Inside the Emails of July, Step One and APG & Co: Three Klaviyo Champions on Why Segmentation Is Dying | The Klaviyo #632

Most brands know what their campaigns are doing. Fewer know whether their flows are actually doing the heavy lifting.

This is the second of three special episodes recorded live at Klaviyo's Sydney event, K:SYD. Nathan put forward a panel instead of a single interview, and the room delivered. Three Klaviyo Champions, three very different businesses, one hour on email, CRM, data and where retention marketing is actually heading.

Lachi Agnew is Head of Technology at July, the Melbourne luggage brand he has helped build from scratch over seven years. Flows are driving close to half of July's Klaviyo-attributed revenue, while campaigns get most of the creative attention. Hani Rifai is Chief Digital Officer at Step One, the ASX-listed bamboo underwear brand chasing $100 million with a team of 50 and one of Australia's sharpest data-first retention programs. Alice Michael is Head of Ecommerce and Operations at APG & Co, running Klaviyo across Sportscraft, SABA and JAG simultaneously with a lean team and three distinct customer bases.

The conversation covers where discounting actually helps versus where it trains your best customers to wait, how to use RFM switches to deploy incentives at the right moment, and why segmentation is a workaround, not the destination.

Today, we're discussing:

• Why flows outperform campaigns on revenue at July, and what Lachi is building to close the gap between the two [12:08]
• How Step One uses RFM category switches to trigger targeted messages at the exact moment a customer starts drifting [21:30]
• Hani's take on Pavlovian discounting: discount to solve a problem, not to plug a revenue gap [22:42]
• How Alice migrated three fashion brands off Salesforce Marketing Cloud and why one bottleneck was driving the whole decision [02:48]
• The Step One experiment using AI search data piped into Klaviyo to generate one-to-one abandonment emails based on what a customer actually asked [46:30]
• Why all three panellists agree segmentation is a workaround, and what true one-to-one communication actually requires [53:00]

Connect with Lachi Agnew | Explore July | Connect with Hani Rifai | Explore Step One | Connect with Alice Michael | Explore APG & Co 

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