Marketing With Laryssa

Laryssa Wirstiuk
  • 4.8 (66)
  • Marketing
  • Updated Weekly

Formerly the Joy Joya Jewelry Marketing Podcast, Marketing With Laryssa is a podcast for purpose-driven, product-based brand owners who want to build real connections with their customers. Hosted by Laryssa Wirstiuk, founder of Joy Joya and marketing strategist since 2018, the show zooms out beyond tactics to explore the bigger picture of email, SMS, and digital storytelling. With a mix of practical tips, inspiring ideas, and behind-the-scenes insights, Laryssa shares how to grow your brand with creativity, strategy, and intention - without getting lost in the marketing noise. Whether you're an ecommerce founder or a creative entrepreneur, this podcast will help you market with clarity and confidence.

  1. 388 - Can You Actually Trust Your Email Marketing Numbers?

    4d ago

    388 - Can You Actually Trust Your Email Marketing Numbers?

    $6,000 in Klaviyo. $600 in Google Analytics. Same campaign. Same week. Real numbers from a real account my team took over. If you've ever stared at two reports that should say the same thing and thought - is someone lying to me? - this episode is for you. Nobody is lying. But what's actually happening is something every ecommerce brand sending marketing emails needs to understand. Those two tools aren't giving you different answers because one of them is wrong. They're giving you different answers because they're asking completely different questions. Klaviyo is asking how much did the people who engaged with this email go on to buy. Google Analytics is asking how much was purchased in the single visit that started from clicking the email. Same campaign, different questions, different numbers. Once you understand that, the gap stops being scary - and starts being expected. But there's more to it than just the attribution philosophy. There are specific settings inside Klaviyo that most brands have never looked at, and those settings have a massive impact on the revenue numbers you're seeing every month. If you've never checked your attribution window or thought about whether open-based attribution makes sense for your account, this episode is going to be eye-opening. In this episode, I walk through exactly why these numbers differ, what to check first when you see a shocking gap, and how to actually reconcile your data so you can make real decisions instead of nervous ones. ✨ In this episode, you'll learn: Why Klaviyo and Google Analytics report completely different revenue for the same campaign - and why neither one is lying The first thing to check when you see a big discrepancy (it tells you immediately whether something is broken or not) How Google Analytics decides which channel gets credit for a sale - and why it's the most conservative number you'll see What Klaviyo's open-based attribution actually means and why it inflates revenue compared to other tools Why Apple Mail Privacy Protection may be affecting your open counts - and what to do about it The pros and cons of switching to click-only attribution in Klaviyo Why your Shopify store is the only real source of truth - and how to think about every other tool's numbers Why understanding this protects you in conversations with agencies, employees, and anyone else reporting on email performance When you can explain the gap, it stops being something that makes you feel like someone's pulling one over on you — and starts being something you can actually use. Work with Joy Joya: https://joyjoya.com

    14 min
  2. 387 - Where Your Email Marketing Welcome Flow Is Leaking Revenue

    Jun 21

    387 - Where Your Email Marketing Welcome Flow Is Leaking Revenue

    The moment someone signs up for your emails is the highest attention moment you will ever have with that subscriber. They just said yes. They're interested. They're engaged. And most brands are using that window to send two, maybe three emails - and then calling it done. That's a problem. Because the subscribers who buy from email one were already close to purchasing anyway. The discount and the timing just pushed them over the edge. The rest of your welcome series exists for everyone who wasn't ready yet - the people who need more trust, more context, more touchpoints - and that group is typically the majority. But length is just one piece of it. The deeper issue is what's actually inside those emails. A welcome flow that feels like it could have come from any brand in any industry isn't going to convert. Static product blocks that haven't been updated since the flow was built aren't giving new subscribers an accurate picture of who you are. And treating someone who already purchased the exact same way as someone who's never bought a thing is leaving revenue on the table every single day. You already paid to get these subscribers - through paid ads, organic content, collaborations, or years of showing up. The welcome flow is where that investment either pays off or gets wasted. In this episode, I walk through the specific places welcome flows leak revenue, what to do about each one, and why getting this right isn't starting from scratch - it's making sure the work you've already done actually converts. ✨ In this episode, you'll learn: Why the welcome window is your highest attention moment - and how most brands squander it Why 4 emails is the minimum for a welcome flow and 5-7 is optimal What every email in the sequence needs to do - and why more discount reminders isn't the answer The most common welcome flow problem: emails that feel like they could come from any brand How personalization from your pop-up can meaningfully change how the welcome series performs Why dynamic content is one of the easiest wins in any welcome flow - and why most brands overlook it What happens when a welcome flow hasn't been touched since it was built and the brand has completely evolved The revenue leak that comes from treating first-time purchasers and non-purchasers exactly the same How to think about whether buyers should exit the flow or stay in with adjusted content The welcome flow is where your subscriber acquisition investment either pays off or gets wasted. Getting it right is worth the effort. Work with Joy Joya: https://joyjoya.com

