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Pilothouse Digital named winner of the 2026 Klaviyo Rising Star Americas Partner of the Year. Sep 15, 2026, 07:05 ET Recognition marks Pilothouse Digital's excellence in 2026 Klaviyo K:Partners Awards. VICTORIA, BC, Sept. 15, 2026 /PRNewswire/ - Pilothouse Digital, an integrated growth agency for established ecommerce and DTC brands, today announced it has been named the winner of the 2026 Klaviyo Rising Star Americas Partner of the Year, presented at Klaviyo's flagship event, K:BOS, in Boston. The annual K:Partners Awards celebrate the partners helping brands get more out of Klaviyo's autonomous B2C CRM - from adopting the full platform to putting Klaviyo's agents and data to work for their customers. Winners are chosen for their innovation, creativity, and their ability to help leading consumer businesses turn customer relationships into measurable growth. Pilothouse Digital received the Rising Star Americas Partner of the Year award for rapid growth and standout contributions, especially in high-growth markets and categories, with Klaviyo's B2C CRM. "We've built an integrated growth system for ecommerce brands, and Klaviyo's B2C CRM is a core part of how that system holds together. Retention isn't a channel we bolt on at the end, it's built in from the very first order," said Madeleine Beach, Director of Marketing, Pilothouse Digital. "Our partners are helping write the next chapter of the autonomous B2C CRM, one where data, AI, and real relationships work together for every brand we serve.," said Eddie O'Brien, SVP of Global Partnerships at Klaviyo. "This year's honorees show what that future looks like: sharper strategy, faster execution, and customer relationships built to last. The K:Partners Awards celebrate the partners building that future with us." About the K:Partners Awards The K:Partners Awards highlight excellence across Klaviyo's global ecosystem of agencies, services partners, and technology partners. Winners are selected based on a combination of qualitative impact (innovation, creativity, client success stories, collaboration) and quantitative results (customer adoption, growth, and sustained performance). About Pilothouse Digital Pilothouse Digital is an integrated growth agency for established ecommerce and DTC brands. Paid media, creative, retention, and strategy sit under one team, so brands can understand and defend where their growth actually comes from. Pilothouse works with businesses between $10M and $100M in annual revenue that have hit a growth inflection point. SOURCE Pilothouse Digital

Klaviyo segmentation for stores that have been batch-and-blasting. Published: September 14, 2026 Updated: September 7, 2026 Est. reading time: 8 minutes Most of the Klaviyo accounts Tailorededgemarketing audit have one list and one habit. Every campaign goes to everyone who ever handed over an email address, two or three times a week, and the reporting looks acceptable because total campaign revenue keeps landing in roughly the same range month over month. The decline is slow enough to miss. Open rates drift, inbox placement gets worse before anyone thinks to check it, and flows that used to carry the program start converting at lower rates with no change to the flows themselves. By the time a store goes looking, the usual suspects (subject lines, creative, offer strength) get tested first, and none of them are the reason. The problem isn't the sending frequency. It's that the same undifferentiated audience receives every send, whether or not anyone in it has shown interest in the last year. What sending to everyone costs you at the inbox. Inbox providers decide placement partly by watching how recipients treat mail from your sending domain. Klaviyo is direct about the consequence, warning that continuing to mail unengaged subscribers puts both sender reputation and deliverability at risk, since providers including Google and Yahoo track how your messages get treated and classify future sends accordingly. Every batch send to the full list adds another large sample of non-responders to that record. Your engaged buyers get judged alongside them, which is why placement degrades for the people who want your email. Klaviyo frames the fix in terms of what exclusion buys you. Removing unengaged contacts ahead of a send raises open and click rates across the campaign, reduces the unsubscribes and spam complaints those contacts would have generated, and protects the reputation the rest of the program depends on. One measurement problem shapes everything you build next. Apple Mail Privacy Protection prefetches tracking pixels, which inflates reported opens for affected recipients, and Klaviyo says so in its own segmentation documentation. Any definition of engagement resting on opens alone will include people who never looked at the message, so clicks and on-site behavior carry the weight when you need to know something with confidence. Klaviyo segmentation starts with a working definition of engaged. Klaviyo's recommended engaged segment is narrow on purpose. It pairs a condition that the person can receive email marketing with recent activity (opened email at least once in the last 30 days, or clicked email at least once in the last 30 days). An optional third condition includes anyone who subscribed within the last 15 days, so new subscribers who have not been sent anything yet still qualify. Two details matter for accounts with history. Klaviyo advises a longer window, 60 days instead of 30, for stores that send infrequently. And if you migrated from another platform recently, imported contacts sit inside that segment even when their real engagement is years old, which is why the recent-subscriber condition only belongs in the definition once you have been collecting subscribers in Klaviyo