How many times have they said email is dead? Too many to count—and each time, they (the proverbial they) have been wrong. Nobody can kill email. Email will still be here when the world is just roaches and the giant Pacific garbage patch. Is that too dark for sales copy? Let us know in the comments!

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But seriously folks—imagine the companies of yore, with no way to talk to their customers, no way to segment based on website behavior, no way to just send out a little nudge to get that promo period going. You wish we were still in the good old days when people got dressed up to fly? Sure, Paul Newman was (is?) a babe—but imagine trying to build a business without email. You can't! And you wouldn't want to.

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We've been doing email marketing for ecommerce businesses as long as we've been around, and we see it as a crucial piece of a good growth strategy—supporting both retention and acquisition.

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We support our clients' growth using Klaviyo—which remains the best choice we've found for most ecommerce businesses running between $500,000 to $15 million. It's user-friendly, integrates well with our tech stack, and offers a full range of functions.

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As Klaviyo partners, we deliver a level of service that is excellent and certified so. With deep experience in all the nitty-gritty of email, from deliverability to warming and DMARC and all the good acronyms, to campaign and flow strategy for segmentation and success.

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We support our clients in a range of email and SMS marketing—from full management to setup and training, from strategy to design and execution. We'd love to talk to you about email.

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The Flows We Build

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Automated flows are the engine of a healthy email program — they run in the background, converting and retaining customers without anyone hitting send. Here's what we build and optimize:

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Welcome Series — Your first impression with a new subscriber. We craft sequences that introduce your brand, handle early objections, and drive that critical first purchase.

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Abandoned Cart & Browse Abandonment — The highest-ROI flows in most programs. We configure trigger logic, timing, incentive sequencing, and copy that converts browsers and abandoners without training customers to wait for discounts.

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Post-Purchase Sequences — From order confirmation through review requests, cross-sell recommendations, and replenishment nudges. We turn a transactional moment into a retention engine.

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Win-Back Campaigns — Lapsed customers are cheaper to reactivate than new customers are to acquire. We build segmented win-back sequences with escalating offers and sunset logic that keeps your list clean.

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Back-in-Stock Alerts — Capture demand that would otherwise be lost. We set up back-in-stock flows that notify waitlisted customers the moment inventory returns.

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Subscription Billing & Management Flows — For clients on Recharge or similar platforms, we build flows that handle upcoming charge notifications, failed payment recovery, cancellation intervention, and subscriber milestone moments.

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SMS Strategy

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SMS is email's high-urgency complement — best used for time-sensitive offers, shipping updates, and abandoned cart nudges where immediacy matters. We handle list building, compliance (TCPA, CTIA), flow integration, and campaign strategy within Klaviyo's unified platform.

FAQs

What email marketing platform does First Pier work with?

We work primarily with Klaviyo, which we recommend for most ecommerce brands generating between $500,000 and $15 million in annual revenue. We are certified Klaviyo Partners. For brands outside this range or with specific requirements, we evaluate alternatives — but Klaviyo is our platform of record for its native Shopify integration, flow logic, and predictive analytics capabilities.

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What email flows do you build and optimize?

The core flows for any ecommerce program are: welcome series, abandoned cart, browse abandonment, post-purchase sequence (including review requests and cross-sells), win-back, back-in-stock, and subscription billing and management flows for brands on Recharge. We also build birthday flows, VIP tier flows, and replenishment nudges depending on the product category. Each flow is configured with segment-specific logic, not a one-size-fits-all sequence.

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Do you manage campaigns as well as flows?

Yes. Flows are the automated backbone; campaigns are the active voice of your brand in the inbox. We manage both, including segmentation strategy (who gets which campaigns and why), send cadence, and A/B testing for subject lines, offers, and content. Most underperforming email programs suffer from poor segmentation and over-sending to the full list — we fix both.

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How do you handle email deliverability?

Deliverability is foundational — beautiful emails that land in spam generate zero revenue. We handle DMARC and DKIM setup, domain warming for new sending domains, list hygiene (suppressing unengaged subscribers before they damage your sender reputation), and monitoring of spam complaint rates and inbox placement. This is unsexy work, but it's what separates a program that drives 20–30% of revenue from one that drives 5%.

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How does SMS fit into the program?

SMS is email's high-urgency complement — best for time-sensitive offers, shipping alerts, and abandoned cart nudges where immediacy matters. We manage SMS through Klaviyo's unified platform, handle compliance (TCPA, CTIA), and integrate SMS into the same flow logic as email so messages don't overlap or contradict each other.