Email marketing
crafted by humans.
Empowered by AI.

We create email marketing solutions for
e-commerce brands, using AI to do what was
once impossible.

Joe wants to go fishing.

He walks into his local outfitter, grabs the sales flyer by the register, and buys what’s on sale and looks good.

Average day on the water. The new gear gets tossed in the tackle box. He’ll probably never use it again.

· · ·

Now, picture Joe’s day going differently…

He walks into the shop. The person behind the counter recognizes him from last season.

“Welcome back… what are we angling for today?” “Not sure… what’s good?” “Go for the musky, you’re gonna have a blast. Let me check your account and see what gear will complement what you bought last season.”

The sales rep notices Joe picking up the sales flyer.

“Skip the bargain bin… let me show you something that will fit perfectly with your arsenal. You’ll have the fish jumping in the boat!”

Joe leaves with exactly what he needed.

Three days later, Joe is writing his first review. Ever. Five stars.

He’s posting photos and tagging the store. His friends are asking where he got his gear. The store’s follower count is up.

Next weekend, Joe, and his buddies, are at the shop planning their next adventure.

Same situation. Two completely different outcomes for Joe and the shop.

The difference wasn’t the inventory.

The difference was that one of them recognized Joe and where he was in his fishing journey, and showed him what would help him get to the next level.

The first scenario treats Joe like traffic. The second treats Joe like Joe.

The contrast in real life is obvious, but not so much with e-commerce brands. Instead, the “batch and blast” emails continue. The discounts flash with urgency, and the same flows trigger regardless of the customer’s history.

The customer, like Joe, makes a rational choice based on what’s in front of them, has an okay experience, and quietly drifts away. Not because anything went terribly wrong. Because nothing remarkable ever happened.

The brands you admire, the ones whose customers won’t shut up about, are the second scenario. They recognize who’s walking in. They know why the person is actually there. They speak to that specific customer about that specific thing. Customers come back, tell their friends, post the photos, and build the brand.

The question isn’t whether you’d rather be the second store. Of course you would.

The question is: how could you possibly be the second store when you have thousands of customers, one team, and an email program that treats all customers the same, all at once?

That’s the question we answer.

Here’s what changed.

For most of the last twenty years, being the second store at scale was impossible.

You could read one customer’s history and have a real conversation with them. You couldn’t do that for 50,000 customers.

So the industry built segments, flows, and personalization variables to approximate the second shopping experience. Better, but still quite generic, only now the customer has a name tag.

— AI changes the economics of the customer relationship.

And no, we’re not talking about AI that writes subject lines for you. That’s just the first store with better signage. We’re talking about bigger challenges and asking better questions…

What if you could use AI to read every customer’s full history, individually?

Not their segment, not their predicted demographics, but their actual behavior, over their actual relationship with you, in a way that was economically impossible for anyone but enterprise operators just six months ago.

What if AI could reveal the behavioral archetypes hiding inside your customer base. The three or four genuinely different kinds of customers who are unique to your business, each of whom needs a different conversation?

And what if you could ensure that your brand’s voice carried across every message they get from you, so that every touch builds on every other touch the way it would if the best salesperson you ever hired were writing each email by hand?

This isn’t magic. This is what Retention Intelligence looks like.

That’s the work we do, but it’s not for every brand.

This approach works best for specialty brands. The ones whose customers buy because of who makes the product, not just what it does. Where the relationship is part of what you sell. Where you can’t out-market the category giants, and you shouldn’t try, because the giants can’t build what you’re building.

If that’s you, keep reading to learn more about us and how we work…

We’re not a traditional agency. We’re not pure software either. We’re both, deliberately.

Software does what software does better than humans could. Humans do what humans do better than software can. The boundary is drawn carefully, and our job is to make both sides excellent.

What the humans do

Judgment, taste, and the relationship.

We start with the Brand Operating Principles engagement. The BOP. This is a conversation, not a survey. It surfaces what your brand actually stands for, how it thinks, who it’s genuinely for, and what makes it specific. This is a human interview because the depth of the input determines the quality of everything downstream, and depth requires someone reading between the lines of what you say.

We interpret the strategy. The AI produces the analysis; a human decides what the analysis means for your brand’s next move. That’s a judgment call, not an algorithm.

We handle the design and the brand voice work. Taste is a human skill. AI can produce designs that meet functional requirements; it can’t tell you which design carries your brand forward.

