Carlus Buchanan | Email Marketing Masterclass

The problem

Your email programme is probably leaving money on the table in three predictable places

Popups that underperform

Most default popups convert around 3% of visitors. The right structure can double that, without spending another cent on traffic.

Flows set up once and forgotten

A welcome flow built two years ago and never touched is not a system. Behaviour-based flows should evolve as your customers do.

No system reading what your customers are telling you

Every browse, abandoned cart, and purchase is a signal. Most brands ignore those signals and send the same message to everyone. That is why emails feel generic, open rates slide, and revenue stalls.

What you will build

Every flow, every campaign, every popup, all running inside your own account

By the end of the masterclass, you'll know exactly what to build, how to build it, and why each piece matters. I show you the complete system, then we build the first piece together so you leave with a working blueprint you can replicate across everything that follows. I call this the IntentFlow System™.

The Masterclass

Four pillars. Four hours. One complete email system built in your account.

This isn't passive learning. Every module is a working session. By the end of the masterclass you'll have the IntentFlow System™ mapped out and your first flow built inside your own account. From there, you own the system and know exactly how to build everything that follows. Each pillar builds on the last. Skip one, and the system becomes weaker.

01

Data

Learn how to turn customer behaviour into better email decisions. You'll use the data you already have to build meaningful segmentation, personalise messaging, and send emails that feel relevant instead of generic. Covers browse and order data, suppression strategy, and how to use intent data collected at the popup to personalise every subsequent send.

SegmentationIntent dataList hygieneTech stack integrationFlow triggers

02

Email Design

Build emails customers want to read and click. Learn the design principles high-performing ecommerce brands use to increase conversions. Covers structure, hierarchy, mobile rendering, dark mode, image-to-text ratio and CTA best practices.

Design principlesMobile firstCTA structureDark modeKlaviyo templates

03

Deliverability

Make sure your emails actually reach the inbox. Learn how sender reputation works, how to protect it, and how to identify problems before they start costing you revenue. Covers domain authentication (SPF/DKIM/DMARC), warmup strategy, inbox placement, and how to diagnose issues before they cost you revenue.

Sender reputationSPF / DKIM / DMARCInbox placementDomain warmupSpam monitoring

04

Analytics

Know exactly what's working, what's not, and what to improve next. Learn how to interpret your email data so every decision is backed by evidence instead of guesswork. You'll benchmark your performance against industry standards and learn what every metric is really telling you about where to improve next.

BenchmarksFlow analyticsCampaign reportingA/B testing

✓

Done-With-You Setup Session

Included with every masterclass. After the four hours, we build your first flow together inside your account. Not a walkthrough. Not a template. A real flow, built inside your account. We open Klaviyo and build it live together. You ask questions, and you leave owning the finished flow permanently. From that point on you have a working reference to replicate yourself for every flow that follows.

Built directly in KlaviyoLive implementationYou own it permanentlyNo extra cost

Industry benchmarks

What a well-run email programme actually looks like

These are the numbers your programme should be hitting. Most brands I see are significantly below on at least two.

Campaign benchmarks

Metric	Below average	Average	Above average	Elite
Open rate	Below 18%	18 to 25%	25 to 35%	35%+
Click rate	Below 1.5%	1.5 to 3%	3 to 5%	5%+
Revenue per recipient	Below $0.05	$0.05 to $0.15	$0.15 to $0.50	$0.50+
Unsubscribe rate	Above 0.5%	0.2 to 0.5%	0.1 to 0.2%	Below 0.1%

Flow benchmarks

Flow	Open rate	Click rate	Revenue per recipient
Welcome series	45 to 55%	8 to 12%	$0.50 to $2.00
Abandoned cart	40 to 50%	8 to 15%	$3.00 to $8.00
Abandoned checkout	45 to 55%	10 to 18%	$4.00 to $12.00
Browse abandonment	35 to 45%	5 to 8%	$0.30 to $1.50
Post-purchase	55 to 65%	8 to 12%	$0.50 to $2.00
Win-back	25 to 35%	3 to 6%	$0.20 to $1.00
VIP	40 to 55%	8 to 15%	$1.00 to $5.00

Revenue split and list growth

Metric	Unhealthy	Developing	Healthy	Elite
Email % of total revenue	Below 10%	10 to 20%	20 to 35%	35 to 50%
Flow vs campaign split	Below 20% flows	20 to 35% flows	35 to 50% flows	50%+ flows
Monthly list growth rate	Below 1%	1 to 3%	3 to 7%	7%+
Popup conversion rate	Below 1%	1 to 3%	3 to 6%	6%+

Why me

I spent 3 years training the marketers agencies hire. Here's why that matters.

