A read-only look at everything built in Klaviyo, checked against our email knowledge base. Nothing was changed.
Last updated Fri 16 Oct 2026, 1:06pm Pacific, with Mike's answers, the plan for the next 60 days, and no year-end offer.
The bottom line
The new automated emails from Nick and his team are well built. They already earn $145 a day, against $105 before.
What's missing is campaigns (one-off emails to the list). They made about $17,000 of email's $23,400 a month last year. No campaign to 100 or more people has gone out since 24 September, so email is running at about $4,400 a month.
Every campaign that made money went from broq.life, which can't send any more. So warm up opus.life this week, and plan the Q4 offers now. Black Friday is 42 days away.
$2,100 to $13,300 a monthongoing, once everything below is running
$9,400 to $22,400 one timefrom the Q4 slots, late October to early December
Estimates. In November and December that's about $5,100 to $17,800 a month, against $24,841 and $37,245 last November and December. Every dollar here is what Klaviyo credits to email: an order within 5 days of an open or click, renewals included. Some of those orders would have happened anyway.
What's working
Nick and his team's new automated emails. 241 live emails in 39 flows (emails that send themselves when someone does something), all from opus.life. They're split by product and plan, and each one stops when the customer does the next thing. The abandoned checkout emails match the experts on timing (1 hour, 1 day, 3 days).
The upcoming-order reminder is the top earner. $1,370 from 140 sends, $9.79 an email. Its real value is the cancels it prevents.
Subscription notices reach nearly everyone they should. For example, 178 upcoming orders since 5 October, 131 emailed (monthly plans hold some back by design).
The onboarding the subscription experts ask for already exists. The Getting started series (the emails new subscribers get in their first weeks) matches their outline, and Nick's alert to the team when a customer cancels with a note is the right instinct.
The new sending address is clean. About 500 automated emails since 5 October and zero spam complaints.
The warm-up groups are built, from people who really clicked and recent sign-ups: 224, 1,022, 1,855 and 2,260 people, widening step by step.
The emails look right on a phone. All 18 we rendered hold at phone width, every product shows whole, and no raw code shows.
When we email the right people, it earns. In September, subscribers, top subscribers and recent clickers made $25,833 from 7,179 sends, $3.60 an email. The year's best results were value offers to people who already buy, like the 24-month prepay sale to annual subscribers at $122.03 an email.
The recommendations, ranked
Ranked by expected value and urgency, as the expert committee advised. 1 and 2 go together, against the Black Friday clock: the warm-up is what makes the Q4 offers safe to send. 3 is already in motion, and every later email depends on sign-ups. 4 sits above 5 because early cancels are the biggest leak in the subscription base, even though 5's estimate is larger.
1
Warm up opus.life this week, starting with people who buy and click
$1,400 to $6,800 a monthestimate, once the warm-up reaches the widest group
Effort: low to medium
Nick on screen for the set-up jobs
Claude can build the rest
Nick presses send
What it is. A new sending address has to earn Gmail's and Yahoo's trust, so it starts small and grows. First, a few set-up jobs. Then about 1,000 recent buyers who clicked, subscribers and top customers first, growing each send while clicks and complaints hold. After that, it keeps going as a weekly email to the people who engage.
Why. opus.life has sent one campaign, to 33 people. Months with a real campaign program made $19,000 to $79,000; months without made $4,000 to $10,000. And Klaviyo's guided warm-up lapses about 15 October, since our last campaign to 1,000 or more people was 15 September.
The set-up jobs before the first send
About ten minutes of Nick's time, plus two set-up jobs: the link domain and the billing sender.
Our own link domain. Links use Klaviyo's shared one now, which drew "unsafe site" warnings in June. This one also needs a DNS record.
Google Postmaster Tools and Yahoo Sender Hub for opus.life, where the Gmail and Yahoo spam rates show.
One link-tagging check. 96 live emails have their own UTM switch (the tag that tells Shopify a sale came from email) off, while the account adds UTMs automatically. One email shows which wins.
Billing notices on their own sender address. All 36 live subscription notices send from hello@opus.life with the marketing emails, so anyone who unsubscribes in Q4 also loses their upcoming-order and failed-payment emails.
Mike's plan decision 11, how email sales are counted.
