# Noah Haynes

Noah Haynes shares practical advice on email marketing and customer retention for ecommerce brands, including segmentation, deliverability, campaign strategy, and reducing unnecessary email-platform costs.

- Profile: https://b2binfluencer.marketing/creators/noah-haynes/
- LinkedIn: https://www.linkedin.com/in/noahwhaynes
- LinkedIn followers: 2,091
- Topics: ecommerce, email-marketing, retention-marketing
- Based on 13 dated posts, latest 2026-10-09

## Summary

Noah Haynes is most useful for practical email retention and deliverability advice for ecommerce brands.

- Best for: A DTC ecommerce brand with an email list and retention goals.
- Not for: Consumer reach campaigns, sponsorships, or brands without an owned email list.
- Check first: Ask for client references or supporting data for reported results.

### Takeaways

- Test inbox placement monthly with a seed list across providers customers use.
- Suppress dead profiles to cut a Klaviyo bill by nearly $4,000 a month.
- Send at least three emails a week for lists under 15,000 engaged subscribers.

## Main ideas

- **Retention has five neglected areas, and list growth comes first**: More than 170 breakdown videos have led Noah Haynes to group retention problems into five areas: list growth and welcome flows, campaign volume, content angle, missing lifecycle flows, and measurement. List growth is the easiest and highest-impact place to start. Brand owners often launch a half-formed discount popup and a couple of new-subscriber emails, then move on. The audit sequence matters: fix the entry point and welcome flow before debating creative.
- **Send more email than feels comfortable, but only after the segments are separated**: Noah Haynes argues that brands do not send enough email campaigns, recommending at least three sends a week even for a smaller engaged list. That volume is safe only with disciplined segmentation: buckets must not overlap, so someone counted as a 30-day engager is not also counted in the 90-day bucket. List hygiene supports higher volume: suppression makes it defensible. Haynes also identifies roughly 40 to 50 "essential flows" across pre-purchase and post-purchase, with at least one or two emails each for welcome, site, browse, cart and checkout abandonment, transactional mail, first-time and returning thank-yous, immediate upsell, winback, and sunset.
- **Angle beats design, and KPIs should go past campaign revenue**: Even brands with attractive design send bad content, Noah Haynes argues: the wrong products at the wrong time, with slow movers left unmerchandised. What a brand pushes matters more than how it looks. The same principle applies to measurement: campaign revenue or total email and SMS revenue alone do not show whether a channel changes customer behaviour. Haynes recommends tracking cohort lifetime value, returning-customer rate, and customer retention rate in both percentage and dollars, over a business-appropriate window such as three, six, or nine months—even when reporting is basic.
- **Watch the email platform bill like a hawk, especially after peak periods**: Noah Haynes treats unnecessary platform spend as a retention problem: paying for subscribers with no email, website, or purchase activity is avoidable cost. Billing grows quietly with list size, and peak periods add people who will never engage. Haynes recommends starting an audit with the bill: segment by engagement, suppress inactive subscribers, and only then invest in new campaign work.
- **Test inbox placement monthly with a seed list**: Most brand owners do not know where their emails land—inbox, promotions tab, or spam—Noah Haynes says, and offers a repeatable test. Build a seed list in Glockapps, generate inboxes that match the providers the brand's customers use, upload the list to the sending platform, and send a campaign with a string identifier so results can be matched. Treat placement as a directional indicator, not a guarantee. Haynes recommends repeating the test monthly and adjusting segmentation in response. Deliverability can quietly undermine the rest of an email programme, so it belongs in the routine, not a one-off investigation.
- **Discounting does not commoditize a brand—lazy framing does**: Noah Haynes argues that the average ecommerce brand is sitting on millions in dead stock and recommends a deliberate sequence, not a blanket sale: run two to four campaigns around stock older than six months; make a genuine offer with a threshold, such as bundles-only or subscription-only, to protect average order value; merchandise slow movers at the top of the email; and space the campaigns among evergreen sends rather than firing them back to back. Haynes calls the claim that any discount commoditizes a brand lazy, and points to framing, value stacking, risk aversion, and satisfaction guarantees as the factors that shape the outcome. Do not skip the rough margin math.
- **A brand with a real story deserves email that tells it**: Noah Haynes argues against judging email by visual polish, using Filson as an example: a long-established apparel brand that, Haynes says, the DTC world under-discusses. The team does not currently work with Filson but hopes to. To keep its skills sharp, the team built mockups of emails, popups, and acquisition offers for brands it admires. When a brand actually means something, the campaigns should tell the story behind each product: design is the vehicle, not the point. The mockups are not shown, so ask to see them before assessing the work.

