First
The start
We build the emails that bring first-time buyers back for a second order. Live in 21 days, for $5,997 paid once Needs Paul’s OK. If 20 percent more are not back 60 days after launch, you get every dollar back.
Bring first-time buyers back for a second order.
Many of your customers buy once, then never come back. In 21 days, we build the emails that bring them back, inside your own Klaviyo. Sixty days after launch, 20 percent more must be coming back. If not, you get every dollar back, and you keep the emails.
Ask if a seat is open2 of 10 seats open. What we give, you keep.
Start with the second order.Then build the rest.
Then, if you want
The full build
Over six months, we build the rest of your emails and an agentic email marketing system inside your business. We train your person to run it. Then we leave, and you keep all of it.
Sixty days after launch, we measure one number.
Your repeat rate. The share of first-time buyers who come back for a second order.
Before we start, we measure it, and we both sign the number. For 60 days after launch, we tune the emails each week. On day 82, we measure again. It must rise by 20 percent of where it started. If it does not, you get the full $5,997 back Needs Paul’s OK. You keep the emails either way.
How the 20 percent works
- 01It is a relative rise, measured against your own start.
- 02Say 20 of every 100 first-time buyers come back now.
- 03Then at least 24 of every 100 must come back. The 4 extra are 20 percent of 20.
- 04Subscription renewals do not count. Only new second orders do.
- 05On day 0, we save every number in your Klaviyo and Shopify. On day 82, we save them again, side by side.
Between the firstand second order,customers slip away.
You pay to win the first order. Then you pay again to win the same customer back.
Give
We call this the Gap.We fill it withwhat we know.
What we know
Many brands fill it with more ads and lower prices. We start with your own customers instead, so every email speaks in their words. Then we plan what to send, and when.
First, three maps from your own data
- Motivation Map. Why your customers buy, the first time and again.
- Rhythm Map. When each product runs out, so each email comes on time.
- Objection Stack. The worries that stop a second order.
Build
Live in 21 days, one piece at a time.
Kickoff is day 0. Launch is day 21. Every step between has a date you can follow.
We start with your orders, reviews and support notes. You sign off the offers and timing before we write a word. Then we write, design and build each email. Before launch, we test every link, rule and send. No customer gets three emails in one day.
We build what we know into a system for your brand.
Days 1 to 3: research
We read your reviews, support notes and orders.
Days 1 to 3: claims
We check every claim. No health claim goes into your emails or creative unless scientific studies prove it.
Days 3 to 7: the number
We measure your repeat rate, and we both sign the number.
Days 3 to 7: the plan
We set the products, offers and timing. You sign them off.
Days 7 to 18: the build
We write, design and build the emails. You review each batch once.
Days 18 to 21: the tests
We test every email, and check that each one reaches the inbox.
Day 21: live
You sign off, and the emails go live.
Connect
On day 21, it alljoins up and goes live.
Your emails now work as one path, from first sign-up to second order.
Your forms, welcome emails and campaigns used to work alone. Now they join. A new sign-up gets a welcome. A first order gets a note on what to expect. When a product runs low, a reminder arrives in time, with the smallest offer that works. It all runs inside your own Klaviyo and Shopify.
This is where the system connects your business.
What goes live Needs Paul’s OK
- 01Sign-up formsSign-up forms, in stages. Each one asks a short question.
- 02WelcomeWelcomes each new sign-up, before the first order.
- 03ReturnWrites to sign-ups who have not bought yet.
- 04Add-onSuggests what goes well with the first order.
- 05AftercareShows a new buyer how to use what they bought.
- 06Second orderAsks for the second order, at the right time.
- 07RefillReminds them before a product runs out, with the choice to subscribe.
- 08Campaign planA plan of 8 campaign emails, each with one job.
- 09Inbox checkAn inbox check, so your emails land where they should.
of 16 pieces placed
Emails worthopening twice.
Twelve emails we made for brands we work with. A flow sends when a customer does something. A campaign goes to your whole list on one day.
Open any email to read it in full.
What clients say about the work.
Each letter names what we built. The words are theirs. Sample until Paul confirms consent
“Transformed our email marketing into a fully automated solution that stands for 51% of our revenue”
“We were talking about the Motivation Map, and the biggest thing that shouted out to me, obviously, beyond the emails, was just like how we can position our landing pages to reflect this stuff as well, as well as the ads, right? And I think that's huge because if we know on the back end what our customers are saying or why they're converting or why they're returning, we can address those pain points on the front end to try to acquire more customers.”
“We've seen all of the metrics we want to see grow and increase”
“Three years in, that number has grown year over year, and 50% of sessions' total revenue”
“Team is strategic, creative, and truly understands how to craft campaigns that convert”
“He's helped us grow our email campaigns to $50,000 per month”
“Customer retention and loyalty grew year over year with Maaly's help”
“Worked with Paul for many years and I would highly, highly recommend him to anybody”
“Really helped us optimize our core email marketing metrics”
PaulFounder. Leads the work.
DiegoDesigns.
FranRuns marketing.
Paul leads the work, Diego designs and Fran runs marketing.
Paul works from South Africa, with brands worldwide. We take ten brands at most.
What the promise needs from you.
The guarantee holds when both sides do their part. Yours is short.
We ask for about 5 hours of your time across the 21 days Needs Paul’s OK. Most of it is the first call and the sign-offs. If the build waits on you for three weeks, the guarantee no longer holds Needs Paul’s OK. We write all of this into the agreement, so you know it from the start.
Your part
- Give us access to Klaviyo and Shopify on day 0.
- Name one person on your team as our contact.