And we handle the relationship. The trust that lets you share parts of your business you don’t share with anyone else comes from a specific human saying, “I’ve got you,” while delivering consistently. You can’t automate that.

What the software does

Continuous, customer reading.

We deploy an AI infrastructure into your Klaviyo account that reads every customer individually. Not in aggregate.

Every customer gets analyzed based on their actual behavior, tagged with the archetype they actually fit, and the data is written back into your Klaviyo profiles as enriched properties to enable hyper-personalization throughout the lifecycle.

The infrastructure runs continuously, not as a one-time audit. As your customer base grows and behaviors shift, the analysis keeps up. As your archetypes evolve, the tagging evolves with them.

The brand voice layer holds your Brand Operating Principles across every communication that goes out, so the welcome email you send today and the reactivation email you send eighteen months from now are anchored to the same understanding of who the brand is and who the customer is.

What you’re not buying

Not labor. Not software you operate.

You’re not outsourcing labor that your team could do themselves. You’re not buying software and figuring out how to use it. Instead, you’re paying for specialized infrastructure running in your Klaviyo account, maintained and optimized by the people who built it, backed by a team of humans who handle the work that requires experience and judgment.

The relationship continues because the value continues. Not because you’ve become dependent on us.

You might have noticed the story at the top of this page was about a fishing outfitter.

That wasn’t hypothetical.

Case I Outdoor · Fishing · Retail & E-commerce

Thorne Bros

Premier fishing outfitter since 1976.

Thorne Bros has been a fishing institution for fifty years, with deep expertise and a customer base that spans generations. But online, the experience can be limited to a digital catalog. A-Game continues to rebuild the lifecycle around seasons, species, and the adventures their customers actually care about. Matching the trust and authority the brand carries in-store.

Email and SMS now influence nearly double the share of store revenue compared to last year.

+171%
Flow revenue
+148%
First-time customer revenue
+94%
Attributed revenue

A-Game understands that we’re not just selling fishing rods and tackle. We’re selling the experience of being on the water to serious anglers. They built an online presence that finally matches what we’ve been doing in our stores for almost fifty years.

Russ Gontarek  ·  Director of E-Commerce, Thorne Bros

Case II Culinary · Premium · Handmade

New West KnifeWorks

Premium kitchen and custom knives handcrafted in the Tetons.

When A-Game and New West KnifeWorks first engaged, the brand was delivering a premium in-store experience, but the email program was discount-heavy with broadcast offers. The online experience didn’t match the craftsmanship. A-Game stopped the broadcast discounting cycle, defined the buyer archetypes hidden in the customer base: kitchen utility, collector, gifter, and the luxury/art buyer investing $6,000+ in a single Rock Block. And rebuilt the program around the story behind each blade.

Email and SMS now influence over half of all store revenue.

+168%
Flow revenue
+101%
Returning customer revenue
54%
Of store revenue from email / SMS

A-Game stopped the discounting cycle, showed us who our buyers actually are, and built a system that turns those insights into engagement and revenue. Identifying our key customer segments and automating hyper-personalization directly influences our product roadmap as well as our digital and retail experiences.

Michael Milligan  ·  CMO, New West KnifeWorks

Recent clients
Perelel Health/ Bavsound/ Musely/ Sports World Chicago/ IceLink/ Chemical Warehouse/ Snell Golf/ Wawak/ Elan/ Mint & Lily/ Beyond Polish/ CLEARSTEM/ Seelbach’s
Klaviyo K:Partners — Rising Star Agency Partner of the Year, Americas 2025

See what we’d do for your brand

Before you talk to us, we’d rather show you how we, and your customers, view your brand.

Send us your website. We’ll send you a Brand Reading back. It’s produced by the same AI infrastructure we deploy to client accounts and is run once on your brand using publicly available information.

You’ll get the three customer archetypes we believe your brand actually has, the places where your current communications may be inconsistent with what your brand stands for, and the specific upstream move we’d make first.

It’s free. No obligatory sales call. You keep it whether or not you work with us.

If what you read in it resonates, you’ll know what to do next. If it doesn’t, you’ll have spent nothing and gained a document you’ll reference for months.

Klaviyo K:Partners Elite A-Game Digital is a Klaviyo Elite Partner. Recognized globally as one of the top-performing and most trusted agencies.