Marketing With Laryssa

Laryssa Wirstiuk
  • 4.8 (65)
  • 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. 382 - Your Email List Number Is Lying to You (And It's Costing You Money)

    1D AGO

    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
  2. 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
  3. 380 - Why I Went All In on Email Marketing (And What Took Me So Long)

    MAY 3

    380 - Why I Went All In on Email Marketing (And What Took Me So Long)

    This month marks 10 years since I officially started Joy Joya. And I've been sitting with that for a while, trying to figure out what I actually want to say about it. There's a version of this episode that writes itself - the highlight reel, the wins, the listicle wrapped up in a bow. I didn't want to do that. What I wanted to do was be honest, because that's more useful. So that's what this episode is. It's the real version - the messy pivot, the gradual realization, the external pressures that made staying put feel untenable, and the thing I kept coming back to through all of it: email. Not because email is glamorous - I'll be the first to admit it's not. But because it's built on something that doesn't go away. A direct relationship between a brand and a person who asked to hear from them. And after 15 years in marketing watching channels rise and fade, that staying power means everything. In this episode, I share what actually happened over the last 10 years, why I niched into email later than I should have, what made me finally go all in, and what I still believe about where email is headed. ✨ In this episode, you'll learn: How Joy Joya started - and why it looked nothing like what it is today The client moment that changed how I saw email marketing entirely Why full-service marketing was frustrating in a way I couldn't ignore What email does that almost no other marketing channel can: show you exactly what you did and what it produced Why I went narrower in what we offer and broader in who we serve at the exact same time What 15 years in marketing taught me about which channels actually last Why email compounds in a way that's genuinely rare - and why that matters more the longer you're in business What I'm watching, what I'm curious about, and where I think email goes from here Here's to 10 years - and to whatever comes next. Work with Joy Joya: https://joyjoya.com

    15 min
  4. 379 - What Actually Makes a Last Chance Email Work

    APR 26

    379 - What Actually Makes a Last Chance Email Work

    Almost every brand sends last chance emails. End of a sale, final hours of a promotion, last day before something's gone. They're a completely normal part of any email calendar. And yet - we've all been on the receiving end of one that felt off. A little frantic. A little hollow. Like the brand was more stressed about hitting a number than genuinely trying to help you not miss something. The difference between a last chance email that works and one that doesn't usually isn't the format. It's not the countdown timer or the headline size. It goes deeper than that - into the credibility you've built before that email ever lands, the tone you write from, and whether your subscriber actually has enough time to do something about it. Because by the time someone opens your last chance email, they've already made a judgment call about whether they believe you. And that judgment was formed long before they read a single word. In this episode, I break down the four things that actually determine whether a last chance email earns its place in the inbox - and a gut check you can run before you send your next one. ✨ In this episode, you'll learn: Why last chance emails fail before they're even opened - and what builds believability over time How a promotional calendar that never really ends trains your subscribers not to respond The difference between urgency that feels confident and urgency that reads as panic Why writing from brand anxiety almost always shows up in the copy - and how to write from confidence instead The timing mistake that turns real urgency into a missed opportunity for most subscribers Why "ends tonight" is vague in a way that costs you - and what specificity actually does for trust How to shift from writing about what the brand needs to what the subscriber stands to miss A four-part gut check to run before you send any last chance email The best last chance emails don't feel like a brand sprinting to the finish line. They feel like a clear, confident reminder from someone who genuinely thinks you'd want to know. Work with Joy Joya: https://joyjoya.com

    13 min
  5. 378 - Email Urgency Tactics That Are Costing You Subscriber Trust

    APR 19

    378 - Email Urgency Tactics That Are Costing You Subscriber Trust

    There's a lawsuit in the news right now involving a major retailer and their email marketing. I'm not going to weigh in on the legal debate - but it did make me want to talk about something I think gets overlooked when email programs are moving fast. Email is permission-based marketing. Someone gave you their address and said yes, you can communicate with me. That's not a small thing. And it comes with a responsibility that's easy to lose sight of when you're optimizing for clicks and conversions in the moment. Urgency isn't the problem. A sale that genuinely ends, an item that's almost gone, a seasonal moment that isn't coming back - that's real urgency, and communicating it clearly is good marketing. The problem is when urgency became so effective, and email became such a volume game, that it started getting used as a default. Not because there was something real to communicate, but because it moves people. And somewhere along the way, the subject line stopped reflecting reality - and started creating it. Most brands, when they audit their own emails honestly, find more manufactured urgency than they realized. And the cost isn't just legal. It's the slow erosion of the trust your whole email program runs on. In this episode, I break down the difference between urgency that's earned and urgency that's manufactured, why it matters more than most brands realize, and two practical things you can do right now to start thinking about your email program as a trust-building tool - not just a revenue lever. ✨ In this episode, you'll learn: What the Ulta lawsuit is actually about - and why it's worth paying attention to even if you're a small brand Why manufactured urgency became so common in email marketing (and why that doesn't make it okay) The difference between urgency that's earned vs. urgency that just borrows against your audience's trust How to think about every email you send as either a deposit or a withdrawal in your subscriber relationship Why the trust problem isn't new - even if the legal risk is How a promotional calendar stacked with rolling, overlapping sales is quietly training your audience not to respond Two practical steps to audit your own urgency habits and start building a more sustainable email program When your subscribers learn that your deadlines are real, you don't have to manufacture the pressure. The pressure's already there - because you've built a track record of meaning what you say. Work with Joy Joya: https://joyjoya.com

