Stick Pack Email Flow Analysis
Overview
American Extractions ran a 4-email Stick Pack campaign as a manual send before converting it to an evergreen automation flow. Overall performance was solid, but Email #3 showed a notable CTR drop that warrants investigation before the flow is locked in as an automation.
The campaign is tied to contacts who filled out Stick Pack-related forms and were added to PipeDrive. Once the flow is finalized and the underperforming email is addressed, it will be set up as a Klaviyo automation triggered by form submission.
Campaign Performance
| Metric | Result | Notes |
|---|---|---|
| Open Rate | ~20% | Strong for a marketing list with no prior email relationship |
| Email #1 CTR | Good | — |
| Email #2 CTR | Good | — |
| Email #3 CTR | Low (outlier) | Root cause unknown; needs analysis |
| Email #4 | Sent day after meeting | Final email in manual send sequence |
A ~20% open rate is considered strong, particularly given that recipients were not expecting these emails — they were marketing sends to a list that had a relationship with the brand but no established email cadence.
Email #3 CTR Drop — Diagnosis Needed
The CTR drop on Email #3 is not believed to indicate list fatigue. The reasoning:
- Open rate fatigue would show up as declining opens, not just clicks.
- A CTR drop more likely signals a content or link issue — either the content wasn't compelling enough to drive action, or there were fewer clickable links than in the other emails.
Before converting to automation, the team should:
- Audit Email #3 for number of links vs. Emails #1 and #2.
- Evaluate whether the content topic or CTA was less relevant or engaging.
- Revise accordingly before the flow goes evergreen.
Path to Automation
Once the manual send completes and Email #3 is reworked, the flow will be converted to a Klaviyo automation:
- Trigger: Contact fills out a Stick Pack form → added to PipeDrive → automatically enrolled in flow
- Cadence: One email per week (4 emails over ~1 month)
- Audience: New Stick Pack leads going forward
This ensures all future leads receive the same onboarding sequence without manual intervention.
Related Context
- A separate [1] is being built to tag untagged contacts by interest area. Stick Pack contacts who are already tagged will be excluded from that send.
- The [2] ClearMix email flow is being developed in parallel; the Stick Pack flow serves as a template and learning reference for that build.
- An evergreen welcome series for new subscribers is planned as a future initiative, to be tackled after both the ClearMix and self-segmentation flows are finalized.
Action Items
- [ ] Analyze Email #3 content and link count to diagnose low CTR — Karly
- [ ] Revise Email #3 based on findings — Karly
- [ ] Convert finalized 4-email sequence to Klaviyo automation flow — Karly