how to make complicated things easier to understand. That's exactly what we'll do together, using your own account. This isn't passive learning. Every module is a working session using the flows I've already built for you, not a template. By the end, you'll understand how every part connects, why it's built the way it is, and how to design, launch, test and improve it yourself. Each pillar builds on the last. Skip one and the system becomes weaker.

01

Data

Everything starts with who your customers are. I call this Identity First. You'll learn how to combine what customers do, using browse, cart and order data, with what they tell you about themselves through preferences, surveys and popup answers. Then we'll use that to build segments and splits that make every email feel relevant. I'll cover suppression strategy, list hygiene and how to use the intent data collected at your popup to personalise what you send next. You'll also learn how to use your popups to collect more useful information about your customers, so the emails they receive are relevant from the start.

Identity FirstSegmentationIntent dataList hygieneFlow triggers

02

Email Design

Turn your flow placeholders into emails customers actually want to read and click. Learn the design principles high-performing ecommerce brands use to make their emails easier to read, navigate and act on. I'll cover structure, hierarchy, mobile rendering, dark mode, image-to-text ratio and CTA best practices.

Design principlesMobile firstCTA structureDark modeKlaviyo templates

03

Deliverability

Make sure your emails actually reach the inbox. Learn how sender reputation works, how to protect it and how to spot problems before they start costing you revenue. I'll cover domain authentication (SPF/DKIM/DMARC), warmup strategy, inbox placement and how to diagnose deliverability issues when something doesn't look right.

Sender reputationSPF / DKIM / DMARCInbox placementDomain warmupSpam monitoring

04

Analytics

Know exactly what's working, what's not and what to improve next. I'll show you how to benchmark your performance against industry standards, what your metrics are actually telling you, and how to use AI connected to Klaviyo and Shopify to get straight answers from your own data instead of guessing.

BenchmarksFlow analyticsCampaign reportingA/B testingAI and data

✓

One-Click Flow Build

Included with every masterclass. We start with a quick 15-minute call so I understand your brand and your customers. Then, before the training, I build your core flows directly into your Klaviyo account through the API. You'll have your own flows in your own account, with the triggers, splits and timing set up properly from day one. The emails are placeholders ready for your designs, and you own every flow permanently.

Built through the Klaviyo APIYour account, your flowsYou own it permanentlyNo extra cost

Industry benchmarks

What a well-run email programme actually looks like

These are the numbers your programme should be hitting. Most brands I see are significantly below on at least two.

Campaign benchmarks

Metric	Below average	Average	Above average	Elite
Open rate	Below 18%	18 to 25%	25 to 35%	35%+
Click rate	Below 1.5%	1.5 to 3%	3 to 5%	5%+
Revenue per recipient	Below $0.05	$0.05 to $0.15	$0.15 to $0.50	$0.50+
Unsubscribe rate	Above 0.5%	0.2 to 0.5%	0.1 to 0.2%	Below 0.1%

Flow benchmarks

Flow	Open rate	Click rate	Revenue per recipient
Welcome series	45 to 55%	8 to 12%	$0.50 to $2.00
Abandoned cart	40 to 50%	8 to 15%	$3.00 to $8.00
Abandoned checkout	45 to 55%	10 to 18%	$4.00 to $12.00
Browse abandonment	35 to 45%	5 to 8%	$0.30 to $1.50
Post-purchase	55 to 65%	8 to 12%	$0.50 to $2.00
Win-back	25 to 35%	3 to 6%	$0.20 to $1.00
VIP	40 to 55%	8 to 15%	$1.00 to $5.00

Revenue split and list growth

Metric	Unhealthy	Developing	Healthy	Elite
Email % of total revenue	Below 10%	10 to 20%	20 to 35%	35 to 50%
Flow vs campaign split	Below 20% flows	20 to 35% flows	35 to 50% flows	50%+ flows
Monthly list growth rate	Below 1%	1 to 3%	3 to 7%	7%+
Popup conversion rate	Below 1%	1 to 3%	3 to 6%	6%+

Why me

I spent nearly three years training the marketers agencies hire. Here's why that matters.

My name is Carlus Buchanan. For nearly three years, I was an enterprise email marketing trainer at Dotdigital, one of the world's leading email platforms. I personally trained more than 1,000 marketers and audited hundreds of real accounts along the way, from fast-growing DTC brands to global retailers, Premier League football clubs and the agencies that run email for them.

Some were managed by agencies, others were run in-house. Some generated 40% or more of their revenue from email, while others struggled to get beyond 15%. After seeing enough of them, a pattern became pretty clear. The best accounts weren't necessarily sending more emails. They knew who their customers were, and every flow connected to the next. Everyone else had the same tools but used them in isolation.