    12 min
  6. 377 - Lists vs. Segments: The Email Marketing Mistake That Breaks Your Klaviyo Account Over Time

    APR 12

    377 - Lists vs. Segments: The Email Marketing Mistake That Breaks Your Klaviyo Account Over Time

    Lists and segments both group people. They both show you a number. They both show up when you're sending emails. So it's easy to assume they're basically the same thing with different names - especially when you're moving fast and just trying to get a campaign out the door. But that assumption is one of the most common structural mistakes I see inside email accounts, and the tricky part is that nothing breaks immediately. Your campaigns still send. Your flows still run. People still get your emails. The damage is quieter than that. What actually happens is that the logic underneath your account starts to get a little off. Wrong groupings, automations firing when they shouldn't, reporting that's hard to trust - and over time, an account that technically works but is increasingly hard to navigate, delegate, or scale. The fix isn't complicated, but it does require understanding what lists and segments are actually for — and why they were never meant to be interchangeable in the first place. In this episode, I break down the real difference between lists and segments, why mixing them up causes problems that ripple out across your entire account, and how to start thinking about your email structure more clearly. ✨ In this episode, you'll learn: Why lists and segments look similar inside Klaviyo - and exactly where that similarity ends The functional difference: what lists answer vs. what segments answer How using the wrong one for the wrong job creates logic problems that compound over time Why the damage usually doesn't feel urgent - until the account is really hard to manage The three shifts that help you use lists and segments the way they were actually designed to work What to look for when auditing your own account - and the yellow flag that says it's time to simplify Why a clean email structure leads to better targeting, more predictable flows, and reporting you can actually trust If your email account feels hard to follow, hard to delegate, or just harder than it should be, there's a good chance this is part of why. Work with Joy Joya: https://joyjoya.com

    10 min
  7. 376 - Should You Send Plain Text Emails? When They Work (And When They Don't)

    APR 5

    376 - Should You Send Plain Text Emails? When They Work (And When They Don't)

    Plain text emails can feel almost too simple. No design, no product blocks, no polished layout. So why do they sometimes outperform emails that took way more time to build? A lot of ecommerce brands either dismiss plain text emails as unfinished - or overcorrect and treat them like a silver bullet. The truth is more nuanced than that. Plain text isn't a shortcut. It's a strategic format choice - and when it's used well, it can change how your audience experiences your message entirely. But here's the catch: without design to lean on, your writing has to do all the heavy lifting. And if the copy isn't strong enough, plain text won't save it - it'll expose the problem faster. In this episode, I break down when plain text emails actually make sense, why they sometimes outperform designed campaigns, and the biggest mistakes brands make when using them. Because this isn't really about choosing between plain text and design. It's about choosing the format that best supports the job your email needs to do. ✨ In this episode, you'll learn: Why plain text emails aren't automatically "better" - and what actually makes them work How email format shapes the way subscribers perceive and engage with your message The biggest mistake brands make when switching to plain text (hint: it's not about removing images) Why stripping design from a campaign-style email usually makes it perform worse, not better How plain text can be a powerful diagnostic tool for your email copywriting The key difference between what plain text emails and designed emails do best Three ways to use plain text more strategically in your email marketing If your email can't perform without design, it's not a design problem - it's a messaging problem. Plain text just makes that visible. Work with Joy Joya: https://joyjoya.com

    11 min
  8. 375 - Is Your Welcome Discount Hurting Your Email Performance?

    MAR 29

    375 - Is Your Welcome Discount Hurting Your Email Performance?

    Episode #375 – Is Your Welcome Discount Hurting Your Email Performance? When it comes to growing your email list, most ecommerce brands are focused on one thing: more. More subscribers. More signups. Higher pop-up conversion rates. But what if the way you're growing your list - especially through your welcome discount - is actually making your email performance worse over time? At first, it can feel like everything is working. Your list is growing quickly, your pop-up is converting, and new subscribers are coming in every day. But underneath that growth, something else might be happening. In this episode, I break down the hidden downside of optimizing for list growth without considering subscriber quality - and how your welcome offer might be shaping your results far beyond that first signup. Because your welcome flow can only perform as well as the people entering it. ✨ You'll learn: • Why more subscribers doesn't always mean more opportunity • How optimizing for pop-up conversion can quietly weaken your list • The two types of subscribers your welcome offer attracts — and why it matters • How low-intent subscribers impact engagement, conversions, and deliverability • Why your welcome flow performance depends on the quality of your inputs • How your welcome offer shapes the long-term relationship with subscribers • Why list growth should be measured by quality, not just volume • Three simple ways to evaluate and improve your welcome offer strategy Growing your list isn't just about getting more people in the door - it's about attracting the right people. When your welcome offer is aligned with your brand and your messaging, you build a list of subscribers who actually want to hear from you - and that's what drives long-term performance. Work with Joy Joya: https://joyjoya.com

    9 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
    391
  • Rating
    Clean
  • Copyright
    © 2025
  • Show Website
    Marketing With Laryssa

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