The arithmetic and the evidence
2,260 people (the widest warm-up group) x 4 sends a month = 9,040 emails a month. At $0.15 an email, about $1,400 a month; at $0.75, about $6,800.
$0.15 sits between Klaviyo's campaign benchmark ($0.11) and our own median for campaigns of 100 or more ($0.47). $0.75 is about September's all-audience average ($0.77). September was a launch month, so a plain weekly send could sit at the low end.
Pace: growing about 40% a send every one to two days reaches the widest group in about four to six sends (Jimmy Kim, backed by Chase Dimond). Klaviyo's slower pace reaches the full list around week 11. Pace is Nick's call.
September's lesson: people who'd never bought took 75% of sends, made 9% of the money and drew 81% of unsubscribes. Sending to the engaged groups by default fixes that without removing anyone.
Sources: the ramp plan and deliverability files in the knowledge base; sheets/NUMBERS.md, sheets/INV-ACCOUNT.md, sheets/GAPS-PROGRAM-detail.md.
2
Plan Q4 now: a no-offer October email to subscribers, then Black Friday
$9,400 to $22,400 one timeestimate, about $3,700 to $9,000 a month spread over 16 October to 31 December
Effort: medium
Mike picks the offers
Claude can build the drafts
Nick presses send
What it is. A late-October email to subscribers with no offer, then Black Friday offers to the warmed-up groups, with early access for top customers and subscribers, a last call, and fewer emails to people who engage less. How subscribers are treated on price is set in the separate Black Friday offers plan. Black Friday's first-time buyers get help using what they bought in the first week, then a second-order ask as their first supply runs low, about day 23 to 25. And about 5% of each group gets held back, so we can see what the emails really caused.
Why. Last year's Q4 campaigns made $79,168: the 24-month prepay sale on 30 and 31 October $32,934, Black Friday to Cyber Monday $29,814, and year-end $16,420. Nothing is planned for this Q4 yet. And last year's Black Friday money came mostly from engaged people: $14,310 of the $19,278 from 28 to 30 November came from the 1,753 who'd engaged or bought in 180 days.
The arithmetic
Late October letter, plus the $456 upgrade in the Black Friday window: about $456 to $1,332. Late October is the no-offer email to about 600 monthly subscribers ($0 to $420, at $0.70 a person). Subscribers had an offer in mid-September and answered less each time, so this replaces a repeat offer. Nick's $456 upgrade to one or two of the 9 BROQ 12-month buyers ($456 to $912) goes inside the Black Friday window, 24 November to 1 December, because it's a pay-up-front BROQ price and Mike's rule reads: "BROQ stays out of every pay-up-front discount through December 31, 2026. Black Friday can discount BROQ normally."
Black Friday to Cyber Monday: about $7,600 (1,855 x $4.08, last year's engaged $8.16 a person halved for a new domain) to about $18,400 (2,260 x $8.16).
First-time buyers' second order: about $1,300 to about $2,650 (150 buyers, an assumption, x 10% x $177).
Year-end: no year-end offer unless Mike extends his ask (Black Friday offers plan, section 9; decision Mon 7 December; last year $16,420), so it isn't counted.
These are sales before costs. Discounts cost margin, and sales dip for a few weeks after a sale. The held-back group shows what the emails caused.
Sources: sheets/INV-CAMPAIGNS.md, sheets/GAPS-PROGRAM.md; cadence-and-calendar and offers-and-discounting in the knowledge base.
3
Show the email pop-up to more visitors (already in motion)
$100 to $2,300 a monthestimate
Already planned
Mike approves the guidebook
Mike or Nick signed in to Klaviyo
What it is. Mike's plan stands as it is: the free guidebook only on ad landing pages, and 15% off plus the guidebook on the rest of the site, live once Mike approves the guidebook. This adds the lever the numbers point to: how many visitors see it. The low view count is partly by design: since 11 October the pop-up has been hidden on ad pages, and the plan brings it back there with the guidebook only. Most of these ten days came before that, so its timing and how often it shows matter too.
Why. About 15,400 people visited the store from 5 to 14 October, and about 14 signed up. That's about 0.1%. The pop-up showed 632 times, equal to about 4% of visitors. Nik Sharma's first target is 8% or more of visitors signing up.
