Every week wants a new idea, and it cannot be a discount every time. Email sits behind the shipping, the restock and the customer emails, and most weeks it loses. It deserves better than the leftovers of your week.
01 · the problem
Break an ad and you know by breakfast. Spend up, sales flat, someone shouting in a dashboard. Skip an email and absolutely nothing happens. No alert, no invoice, no red number. Just a quieter month than the one you planned, in the one channel you actually own.
Your list is still there. It is just sitting in the dark waiting to hear from you.
Nine on a Sunday, campaign editor open, writing the subject line for a send that should have gone out Thursday. I will batch them next week. You said that last week too.
02 · what arrives
6 weeks of sends, 2 a week at most. A real plan, not a calendar with “engagement post” written in it. Something goes out every week, and every line has a reason it is there.
The subject line and the preview text. Both written for this send, not picked off a list of formulas.
The copy, in your voice. Built from your own words: your product pages, your past sends, the way you already talk about what you sell.
The segment, and why it is that segment. Named, with the reason it is those people and not the whole list.
Ours runs one size small and we are tired of pretending otherwise.
Read the sizing noteNothing noble. We make tote bags out of them and they are ugly, but they last about a decade.
See the ugly totesYou asked twice. The four sizes that went first are the four that came back.
Take the linenWashed 40 times, worn badly, photographed on purpose without ironing it.
See it after 40 washes03 · the product
What goes out, to whom, and when. Planned six weeks ahead and written before you ask.
You approve. It schedules.
04 · how it runs
•Your brand, your buyer, your goals for the quarter.
•It reads your product pages and past sends, then plays your voice back to you before it writes anything.
•The email design gets built to match your shop before the first send is written.
•Every send with its segment and its reason.
•You approve it, or send it back. A new plan arrives when this one runs out.
•Up to 2 emails a week, in your Klaviyo a full week early.
•Approve, and it schedules the send.
•Or send it back. One line, or a voice message.
•It reads your last 4 weeks and moves the next plan toward what worked.
Your part is about 15 minutes a week. Read what arrives, hit approve, tell it what happened in the shop. It only knows what you and your shop have told it.
05 · the plan
Six weeks, on one screen, before a single email is written. Every line has a segment and a reason, which is also how you know when a line is wrong.
Northline Linenplan 04Waiting for approval
| When | Subject | Goes to | Why |
|---|---|---|---|
| wk 1 · tue | The one we almost cutBought once, 90d quietBring back the single-order half of the list | Bought once, 90d quiet | Bring back the single-order half of the list |
| wk 1 · fri | Sizing, honestlyBrowsed, never boughtKill the objection that stops the first order | Browsed, never bought | Kill the objection that stops the first order |
| wk 2 · wed | What we do with the offcutsBought 2+ timesNothing to sell this week, so build the reason to stay on the list | Bought 2+ times | Nothing to sell this week, so build the reason to stay on the list |
| wk 3 · thu | Do not iron itBought in the last 30dCare beats a discount for people who just bought | Bought in the last 30d | Care beats a discount for people who just bought |
| wk 4 · tue | It is back, and cut longerWaitlist, olive linenRestock, the highest intent people on the list | Waitlist, olive linen | Restock, the highest intent people on the list |
| wk 5 · thu | The shirt that survived summerEngaged, no order in 60dProof from use, not from a discount | Engaged, no order in 60d | Proof from use, not from a discount |
| wk 6 · tue | Last of the oliveOpened in 30dClear the size run before the autumn cloth lands | Opened in 30d | Clear the size run before the autumn cloth lands |
and then, one week at a time
Bring back the single-order half of the list with the piece that nearly did not make the second run.
06 · the sources
Nothing gets invented. Every line in the plan comes from one of four places.
Your brief. What you sell, who buys it, how you talk, and the lines you would never write. Taken once, in the onboarding, and edited whenever you want.
What happened this week. The restock, the delay, the press mention, the thing you are quietly done with. You put it in, it plans around it.
What your last 4 weeks did. Revenue per email, clicks, unsubscribes. Read every week, before the next plan gets written. Opens are in there too, but Apple made them a mood ring, not a metric.
What your market is mailing. Watching comparable brands is research, not a template. Nobody’s email gets imitated, and your voice stays yours.
07 · price
the founder price
$250
a month
The regular price is $350. Founding brands pay $250 a month and keep that rate for as long as they stay.
A custom onboarding. An interview after you sign up, then the email design gets built to match your shop before anything is written.
Two strategy and performance sessions a month, with me, for your first three months. What the last sends did, and what the next plan should do about it. I learn as much from these as you do: the first brands decide what gets built next.
Nothing is charged until you approve your first send. You read the plan, you read the first email, and if either one is wrong you have paid nothing.
Leave whenever you want. One click, no notice period, and nobody calls to ask why. Every email already written stays yours.
One plan, not 3 tiers. There is one thing for sale here, so there is one price for it.
08 · why it exists
I have run email for other people’s brands, and I have sat on the client side waiting on work I had no way of checking, for longer than I want to admit. Both sides of that table are annoying.
Writing the email was never the hard part. The hard part is the quiet week, the one with no launch and no sale in it, where the easiest thing to do is nothing at all. That is the week that gets skipped, every time, in every shop.
So I built the decision into software instead of into a retainer. It plans, it writes, it schedules what you approve, and it does that whether or not anyone is having a good week.
Mario, Austria. It runs on the brands I work with, which is a low bar and also the reason it works at all.
If your customers buy from you every week, this is not for you. You have a different problem and it is a better one to have.
If you want email off your hands completely, hire an agency. Approving is fifteen minutes a week and it stays yours. Nothing goes out unseen, ever.
09 · faq
It starts from your words, not from a blank page: your product pages, your past sends, the onboarding interview. Before anything gets written, it plays your voice back to you and you correct it. And every email still passes through you. If one does not sound like you, send it back with a line and the next version will.
Klaviyo writes an email when you ask for one. It does not know that your restock lands Thursday, what your buyers are tired of hearing, or what to send in a week with nothing to announce. The deciding is the product: what goes out, to whom, and why, planned six weeks ahead from what your shop actually knows. The writing is the last step, not the product.
Send it back. One line or a voice message is enough, and a new version arrives before the send date. Nothing goes out without your approval, ever.
A Klaviyo API key with access to campaigns, segments and results. It drafts campaigns and reads what they did. It does not touch your flows, your account settings or your billing.
The onboarding takes 20 minutes, then comes the interview, then the plan. The emails get built to fit your shop, the design included, and that is tailoring, not a template. It takes the time it takes, and nothing goes out just to hit a date. The first send should be right, not merely fast.
You keep it. Every email already written stays in your Klaviyo, the plan stays yours, and the access gets removed. There is no notice period and no contract term, because the work should be the reason you stay, not the paperwork.
Please do. The product is young, and the first brands shape it. If something would make your weeks easier, say so. I am always glad to hear what is missing, and there is a fair chance it gets built.