Monolith UX
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Lakeview Media had 180,000 subscribers and a 12% open rate. We rebuilt their email program from the ground up — and the results speak for themselves.
Lakeview Media ran a portfolio of niche content verticals with a combined subscriber base of 180,000 opted-in readers. Their email program was manually assembled — a Monday newsletter sent to the full list regardless of interest vertical, with zero segmentation, no automation, and a 12% open rate that hadn't moved in 18 months.
Unsubscribes were climbing, and the ad inventory attached to email opens was underperforming relative to their site display. The problem was structural: sending everything to everyone was training the list to ignore the sends. The more irrelevant the content felt to any given subscriber, the more the engagement metrics eroded — and as engagement eroded, deliverability followed.
They knew email could be their highest-margin revenue channel — the ad CPMs attached to segmented sends were significantly higher than display, and sponsors were actively asking for more targeted access to their audiences. The program just wasn't built to deliver that.
We ran a full subscriber audit: engagement cohort analysis, content preference mapping, and unsubscribe exit survey review. The data was clear — readers wanted vertical-specific content, not everything-to-everyone sends. The audience was there. The architecture to serve them correctly was not.
We rebuilt on Klaviyo: full list segmentation by interest vertical, behavioral triggers based on reading behavior, and a 5-flow automation architecture — welcome, re-engagement, preference center, editorial digest, and sponsored content — calibrated to each vertical's audience cadence. The segmented sends immediately commanded a 6x premium in sponsor CPMs over the previous undifferentiated newsletter.
Every template was built modular: an editorial block, a sponsored content block, and a digest format — each designed to be assembled without engineering, allowing the editorial team to configure sends directly in Klaviyo. The system was designed for the team that would operate it, not just the results it needed to produce.
An 8-week engagement across four phases — audit first, architecture before content, all 5 flows live within the project window.
Engagement cohort analysis, content preference mapping, unsubscribe exit data review, and Klaviyo architecture design before any template work began.
Interest-based segmentation model, behavioral trigger map, and full flow wireframes across 5 automation types — mapped to each vertical's content cadence.
Modular email template system designed for each vertical; content block library for editorial and sponsored content, built for assembly without engineering.
Phased list migration, A/B test program covering subject lines, send times, and CTAs by vertical, and a 60-day optimization sprint post-launch.
Measured through Klaviyo analytics and GA4 UTM attribution tracking across all 6 content verticals in the Lakeview portfolio.
Up from 12%; vertically segmented sends outperformed benchmarks across all 6 content categories — over 3x the industry average.
Directly attributed via UTM tracking; email became the number-one revenue channel within 9 months of the program relaunch.
Vertical segmentation dramatically reduced irrelevance-driven unsubscribes across all audience groups, improving deliverability scores.
Welcome, re-engagement, preference center, editorial digest, and sponsored content — all 5 flows live within the 8-week project window.
Sponsor CPMs for segmented sends command a 6x premium over the previous undifferentiated newsletter — unlocking a new tier of sponsor relationships.
Improved reputation scores and word-of-mouth drove a 17% net subscriber increase in year one — despite a higher bar for engagement.
Engagement cohort analysis, content preference mapping, and strategic recommendations for segmentation architecture built from exit survey and behavioral data.
Full platform setup: list structure, segment definitions, flow triggers, and tag taxonomy — designed for the editorial team to operate without ongoing technical support.
6 vertical-specific modular templates with editorial, sponsored, and digest block variants — built for no-code assembly directly in Klaviyo.
Welcome, re-engagement, preference center, editorial digest, and sponsored content flows — all copy-complete and live within the 8-week project window.
90-day test calendar covering subject lines, send frequency, preview text, and CTA variants by vertical — with a structured framework for ongoing optimization.
Klaviyo and GA4 integration with per-send revenue tracking, flow performance reporting, and sponsor-ready audience analytics across all 6 content verticals.
"We had the audience. We just weren't treating them right. Monolith fixed that — and it's now our most profitable channel by a wide margin."
Let's talk about what a partnership with Monolith UX could look like for your organization.
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