    11 min
  3. 386 - More Segments, More Problems: Rethinking Email Segmentation

    Jun 14

    386 - More Segments, More Problems: Rethinking Email Segmentation

    Segmentation sounds like the answer to everything. The right message to the right person at the right time - that's the dream. And to be clear, I'm a segment stan. Smart segmentation is one of the most powerful things you can do for your email program. But the conversation around it is almost always one-directional: more segments, more targeting, more personalization. And at a certain point, that stops being true. I see brands build 12, 20, who even knows how many segments - and end up spending more time managing those segments than actually sending good campaigns. The result is a sophisticated-looking account generating less revenue than a simpler setup would. More segments doesn't automatically mean more revenue. Often it just means more complexity for the sake of complexity. There's also a math problem most brands don't see coming. When you fracture your engaged list into smaller segments, you're sending to fewer people - and the lift in open rates doesn't always make up for the drop in volume. Worse, when you send one campaign to five "different" segments, there's almost always massive overlap. You're not reaching new people. You're just hitting your most engaged subscribers more often. In this episode, I break down when segmentation starts working against you, the simple test for deciding which segments are actually worth keeping, and what a leaner, more sustainable segmentation strategy actually looks like. ✨ In this episode, you'll learn: Why more segments doesn't automatically mean more revenue - and can actually mean less The real workload cost of maintaining too many segments The math problem most brands don't realize they have when they over-segment Why sending one campaign to five "different" segments often just means hitting the same people more often Why using a completely different segment for every send leaves you with no baseline to learn from The simple test for deciding whether a segment is actually worth keeping Why segments with only 10-20 people are usually adding noise, not value What a leaner segmentation strategy looks like: one engaged foundation plus a small number of intentional layers A leaner set of segments you actually use is worth far more than an elaborate setup that mostly just looks impressive. Work with Joy Joya: https://joyjoya.com

    10 min
  4. 385 - What Actually Makes an Email Marketing CTA Work (And Why Simple Wins Every Time)

    Jun 7

    385 - What Actually Makes an Email Marketing CTA Work (And Why Simple Wins Every Time)

    The call to action is the last thing someone reads before they click - or don't. And for something that important, it gets surprisingly little strategic thought in most email programs. What I see instead is one of two extremes. Either the CTA is completely ignored - "Shop Now" slapped on every button, same wording across every email, no thought given to whether it's actually doing its job. Or it's wildly overthought - someone spent 20 minutes trying to make the button sound clever and ended up with copy that nobody instantly understands. Both are a problem. And the fix is simpler than most brands expect, because simple almost always wins with CTAs. The brands that obsess over making their buttons sound unique are often the ones leaving clicks on the table every single day. The other thing worth talking about is structure - because a CTA doesn't live in isolation. It lives inside an email, often alongside other buttons and links, and how those compete or support each other changes everything about whether anyone clicks at all. In this episode, I walk through what actually makes a CTA work, the formula that produces clear and compelling button text almost every time, and how to think about CTA hierarchy so your emails stop pulling people in five directions at once. ✨ In this episode, you'll learn: Why the CTA is the most overthought and under-strategized part of most email programs The simple verb + noun formula that produces strong CTAs almost every time Why "Shop Now" has survived decades of email marketing - and what that tells you about clarity The most common CTA mistake brands make and how it kills clicks before anyone even reads the button What happens when an email has five different CTAs - and why nobody clicks any of them Why every email needs one primary goal, and how to structure everything else around it How to repeat a CTA throughout an email without it feeling repetitive or overwhelming First person vs. second person CTAs - when it works and when it just feels like a conversion tactic Why a CTA that's hard to write is almost always a sign that the email itself needs more work first If your button text feels hard to write, stop trying to fix the button. Go back and clarify the email - and the CTA will almost write itself. Work with Joy Joya: https://joyjoya.com

