Start
X 0412 /// Y 0968
FILE 0002000 /// LIVE

Zen Richards /// creative strategist

Hi, I’m Zen. Sorry it took solong.

Full stack email marketer. Copy, design and Klaviyo, run by one person.

The obsession is simple: how do we invade the reader’s brain and cash the first yes.

See the work → enter the archive ↗

OPEN TO /// EMAIL, LIFECYCLE AND COPY ROLES /// FULL TIME OR CONTRACT /// REMOTE

///Attributed
///Emails
///Brands
Klaviyo///Certified

Drag the strip /// 20 live sends

the receipts before the receipts

Two agencies. 15+ brands.

I’ve written and designed inside two 8-figure Klaviyo agencies and my own shop.

Every name /// a send on file MKTG Emails /// Adsumo Digital /// Zatreides, my own shop Copy /// design /// Klaviyo /// from one person
Zen Richards /// receipts Account bands /// four accounts on file
Receipts /// Four accounts

The money, by account. and the sends that made it.

Klaviyo /// screenshots on file
Open any file, band by band
01FlatpackIn collaboration with MKTG Emails Open the file ↗
Email revenue vs prior period /// A$112,955 attributed, 28% of total
Per recipient A$0.40 /// Flows 34.05% /// Campaigns 65.95%
Per recipientA$0.40Flows34.05%Campaigns65.95%
Flatpack Klaviyo dashboard

The dashboard /// six Flatpack sends

Flatpack Klaviyo dashboard
Flatpack send
Flatpack send
Flatpack send
Flatpack send
Flatpack send
Flatpack send
02Madcow Open the file ↗
Email revenue in 30 days /// $13,315.41 attributed, 31.23% of total
Per recipient $0.16 /// Flows 33.36% /// Campaigns 66.64%
Per recipient$0.16Flows33.36%Campaigns66.64%
Madcow Klaviyo dashboard

The dashboard /// four Madcow sends

Madcow Klaviyo dashboard
Madcow send
Madcow send
Madcow send
Madcow send
03Lov LuggageIn collaboration with MKTG Emails Open the file ↗
Attributed to email /// Luggage · NZ · 25.91% of NZ$489,224 total · 62.48% of email revenue from flows
Per recipient NZ$0.69 /// Flows 62.48% /// Campaigns 37.52%
Per recipientNZ$0.69Flows62.48%Campaigns37.52%
Lov Luggage Klaviyo dashboard

The dashboard /// one Lov Luggage send

Lov Luggage Klaviyo dashboard
Lov Luggage send
04Best Body Open the file ↗
Top open rate /// 67% to 76% across eleven full sends
Best send /// A$1,053.92
Best Body Klaviyo campaign log

The campaign log /// five Best Body sends

Best Body Klaviyo campaign log
Best Body send
Best Body send
Best Body send
Best Body send
Best Body send
Numbers straight from Klaviyo /// nothing rounded up Four files /// open any one, uncropped
Selected work

Emails that turn maybes into buyers.

Nine sends. Nine brands. Drag the wheel.

drag · arrows · click a slab to bring it forwardswipe the wheel · tap a slab to bring it forward

Scroll the send ///
The archive /// every send on one screen 80 sends /// the favourites Scroll /// the tour runs

The whole archive /// one screen

Eighty sends. zoom in.

Loading 80 sends /// 00%

The tour /// jump to a send
The angle

Five stops /// scroll runs the tour /// rest on a card to read the send TILE 00 / 80 /// ZOOM x1.0 000%

before the first word

Here’s how I think before I write.

Every notebook here is a real doc from a real brand. Angle banks, customer psychology, send plans, the rules I write by. Open one and you’re looking at my pre-writing process, long before a subject line exists.

01 /// Madcow · 100 angles

Toughness as identity

“even a tornado couldn’t stop this collar.”

The send /// Madcow

Madcow send: Made to last

02 /// KUT · 100 angles

Status without the cost

“pro-grade armor without the NFL paycheck.”