## Work to read

- [The retention areas Noah Haynes says brands neglect most](https://www.linkedin.com/posts/noahwhaynes_ive-shot-over-170-breakdown-videos-showing-activity-7414687511786057728-5eSz)
- [Finding $4,000 a month of dead weight in a Klaviyo bill](https://www.linkedin.com/posts/noahwhaynes_think-youre-overpaying-klaviyo-well-you-activity-7415047383048413184-LXsz)
- [A monthly seed-list test for inbox placement](https://www.linkedin.com/posts/noahwhaynes_are-your-emails-landing-in-spam-910-brand-activity-7429172696674086912-Jwq3)
- [Turning slow-moving stock into cash without damaging the brand](https://www.linkedin.com/posts/noahwhaynes_the-average-e-commerce-brand-sits-on-millions-activity-7427007599587250176-8X_M)
- [Why design is not the point: a Filson exercise](https://www.linkedin.com/posts/noahwhaynes_my-team-does-not-work-with-filson-but-activity-7510484891042476033--v_b)

## Brand relationships

- **Filson** (mention)

## Partnerships

Noah Haynes writes as a practitioner describing retention and CRM problems for ecommerce brands in five LinkedIn posts spanning January 2026 to September 2026. One post recounts onboarding a brand as a client, auditing its list of more than 2.3 million profiles, suppressing roughly 425,000 dead addresses, and cutting its Klaviyo bill by nearly $4,000 per month. It describes a client engagement, not a sponsorship package, and gives no scope, pricing, deliverables, or contracting terms. In a separate post about Filson, Haynes says their team does not currently work with the brand and hopes to one day. Buyers considering a paid collaboration should confirm deliverables, pricing, usage rights, and timelines directly and in writing.

## Alternatives

- Alejandra Salomon: Choose Alejandra Salomon when retention has stalled for reasons beyond the email platform: churn concentrated among customers bought with deep discounts, cancellations that mention product, shipping or how hard it was to cancel, or a leadership team that treats retention as the email team's problem alone. Both posts argue that the retention team is often held accountable for customers it never had a chance to retain. They recommend tagging customers, building cohorts and showing where behaviour breaks down before churn, rather than launching another campaign. If repeat rates are flat because the wrong customers were acquired, or because the product or experience undercuts a second purchase, this framing is a more useful starting point than an email audit. It also helps the retention lead bring evidence to leadership rather than another winback flow.
- Aminat Hammed: Choose Aminat Hammed when the decision is where retention attention and budget belong, rather than how one platform is configured. One post follows the shift in discovery toward AI-assisted product research, citing growth in AI referrals to retail ecommerce and consumers using AI shopping tools. It argues that product pages, offers and follow-up must be ready for customers who arrive already comparing options. The other makes the case for automation over campaign volume, citing industry reporting that automations were a small share of sends but a much larger share of email-driven revenue. It reframes the question from what to send this week to which customer behaviour is not being answered yet. If your brand is weighing more calendar campaigns against investment in triggered flows, or your brief includes how customers now find and compare products before reaching a site, this is the stronger match.
- Corto S.: Choose Corto S. when production capacity, not retention strategy, is the constraint: the brand knows roughly which flows and campaigns it wants and needs to build more of them faster. Both posts describe wiring an AI tool into Klaviyo: connecting account data, frameworks and operating rules, then running parallel workflows across flows, campaigns, segmentation, deliverability and analytics; or generating a monthly campaign calendar, lifecycle flows, angles, headlines and CTAs in one session. The pitch is speed and reach: one instruction, multiple workflows, with a human reviewing and approving before anything runs. This is the closer match for a lean retention team seeking leverage across a large account, or a brief asking how a small team can ship more lifecycle work.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/