About Fernando Portela
I'm an Email and SMS retention marketer. For seven years I have planned, built and run lifecycle programs for DTC and CPG ecommerce brands doing 7 to 9 figures a year.
I work hands-on: the strategy, the calendar, the copy, the build in Klaviyo, the QA and the reporting. I work remotely from Venezuela with brands in the United States, on US Eastern hours.
What I work on
- Lifecycle flows and campaigns
- Welcome, abandoned cart and browse, post-purchase, replenishment and win-back flows, plus the campaign calendar around them.
- SMS and push
- Text message and push notification programs that work alongside email instead of repeating it.
- Deliverability
- SPF, DKIM and DMARC, Gmail and Yahoo bulk-sender rules, sender reputation and inbox placement.
- Signups and list growth
- Signup form strategy, offers and targeting that grow the list without hurting its quality.
- Testing and reporting
- A/B tests with one variable at a time, and reporting on revenue per recipient, repeat purchase and LTV.
- Subscriptions
- Subscribe and save offers, Recharge flows, renewal reminders and win-backs that keep subscribers longer.
Platforms: Klaviyo, Recharge, Attentive, Emotive, Privy, Shopify and BigCommerce.
Brands and teams
I have worked on Email and SMS for agencies and platforms like eJam, Society Brands, Privy and Emotive, and for brands across fragrance, specialty food, lab equipment, home, cleaning and snacks, including Clarifion, BugMD, Cleanomic, Brandless, Sutera, Shameless Snacks.
Software I build
I also build software for this work with AI, as the only developer:
- Sendsitive: See when your competitors send, how often, and what they promote.
- Retentive: Build on-brand emails, catch mistakes before they send and see what actually drives revenue.
Education and languages
- Master's Degree in Marketing, IESA
- Bachelor's Degree in International Studies, Universidad Santa María
- Spanish (native) and English (fluent)
What I write about
25 articles on the blog, mostly about Deliverability, Google, Klaviyo, Gmail, Tips and SMS.
Read the blogWant me to look at your Email and SMS program?
Book a call and I will come prepared with a first look at your account.