My name is Carlus Buchanan. For three years I worked as an enterprise email marketing trainer. Not running campaigns, not managing accounts. Training, inside one of the world's leading enterprise email platforms.

I trained more than 1,000 marketers and personally audited hundreds of real brand accounts along the way. Something became obvious very quickly. The accounts generating 40% or more of their revenue from email were not sending more emails than the accounts stuck at 15%. They were sending more relevant ones. They read what their customers were doing and responded to it. Everyone else just kept blasting.

An agency sees their own clients. I saw everyone's. The accounts they managed. The accounts brands ran in-house. The accounts generating exceptional results and the ones silently haemorrhaging revenue. This masterclass is built on that experience, and on one straightforward belief: Founders don't need to become email marketers. They just need to understand the system well enough to make consistently better decisions.

1,000+Marketers Trained

100sBrand Accounts Seen

3 YearsEnterprise Email Training

Who this is for

Built for DTC founders who want to own their email, not outsource it

If you are running a DTC brand and email is underperforming relative to your traffic, this was built for you. You do not need a big list or a big team. You need the right system and someone who has seen enough real ecommerce accounts to know what works.

You are running a DTC brand and email accounts for less than 30% of your revenue.
You are spending on acquisition but not retaining the customers you are buying.
You have set up flows once and have not revisited them seriously since.
Your popup is live, but you have no idea whether it's performing well or not.
You want to understand email well enough to brief, manage and evaluate the work properly
You've looked at agencies, but the price or the commitment doesn't feel right yet
You've hired your first marketer and want them to hit the ground running
You want to run your email programme to a high standard before you ever outsource it

If you found yourself agreeing with most of these, you're exactly who this masterclass was built for.

The guarantee

If you implement what you learn and it does not generate additional revenue, you get all your money back

This is not a comfort guarantee. It is a results guarantee. Here is exactly how it works:

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You attend the four-hour intensive and implement the IntentFlow System™ inside your account.

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The 60-day window starts from the point your core system is live and running, not from the day you pay.

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If you've genuinely implemented the system and it hasn't generated additional email revenue within 60 days, you get a full refund.

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The results are measured in your own platform reporting. Your numbers, not mine.

Book Your Discovery Call

A 20-minute call. If I don't believe you'll get a strong return from the masterclass, I'll tell you before you spend any money.

FAQ

Questions Founders Usually Ask

What platform is the training built around?

The masterclass is taught in Klaviyo because it's the platform most DTC ecommerce brands use. The strategy transfers directly to other platforms, so the principles remain the same.

Is this for complete beginners or do I need some email experience?

You need to be running an ecommerce brand with an email list and some flows in place. This is not an introduction to email marketing. It is an intensive for founders who want to go from basic to effective. If you are starting from zero, get the basics in place first.

How is the training delivered?

The masterclass runs as a four-hour live intensive: two hours, a break, then two more hours. It's intentionally intensive because the goal isn't to leave with notes, it's to leave with a complete system mapped out and ready to implement. Once the masterclass is complete, we book your Done-With-You Setup Session, where we build your first flow together inside your own account.

Why is a call necessary before I buy?

Because the guarantee is real, and a real guarantee requires a real conversation first. A quick call lets me see where your brand actually is and confirm I can offer the guarantee in good conscience. If I cannot, I will tell you straight and you will leave with a clearer picture of your email regardless.

What is covered in the four hours?

Four pillars: data and segmentation, email design, deliverability and analytics. Each is a working module, not a lecture. By the end of the masterclass you'll have the complete IntentFlow System™ mapped out and know exactly how every part fits together. The Done-With-You Setup Session then turns that plan into your first live flow.

What happens after the masterclass?

After the masterclass we build your first flow together inside your own account. From that point on, you own both the system and a working reference you can replicate across every future flow. Some founders build everything themselves. Others use the framework to manage internal teams or freelancers more effectively.

Is this a one-off cost or a subscription?

One-off. £1,800, paid once. No retainer, no monthly fees, no ongoing commitment. You own everything built in the session permanently. You get the system and the knowledge to run it yourself, without the ongoing cost of an agency.

What if I am not on Klaviyo?

The IntentFlow System™ works on any email platform. Klaviyo is used during the live training because it's what most DTC brands run. If you're using another platform, we'll work inside that instead.

How quickly should I expect results?

Most founders start implementing immediately after the masterclass. Your 60-day guarantee starts once your core system is live, giving your new flows enough time to generate meaningful results.

How to Add £20k to £200k Per Month in Email Revenue From Your Existing Traffic Without Needing an Agency