The arithmetic
A sign-up is worth about $5 (conservative). Low: 2,000 views a month x (2.85%, Klaviyo's median sign-up rate per view, minus our 1.9%) = 19 more sign-ups x $5 = about $100 a month. High: 1% of about 46,000 monthly visitors = 460 sign-ups x $5 = about $2,300 a month.
Visitor counts include bots, and 14 sign-ups is early, so this is a wide range.
Sources: sheets/GAPS-FLOWS.md, sheets/INV-FORMS-LISTS-SEGMENTS.md; Shopify visitors, read only; signups-and-list-building in the knowledge base.
4
Keep more new monthly subscribers past their second charge
$140 to $350 a monthestimate, in Shopify renewals, building month on month
Effort: in three parts
Claude can build the monthly read
Nick on screen for one Appstle setting
Mike picks the gift
What it is. Build on the Getting started series Nick's team already made. Track every month how many subscribers cancel after their first order. Ask for a reason when people cancel, and send the follow-up that matches it. And add a small gift at the second charge, in place of a percent off.
Why. Of the last 102 cancelled subscriptions, 43 came right after the first order, 86 gave no reason, and none got a save offer. Most came in September, before Getting started went live, so they're the starting point to measure against.
The arithmetic
About 30 first-order cancels a month x 10% to 25% kept (an assumption) = 3.0 to 7.5 subscriptions x $46.38 average renewal = about $140 to $350 more a month, and it builds as kept subscribers keep renewing.
Sources: the last 100 cancels in Appstle (our subscription app), recon/w06-cancel-events.json; subscription-lifecycle in the knowledge base (Eli Weiss, Adam Kitchen).
5
Set an end date for the "hold to Black Friday" list, then release it in batches
$330 to $3,100 a monthestimate, once released
Effort: low
Nick picks the date
Claude can build the batches
What it is. Nick and his team deliberately rest the 7,839 people on the "Asked in September, hold to Black Friday" list from the cross-sell and upgrade emails. That's working as designed, but the list never ends by itself. Give it an end date in the Q4 plan, and release it in batches as the warm-up opens each group.
Why. The list is written into the rules of 21 flows, 8 of them live. That's why the cross-sell and monthly-to-prepaid emails send almost nothing right now.
The arithmetic
Cross-sell backlog, one time: about 2,000 people x 2 emails x $0.25 to $1.20 (assumed) = $1,000 to $4,800, spread over three months, about $330 to $1,600 a month.
Monthly to prepaid: about $0 for now, up to $1,500 a month once Nick says yes to including BROQ (an open question in his build), or once NMN-99 and SPMD-99 subscribers reach their third orders (from about the second week of November) and the hold lifts.
Sources: recon/derived/segments.csv, recon/derived/flows.csv; cross-sell-and-upsell in the knowledge base.
6
Let customers from before October get the refill and win-back emails
$260 to $900 a monthestimate
Effort: in three parts
Claude can build the data and back-fill
Nick on screen for the run-out dates fix
What it is. First, pull from Shopify how soon people buy again, per product, and set the refill and win-back timing from it. Then, once the run-out dates are fixed (already reported), fill them in from older orders too, and turn win-back on after the warm-up.
Why. Win-back starts from a run-out date (when someone's supply should run out), and that date is only written for orders from 4 October on, so nobody from before October can get it. The old win-back made $1,592 in the last 90 days.
The arithmetic
Win-back: 200 sends a month x $0.84 to $2.66 = $170 to about $530. Refill: about 90 sends a month x $1 to $4 = $90 to $350. Together, about $260 to $900 a month.
Sources: sheets/GAPS-FLOWS.md, recon/reports/flow-values-90d.json; replenishment-and-reorder and flow-priorities-and-build-order in the knowledge base.
Smaller things worth doing
"We bought" is in six live emails: welcome emails 2 and 5, their catch-up copies, and both versions of browse email 2. Mike's rule of 12 October says never to use it about testing other brands. A quick fix for a writing session, with Nick's yes.
Preview text (the line next to the subject in the inbox) is missing on 103 of 241 live emails. It can go in with the "We bought" fix.
Test every warm-up and Q4 send, judged on clicks and orders, never opens. No campaign in 12 months was tested.
Ask people what they want. One click-to-answer question (their main goal, and whether they already take another NMN or spermidine brand), in a warm-up email or after a purchase.