There are brilliant brands out there whose customers never get the full experience. They haven't had access to the kind of email setup big brands get from big agencies. I built this to level the playing field. Founders don't need to become email marketers. They need the right system, built properly, and enough understanding to run it well.

1,000+Marketers Personally Trained

100sAccounts Audited

3 YearsEnterprise Email Training at Dotdigital

Who this is for

Built for DTC founders who want great email without building it all themselves

If you're running a DTC brand and email isn't performing as well as it should for the traffic you have, this was built for you. You don't need a huge list or a big team. You need the right system, built properly, and someone who's seen enough real ecommerce accounts to know what works.

Email accounts for less than 30% of your revenue.
You're spending on acquisition but not retaining enough of the customers you're paying to acquire.
You set your flows up once and haven't seriously revisited them since.
You're paying for Klaviyo, but you're not confident you're getting enough value from it.
You want to understand email well enough to brief, manage and evaluate the work properly.
You've looked at agencies, but the price or commitment doesn't feel right yet.
You've hired your first marketer and want them to hit the ground running.
You want to run your email programme to a high standard before you ever outsource it.

If you found yourself agreeing with most of these, you're exactly who this masterclass was built for.

The guarantee

If your system goes live and doesn't generate additional revenue, you get your money back

The guarantee is based on results. Here's exactly how it works:

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I build your core flows in your account, you attend the four-hour intensive, then you add your email designs and set the system live.

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Your 60 days start once the core system is live and running, not from the day you pay.

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If your system is live and it hasn't generated additional email revenue within those 60 days, you get a full refund.

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The results are measured using your own platform reporting. Your numbers, not mine.

Book Your Discovery Call

A 20-minute call. If I don't believe you'll get a strong return from the masterclass, I'll tell you before you spend any money.

FAQ

Questions founders usually ask

What platform is the training built around?

The masterclass is taught in Klaviyo because it's the platform most DTC ecommerce brands use, and the one-click flow build runs through the Klaviyo API. The strategy itself isn't specific to Klaviyo, so the same principles apply whichever platform you're using.

Is this for complete beginners or do I need some email experience?

You'll need to be running an ecommerce brand with an email list and your email platform connected to your store. You don't need to know how to build flows, because I build the core ones for you. This isn't an introduction to email marketing. It's for founders who want to go from the basics to a proper system, fast.

How is the training delivered?

First, we have a quick 15-minute call so I understand your brand and your customers. I then build your core flows straight into your Klaviyo account in one click, ready for the training. The masterclass itself is a four-hour live intensive: two hours, a break, then two more hours. We work on your real flows inside your own account, so you leave knowing how the whole system works and exactly what to do to get it live.

I'm short on time. Is four hours realistic?

Yes. That's the point of building your flows before we start. Instead of spending weeks figuring out how to build everything yourself, we spend four hours working through your own system, so you understand how it works and what you need to do to get it live.

Why is a call necessary before I buy?

Because I need to be confident the masterclass can actually deliver a strong return for your brand before I offer you the guarantee. A quick call lets me understand where your email programme is now and whether I genuinely think I can help. If I don't, I'll tell you straight and you'll still leave with a clearer picture of where your email stands.

What is covered in the four hours?

Four pillars: data and segmentation, email design, deliverability and analytics. Each one is a working session on your own account, not a lecture. Because your flows are already built, we spend the time understanding how the system works, designing your emails and getting it live, not dragging blocks around in the editor.

What happens after the masterclass?

You add your email designs to the placeholders and set your system live. You own every flow permanently, and you know how to run and improve them. Some founders manage everything themselves from there. Others use what they've learned to brief and manage their internal team or freelancers more effectively.

Is this a one-time investment or a subscription?

One-time investment. $1,800, paid once. No retainer, no monthly fees and no ongoing commitment. Everything built during the session is yours to keep. You get the system and the knowledge to run it yourself without the ongoing cost of an agency.

What if I'm not on Klaviyo?

The training works on any email platform. I use Klaviyo during the live sessions because it's what most DTC brands use, and I'll work inside your platform with you instead if you're elsewhere. The one-click flow build depends on what your platform's API allows, so for anything other than Klaviyo, we'll scope that on the call.

How quickly should I expect results?

Your core flows are already built, so you can get them live sooner than if you were building them yourself. Once you've added your email designs, the system can go live straight away. The exact timing of results still depends on your traffic, which is why your 60-day guarantee doesn't start until your core system is up and running.

How to Add $20k to $200k a Month in Email Revenue From Your Existing Traffic, Backed by a 60-Day Money-Back Guarantee