Marketing Call — October 2025

Monthly marketing sync between ^[1] and ^[2]. Mark Schweiger was absent; Caitlin Doak attended on behalf of the client.

Attendees:
- Caitlin Doak — American Extractions (external)
- Mark Schweiger — American Extractions (absent)
- Karly Oykhman — Asymmetric
- Avokerie Onorimuo — Asymmetric

Overview

The call covered four main areas: website launch status and a proposed domain rating boost, Google Ads performance review for the Stick Packs and ClearMix campaigns, email flow updates (Stick Pack series, ClearMix draft, and self-segmentation strategy), and a brief discussion of an evergreen welcome series concept. Several action items were assigned to both parties ahead of the next call.

Key Decisions

• DR Boost to proceed pending Mark's approval. Karly proposed a $250 one-time service to raise the site's Domain Rating from 20 to 40 via backlink building. Caitlin agreed to bring it to Mark for sign-off. Competitor context: Dem.net (DR 20, same as current), epac.com (DR 55). A DR of 40 is considered strong for a business of this size; Asymmetric's own site sits at 55.
• ClearMix ad budget increasing from $15/day to $20/day. Current impression volume is too low to draw reliable conclusions. The increase brings the monthly cap to approximately $1,100 (both campaigns combined). Stick Packs budget stays at $15/day.
• Self-segmentation via survey, not click-tagging. Direct click-based tagging in Klaviyo is not supported. The workaround is a hidden survey page on the website; responses will trigger Klaviyo tags. Survey will be sent to all untagged contacts.
• ClearMix e-guide CTA to be baked into Email #3 of the 4-email flow rather than adding a fifth email.
• Evergreen welcome series deferred. Concept validated — a triggered onboarding sequence for new subscribers, distinct from the newsletter. Will be scoped after the ClearMix flow and self-segmentation campaign are live.

Google Ads Performance

Stick Packs Campaign

The above-average CTR indicates keyword targeting is reaching a relevant audience. The high Search Lost (Rank) figure means ads are frequently not shown due to the site's low DR — the primary motivation for the DR boost proposal. Budget is not the limiting factor here; search volume for stick pack terms is naturally lower.

ClearMix Campaign

Zero conversions are not yet conclusive given the low impression volume. The team is transitioning from narrow, exact-match keywords to broader relevant terms to lower CPC and increase impressions. The budget increase to $20/day is intended to accelerate data collection. Conversion tracking is set up for form fills and calls from the landing page.

Note on analysis threshold: Asymmetric does not draw strong conclusions until a campaign reaches ~5,000 impressions.

Website & SEO

• New American Extractions website is live. A 1–2 hour outage during an update has been resolved.
• Meta descriptions for blog posts were not carried over during the migration; Karly confirmed these will be completed by the following day.
• Organic traffic improvement expected within a week or so of meta descriptions being in place.

Email Marketing

Stick Pack Flow (Broadcast → Automation)

• 4-email broadcast series is wrapping up (final email sending the day after the call).
• Open rates were strong (~20%).
• Email #3 had a notably lower CTR. Karly's team will diagnose before converting the series to an evergreen automation flow (triggered when a contact fills out the Stick Packs form and is added to PipeDrive).
• Likely cause: content was less compelling or insufficient links — not audience fatigue (which would show up in open rates, not CTR).

ClearMix Flow (In Draft)

• Caitlin drafted a 4-email sequence. Karly reviewed and flagged two changes:
  1. Email #3: Add a CTA driving recipients to download the ClearMix e-guide.
  2. All CTAs: Replace generic "Contact Us" language with more engaging copy.
• Karly will revise the draft and tag Caitlin for review before building out the automation.
• Note: Some ClearMix-tagged contacts in PipeDrive inadvertently received the first Stick Pack email due to CRM tagging not being connected to Klaviyo segments at the time. This is a known issue and does not block moving forward.

Self-Segmentation Campaign

• Problem: Klaviyo does not support tagging contacts based on what they click within an email.
• Solution: Build a hidden survey page on the website. Email links to the survey; survey responses trigger Klaviyo tags.
• Audience: All untagged contacts (already-tagged contacts are considered segmented and will be excluded).
• Karly will build the survey page, link it to Klaviyo, and send the draft to Caitlin for review.

Evergreen Welcome Series (Future)

• Concept: An automated onboarding sequence for new subscribers, separate from the monthly newsletter.
• Could be personalized based on subscriber source (e.g., landing page form fill vs. general website subscribe).
• Caitlin suggested a "thanks for subscribing — what are you interested in?" opener that feeds into segmentation.
• Status: Deferred until ClearMix flow and self-segmentation campaign are complete.

Action Items

Notable Transcript Excerpts

On why DR affects paid ads (not just organic):

"Even though we're paying to be shown, [Google is] going to show what they feel like is the best and most… if your site has really good domain rating and it's really strong, then they're going to show you over somebody else who doesn't." — Karly Oykhman

On the survey workaround for segmentation:

"We did some digging and apparently there was the thought that we could tag based off of what they click in the email. Unfortunately, that's not the case, but what we could do as a solution to that is just like a simple survey… fill out the survey and then have the survey link to tag them." — Karly Oykhman

On the evergreen welcome series concept:

"If they're coming from a landing page, we know that they are interested in a stick pack. So that would change versus if they're just coming from our website and they click subscribe to the newsletter — maybe we want to kind of lead them a little bit more." — Caitlin Doak

Related

• ^[3]
• ^[4]
• ^[5]
• ^[6]