Marketing With Laryssa

Hosted by Laryssa Wirstiuk

Business Marketing

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395

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Jun 2026

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About the show

Formerly the Joy Joya Jewelry Marketing Podcast, Marketing With Laryssa is a podcast for purpose-driven, product-based brand owners who want to build real connections with their customers. Hosted by Laryssa Wirstiuk, founder of Joy Joya and marketing strategist since 2018, the show zooms out beyond tactics to explore the bigger picture of email, SMS, and digital storytelling. With a mix of practical tips, inspiring ideas, and behind-the-scenes insights, Laryssa shares how to grow your brand with creativity, strategy, and intention - without getting lost in the marketing noise. Whether you're an ecommerce founder or a creative entrepreneur, this podcast will help you market with clarity and confidence.

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60 recent

June 14, 2026Episode 38610 min

386 - More Segments, More Problems: Rethinking Email Segmentation

Segmentation sounds like the answer to everything. The right message to the right person at the right time - that's the dream. And to be clear, I'm a segment stan. Smart segmentation is one of the most powerful things you can do for your email program. But the conversation around it is almost always one-directional: more segments, more targeting, more personalization. And at a certain point, that stops being true. I see brands build 12, 20, who even knows how many segments - and end up spending more time managing those segments than actually sending good campaigns. The result is a sophisticated-looking account generating less revenue than a simpler setup would. More segments doesn't automatically mean more revenue. Often it just means more complexity for the sake of complexity. There's also a math problem most brands don't see coming. When you fracture your engaged list into smaller segments, you're sending to fewer people - and the lift in open rates doesn't always make up for the drop in volume. Worse, when you send one campaign to five "different" segments, there's almost always massive overlap. You're not reaching new people. You're just hitting your most engaged subscribers more often. In this episode, I break down when segmentation starts working against you, the simple test for deciding which segments are actually worth keeping, and what a leaner, more sustainable segmentation strategy actually looks like. ✨ In this episode, you'll learn: Why more segments doesn't automatically mean more revenue - and can actually mean less The real workload cost of maintaining too many segments The math problem most brands don't realize they have when they over-segment Why sending one campaign to five "different" segments often just means hitting the same people more often Why using a completely different segment for every send leaves you with no baseline to learn from The simple test for deciding whether a segment is actually worth keeping Why segments with only 10-20 people are usually adding noise, not value What a leaner segmentation strategy looks like: one engaged foundation plus a small number of intentional layers A leaner set of segments you actually use is worth far more than an elaborate setup that mostly just looks impressive. Work with Joy Joya: https://joyjoya.com

June 7, 2026Episode 38511 min

385 - What Actually Makes an Email Marketing CTA Work (And Why Simple Wins Every Time)

The call to action is the last thing someone reads before they click - or don't. And for something that important, it gets surprisingly little strategic thought in most email programs. What I see instead is one of two extremes. Either the CTA is completely ignored - "Shop Now" slapped on every button, same wording across every email, no thought given to whether it's actually doing its job. Or it's wildly overthought - someone spent 20 minutes trying to make the button sound clever and ended up with copy that nobody instantly understands. Both are a problem. And the fix is simpler than most brands expect, because simple almost always wins with CTAs. The brands that obsess over making their buttons sound unique are often the ones leaving clicks on the table every single day. The other thing worth talking about is structure - because a CTA doesn't live in isolation. It lives inside an email, often alongside other buttons and links, and how those compete or support each other changes everything about whether anyone clicks at all. In this episode, I walk through what actually makes a CTA work, the formula that produces clear and compelling button text almost every time, and how to think about CTA hierarchy so your emails stop pulling people in five directions at once. ✨ In this episode, you'll learn: Why the CTA is the most overthought and under-strategized part of most email programs The simple verb + noun formula that produces strong CTAs almost every time Why "Shop Now" has survived decades of email marketing - and what that tells you about clarity The most common CTA mistake brands make and how it kills clicks before anyone even reads the button What happens when an email has five different CTAs - and why nobody clicks any of them Why every email needs one primary goal, and how to structure everything else around it How to repeat a CTA throughout an email without it feeling repetitive or overwhelming First person vs. second person CTAs - when it works and when it just feels like a conversion tactic Why a CTA that's hard to write is almost always a sign that the email itself needs more work first If your button text feels hard to write, stop trying to fix the button. Go back and clarify the email - and the CTA will almost write itself. Work with Joy Joya: https://joyjoya.com

