We Make $500,000/mo With This Email and SMS Marketing Strategy Resulting in 80% of This Brand's Total Store Revenue
Email Marketing Past 30 Days
SMS Marketing Past 30 Days
Max Sturtevant
I'm Max. I'm the founder of Well Copy, an email marketing agency that has generated over $100M in email attributed revenue for clients in the last 12 months. I live inside of Shopify and Klaviyo.
Social Media Profiles
Sign-Up Forms / List Growth
Why Focus on Sign-Up Forms?
People just aren't ready to buy when they first visit your site.
So you're left with only a few bucks from the people who are ready to buy right then and there.
The others will just leave and never come back.
A high converting pop-up will allow us to capture the folks we paid so much cash to acquire.
Then educate them through email with and convert them after we have their trust and their objections are addressed.
With No or Underperforming Pop-Up
With High-Converting Pop-Up
Results
We've transformed their growth systems in the past 12 months.
Through meticulous A/B testing, we took their conversion rate from 4% → 16.9% of website visitors convering to email subscribers.
Results:
  • 17,000 - 30,000 new email subscribers per month
  • 8,000 - 12,000 new sms subscribers per month
  • $200,000 - $300,000/mo in acquisition revenue
Pop-Up Strategy / Design
We can't just do a basic "enter your email for 10% OFF" sign-up form.
The customer is bored of that. They have ADHD. They need interaction.
We've transitioned to a Survey Form using the platform Alia (say Max sent you and you get 10% OFF 😉)
This psychologically gets customers to convert at a higher rate:
  • Low Barrier to Entry
  • Looks like they just need to answer a question to claim their discount
  • Customization Bias
  • Humans tend to convert better when they feel they are getting a personalized product
  • Commitment Bias
  • Humans tend to follow through on actions once they start a process (someone answers the question, then we ask for their email… they are more likely to convert off of this rather than going straight to email)
  • Novelty Bias
  • Humans are more likely to engage with things that are new or they haven't experienced before

For our welcome discount offer we tested % OFF vs $ OFF vs Mystery Discount and $ OFF was the winner.
Make sure to A/B test your offer!
Automated Flows
Email Flows To Set Up
Email flows are the automated emails that fire for a customer based on an action they take.
Things like joining the email list or abandoning a cart.
These are essential because they allow us to send custom content for the customer based on where they are at in the customer journey, increasing the likelihood of conversion.
Plus… Who doesn't like automated revenue?
Email Flow Results
The emails flows we have setup and optimized are converting ~ $100,000/mo and contributing to 16% of total store revenue.
SMS Flows We Set Up
The SMS flows we have are much simpler and minimal compared to email, but just as important.
We keep things simple to avoid annoying the customer.
We must be very intentional with what we're setting up.
SMS Flow Results
Our SMS flows we have setup and optimized are converting ~ $150k/mo contributing to 24% of total store revenue.
Email & SMS Campaigns
Email Campaigns Strategy
  • Send 3–4 campaigns per week to stay top of mind and maximize inbox visibility.
  • Lead with value, not offers, to build trust and increase long-term conversion.
  • Focus on non-discount campaigns that educate, entertain, and differentiate your brand.
  • Use text-based emails often to cut through the noise and feel more personal.
  • Make every email skimmable, punchy, and optimized for mobile first.
  • Create campaigns around micro-topics, not generic themes… go deep on one product feature or customer FAQ.
  • Pull from social proof, reviews, and user content to add credibility and connection.
  • Design in Figma and upload compressed images for clean, consistent layouts and better deliverability.
  • Rotate between story, product, and value angles to avoid fatigue and keep things fresh.
Graphic Based Value Emails
We want to majority to graphic based emails for fashion brands because the customers need to see the products in action.
Having sexy graphic design is extremely important for fashion brands, as people are buying our vibe.
We want to focus on strong branding, clear visuals, and conversion optimized designs that don't need to rely on discounts.
Text Based Emails
This is the secret sauce.
In 2026, we need to make sure we're mixing in personal touches.
People today want to buy from people… not faceless corporations.
Text based emails like these are the perfect way to do this because the emails look like they're coming from a friend and pulls the customer closer to you.
The simplicity of text based emails also just converts better than graphic emails in most cases.
Builds trust + builds community + simplicity converts better.

Don't oversend text-based emails. Even though they typically perform better, we need to be sure we're visually appealing customers and giving them variation in our emails to keep them subscribed.
Email Campaign Results and Monthly Calendar Example
We send 15-18 emails per month to normal engaged lists for this brand.
These campaigns are generating ~ $100k/mo contributing to 16% of total store revenue.
SMS Campaigns Strategy
  • Only send SMS for high-leverage moments like sales, product drops, back-in-stock alerts, and urgent updates.
  • Avoid nurture content in SMS — save storytelling and value-add content for email.
  • Stick to 3–6 texts per month to preserve urgency and avoid list unsubscribes.
  • Keep messages under 250 characters to stay within one segment and minimize costs.
  • Skip images and MMS—they cost 3x more than plain text sms.
  • Always include a clear CTA like “Shop Now” or “Claim Offer” with a direct link.
SMS Campaigns Results and Monthly Calendar Example
We send 4-6 SMS per month to normal engaged lists for this brand.
These campaigns are generating ~ $100k/mo contributing to 16% of total store revenue.
Overall Results & Lessons
Total Store Revenue + Email & SMS Channels
Email Marketing Past 30 Days
SMS Marketing Past 30 Days
Lessons
  • Dial your pop-up forms to explode list growth and the people you can market to
  • Send 12-18 email campaigns per month focused on non-discount angles using both graphic and text based emails
  • Send 3-6 sms campaigns per month solely focused on big events
  • Set up your core flows for email with 3-6 emails in each flow
  • Set up your core sms flows with 1-3 sms in each flow
  • Test, test, test!
Want Us To Do This For You?
If you're a 7-9 figure ecommerce brand book a free discovery consultation call.
That's It For This One!
Thanks for reading, I hope you got some value :)
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Where To Find Me
Feel free to email me max@wellcopy.net to ask any questions, happy to help.
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