Most email agencies want to show you a deck. A brand overview, a methodology slide, some client logos, a pricing page. Then they ask for a retainer and get started.

We do not do that.

Before we agree to work together — before any contract is signed, before any money changes hands — we record a personalised Loom walkthrough of your actual Klaviyo account and show you exactly what we would fix, what we would build, and what we estimate it would generate. You see the diagnosis before you see the invoice. Because in our model, there is no invoice until the revenue arrives.

This article is the complete picture of how we work — from the first audit through to a fully operational email revenue engine — with the actual results we generate for clients at every stage.

What the Results Actually Look Like

Before explaining the process, it is worth showing you what we are working toward. These are real client results — not rounded, not anonymised, not percentages without dollar amounts.

Email revenue attribution from a live client account — tracked directly in Klaviyo, reported transparently every month.

Client flow revenue — before and after engagement.

Klaviyo performance metrics from a client account we manage.

These numbers come directly from Klaviyo’s revenue attribution — the same dashboard you have access to in your own account. There is no separate tracking system that we control. Every number we report is a number you can verify yourself in real time.

For a detailed breakdown of how one engagement delivered $6,428 in attributed email revenue in the first 60 days, read the full case study: How We Generated $6,428 in 60 Days Using Klaviyo — The Exact Playbook.

The Four-Stage Process: What We Do, In What Order, and Why

Every Outreach Gurkha engagement follows the same four-stage sequence. The order is not arbitrary — each stage creates the foundation the next one depends on. List growth without flows wastes subscribers. Campaigns without correct technical setup waste sends. The sequence matters as much as the individual components.

Stage 1: Growing Your List

A larger, higher-quality list means more revenue potential from every email sent. But list growth is not just about volume — it is about acquiring the right subscribers through the right mechanisms, so that the people entering your email funnel have genuine purchase intent.

Most Shopify stores have a signup rate between 1% and 2% of site visitors. Moving that number to 4% or 5% — through better popup design, better offer positioning, and better timing — is one of the fastest list-growth levers available. At 20,000 monthly visitors, the difference between 2% and 5% signup rate is 600 additional subscribers per month. Over 12 months, that is 7,200 additional people in your email funnel — each one a potential customer who has specifically asked to hear from you.

A well-designed, correctly-timed popup consistently achieves 5–10% conversion on site visitors — 2–3× the Shopify store average.

How We Build Your List

Stage 2: Building the Flow Architecture

Flows are the infrastructure of email revenue. They are automated sequences triggered by customer behaviour — running 24 hours a day, 7 days a week, capturing revenue whether or not anyone is actively working on email. A properly built flow stack is the difference between an email channel that generates 8% of store revenue and one that generates 30%.

We build flows in revenue-impact order — highest-returning flows first, so your account begins generating measurable results in the first two weeks rather than waiting for a complete build-out.

Our flow builds — inside real client Klaviyo accounts

The six flows above — Welcome, Abandoned Cart, Post-Purchase, Browse Abandonment, Win-Back, and a Cross-Sell sequence — form the complete automation stack we build for every client. These are screenshots from live client accounts, not templates.

The Flow Stack We Build — and What Each One Does

These flows are not templates with your logo dropped in. Every flow is built from scratch for your specific store — your product category, your average order value, your customer purchase cycle, and your brand voice. A flow built for a skincare brand that restocks monthly looks completely different from one built for a fashion brand with seasonal purchase patterns.

For the complete science behind how each flow is structured and timed, read: Email Marketing for Shopify Businesses — The Revenue Engine Most Stores Are Running at 20% Capacity.

Stage 3: Fixing the Technical Foundation

The most common reason email campaigns underperform has nothing to do with the creative. It is a technical problem — emails landing in spam, broken tracking preventing accurate attribution, or poor domain reputation causing inbox providers to deprioritise your sends. Technical issues are silent. They do not appear as errors in your Klaviyo dashboard. They appear as inexplicably low open rates and revenue numbers that do not move regardless of what you change in your copy.

Before we build or send anything, we audit the technical foundation of your email operation and fix every issue we find.

The Technical Issues We Fix

A Real Technical Fix — What It Changed

One of our e-commerce clients came to us with an open rate stuck at 12% and persistent customer complaints that emails weren’t arriving. Their emails were landing in spam for a significant portion of their list — not because their content was poor, but because their SPF and DKIM records were misconfigured and their sending domain had accumulated a poor reputation from a previous campaign send to an unclean list.

