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How did you get into email? 

I got into email as part of my broader journey in digital marketing and brand growth. I’ve always been drawn to the intersection of strategy, storytelling, and performance. My agency supports D2C brands across all digital touchpoints—but email has always been my favorite.

Email is data-driven, measurable, and a channel brands truly own. I love that it allows for both creativity and precision—crafting compelling narratives while leveraging automation, segmentation, and testing to drive real, sustainable growth. 

I’ve seen firsthand how a strong email strategy can boost retention, referrals, and revenue. It’s not just a marketing tool; it’s the backbone of customer relationships.

What could most beauty and fashion brands improve when it comes to email marketing?

I’ll call out three key areas: segmentation, personalization, and boldness.

Too often, brands rely on generic campaigns that don’t fully leverage the data at their fingertips. Effective segmentation—beyond just new vs. returning customers—allows for more tailored messaging that speaks directly to a subscriber’s behaviors, preferences, and journey with the brand. Personalization should go beyond using a first name; it’s about crafting emails that feel truly relevant, from dynamic product recommendations to content that aligns with a customer’s past interactions.

Finally, many brands play it too safe. The inbox is a crowded space, and standing out requires more than just beautiful visuals. Brands that take creative risks—whether through unexpected storytelling, playful design, or unconventional email formats—are the ones that build stronger connections and long-term loyalty. The best email strategies aren’t just optimized; they’re memorable.

When you evaluate a new client account, what are some of the first things you look at?

I start with performance metrics and look for gaps and opportunities. 

Then I assess their automation setup: Are the core flows in place and optimized? What’s missing? Does this brand lend itself to unique or unexpected automations? 

Segmentation is another key area—are they targeting based on behaviors, purchase history, and engagement, or just sending batch-and-blast? 

I also look at brand cohesion, aesthetic, and tone: Does the email design align with their visual identity? Is the messaging distinctive, or could it be stronger, more engaging, or more aligned with their brand voice?

Ultimately, I’m looking for areas where strategy, creativity, and optimization can come together to drive better results.

What’s in your email marketing toolbox?

Hardware: I keep it super simple — just a MacBook. For vibes: Yerba Maté tea (Ember mug is a must), scented candles, and good tunes. 

Software: This is where it gets more involved… my tech stack stays STACKED haha. Klaviyo, of course, Figma, Photoshop, and Jasper all day. I rely on a lot of different Shopify apps for different clients, but some of my go-to’s that tie into email are Amped (popups), Black Crow (predictive AI), and Kno (surveys/feedback). 

Are you using AI? How?

You betcha—pretty much daily. I use AI for ideation, organizing strategy decks, campaign planning, and copywriting. I also use it for basic image retouching, though I stick to “real” photography (for now). Beyond that, I leverage AI-driven tech partners like Black Crow for predictive analytics and personalization, helping brands optimize performance and scale smarter.

What’s your favorite email campaign of all time? Why?

There are so many brands killing it right now, but I’ll brag about one I worked on for a haircare client that massively improved their welcome flow conversions while strengthening brand equity. 

We used an Amped popup with a mini quiz to gather each customer’s top hair concern—then built seven variations of the welcome flow based on their responses. Each flow has four emails with unique content and multiple branching paths.

Needless to say, it was a heavy lift, but the results were worth it. This approach can be replicated across countless industries, yet so many brands still rely on a generic, one-size-fits-all welcome flow. The more personalized the experience, the better the retention and conversion rates—every time.

How do you see email changing over the next five years?

Email will continue evolving as a smarter, more dynamic channel. AI and machine learning will drive deeper personalization—think real-time content adaptation based on behavior, predictive segmentation, and AI-powered copy that feels genuinely human. (Fun fact: AI wrote that sentence!) 

Privacy changes will push brands to rely more on zero- and first-party data, making interactive emails (quizzes, surveys, preference centers) even more critical. We’ll also see email design get bolder, with more motion, modular layouts, and AMP for interactive experiences.

But the fundamentals won’t change: Brands that balance strategy, creativity, and authentic storytelling will always win—no matter how the tech evolves.

Where can we find you?

nomatter.nyc | @kat_simonova | LinkedIn

Much love,
Andy

Email: [email protected]
Twitter: @emaillove