The Email Strategy That Doubled Particle's Revenue

‪@ParticleforMen‬ went from 1 million to 10 million email sends a month in a matter of weeks, and doubled revenue doing it. VP of Retention Alon Turchin sits down with ‪@Klaviyo‬'s Gilbert Hsu to break down exactly how. The old playbook: send a campaign, check the ROAS, repeat. Alon's argument is that it's obsolete, and not because sending stopped working, but because the campaign was never the point. "The campaign is not the product. The system is the product." The system is everything that happens after the send: the segments, the flows, the story that carries from one message to the next. Recorded live at K:LDN 2026 in London, this episode gets specific on how a lean five-person team scaled volume 10x, moved from engagement-based to behavioral targeting, and now runs more than 150 flows without losing the soul of the brand. Gilbert and Alon dig into where AI actually belongs, with Klaviyo's newly released Composer acting as the brain behind a program that has grown too complex to run by hand. *What you'll learn:* How Particle scaled from 1M to 10M email sends a month in weeks, not months Why "the campaign is not the product, the system is" is the mindset behind the growth How moving from engagement-based to behavioral segmentation doubled revenue How to run 150+ flows without the program collapsing under its own complexity Where AI belongs: strategy stays human, execution scales with Composer What Alon wants next from agentic tools: a push assistant, not just a pull one His advice for earlier-stage teams: know your audience, because online selling is 90% psychology *Chapters:* 0:00 The playbook you trusted is now in question 1:18 Why the marketing job keeps getting harder, even with AI 3:52 Meet Alon Turchin and Particle For Men 4:38 How the marketing job has changed 5:11 The campaign is not the product, the system is 6:15 When more personalization meant more people 7:12 From 1M to 10M sends a month, and doubling revenue 7:45 Why more sending is storytelling, not spam 8:25 Inside 150 flows: customers vs non-customers 9:34 Managing complexity without breaking the program 10:17 Where Composer fits: the brain behind the program 11:27 Composer hits public beta, and what Alon wants next 13:06 Keeping the soul of Particle as marketing gets agentic 13:33 Why he AB tests everything 14:19 Alon's advice: know your audience This episode of the K:LDN 2026 series is presented in partnership with Klaviyo, the autonomous B2C CRM. Composer audits your campaigns, finds what's missing, and builds it back for your review. Customer Agent resolves shopper questions across chat, email, SMS, and WhatsApp in more than 100 languages. And Klaviyo Social Marketing turns Instagram DMs, comments, and mentions into profile data that triggers your flows. See what's new at klaviyo.com/new Guest: Alon Turchin, VP of Retention, Particle For Men https://www.particleformen.com/ Host: Gilbert Hsu, Marketing AI, Klaviyo *More from Future Commerce:* Future Commerce Plus: https://www.futurecommerce.com/plus Subscribe to Insiders and The Senses: https://www.futurecommerce.com/subscribe #ecommerce #emailmarketing #retention #Klaviyo #DTC