    12 min
  5. 384 - The Email Marketing Popup Audit You Probably Haven't Done

    May 31

    384 - The Email Marketing Popup Audit You Probably Haven't Done

    Popups have a reputation. We've all landed on a site, barely had a second to look around, and been hit with a full-screen form asking for an email address before we even know what the brand sells. That's not a popup problem - that's a strategy problem. A well-timed, well-designed popup is one of the most effective list growth tools an ecommerce brand has. Avoiding them because you don't want to seem pushy doesn't make your site feel more premium - it just means fewer people are entering your email ecosystem every single day. But here's the question I want to ask if you already have one: when did you last actually look at it? Not glance at it - actually open it, put your email in, read through every step, and ask whether it's doing what you'd want it to do for a first-time visitor? For most brands, the honest answer is whenever I first set it up - which might have been a year ago, two years ago, or longer. The details in a popup matter a lot more than most brands realize. And there's one part of it that almost everyone overlooks entirely. In this episode, I walk through the three parts of a popup worth auditing: the trigger, the suppression settings, and the success step - including one counterintuitive recommendation about your discount code that might genuinely surprise you. ✨ In this episode, you'll learn: Why popups get a bad reputation - and why avoiding them is costing you subscribers The difference between a time delay and scroll trigger, and how to decide which makes sense for your site The 80% rule for setting popup timing based on your actual session data Why where your traffic is coming from should influence when your popup fires Two suppression settings worth checking right now - and why showing a popup to existing subscribers is a bad look What the success step is and why it's the most underlooked part of any popup setup Why putting your discount code on the success step is actually working against you What that first open and first click really means for your deliverability - and how your popup can set that up right A popup that's been running untouched for two years isn't a set-it-and-forget-it win. It's just a decision nobody's revisited. Work with Joy Joya: https://joyjoya.com

    14 min
  6. 383 - Your Klaviyo Account Might Need a Domain Warmup Right Now

    May 24

    383 - Your Klaviyo Account Might Need a Domain Warmup Right Now

    Most brands have heard of domain warmup. When you're setting up a new Klaviyo account, you don't just blast your entire list on day one - you start small, build gradually, and let inbox providers get to know you as a sender. That part tends to make sense to people. What doesn't get talked about nearly enough is what comes after that. Warmup isn't a one-time thing you do at the beginning and then forget about. It's a tool you can come back to - and for a lot of brands, it's something their account needs right now and they don't even know it. If your open rates have been sliding for months, if your deliverability feels off, or if you've just done a major list clean, a proper warmup might be exactly how you course correct. Because the conditions in your account today are not the same as when you first set it up - and acting like nothing has changed is how deliverability problems get worse without anyone noticing. This episode is also the natural follow-up to last week's conversation about list health. Cleaning your list resets your audience. A warmup is how you rebuild your sender reputation on top of that cleaner foundation. One without the other is only half the fix. In this episode, I walk through how to know if your account needs a warmup, what the process actually looks like in practice, and the biggest mistake brands make when they try to do it themselves. ✨ In this episode, you'll learn: Why domain warmup isn't just for new accounts - and when to come back to it The open rate number that signals something is genuinely wrong with your deliverability Why you should always check your authentication settings before starting a warmup What DKIM, SPF, and DMARC records are and why they matter for your sender reputation What a phased warmup actually looks like inside Klaviyo, step by step What to watch between each send and when to pause before moving forward The biggest mistake brands make when running a warmup (and why patience is the whole point) Why list health and domain warmup go hand in hand - and why doing one without the other isn't enough Warmup isn't a one-time credential you earn and keep forever. It's more like ongoing maintenance - and it's a lot easier to be proactive about than reactive about. Work with Joy Joya: https://joyjoya.com

    12 min
  7. 382 - Your Email List Number Is Lying to You (And It's Costing You Money)

    May 17

    382 - Your Email List Number Is Lying to You (And It's Costing You Money)