- Fill in a short form about your brand, and send us emails you like.
- Approve drafts within the time we agree.
- Keep your ads and traffic running as they are.
- Keep your offers and prices the same during the build.
- Leave the emails to us for the 60 days of tuning.
- Keep spam complaints under 0.1 percent and bounces under 2 percent Needs Paul’s OK.
Ten brands at most. We say no plainly.
We would rather say no on the call than miss a promise later.
- Seat 01. Live, in verdigris.
- Seat 02. Live, in verdigris.
- Seat 03. Live, in verdigris.
- Seat 04. Live, in verdigris.
- Seat 05. Live, in verdigris.
- Seat 06. Being built, in copper.
- Seat 07. Being built, in copper.
- Seat 08. Being built, in copper.
- Seat 09. Open.
- Seat 10. Open.
of 10 seats open.
We work with health and wellness brands that sell products people use up and buy again. We tell you early if we are not the right fit. The seat count on this page is always the real one. We never press, even when one seat is left.
- Open
- Being built, in copper
- Live, in verdigris
We do
- Emails, campaigns and sign-up forms in your Klaviyo.
- Ideas for offers that bring more sign-ups and first orders.
- Emails for your subscription, from welcome to failed payments.
- Research from your own customer data.
- A monthly campaign plan.
We do not
- Paid ads, SEO, or changes to your website.
- Landing pages, or work to lift your site's sales rate.
- Your subscription platform itself. We write the emails, and your platform runs the billing.
- Health claims, unless scientific studies prove them.
- Fake urgency, such as timers or made-up deadlines.
- Promises of results beyond the guarantee.
It fits you if
- You sell about $200,000 a month or more Needs Paul’s OK.
- You have a subscription offer, or you are building one.
- One person in-house runs your marketing.
- Your main products have hundreds of good reviews Needs Paul’s OK.
- You use Klaviyo, ideally with Shopify.
It is not for you if
- Your customers only buy when prices are cut.
- You want to approve the daily work yourself.
- No one in-house could run the system after us.
Grow
The start is Copper.The full build is Verdigris.
Copper turns to verdigris with time. So does the work, from the first emails to a system your team runs.
Verdigris takes six months. In the first three, we build the rest of your emails. In the next three, we build an agentic email marketing system inside your business. We train your person to run it, and then we leave.
Your business grows from the join.
- BrightThe first order.
- BlushThe second order.
- BronzeA regular repeat.
- StreakA loyal customer, the green showing.
- VerdigrisSomeone who protects the brand, through reviews and referrals.
Copper, the start
- The emails for the second order, live in 21 days.
- 60 days of tuning, then the measure on day 82.
- $5,997, paid once Needs Paul’s OK. Every dollar back if your repeat rate does not rise by 20 percent.
- About 30 days after launch, we show you the early numbers. If you want Verdigris, we talk then. The guarantee keeps running either way.
Verdigris, the full build. Three months.
- Every email before a first order, and every order email.
- The full set of subscription emails, from sign-up to billing, pause, skip, cancel and failed payments.
- A monthly campaign plan, with the strategy, the copy and the design direction.
- $30,000 for the three months, paid as $10,000 a month Needs Paul’s OK.
Verdigris, the handover. Three months.
- An agentic email marketing system, built inside your business. It comes with a knowledge base, playbooks and workflows.
- Your own person, trained to run it.
- A written operating standard, handed to you.
- Then we leave. There is no retainer.
- The handover is new. We are building it first with our founding clients, so it has no date or price yet.
After that, only if you ask.
- One advice session a month, with no work done for you. $2,000 to $3,000 a month Needs Paul’s OK.
Keep
What we give,you keep.
Everything we build lives in your own accounts. It stays yours, whatever happens.
If the repeat rate does not rise, you get your money back, and the emails keep running in your account. If you leave, everything we built stays with you. When the work ends, we remind you in writing to remove our access.
What you keep
- Every email, form and campaign, in your own Klaviyo and Shopify.
- The three maps of your customers.
- The register, our record of every piece we built.
- After the full build, the playbooks, the operating standard and a trained person.
Sample. Paul writes each letter by hand.
Questions we hear before the call.
Short answers here. Ask us anything else on the call.
Is my brand a fit?
It fits if your customers use up your products and buy again. Most of our clients sell about $200,000 a month or more Needs Paul’s OK. You get a plain yes or no on the call.
What does it cost?
The start is $5,997, paid once Needs Paul’s OK. The full build is $30,000 for its first three months Needs Paul’s OK. The handover after that has no price yet. You only choose the full build after the start.
How do you measure the 20 percent?
We count the first-time buyers who make a second order. Subscription renewals do not count. We compare your signed starting rate with day 82. If 20 in 100 come back now, at least 24 in 100 must come back then.
What if the rate does not rise?
You get the full $5,997 back Needs Paul’s OK. The emails stay in your account and keep running.
How much of my time does it take?
About 5 hours across the 21 days Needs Paul’s OK. That covers the first call, the drafts and the sign-offs.
I already have emails set up. Do I still need this?
We look at your setup on the call. If your emails work well and customers already come back, we tell you so. Then you decide.
Book a call, and we go through your setup with you.
First, you answer a few short questions. Then we talk, and we show you your own repeat rate and where customers fall away. If we do not think this will work for your brand, we say so on the call, before you pay anything.
2 of 10 seats open.
Ask if a seat is openpaul@maaly.agencyBooking link from the old site (the VideoAsk intake). Paul to confirm.What we give, you keep.
M26001Our hallmark is the Piece, a year letter and a number. It tells you what we made, and when.© 2026 Maaly