Founded by an aeronautical engineer in 2017. We treat your Klaviyo account like an aircraft. Lift, thrust, drag, weight, measured every send. Pretty isn't the goal. Revenue is.
USD
180M+
Attributed Revenue
BRANDS
800+
Ecommerce DTC
SHARE
30—50%
Email of Total Rev.
EST.
2017
Klaviyo Partner
CERTIFIED
KLAVIYO PARTNER
Trusted by
700+ brands
The same physics that get an aircraft off the ground govern whether your email reaches the inbox, gets clicked, and converts. Two forces work for you. Two work against you. We measure all four on every send.
Open rate
L = f(subject, sender, send-time)
Without lift, no email gets off the ground regardless of what is inside it. We engineer the four variables that determine whether a message ever opens.
— Levers we tune
Click-through rate
T = f(CTA, copy, fit)
Thrust is what moves a subscriber forward into your funnel. One message. One CTA. Tested for the click, not the open.
— Levers we tune
Funnel friction
D = f(length, choices, weight-of-design)
Drag is everything between the subscriber and the click. Long copy, multiple CTAs, image-heavy designs. Every gram you do not need is drag.
— Levers we tune
List quality
W = f(disengaged, broken-data, dead-segments)
Disengaged subscribers, broken segmentation, dirty data. Weight is the silent tax on every send. We strip it relentlessly to protect deliverability.
— Levers we tune
CONTINUED IN
The manifesto: Email isn't a landing pageMost ecommerce email agencies sell you 30 hours of design work per email and call the result "elevated content." We sell you 4 hours of engineered email that gets the click. The difference shows up in your revenue, not your inbox.
Other agencies
They decorate.
Email Optimize
We engineer.
If you've been told email is supposed to look like a landing page, you've been sold a billable hour, not a revenue strategy.
Why pretty emails lose: read the manifestoEmail isn't a deliverable, it's an operating system. We run five interlocking systems on your account, instrumented and tuned every send. Hover any module to see what it does.
Tailored campaigns that convert. We craft the copy, segment the send, and report the revenue.
Behavioural and predictive segments built from purchase data, engagement, and CLV. Right inbox, right time.
Welcome, abandoned cart, browse, post-purchase, win-back. Flows running 24/7 with conditional logic that compounds.
Revenue per recipient. Attribution. Flow contribution. Live dashboards, written read-outs, decisions backed by data.
Subject line, send time, copy, offer, segment, flow architecture. Tested in production against a holdout cohort.
Klaviyo-only, ecommerce-only. Operating across Australia and North America. Pages tailored to your market, your hire-decision angle, or your audit needs. Same team across all of them.
Explore the full hubREGION 01
Australia
REGION 02
United States
— By engagement type
Same procedure every engagement. Pre-flight check on day one, take-off in week two, cruise reporting from week three, and continuous telemetry for as long as we run the account. No mystery. No "creative process."
We pull your subscriber data, purchase history, and current Klaviyo state. Map the four forces. Identify what is adding drag, where lift is leaking, and what to strip first.
Behavioural and predictive segments rebuilt from the audit. Engagement tiers. Predicted CLV cohorts. Sunset rules. Real segments, not list-tags.
Flows architected, copy stripped, single-CTA discipline applied. We send the first revenue-generating campaign within two weeks of kick-off.
A/B testing across subject, send time, copy, offer, and flow architecture. Monthly written read-out. Revenue per recipient as the scoreboard.
EST. ROLE
Founder & CEO
DEGREE
Aeronautical Eng.
SINCE
2013 → email
WHISKY
Lagavulin (planned)
"Email and aeronautics are the same job: small adjustments compound into massive outcomes."
Pete holds a Bachelor's degree in Aeronautical Engineering. He spent the early 2010s designing flight-control systems before pivoting to copywriting and digital marketing in 2013, into ecommerce in 2014, and founding Email Optimize in 2017.
Over the years, Pete has worked with more than 800 ecommerce and DTC brands, from budding startups to INC 5000 companies generating up to $100M annually. Relaxium, Better Body Co., Popl. The portfolio reads like brands who care more about engineered outcomes than designer-approved aesthetics.
Outside work: a dedicated father to his son Riyan, a loving husband, a soccer and cricket fan, and dreams of visiting the Lagavulin distillery in Scotland.
Real results from real brands, in their own words. Auto-scrolling because there are too many to fit.
Selected from 800+ engagements. The brief, the intervention, the number that moved.
Better Body Co.
— Health & Supplements
SGD year-end 2021
— Brief
Email at 10% of revenue. Inflection point looming.
— Intervention
Stripped flow architecture. Rebuilt around purchase behaviour. 3-month consulting program with 10+ person in-house team.
Popl
— NFC Tech
of revenue from email + SMS
— Brief
Email + SMS stuck under 20%. Y-Combinator scaling pressure.
— Intervention
Separated B2B and B2C journeys. Fixed deliverability fundamentals. Removed visual noise from every flow over 21 months.
Relaxium
— Supplements
incremental email + SMS
— Brief
INC 5000 brand, 1,040% growth over 3 years. Email lagging.
— Intervention
Ongoing Head of Retention Marketing role. Plain-aesthetic emails, instrumented architecture, monthly tested cadence.
— More case studies in the archive
See all mission reportsHonest answers, no marketing speak. Click any to expand. Anything not here, ask in the pre-flight inspection.
— Ask anything else →Strategy, automation, and Klaviyo guides written by Pete. Engineering writing for engineers building revenue.