The send /// KUT

KUT Football send: League fits incoming

03 /// Gymshark · 40 campaigns

ONYX supremacy

“the drop as a status object.”

The send /// Gymshark

Gymshark send: Onyx vs the world

04 /// 20 email types

Us versus them

“a whole email built on a single idea.”

The send /// Timebeam

Timebeam send: Exposed
TESTIMONIALS /// THE CLIENT SIDE OF THE WORKCLIENT WORDS UNREAD 4 /// ROW 00/4
ZEN RICHARDS /// CLIENT WORDS 4 MESSAGES
    The studio /// one operator Graded harder than a client would /// no receipt, no grade

    One operator, graded.

    Self graded, worst first. The minuses are why you can trust the A’s.
    Four disciplines /// one headcount Klaviyo certified /// working toward Partner
    /// HOW A WEEK RUNS

    ONE FLOW, ONE WEEK, from teardown to live.

    In Klaviyo /// KUT Football welcome flow /// 8 emails

    Trigger /// joins the list Placed an order? /// no
    01 02 03 04 05 06 07 08
    KUT welcome email 1: You’ve been drafted.
    You’ve been drafted.
    KUT welcome email 2: Three shirts is two too many.
    Three shirts is two too many.
    KUT welcome email 4: Yeah. It’s just a fit.
    Yeah. It’s “just a fit.”
    KUT welcome email 5: You’re not early. You’re next.
    You’re not early. You’re next.
    KUT welcome email 6: Got questions? Good.
    Got questions? Good.
    KUT welcome email 7: Your gameday bag signed a starter.
    Your gameday bag signed a starter.
    KUT welcome email 8: KUT10 is still waiting.
    KUT10 is still waiting.

    Seven days /// one operatorDay 01 of 07

    1. Teardown

      Days 1–2

      Read the account. Name every leak in the flows, sized in dollars.

    2. Build

      Days 3–6

      Copy, design and the Klaviyo logic, from one pair of hands.

    3. Launch

      Day 7

      Live, tested, attributed. Then the next one.

    Madcow email, full send from header to CTA
    Case 001 /// Madcow

    Thirty days straight off the dashboard.

    Nov 8 to Dec 8, 2024 /// Klaviyo attribution

    +926%
    Attributed revenue /// vs previous period
    $13,315.41
    Attributed to email /// same 30 days
    31.23%
    Share of total revenue /// whole store
    Klaviyo /// uncropped source on file Open the full-size file ↗
    Receipts /// Ledger

    Four entries and where each one came from.

    01 /// REVENUE
    $2M+
    attributed to email
    Klaviyo /// client accounts
    Madcow Klaviyo dashboardLov Luggage Klaviyo dashboardFlatpack Klaviyo dashboardThree of the accounts on file
    02 /// OUTPUT
    2,000+
    emails shipped
    Strategy, copy, design /// end to end
    InnerDose sendInnerDose sendInnerDose /// two of them
    03 /// ROSTER
    15+
    brands in the roster
    Two agencies /// my own shop
    MKTG EmailsAdsumo DigitalZatreides, my own shop
    04 /// LIFT
    +554%
    in thirty days
    Flatpack /// email revenue vs the prior period
    Flatpack Klaviyo dashboardFlatpack /// the dashboard
    Three dashboards on file /// open them above No modelled numbers /// no blended averages
    The library /// three bands

    Two thousand sends. Every one built by these hands.

    Rest on a card /// eleven of them scroll the whole send Campaigns /// flows /// pet, supplements, apparel, skincare, golf, football

    One last thing

    ONE MORE THING.

    Email me →

    The close

    Three job descriptions, one headcount.

    Copy, design and Klaviyo, from one desk. If that is the hire, write to me.

    OPEN TO /// EMAIL, LIFECYCLE AND COPY ROLES /// FULL TIME OR CONTRACT /// REMOTE

    Email me → LinkedIn ↗ See the portfolio →
    $2M+Attributed2,000+Emails15+BrandsKlaviyoCertified

    see you in the next round