Start
X 0412 /// Y 0968
FILE 0002000 /// LIVE

Zen Richards /// creative strategist

Hi, I’m Zen. Sorry it took solong.

Full stack email marketer. Copy, design and Klaviyo, run by one person. Across two Klaviyo agencies and my own shop I’ve written, designed and strategized 2,000+ emails for 15+ brands, driving $2M+ in revenue. The obsession is simple: how do we invade the reader’s brain and cash the first yes.

See the work → enter the archive ↗
///Attributed
///Emails
///Brands
Klaviyo///Certified

Drag the strip /// 20 live sends

the receipts before the receipts

Two agencies. 15+ brands.

I’ve written and designed inside two 8-figure Klaviyo agencies and my own shop. Pet, supplements, apparel, skincare, golf, football. Same obsession every time: earn the open, earn the scroll, earn the click.

Pet /// supplements /// apparel /// skincare /// golf /// football Copy /// design /// Klaviyo /// from one person
Zen Richards /// receipts Account bands /// four accounts on file
Receipts /// Four accounts

The money, by account. and the sends that made it.

Klaviyo /// screenshots on file
Open any file, band by band
01FlatpackIn collaboration with MKTG Emails Open the file ↗
Email revenue vs prior period /// A$112,955 attributed, 28% of total
Per recipient A$0.40 /// Flows 34.05% /// Campaigns 65.95%
Strip /// 1 Flatpack send + libraryHover to hold
02Madcow Open the file ↗
Email revenue in 30 days /// $13,315.41 attributed, 31.23% of total
Per recipient $0.16 /// Flows 33.36% /// Campaigns 66.64%
Strip /// 4 Madcow sends + libraryHover to hold
03Lov Luggage Open the file ↗
Attributed to email /// Luggage · NZ · 25.91% of NZ$489,224 total · 62.48% of email revenue from flows
Per recipient NZ$0.69 /// Flows 62.48% /// Campaigns 37.52%
Strip /// 1 Lov Luggage send + libraryHover to hold
04Best Body Open the file ↗
Top open rate /// 62% to 76% across the campaigns
Best send /// A$1,053.92
Strip /// 1 Best Body send + libraryHover to hold
Orange outline /// that account's own creative Numbers straight from Klaviyo /// nothing rounded up Four files /// open any one, uncropped
Selected work

Emails that turn maybes into buyers.

Nine sends on a wheel. Drag it, push the arrows, the deck turns.

drag · arrows · click a slab to bring it forward

before the first word

Here’s how I think before I write.

Every notebook here is a real doc from a real brand. Angle banks, customer psychology, send plans, the rules I write by. Open one and you’re looking at my pre-writing process, long before a subject line exists.

Open it THE ANGLE BANK

DAY 01 /// DAY 07
ONE TIMELINE
06 /// HOW A WEEK RUNS

ONE FLOW, ONE WEEK, from teardown to live.

DAY 01 /// DAY 07

Teardown

Days 1–2

Read the account. Name every leak in the flows, sized in dollars.

Build

Days 3–6

Copy, design and the Klaviyo logic, from one pair of hands.

Launch

Day 7

Live, tested, attributed. Then the next one.

HOW A WEEK RUNS /// ONE OPERATOR COPY /// DESIGN /// BUILD /// NO HANDOFF
Madcow email, full send from header to CTA
Case 001 /// Madcow

Thirty days straight off the dashboard.

Nov 8 to Dec 8, 2024 /// Klaviyo attribution

+926%
Attributed revenue /// vs previous period
$13,315.41
Attributed to email /// same 30 days
31.23%
Share of total revenue /// whole store
Klaviyo /// uncropped source on file Open the full-size file ↗
Scroll the send ///
The archive /// every send on one screen 80 sends /// 63 brands Scroll /// the tour runs

The whole archive /// one screen

Eighty sends. zoom in.

Loading 80 sends /// 00%

The tour /// jump to a send
The angle

Five stops /// scroll runs the tour /// rest on a card to read the send TILE 00 / 80 /// ZOOM x1.0 000%
The studio /// one operator Graded harder than a client would /// no receipt, no grade

One operator, graded.

Self graded, worst first. The minuses are why you can trust the A’s.
Four disciplines /// one headcount Klaviyo certified /// working toward Partner
TESTIMONIALS /// THE CLIENT SIDE OF THE WORKCLIENT WORDS UNREAD 4 /// ROW 00/4
ZEN RICHARDS /// CLIENT WORDS 4 MESSAGES
    Receipts /// Ledger

    Four entries and where each one came from.

    01 /// REVENUE
    $2M+
    attributed to email
    Klaviyo /// client accounts
    02 /// OUTPUT
    2,000+
    emails shipped
    Strategy, copy, design /// end to end
    03 /// ROSTER
    15+
    brands in the roster
    Portfolio index /// unique brands
    04 /// LIFT
    +554%
    in thirty days
    Flatpack /// email revenue vs the prior period
    Every figure opens as a dashboard on file No modelled numbers /// no blended averages
    The library /// three bands

    Two thousand sends. Every one built by these hands.

    Campaigns /// launches, drops, promos Flows /// welcome, abandon, post-purchase, win-back Whole cards /// never cropped Rest on a card /// eleven of them scroll the whole send
    Campaigns

    Launches, drops, promos, the Friday send.

    Flows

    Welcome, abandon, post-purchase, win-back.

    Whole cards

    Header, headline, sub, CTA and hero, never sliced.

    One last thing

    ONE MORE THING.

    See the full portfolio →

    The close

    Three job descriptions, one headcount.

    Copy, design and Klaviyo, from one desk. If that is the hire, write to me.

    Email me → LinkedIn ↗ Download the CV ↓ See the portfolio →
    KLAVIYO CERTIFIED · 2,000+ EMAILS · 15+ BRANDS · $2M+ ATTRIBUTED

    see you in the next round