May 31, 2026Episode 38413 min

384 - The Email Marketing Popup Audit You Probably Haven't Done

Popups have a reputation. We've all landed on a site, barely had a second to look around, and been hit with a full-screen form asking for an email address before we even know what the brand sells. That's not a popup problem - that's a strategy problem. A well-timed, well-designed popup is one of the most effective list growth tools an ecommerce brand has. Avoiding them because you don't want to seem pushy doesn't make your site feel more premium - it just means fewer people are entering your email ecosystem every single day. But here's the question I want to ask if you already have one: when did you last actually look at it? Not glance at it - actually open it, put your email in, read through every step, and ask whether it's doing what you'd want it to do for a first-time visitor? For most brands, the honest answer is whenever I first set it up - which might have been a year ago, two years ago, or longer. The details in a popup matter a lot more than most brands realize. And there's one part of it that almost everyone overlooks entirely. In this episode, I walk through the three parts of a popup worth auditing: the trigger, the suppression settings, and the success step - including one counterintuitive recommendation about your discount code that might genuinely surprise you. ✨ In this episode, you'll learn: Why popups get a bad reputation - and why avoiding them is costing you subscribers The difference between a time delay and scroll trigger, and how to decide which makes sense for your site The 80% rule for setting popup timing based on your actual session data Why where your traffic is coming from should influence when your popup fires Two suppression settings worth checking right now - and why showing a popup to existing subscribers is a bad look What the success step is and why it's the most underlooked part of any popup setup Why putting your discount code on the success step is actually working against you What that first open and first click really means for your deliverability - and how your popup can set that up right A popup that's been running untouched for two years isn't a set-it-and-forget-it win. It's just a decision nobody's revisited. Work with Joy Joya: https://joyjoya.com

May 24, 2026Episode 38311 min

383 - Your Klaviyo Account Might Need a Domain Warmup Right Now

Most brands have heard of domain warmup. When you're setting up a new Klaviyo account, you don't just blast your entire list on day one - you start small, build gradually, and let inbox providers get to know you as a sender. That part tends to make sense to people. What doesn't get talked about nearly enough is what comes after that. Warmup isn't a one-time thing you do at the beginning and then forget about. It's a tool you can come back to - and for a lot of brands, it's something their account needs right now and they don't even know it. If your open rates have been sliding for months, if your deliverability feels off, or if you've just done a major list clean, a proper warmup might be exactly how you course correct. Because the conditions in your account today are not the same as when you first set it up - and acting like nothing has changed is how deliverability problems get worse without anyone noticing. This episode is also the natural follow-up to last week's conversation about list health. Cleaning your list resets your audience. A warmup is how you rebuild your sender reputation on top of that cleaner foundation. One without the other is only half the fix. In this episode, I walk through how to know if your account needs a warmup, what the process actually looks like in practice, and the biggest mistake brands make when they try to do it themselves. ✨ In this episode, you'll learn: Why domain warmup isn't just for new accounts - and when to come back to it The open rate number that signals something is genuinely wrong with your deliverability Why you should always check your authentication settings before starting a warmup What DKIM, SPF, and DMARC records are and why they matter for your sender reputation What a phased warmup actually looks like inside Klaviyo, step by step What to watch between each send and when to pause before moving forward The biggest mistake brands make when running a warmup (and why patience is the whole point) Why list health and domain warmup go hand in hand - and why doing one without the other isn't enough Warmup isn't a one-time credential you earn and keep forever. It's more like ongoing maintenance - and it's a lot easier to be proactive about than reactive about. Work with Joy Joya: https://joyjoya.com

May 17, 2026Episode 38213 min

382 - Your Email List Number Is Lying to You (And It's Costing You Money)

A big email list feels like proof of something. Momentum. Years of work finally paying off. And that number sitting at the top of your Klaviyo dashboard can feel like a badge of honor - especially when you remember all the pop-up forms, giveaways, collaborations, and events that built it. But what if that number is giving you a completely false picture of how many people actually want to hear from you? I recently started working with a skincare brand that had built their list to 45,000 subscribers. On paper, that's genuinely impressive. When we got into the account, the real engaged audience was closer to 9,000. The rest was a combination of bots, role accounts, giveaway signups who never had any interest in buying skincare, and contacts that hadn't engaged in years - all sitting there, counted in that number, and costing the brand real money every single month. This isn't a rare situation. I see versions of it constantly across skincare brands, jewelry brands, apparel brands - really any brand that's been building a list for more than a couple of years without a regular maintenance practice. The number in the dashboard almost never matches the real audience. And the gap between those two things is usually a lot bigger and a lot more expensive than anyone realizes. In this episode, I break down what actually ends up polluting an email list over time, what it costs you in deliverability and Klaviyo pricing, and how to start thinking about whether your list needs a serious cleanup. ✨ In this episode, you'll learn: Why a big email list can actually work against you - and what the number in your dashboard isn't telling you The types of contacts that silently pollute most lists over time (including some that aren't obvious) Why giveaway and collaboration traffic is so often the source of list bloat How a dirty list affects your sender reputation and hurts deliverability for everyone - including your best subscribers The real cost of a bloated list inside Klaviyo's pricing model (and how much brands are overpaying) Why this client went from 45,000 to 9,000 subscribers - and why their performance actually got better How to let go of the ego piece and reframe what a smaller, cleaner list actually means Three things to look at right now to figure out if this problem applies to you A smaller number you can actually market to is worth infinitely more than a big number that's costing you money and working against you. Work with Joy Joya: https://joyjoya.com