The browsing reminder misses landing pages. 39 of 69 product views since 5 October were on them. Worth $13 to $99 a month.
Footer sign-ups don't get a welcome. Neither real one since 5 October has email consent recorded; one test sign-up shows whether the form records it. Worth $30 to $109 a month.
The 4,774 people who've gone quiet never get the check-in email. One small campaign in January, about $380 once.
Judge the upcoming-order reminder against a small held-back group of monthly subscribers, since most of its credited sales are renewals that were due anyway. It takes a long time to read.
Leave staff and test carts out of cart reports. They're 76 of the last 100.
Rename the catch-up campaign. It's called "DRAFT, DO NOT SEND WITHOUT NICK" but shows as sent (33 people, 6 October).
Mike's answers, and the next 60 days
Mike answered the four questions on Friday 16 October. A committee of seven email experts then reviewed the plan below. It's information and a recommendation for Nick's team, and Nick makes each call and presses send.
1. When does the opus.life warm-up start?
Mike: "This week." The set-up jobs today and Monday morning, then the first send Monday 19 October to about 1,000 buyers who clicked. Four more follow: Wednesday 21, Friday 23, Tuesday 27 (the whole engaged list) and Thursday 29. Each one goes only if clicks, bounces, complaints and unsubscribes hold at Gmail, Yahoo, Microsoft and Apple. People who never bought come in from the fourth send.
2. Should last year's late-October offer run again, and should any email go from broq.life?
Mike: "I think it might be too soon right now, but not sure ... Probably not." It is too soon. Monthly subscribers got an offer on 14 and 15 September and answered less each time: $11.72 an email in June, $0.79 in September, with unsubscribes near 1%. So no offer in late October. Subscribers get one email with no offer in the week of 26 October, and Black Friday early access is their next offer. Nick's $456 upgrade to the 9 BROQ 12-month buyers still goes, on a day he picks inside the Black Friday window (the Tuesday 24 November early access for top customers, or his own note any day 24 November to 1 December), since Mike's rule keeps BROQ out of pay-up-front discounts through 31 December, except in Black Friday. And broq.life stays off. It can't send beside opus.life in one account, and turning it back on would stop the warm-up.
3. When does the "hold to Black Friday" list end, and what happens in the next 30 and 60 days?
Mike: "you recommend what's best." One-time buyers come off on 2 and 9 November, top customers on 3 December, and everyone else by 10 December, engaged people only. Subscribers wait for the prepay emails until 14 December, after their next renewal, so they aren't asked twice right after Black Friday. Black Friday: early access for top customers Tuesday 24 November, for subscribers and the early-bird list Wednesday 25, open Friday 27, Cyber Monday 30, last call Tuesday 1 December. The 4,774 people who've gone quiet wait until January.
Estimate: about $2,400 to $12,200 in the next 30 days and $13,700 to $39,900 in the next 60, on top of what the automated emails already make. If an early warning sign means Klaviyo's slower pace instead, about $1,300 to $6,800 and $10,400 to $28,600.
4. What form does the Black Friday offer take?
That's being settled in a separate Black Friday and pre-Christmas offers plan. This plan sets only the dates, who gets what and when.
The full plan: results/plan-30-60.md. The late-October answer: results/q2-offer-gap.md. What the committee changed: results/RECONCILE-2.md.
How this was done
A live, read-only pull of the whole Klaviyo account on 14 October (about 8:30 to 8:59pm Pacific), plus Shopify sales and visitors, also read only. Nothing in Klaviyo, Shopify or on opus.life was changed, sent or submitted.
It was measured against the email marketing knowledge base. Then 11 experts from it, each run as a separate agent arguing from that expert's own record, reviewed the first draft of these findings (they scored the draft 6.7 out of 10 on average). An independent checker recomputed 297 figures from the raw data. After the fixes, a regression check and a second number check ran too, and every correction is in.
On 16 October, after Mike's answers, a committee of seven of those experts (Dimond, Kim, Iverson, Firestone, White, Weiss and Shaikh) and a number checker reviewed the late-October answer and the 60-day plan. They scored it 7.6 out of 10 on average, and all five must-fix points are in.
The full findings, with every source, are in MARKETING AREAS/EMAIL MARKETING/KLAVIYO REVIEW/FINDINGS.md. That's the file for Nick's team's Claude to work from.