Our fix: corrected SPF, DKIM, and DMARC authentication records, implemented a domain re-warming sequence over four weeks, cleaned 2,800 invalid and hard-bounced addresses from the list, and optimised image sizes across all templates.

No new copy. No new creative. No change to the offer. The same emails, reaching the inbox instead of the spam folder, produced 25% more revenue. Technical deliverability is not a detail — it is the literal difference between your emails existing and not existing.

For a detailed breakdown of what domain authentication, SPF, DKIM, and DMARC mean for your email deliverability, read: The Deliverability section of our Shopify Email Marketing guide.

Stage 4: Running Campaigns That Generate Revenue, Not Just Opens

Once flows are live and the technical foundation is clean, we layer in the active campaign operation. Campaigns are scheduled, intentional sends tied to specific moments — product launches, seasonal events, promotional windows, educational content. They generate the active revenue that sits on top of the passive flow income.

Campaign revenue performance from a live client account — every campaign tracked to the dollar in Klaviyo’s revenue attribution.

How We Structure the Campaign Operation

Monthly campaign calendar. At the start of each month, we build a campaign calendar tied to upcoming product moments, seasonal events, and audience behaviour data from the previous month. Every send has a defined audience, a defined purpose, and a defined success metric. We do not send campaigns because it is Tuesday and we need to hit a frequency target. We send campaigns because there is a specific reason this audience will engage with this content at this moment.

Segmentation before every send. No campaign goes to your full list. Every send is audience-specific — at minimum, filtered to engaged subscribers (opened in the last 90 days). For targeted campaigns, the audience narrows further — VIP customers, first-time buyers in the consideration window, product-category specific buyers. The revenue difference between a full-list blast and a segmented send is significant: narrower, more relevant audiences consistently produce higher Revenue Per Recipient.

Subject line testing. Every campaign has at least two subject line variants tested against a small portion of the audience before the winning variant is sent to the full segment. We test one variable at a time — subject line structure, personalisation, curiosity versus directness — so that the learning from each test informs the next one. Subject line testing compounds: a 2% improvement in open rate on every send adds up to meaningful additional revenue over a quarter.

Performance analysis and iteration. Every campaign generates a performance report: attributed revenue, Revenue Per Recipient, open rate, click rate, and unsubscribe rate. We review every number, identify what worked and what underperformed, and apply those learnings to the next send. Email performance does not improve by sending more — it improves by learning faster.

What You Do — and What You Don’t Have to Do

One of the most common objections we hear from founders considering email marketing is bandwidth. They are already running paid ads, managing their team, handling operations, and dealing with customer service. The idea of adding an email operation to that list is exhausting before it starts.

Here is what working with Outreach Gurkha actually requires from you:

The approval process is deliberate. We do not publish emails without your sign-off — not because we need hand-holding, but because your brand voice and your promotional decisions are yours to own. We bring the strategy, the copy, the design, the technical setup, and the ongoing optimisation. You bring the product knowledge and the final approval. The division of work is designed so that email is generating revenue for you, not consuming attention from you.

The Commercial Model: Why 10% Changes Everything

Our pricing is simple: we earn 10% of the email revenue we generate for your store, tracked directly in Klaviyo’s revenue attribution, paid monthly after the revenue lands.

No retainer. No setup fee. No minimum commitment. No invoice that arrives regardless of what we generated.

This model changes the dynamics of every decision we make. When we are considering whether to rebuild an underperforming abandoned cart flow — a process that takes 12–15 hours of skilled work — the question is not “will the client approve the extra hours?” The question is “will this rebuild generate more revenue?” The answer determines the action, every time.

Compare this to the typical retainer arrangement: a $2,000/month retainer agency generating $3,500 in email revenue means the agency is earning 57% of what they produce. Their fee is almost as large as the value they deliver. Under the performance model, our fee is fixed at 10% — regardless of how much revenue we generate. The more we produce, the better the ratio becomes for you.

To understand the full economic and psychological case for why performance pricing outperforms retainer pricing structurally, read: The Performance-Only Email Model: Why Paying a Retainer Is the Most Expensive Thing You’re Doing.

Who We Work With — and Who We Don’t

We are deliberately selective about which stores we take on. This is not a scarcity tactic — it is a structural requirement of the performance model. We invest significant time and skilled work before we earn a dollar. That investment only makes economic sense if the store has the traffic, the list, and the product to generate meaningful email revenue within 60–90 days.

If your store is below $10,000/month, we will tell you that honestly on the audit call — and we will give you a specific recommendation for what to focus on before email becomes your highest-leverage channel. That conversation is still free, and it is still useful.