for at least 15 days. Klaviyo maintains integrations with Mailchimp, Constant Contact, ExactTarget and Campaign Monitor, and when one of those is connected you can add the prior platform's open and click data to the segment so the window means what it says. Once the definition exists, campaign selection becomes a decision about tier width. The tightest window goes out most often because it produces the strongest engagement signal. Wider windows reach people whose interest is older and should be used less often. Klaviyo's guidance for regular sends is to focus on the engaged segment, and to consider expanding the audience for large promotions such as a product release or Black Friday. The suppression half of the build that batch senders skip. Klaviyo describes list cleaning as three steps. Build a segment of unengaged contacts, exclude that segment from your sends, and suppress the profiles who have never engaged at all. The published unengaged definition is a starting point to tune against your own volume. It captures profiles who can receive email marketing, have received at least 5 emails over all time, and have zero opens and zero clicks in the last 90 days. Stores sending daily or several times a week should tighten that window to 30 days, since a high-frequency sender collects enough evidence of disinterest in far less time. Excluding the segment is a per-campaign action. In the recipients step of a campaign, the "Don't send to" field takes your unengaged segment and pulls those profiles out of the send. Klaviyo is explicit that this has to continue on an ongoing basis, which is where most rebuilds come apart. One clean send repairs nothing. Flows need different handling. Lifecycle triggers like abandoned cart and re-engagement are the best chance you have of waking a lapsed subscriber, so they keep running for everyone. High-volume flows that an unengaged contact could trigger repeatedly in a month, browse abandonment being the obvious one, are worth restricting with a flow filter matching your unengaged segment. The never-engaged group is a different problem. Profiles that have never opened, never clicked, never viewed a product and never placed an order belong in their own category, separate from customers who lapsed. Klaviyo can build that segment for you from the action center under Analytics and then Deliverability, using criteria of five emails received in the last 180 days with zero opens, zero clicks, zero product views and zero orders over all time. The generated segment appears on your Lists and segments page as Never Engaged (Email). These profiles get one final attempt through a sunset flow. Anyone who does not respond gets suppressed in bulk through the suppress current members action on the segment itself, which stops the sends without touching the rest of your list. Buyer segments the engagement tiers cannot give you. Engagement tiers answer exactly one question, which is who can safely receive email this week. They say nothing about what the email should contain. A subscriber who has never ordered and a repeat customer three weeks past their usual reorder point can both sit inside your 30-day engaged segment, and sending them the same promotion wastes the better half of the opportunity. Build the second layer from your own order data. * Engaged subscribers with zero orders need proof and objection handling, and they are the group most often handed a blanket discount by default. * One-time buyers inside their category's repurchase window should see the complement or the refill, with the product they already own named in the email. * Repeat buyers can carry early access and higher price points, and they rarely need the discount that goes to the whole file. * Customers past twice their expected reorder interval belong in winback, with a subject line and an offer that acknowledge the gap. That interval has to come from your data. Median days between first and second order, calculated from your own order export, gives you a window that means something. A generic 90-day lapse rule applied to a category with a six-month replacement cycle will label healthy customers as lapsed and hand them a discount they were going to spend anyway. How to read your numbers after the switch. Send volume drops immediately, and total campaign revenue often dips with it for a few sends. Stores read that as proof that segmentation cost them money and go back to blasting before the deliverability recovery has any chance to show up. Change what you are watching before you change what you are sending. Revenue per recipient and revenue per send tell you whether the smaller audience is working harder. Unsubscribe rate and spam complaint rate tell you whether the exclusion is doing its job at the inbox. Placement improvements lag the change, because reputation is built from a rolling record of behavior and needs new sends to overwrite the old pattern. Two moves make the transition easier to sit through. Start wider than you intend to finish. A 90-day engaged window that tightens as complaint rates settle beats an immediate cut to 30 days on the first send. And take the wide sends you are entitled to. Klaviyo notes that high-priority campaigns such as new product announcements and Black Friday are reasonable moments to reach past the engaged segment. A store that has been batch-and-blasting for two years is not starting from zero. The list has real buyers in it, the flows are already collecting behavior, and the fastest gains come from deciding who stops receiving mail rather than from writing better campaigns. Build the engaged definition, build the unengaged exclusion, apply both on every send, then layer purchase segments on top of the structure. If you want the rebuild handled without pausing your send calendar, Tailorededgemarketing can take that on with you.