May 10, 2026Episode 38115 min

381 - We Need to Talk About Your Customer Winback Flow

Klaviyo makes it easy to set up a win back flow. There's a default template ready to go, so most brands turn it on, move on, and assume it's working. And technically it is - it's running. But running and working are two very different things. When I go into a new client's account and look at their win back flow, what I almost always find is something that was set up once, never really thought through, and is running on default settings that nobody ever questioned. The timing is off. The re-entry settings are wrong. The emails are leading with a discount when they should be leading with something worth coming back for. A lot of that comes down to a fundamental confusion about what a win back flow is even supposed to do - and how it's different from a sunset flow. Because they're not the same thing, and if you're treating them like they are, you're bringing the wrong energy to the wrong audience. A win back flow isn't about rescuing the unrescuable. It's about reopening a conversation with someone who already knows you and just needs a reason to come back. That's a completely different job - and it requires a completely different approach. In this episode, I walk through the four things I look at when auditing a win back flow, the real brand examples that show what getting it right actually looks like, and a framework for making sure yours is doing the work it's supposed to do. ✨ In this episode, you'll learn: The difference between a win back flow and a sunset flow - and why mixing them up costs you Why the first question to ask isn't about the emails at all - it's about who's entering the flow How to use your actual repurchase data to set win back timing (instead of guessing) Why firing your win back too late means you're showing up to a conversation that already ended The re-entry setting most brands never check - and why it matters more than you think Why leading with a discount is often the laziest and least effective way to bring someone back Real brand examples of win back flows that lead with relevance, voice, and something actually worth coming back for A five-part audit framework to run on your own win back flow The best win back flows don't feel like a win back flow. They feel like a well-timed, thoughtful message from a brand that noticed you'd been away - and actually has something worth showing you. Work with Joy Joya: https://joyjoya.com

May 3, 2026Episode 38014 min

380 - Why I Went All In on Email Marketing (And What Took Me So Long)

This month marks 10 years since I officially started Joy Joya. And I've been sitting with that for a while, trying to figure out what I actually want to say about it. There's a version of this episode that writes itself - the highlight reel, the wins, the listicle wrapped up in a bow. I didn't want to do that. What I wanted to do was be honest, because that's more useful. So that's what this episode is. It's the real version - the messy pivot, the gradual realization, the external pressures that made staying put feel untenable, and the thing I kept coming back to through all of it: email. Not because email is glamorous - I'll be the first to admit it's not. But because it's built on something that doesn't go away. A direct relationship between a brand and a person who asked to hear from them. And after 15 years in marketing watching channels rise and fade, that staying power means everything. In this episode, I share what actually happened over the last 10 years, why I niched into email later than I should have, what made me finally go all in, and what I still believe about where email is headed. ✨ In this episode, you'll learn: How Joy Joya started - and why it looked nothing like what it is today The client moment that changed how I saw email marketing entirely Why full-service marketing was frustrating in a way I couldn't ignore What email does that almost no other marketing channel can: show you exactly what you did and what it produced Why I went narrower in what we offer and broader in who we serve at the exact same time What 15 years in marketing taught me about which channels actually last Why email compounds in a way that's genuinely rare - and why that matters more the longer you're in business What I'm watching, what I'm curious about, and where I think email goes from here Here's to 10 years - and to whatever comes next. Work with Joy Joya: https://joyjoya.com

