Caravan Folk

06/10/2025

If your emails aren’t cha-chinging to the tune of 30%+ of your ecom sales, try these tweaks to improve conversions and revenue:

Give your pop up form a glow up →
Add your logo to the creative
Update your images to reflect your current products
Add a button on your success page that links to your newest or bestselling products

Flow refresh →
Update your flows with new fresh images
Add in relevant customer reviews
Clean up busy emails and focus on one message per email

Clear and clickable CTA buttons →
Use this micro copy opportunity to lead with what’s in it for them and inspire them to click
‘Send me my $25 off’
‘Shop newest styles’
‘Find your new favourite jeans’

Clean your list →
Suppress profiles that haven’t engaged with your ecom store or emails for over a year
This will increase your open rates and secure your good sender reputation
List cleaning also keeps your subscription costs down

Send relevant emails →
Segment your lists, from VIP buyers to non-buyers, recenlty subscribed to 90 day engaed
Send more targeted emails to your different segments

Want to review and refresh your Klaviyo flows for stronger Q4 sales? DM me or tap the link in bio to book a chat on a kickstart call.

28/09/2025

The countdown to Q4 has begun, and the fashion ecom brands that thrive with email in the busiest season of the year are the ones that started preparing in January. But if you missed that memo, the best time to get started is now.

But before you start competing in the inbox and adding to the noise of the season, warm up your email lists.

Warming up your lists ahead of time means your subscribers are engaged, they trust you, they’ve fallen in love with your products and they’ll actually open your emails when the big Q4 promotions roll in.

Warming up your lists ahead of time also makes list segmentation more accurate, meaning you can send your subscribers more targeted and relevant emails which can improve your revenue.

How often should you be emailing your list?

Well the answer, of course, is it depends. But a good rule of thumb would be at least once per week for every ecom brand throughout the year, and more during promotional periods.

If you’re not quite there, don’t try to go from sending once a month to twice a week overnight. This could flag the inbox gatekeepers as suspicious behaviour, ushering your emails into the spam folder.

Instead, slowly increase the cadence of your emails as part of your warm up strategy before you hit the sweet spot.

What kind of emails should you send?

Your brand is about more than your product and your subscribers are interested in what you’ve got to say. So I’ve put together 16 email ideas for fashion and lifestyle brands to kick off your list warming.

Swipe through these few favourites to get the wheels turning. Read the full list at the link in bio.

If you’d rather hand over your Klaviyo to a specialist so you can get on with running the other parts of your business, DM me or tap the link in bio to book a chat on a kickstart call.

14/12/2024

✨It’s been yeeeears since I went to a ‘works’ Christmas do, so my co-working Christmas soiree was a bit of a treat.

Lovely to spend a few festive hours with my fellow freelancers and small businesses folk for some gingerbread men and mulled wine.

My dress: .official.saint.stella.m

11/03/2024

⚡️ Big shout out to my co-working space in Glasgow, Civic House, for featuring me in their blog.

Have a read for my sustainable brand recommendations and tips on shopping and building a wardrobe of clothes that you love that aligns with your ethics.

There's a strong sustainability focus at Civic House including the design of the building, Parveens plant-based canteen below (🍰 come for the cake alone) and the sole traders and businesses who've made this their 9-to-5 home.

Delighted to be amongst the mix.

Whilst the membership of Civic House Coworking space is fascinatingly varied, there are undoubtedly some shared themes. One such prominent theme throughout our membership is sustainability. For our newest blog post, we’ve decided to profile a member whose work centres on this theme at Civic House ...

01/12/2023

📣 This one's for Melbourne and Victorian fashion creatives:

FashLab is a free community of fashion professionals based in Melbourne that's designed to listen, support, share knowledge and push the industry forward.

If you're in fashion and would love to connect with other fashion folks for mentorship, advice, news or simply the joy of what fashion does for us all, join the FashLab community.

You can loiter in the Facebook group, attend the regular meetings, learn from industry professionals and make new connections.

Here's the latest newsletter including a piece by Melbourne designer KeKerry Pietrobonrom HaHarlow Australiahttps://bit.ly/412Ggjm

If you'd like to join FashLab and tap into the heart of this incredible community, sign up here:
https://voxfrock.com.au/fashlab-2/

Fashlab Fashlab is a community/network established in Melbourne to share knowledge, advice, news and mentorship across Victoria’s small scale fashion and related creative industries. Fashlab is free. Fashlab members are a mix of veteren and new creative business people. They share their priceless ...

30/11/2023

🪩Not your average networking event

Big thanks to the babes at for putting on this wildly fun networking event with a splash of big disco energy for Scottish fashion creatives.

It’s such a balm for the soul to be in a room full of other folk whose love of fashion has shaped their life in one way or another.

Sign me up for the next one ✌🏼

Big love to organisers and
and the brilliant guest speakers photographer and Samantha Paton, designer at

Fist bumps to the creatives I already know and the new faces I got to meet:









🍕 And shout out to staff who were superb.

19/07/2023

'Thanks for subscribing to our newsletter'

*tumbleweed*

Hands up if that's the extent of the message that any new subscribers to your email list gets.

You're not alone. I've signed up for many fashion brands' email lists and a simple one-liner limps into my inbox to tell me I'm on their list.

I get nothing else from them until they send out their next email campaign, and by then I've kind of moved on and forgotten I signed up to their list at all.

My initial curiosity for their brand has gone unstoked, my money spent elsewhere.

This is where the welcome flow comes in. An automated email series that takes your new subscriber on a tour around the best parts of your brand, sharing the faces and stories behind your brand, your values, processes, personality... your je ne sais quoi.

By the time your next email campaign comes out, you've already stoked the embers of a blossoming relationship with your keen-to-be-customer.

It's a win win for you both: They get their curiosity satisfied and time to build up trust in you, and you get a sale from someone who's really excited to shop with your brand.

Make no mistake, the welcome flow done right is where the money's at and can unlock a significant new revenue stream for you.

If 'create welcome flow' has been on your to-do list for a while - or if it's just found its way on there in the last seven seconds, take a read of my new blog on creating your revenue making welcome flow for the why, how and when. Find it in the comments.

Look out for the welcome flow template to download that'll show you where to put what and when to send it.

Go read it and shake your money maker.

You're welcome.