    A big email list feels like proof of something. Momentum. Years of work finally paying off. And that number sitting at the top of your Klaviyo dashboard can feel like a badge of honor - especially when you remember all the pop-up forms, giveaways, collaborations, and events that built it. But what if that number is giving you a completely false picture of how many people actually want to hear from you? I recently started working with a skincare brand that had built their list to 45,000 subscribers. On paper, that's genuinely impressive. When we got into the account, the real engaged audience was closer to 9,000. The rest was a combination of bots, role accounts, giveaway signups who never had any interest in buying skincare, and contacts that hadn't engaged in years - all sitting there, counted in that number, and costing the brand real money every single month. This isn't a rare situation. I see versions of it constantly across skincare brands, jewelry brands, apparel brands - really any brand that's been building a list for more than a couple of years without a regular maintenance practice. The number in the dashboard almost never matches the real audience. And the gap between those two things is usually a lot bigger and a lot more expensive than anyone realizes. In this episode, I break down what actually ends up polluting an email list over time, what it costs you in deliverability and Klaviyo pricing, and how to start thinking about whether your list needs a serious cleanup. ✨ In this episode, you'll learn: Why a big email list can actually work against you - and what the number in your dashboard isn't telling you The types of contacts that silently pollute most lists over time (including some that aren't obvious) Why giveaway and collaboration traffic is so often the source of list bloat How a dirty list affects your sender reputation and hurts deliverability for everyone - including your best subscribers The real cost of a bloated list inside Klaviyo's pricing model (and how much brands are overpaying) Why this client went from 45,000 to 9,000 subscribers - and why their performance actually got better How to let go of the ego piece and reframe what a smaller, cleaner list actually means Three things to look at right now to figure out if this problem applies to you A smaller number you can actually market to is worth infinitely more than a big number that's costing you money and working against you. Work with Joy Joya: https://joyjoya.com

    14 min
  8. 381 - We Need to Talk About Your Customer Winback Flow

    May 10

    381 - We Need to Talk About Your Customer Winback Flow

    Klaviyo makes it easy to set up a win back flow. There's a default template ready to go, so most brands turn it on, move on, and assume it's working. And technically it is - it's running. But running and working are two very different things. When I go into a new client's account and look at their win back flow, what I almost always find is something that was set up once, never really thought through, and is running on default settings that nobody ever questioned. The timing is off. The re-entry settings are wrong. The emails are leading with a discount when they should be leading with something worth coming back for. A lot of that comes down to a fundamental confusion about what a win back flow is even supposed to do - and how it's different from a sunset flow. Because they're not the same thing, and if you're treating them like they are, you're bringing the wrong energy to the wrong audience. A win back flow isn't about rescuing the unrescuable. It's about reopening a conversation with someone who already knows you and just needs a reason to come back. That's a completely different job - and it requires a completely different approach. In this episode, I walk through the four things I look at when auditing a win back flow, the real brand examples that show what getting it right actually looks like, and a framework for making sure yours is doing the work it's supposed to do. ✨ In this episode, you'll learn: The difference between a win back flow and a sunset flow - and why mixing them up costs you Why the first question to ask isn't about the emails at all - it's about who's entering the flow How to use your actual repurchase data to set win back timing (instead of guessing) Why firing your win back too late means you're showing up to a conversation that already ended The re-entry setting most brands never check - and why it matters more than you think Why leading with a discount is often the laziest and least effective way to bring someone back Real brand examples of win back flows that lead with relevance, voice, and something actually worth coming back for A five-part audit framework to run on your own win back flow The best win back flows don't feel like a win back flow. They feel like a well-timed, thoughtful message from a brand that noticed you'd been away - and actually has something worth showing you. Work with Joy Joya: https://joyjoya.com

    15 min
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About

Formerly the Joy Joya Jewelry Marketing Podcast, Marketing With Laryssa is a podcast for purpose-driven, product-based brand owners who want to build real connections with their customers. Hosted by Laryssa Wirstiuk, founder of Joy Joya and marketing strategist since 2018, the show zooms out beyond tactics to explore the bigger picture of email, SMS, and digital storytelling. With a mix of practical tips, inspiring ideas, and behind-the-scenes insights, Laryssa shares how to grow your brand with creativity, strategy, and intention - without getting lost in the marketing noise. Whether you're an ecommerce founder or a creative entrepreneur, this podcast will help you market with clarity and confidence.

Information

  • Creator
    Laryssa Wirstiuk
  • Years Active
    2018 - 2026
  • Episodes
    397
  • Rating
    Clean
  • Copyright
    © 2025
  • Show Website
    Marketing With Laryssa

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