5 Email Lessons I Wish I Knew Earlier...

Author

Victor Godsk
August 22, 2025

Hey, Victor here.

I’ve been deep in Klaviyo for 4+ years now…

Sent millions and millions of emails out…

Generated $40M+ in tracked email sales…

And looking back, there are a handful of lessons I wish I’d learned sooner, so I could’ve skipped years of trial and error (and ultimately make clients, and myself, more money).

Lesson #1: Stop Over-Segmenting

More segmentation ≠ more revenue.

Sending to 30k people and getting 600 clicks beats sending to 4k people and getting 400 clicks.

As long as your deliverability metrics (open rate, click rate, unsubscribe rate, etc.) are healthy.

Generally, keep it broad. Keep it engaged.

Only go hyper-targeted when the content really only applies to that specific segment and it’s worth the squeeze.

Lesson #2: Design for Skimmers

People don’t read emails. They skim them.

If your email looks like a blog post, you’ve already lost.

Who’s going to read a big wall of text in their email inbox from a company trying to sell their product?

Make it almost impossible to not understand what your email is saying just by looking at it for a few seconds.

Punchy copy + clean design + easy to skim = sales.

Lesson #3: Send 3-4 Good Emails/Week

Sending 3-4 emails a week won’t hurt you.

Sending 3-4 boring emails a week will.

The frequency isn’t the problem. The quality is.

If the content’s good, people won’t mind hearing from you often.

Good + frequent emails = more trust, more attention, more conversions.


Lesson #4: Don’t Sleep on Plain Text Emails

They almost look too lazy. They feel too simple.

But plain text emails crush, even for very visual brands.

Use them for restocks, founder notes, last-chance reminders.

Don’t skip them. Add them to your strategy. Our clients are glad we did.


Lesson #5: Obsess Over Your Pop-Up

Your pop-up = the front door to your email channel.

A small lift in opt-in % can mean tens of thousands of extra email subscribers every year.

That’s tens of thousands more people hitting your welcome series and campaigns.

Just imagine how many potential buyers you’ve missed out on in your funnel because you’ve had a mediocre pop-up.


If I knew these five lessons earlier, I would’ve scaled my agency and my clients’ results way faster.

So don’t just read these lessons. Implement them.

If you want to see me break these lessons down in detail, you can watch the full video here »

My Favorite Email of the Day

The email: Click here to view »

Subject line: Your hair questions, answered by an expert

The brand: Hello Klean

My thoughts: I like how Hello Klean pulls in those Instagram-style Q&A captions in the design.

It’s a small thing, but it makes the email feel more familiar and relatable. Pair that with featuring a real expert in the email content, and you’ve got a super solid email!

Have a great weekend!

Until next time,
Victor from Obzia

P.S. If you want an email account audit to improve your email results, book a discovery call with me here »