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Area of Expertise · Email & SMS Marketing

The Highest-ROI Channels.
Done Right.

Email and SMS still outperform every other digital channel on ROI — when they're built on real segmentation, intentional automation, and copy that earns the click. I've managed over one million subscribers and built programs that generate revenue from day one.

Email Strategy SMS Marketing List Segmentation Lifecycle Automation A/B Testing Deliverability Platform Migration
Start a Conversation → See Campaign Results
$126K
SMS Revenue — First 90 Days
22.6%
Email Open Rate Achieved
1M+
Subscribers Managed
+52.7%
Open Rate Improvement
Why Most Programs Underperform

List Size Isn’t the Problem.
Strategy Is.

Most email programs plateau not because the list is too small but because the strategy behind it is too thin. Batch-and-blast sending, no segmentation, no testing, no lifecycle logic — just a broadcast schedule and a hope that enough people open. The result is declining engagement, rising unsubscribes, and a program that spends without compounding.

The programs I build are structured differently. Segmentation is built into the architecture from the start. Every send has a defined audience, a clear objective, and a measurable outcome. And automation handles the work that shouldn't require a human every time it fires.

Email and SMS marketing
Two Channels. One Integrated System.

Email and SMS Built to Reinforce Each Other.

Email Marketing

Full-program ownership — from list architecture and segmentation through campaign execution, automation, deliverability, and performance reporting. Built for engagement that compounds over time, not just individual sends that reset every month.

  • List segmentation architecture — behavioral, purchase-based, and engagement tiers
  • Welcome, nurture, win-back, post-purchase, and VIP lifecycle flows
  • Systematic A/B testing across subject lines, send times, content, and CTAs
  • Deliverability management — SPF/DKIM authentication, list hygiene, bounce protocols
  • Campaign calendar aligned to business goals and seasonal opportunities
  • Template design and copy built for mobile performance and brand consistency
  • Monthly performance review with actionable optimization recommendations
SMS Marketing

Program launch from zero or optimization of an existing channel — platform setup, subscriber acquisition, compliance framework, and campaigns built to generate revenue within the first 90 days.

  • Platform selection and implementation — Attentive, Klaviyo, Postscript, and others
  • Subscriber acquisition strategy — opt-in flows, pop-ups, and checkout integration
  • TCPA compliance framework and opt-in/opt-out management
  • Promotional, transactional, and behavioral trigger campaigns
  • Welcome series and abandoned cart automation via SMS
  • Revenue attribution tracking from first send to conversion
  • Coordinated SMS and email strategy to maximize engagement without overlap
The Approach

Three Principles That Drive Every Program.

01
Segmentation Before Sending
Every send has a defined audience. Not "the whole list" — the specific segment of people for whom this message is relevant. Irrelevant sends erode open rates, damage deliverability, and train subscribers to ignore you. The discipline starts before the first campaign goes out.
02
Test Everything, Assume Nothing
Subject lines, send times, preheader text, CTA placement, content length — all of it gets tested systematically against a hypothesis, not arbitrarily changed. A testing framework built into the program from the start is what turns incremental improvements into compounding performance over time.
03
Automation Runs the Program, Not Just Individual Flows
Welcome series and abandoned cart are table stakes. The programs I build extend automation across the full customer lifecycle — post-purchase, win-back, loyalty, re-engagement, and behavioral triggers — so the program generates revenue continuously, not just when someone manually hits send.
Automation Built for Revenue

The Flows That Work While You Don’t.

Welcome Series
First impressions at scale. A multi-step sequence that introduces the brand, sets expectations, delivers immediate value, and moves the new subscriber toward their first purchase or conversion point.
Abandoned Cart & Browse
The highest-converting automation in e-commerce. Built with the right timing, the right message, and the right incentive structure — not just a reminder email that assumes the subscriber forgot.
Post-Purchase Flow
The moment after purchase is the highest point of trust — and most brands waste it with a generic receipt. I build post-purchase sequences that confirm, upsell, educate, and begin the retention loop.
Win-Back Campaign
A structured re-engagement sequence for lapsed subscribers and customers — with a suppression logic built in so the unresponsive segment doesn't drag down deliverability for the rest of the list.
VIP & Loyalty Flows
Automated recognition and reward for high-value customers — early access, exclusive offers, and personalized messaging that reinforces the relationship and increases lifetime value without requiring manual intervention on every send.
Platform Experience

The Tools I Build In.

Klaviyo HubSpot Salesforce Marketing Cloud Mailchimp ActiveCampaign Attentive Postscript Google Analytics Litmus
SMS campaign Email campaign Campaign analytics SMS results
Proof Point — DiscountMugs Email & SMS Transformation
$126K
SMS Revenue in 90 Days
Built a complete SMS program from zero — platform selection, compliance framework, subscriber acquisition flows, and campaign execution. $126,000 in new revenue before the program reached its fourth month of operation.
22.6%
Email Open Rate
Open rates moved from 14.8% to 22.6% — a 52.7% improvement — through segmentation restructure, systematic A/B testing, and list hygiene on a list of over one million double opt-in subscribers.
1M+
Subscribers Managed
Full program ownership across a list exceeding one million subscribers — segmentation architecture, lifecycle automation, deliverability management, and campaign execution running simultaneously using Salesforce Marketing Cloud.
+52.7%
Open Rate Improvement
+22%
SMS Subscriber Growth
-32%
Bounce Rate Reduction
9%
Click-Through Rate
Who This Is For

The Right Fit for Email & SMS Work.

You have a list you’re not fully using
A list of tens or hundreds of thousands of subscribers that's receiving batch sends but not segmented, not automated, and not generating anywhere near what it could. The list isn't the problem — the strategy is.
You want to launch SMS and do it right
Not just blast promotional messages to a scraped list — but build a compliant, strategically run SMS program with real subscriber acquisition, real automation, and real revenue attribution from the first campaign.
Your open rates have plateaued or declined
Open rates below 15–18% on a warm list usually signal a segmentation problem, a deliverability issue, or both. I diagnose the real cause before recommending a fix — and the fix is rarely "send better subject lines."
You need a platform migration done cleanly
Moving from Mailchimp to Klaviyo. From a legacy ESP to HubSpot. Platform migrations done poorly destroy deliverability and lose automation history. Done right, they're an opportunity to rebuild the program on a stronger foundation.

I start every email and SMS engagement with an audit of what's actually happening in the program — not assumptions. The diagnosis shapes the strategy before the strategy shapes the execution.

Let’s Talk Email & SMS →