Everyone obsesses over the tech stack. Hani Rifai says the stack is just plumbing. What actually matters is the view of the customer it gives you. Episode #632 at addtocart.com.au 🎙️

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Ed Hallen, co-founder of Klaviyo, on AI in marketing:
AI starts it
Humans finish it
Build once, rebuild it everywhere
Work in conjunction, not in competition
Full episode at addtocart.com.au, Episode #630 🎙️

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Most brands put their best creative into campaigns. The flows run quietly in the background. At July, flows are driving close to half of all Klaviyo-attributed revenue. That gap between where the effort goes and where the results come from is exactly what this panel is about.

This is the second of three special episodes recorded live at K:SYD, Klaviyo's Sydney event. Nathan gathered three of Australia's most experienced Klaviyo operators in a room with no aircon, one hour, and a lot of opinions about email, retention and where CRM is actually heading.

Lachi Agnew is Head of Technology at July, seven years in building most of the stack himself.
Hani Rifai is Chief Digital Officer at Step One, the ASX-listed bamboo underwear brand chasing $100 million with a team of 50.
Alice Michael is Head of Ecommerce and Operations at APG & Co, running Klaviyo across Sportscraft, SABA and JAG simultaneously.
Three very different businesses. One conversation about Pavlovian discounting, RFM-triggered incentives, and why segmentation is a workaround not the destination.

In this episode, we get into why flows outperform campaigns on revenue while campaigns get all the creative attention, how to use the moment a customer switches RFM category as your trigger to deploy a discount rather than blasting the whole list, the Step One experiment using AI search data to generate genuinely one-to-one abandonment emails, how Alice migrated three fashion brands off Salesforce Marketing Cloud because one person knowing HTML was a bottleneck for the entire program, and what true one-to-one customer communication actually requires in terms of data, infrastructure and mindset.

Brands and tools mentioned: July, Step One, APG & Co, Sportscraft, SABA, JAG, Klaviyo, Shopify, BigQuery, Claude, Attentive, Omnio, Instant, Salesforce Marketing Cloud

This episode is brought to you with thanks to our partners:
🛍️ Shopify → https://www.shopify.com/au
📧 Klaviyo → https://www.klaviyo.com/au/
Connect with us on LinkedIn:
👤 Lachi Agnew → https://www.linkedin.com/in/lachiagnew/
👤 Hani Rifai → https://www.linkedin.com/in/hrifai/
👤 Alice Michael → https://www.linkedin.com/in/alice-michael-97268179/
👤 Nathan Bush → https://au.linkedin.com/in/nathbush
🎙️ Want to be a guest or sponsor on Add To Cart? → https://www.addtocart.com.au/contact
📩 Sign up for the free Add To Cart newsletter → https://newsletter.addtocart.com.au/subscribe
💬 Join the Add To Cart Community → https://community.addtocart.com.au/feed

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Turn "unpopular" cards into a gold mine! 💰

Grayson White from Cherry Collectibles breaks down the "Gold to 10" rule. Phantasmal Flames is the least popular recent Pokémon set, but it hides a gold Charizard.52

In 10 years, no one will care about the set's popularity. They will only care about that gold card. Buy when they are under and wait for the win

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