| Date | Event | Owner | Notes |
|---|---|---|---|
| Pre-Apr 27 | At handoff, flows appeared near-complete — only minor revisions expected. Based on context from the previous MH email marketer (Chris Johnson) before Faisal took over. | Faisal | This assumption drove the May 8 target on the kickoff call. It turned out to be incorrect — the Apr 30 client review revealed none of the designs met the direction the client wanted. |
| Apr 27 | Kickoff call — welcome flow targeted "live by end of next week" (May 8). Agreed: one flow at a time, starting with welcome. | MH + Client | Target set based on the pre-engagement assumption that flows were near-done. Joshua asked for phased approach: one flow at a time. |
| Apr 28 | First client email — confirmed welcome flow live by end of next week alongside brand guidelines. | MH | "Plan is to have it live by end of next week." |
| Apr 30 ⚡ | Brand call revealed full redesign needed — none of the existing flow designs met the client's direction. Brand guidelines approved in the same session. | MH + Client | Joshua: "Thousand times better" on the brand guidelines. But the existing email designs were not up to par. This reset the realistic timeline — full redesign required across all flows, not minor revisions. The May 8 target was no longer achievable from this point. |
| May 4 | Full E1–E7 designs submitted for client review. | MH | Direction C + Direction A + previous designs all shared. |
| May 5 | Joshua provided detailed feedback on all 7 emails. Approved Direction C. Requested adjustments. | Client | Responsive turnaround (next morning). Specifics: 12x single-ingredient treats, E6 copy, Susan Thixton "The List" logo. |
| May 5 | MH confirmed all feedback, made revisions. | MH | |
| May 7 | Finalized E1–E7 with all Joshua's feedback applied. Shared for async review. | MH | All Air comments addressed. Sent evening of May 7. |
| May 8 | Joshua reported Air link access issue. MH resolved and resent correct links same day. | MH | MH fix was same-day. Joshua reviewed and left comments May 11. |
| May 11 | Joshua reviewed, left comments on a few assets. | Client | Back on track after access issue resolved. |
| May 13 | MH addressed all comments. Asked for final sign-off to push live. | MH | "Once confirmed we'll push the welcome flow live in Klaviyo." |
| May 15 ⚠ | Joshua approved flow design but raised SBFWELCOME coupon question. "Am I supposed to be creating that coupon code?" | Client | Design approved in principle. Coupon code was a new dependency — not yet created in Shopify. |
| May 15 | MH confirmed coupon specs: SBFWELCOME, 10% off, no minimum, no expiry. "Everything's ready — once that's live we can launch immediately." | MH | Faisal explicitly: "it's the only thing holding us back." |
| May 18 ⚠ | Joshua: "I don't see SBFWELCOME in Shopify." Confirmed Welcome10 exists but SBFWELCOME not yet created. | Client | Coupon code had not been created despite May 15 request. |
| May 19 | Joshua created SBFWELCOME in Shopify. Approved paid social creatives (minus Milk Bone). | Client | 4-day window from May 15 request to May 19 creation. Flow now unblocked. |
| May 19 | Welcome flow launched. SBFWELCOME coupon confirmed live by Joshua — flow went live same day. | MH | Launched as soon as the coupon was confirmed. Unblocked immediately. |
| May 29 | Remaining 5 flow designs (Post-Purchase, Cart Abandon, Browse Abandon, Winback, Review Request) sent to Joshua for review. | MH | Awaiting Joshua's review and approval to launch. |
| Jun 1 ⚠ | Remaining 5 flow designs awaiting client review. No response since May 29 send. | Client | 3 days, no response. Flows cannot launch until Joshua reviews and approves. |
| Date | From | Action | Response |
|---|---|---|---|
| May 12 | Rachelle (MH) | First request for weekly sync availability | No response |
| May 14 | Rachelle (MH) | Follow-up — requested Mon/Tue/Wed options | No response |
| May 15 | Rachelle (MH) | Second follow-up | No response |
| May 19 | Rachelle (MH) | Third follow-up | No response |
| May 26 | Faisal (MH) | Direct email to Joshua asking for 2–3 time slots | No response |
| Jun 1 | Faisal (MH) | Follow-up on weekly meeting request | Pending |
| Date | Email Subject | Figures Reported | Accuracy | Notes |
|---|---|---|---|---|
| Apr 28 | SBF — Update Tue, Apr 28 | No revenue figures | N/A | Brand guidelines + welcome flow status only. |
| Apr 30 | SBF Brand Guidelines Meeting Recap | No revenue figures | N/A | Brand guidelines + welcome flow E1–E2 review. |
| May 4 | SBF Welcome Flow & Meta Ad Creative Review | No revenue figures | N/A | Creative review only. |
| May 15 | SBF Creatives Followup + Weekly Touchbase | No revenue figures | N/A | Status update + Memorial Day ask. No numbers. |
| May 18 | SBF Weekly Update — May 12–18 | April DTC: $12,276 May MTD (1–18): $12,813 Blended ROAS: 0.93x → 1.21x Projected close: $22–24K |
Nuanced | These figures represent paid-channel attributed revenue (Meta + Google UTM-attributed orders) — not total Shopify DTC. ROAS calculations are internally consistent ($12,276 ÷ $13,132 = 0.935x ✓). The paid-ROAS framing understated total performance — Shopify shows higher. Not an overstatement; a narrower attribution lens. |
| May 26 | Shepherd Boy Farms — Week of May 25 | Total DTC: $37,478 MTD April full month: $23,332 |
Wrong | Source: CMO Slackbot pulling from daily_marketing_overview — a blended analytics table documented as "NOT for absolute revenue." True May MTD at the time: ~$22–24K. True April: ~$14–16K. This is the one email that inflated numbers. Root cause: Slackbot data source, not manual reporting. |
| May 29 | SBF Remaining Email Flow Design Review | No revenue figures | N/A | Remaining 5 flow designs for client review. |
daily_marketing_overview) whose own schema documentation states: "total_revenue always exceeds actual Shopify revenue due to multi-platform overlap" and "Good for trends, NOT absolute revenue."