Roster benchmark shows top DTC ambassador programs drive 5.58% of revenue. Published on: Sep 15, 2026 Roster's Ambassador Marketing Benchmarks 2026 suggests that high-performing direct-to-consumer brands can generate a meaningful share of revenue through existing customers, with the top quartile of established programs attributing 5.58% of brand revenue to ambassadors. The ecommerce ambassador marketing platform analyzed live programs running on Roster between February and July 2026. Among DTC brands generating $5 million to $25 million annually, the top quartile referred 5.58% of revenue, compared with a 0.88% baseline, according to the company. At a $25 million revenue level, applying those rates would represent approximately $1.4 million in referred revenue for a top-quartile program versus $220,000 at the baseline. Roster notes that examples at $50 million and $100 million are illustrations of scale, rather than measurements from brands in those revenue bands. The findings point to a broader shift in ambassador marketing: brands may not need to build entirely new audiences to expand referral revenue. Their existing customers and subscribers can become a measurable acquisition and content channel when programs are systematically activated and attributed. Customer data becomes an ambassador growth layer. Roster's analysis focuses on established programs that had operated for at least 90 days and contained at least 25 active members. Rather than relying on marketer surveys, the company calculated metrics at the individual-program level before reporting median and 75th-percentile results within the $5 million-to-$25 million revenue band. Five metrics showed notable differences between the baseline and top quartile. Referred revenue represented 0.88% of brand revenue at the baseline compared with 5.58% among top-quartile programs. Referred revenue per active member rose from $20 to $63, while member activation increased from 80% to 92%. Referral clicks per active member more than doubled, from 1.5 to 3.3, while Instagram activity reached approximately 38 posts per 100 active members among top-quartile programs, compared with 10 at the baseline. The distinction is important for marketers because participation alone does not necessarily translate into commercial performance. Roster argues that attribution provides the mechanism for connecting member activity to actual orders and revenue. Market landscape. Ambassador marketing sits at the intersection of customer engagement, affiliate marketing, creator marketing and ecommerce retention. Platforms such as Shopify and Klaviyo already give DTC brands access to purchase and customer communication data. Ambassador platforms can build on that infrastructure by identifying customers who are suitable advocates and tracking the commercial impact of their activity. The model also addresses a second pressure point: content production. Roster's data indicates that top-quartile programs generate considerably more Instagram content per active member, creating a potential source of customer-generated creative alongside referral sales. That makes ambassador programs increasingly relevant to brands managing customer acquisition costs and looking for ways to turn existing customer relationships into both revenue and marketing assets. Strategic outlook. The most significant implication of Roster's findings is less about the 5.58% figure itself and more about how brands operate customer advocacy programs. A large customer database does not automatically produce an effective ambassador channel. Recruitment, activation, attribution and ongoing engagement determine whether customer participation translates into measurable revenue. Roster says its integrations with Shopify and Klaviyo can help brands recruit from existing customer and subscriber populations, while sales attribution provides visibility into which members generate purchases. The company also reports that Blendtec, one of its customers, attributes more than 10% of direct-to-consumer sales to its ambassador program. That example is customer-specific and should not be interpreted as a benchmark for the wider market. For DTC marketers, the opportunity is therefore to treat ambassador marketing less as a promotional campaign and more as an operational growth channel connected to first-party customer data. Top insights. * Top-quartile ambassador programs referred 5.58% of revenue versus 0.88% at the baseline, according to Roster's analysis of established DTC programs. * Activation reached 92% among top-quartile programs, suggesting that converting participation into measurable revenue is more important than simply recruiting members. * Existing customers and email subscribers represent a potential ambassador pool because brands already possess purchase and engagement data about these audiences. * Top-quartile programs generated roughly 38 Instagram posts per 100 active members monthly, expanding ambassador marketing into a customer-generated content channel. * Attribution connects recruitment, activation, content and referral activity to actual orders, giving ecommerce teams a clearer way to evaluate ambassador ROI.