April 26, 2026Episode 37912 min

379 - What Actually Makes a Last Chance Email Work

Almost every brand sends last chance emails. End of a sale, final hours of a promotion, last day before something's gone. They're a completely normal part of any email calendar. And yet - we've all been on the receiving end of one that felt off. A little frantic. A little hollow. Like the brand was more stressed about hitting a number than genuinely trying to help you not miss something. The difference between a last chance email that works and one that doesn't usually isn't the format. It's not the countdown timer or the headline size. It goes deeper than that - into the credibility you've built before that email ever lands, the tone you write from, and whether your subscriber actually has enough time to do something about it. Because by the time someone opens your last chance email, they've already made a judgment call about whether they believe you. And that judgment was formed long before they read a single word. In this episode, I break down the four things that actually determine whether a last chance email earns its place in the inbox - and a gut check you can run before you send your next one. ✨ In this episode, you'll learn: Why last chance emails fail before they're even opened - and what builds believability over time How a promotional calendar that never really ends trains your subscribers not to respond The difference between urgency that feels confident and urgency that reads as panic Why writing from brand anxiety almost always shows up in the copy - and how to write from confidence instead The timing mistake that turns real urgency into a missed opportunity for most subscribers Why "ends tonight" is vague in a way that costs you - and what specificity actually does for trust How to shift from writing about what the brand needs to what the subscriber stands to miss A four-part gut check to run before you send any last chance email The best last chance emails don't feel like a brand sprinting to the finish line. They feel like a clear, confident reminder from someone who genuinely thinks you'd want to know. Work with Joy Joya: https://joyjoya.com

April 19, 2026Episode 37811 min

378 - Email Urgency Tactics That Are Costing You Subscriber Trust

There's a lawsuit in the news right now involving a major retailer and their email marketing. I'm not going to weigh in on the legal debate - but it did make me want to talk about something I think gets overlooked when email programs are moving fast. Email is permission-based marketing. Someone gave you their address and said yes, you can communicate with me. That's not a small thing. And it comes with a responsibility that's easy to lose sight of when you're optimizing for clicks and conversions in the moment. Urgency isn't the problem. A sale that genuinely ends, an item that's almost gone, a seasonal moment that isn't coming back - that's real urgency, and communicating it clearly is good marketing. The problem is when urgency became so effective, and email became such a volume game, that it started getting used as a default. Not because there was something real to communicate, but because it moves people. And somewhere along the way, the subject line stopped reflecting reality - and started creating it. Most brands, when they audit their own emails honestly, find more manufactured urgency than they realized. And the cost isn't just legal. It's the slow erosion of the trust your whole email program runs on. In this episode, I break down the difference between urgency that's earned and urgency that's manufactured, why it matters more than most brands realize, and two practical things you can do right now to start thinking about your email program as a trust-building tool - not just a revenue lever. ✨ In this episode, you'll learn: What the Ulta lawsuit is actually about - and why it's worth paying attention to even if you're a small brand Why manufactured urgency became so common in email marketing (and why that doesn't make it okay) The difference between urgency that's earned vs. urgency that just borrows against your audience's trust How to think about every email you send as either a deposit or a withdrawal in your subscriber relationship Why the trust problem isn't new - even if the legal risk is How a promotional calendar stacked with rolling, overlapping sales is quietly training your audience not to respond Two practical steps to audit your own urgency habits and start building a more sustainable email program When your subscribers learn that your deadlines are real, you don't have to manufacture the pressure. The pressure's already there - because you've built a track record of meaning what you say. Work with Joy Joya: https://joyjoya.com

April 12, 2026Episode 3779 min

377 - Lists vs. Segments: The Email Marketing Mistake That Breaks Your Klaviyo Account Over Time

Lists and segments both group people. They both show you a number. They both show up when you're sending emails. So it's easy to assume they're basically the same thing with different names - especially when you're moving fast and just trying to get a campaign out the door. But that assumption is one of the most common structural mistakes I see inside email accounts, and the tricky part is that nothing breaks immediately. Your campaigns still send. Your flows still run. People still get your emails. The damage is quieter than that. What actually happens is that the logic underneath your account starts to get a little off. Wrong groupings, automations firing when they shouldn't, reporting that's hard to trust - and over time, an account that technically works but is increasingly hard to navigate, delegate, or scale. The fix isn't complicated, but it does require understanding what lists and segments are actually for — and why they were never meant to be interchangeable in the first place. In this episode, I break down the real difference between lists and segments, why mixing them up causes problems that ripple out across your entire account, and how to start thinking about your email structure more clearly. ✨ In this episode, you'll learn: Why lists and segments look similar inside Klaviyo - and exactly where that similarity ends The functional difference: what lists answer vs. what segments answer How using the wrong one for the wrong job creates logic problems that compound over time Why the damage usually doesn't feel urgent - until the account is really hard to manage The three shifts that help you use lists and segments the way they were actually designed to work What to look for when auditing your own account - and the yellow flag that says it's time to simplify Why a clean email structure leads to better targeting, more predictable flows, and reporting you can actually trust If your email account feels hard to follow, hard to delegate, or just harder than it should be, there's a good chance this is part of why. Work with Joy Joya: https://joyjoya.com