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Bob Thordarson

Bob Thordarson

Co-Founder and CEO

Bob Thordarson is CEO and Co-Founder of Geysera, a serial entrepreneur with 25+ years and five co-founded ventures, including Cequint (acquired by TNS in 2010 for $112.5M) and Consumerware (acquired by ParkerVision). A graduate of the University of Washington and MIT Entrepreneurial Masters Program, based in Seattle, he serves on the boards of DRY Soda Co. and the Entrepreneurs' Organization Seattle chapter. He is an expert in retention marketing email systems and methodology for ecommerce and B2B brands — measured by incremental revenue, not vanity metrics.

46 posts

Editorial flat lay of white sneakers surrounded by complementary products — socks, shoe care kit, insoles — connected by dotted lines labeled "also bo
Ecommerce Email·18 min read·Ecommerce Email Lifecycle Series — Part 12 of 12

Cross-Sell & Upsell Emails: How to Increase AOV After the First Purchase

Cross-sell and upsell emails are the most direct way to increase AOV after a first purchase.

Whiteboard diagram showing two paths from first purchase: 70% churn downward in grey and 30% retention upward in green through post-purchase, cross-se
Ecommerce Email·18 min read·Ecommerce Email Lifecycle Series — Part 11 of 12

Ecommerce Customer Retention: How Email Drives Repeat Revenue

The average ecommerce store loses 70% of customers after their first purchase. Email is the most effective retention channel.

Wall poster showing a color-coded 90-day email marketing roadmap from ESP setup through all seven flows active, with revenue benchmarks at 5-10%, 15-2
Ecommerce Email·16 min read·Ecommerce Email Lifecycle Series — Part 10 of 12

Ecommerce Email Marketing Strategy: From Zero to Revenue in 90 Days

Most ecommerce email strategies fail because they start with campaigns instead of flows.

Laptop displaying a dark-mode A/B test dashboard where "We noticed something about your account" wins at 28.7% open rate versus "We miss you" at 4.2%.
Ecommerce Email·16 min read·Ecommerce Email Lifecycle Series — Part 9 of 12

Re-Engagement Email Subject Lines & Examples That Win Opens (2026)

50+ re-engagement subject lines sorted by strategy, 8 real-world email examples with teardowns.

Smartphone showing an email inbox with months of ignored messages and one re-engagement email standing out with the subject line "Should we stop email
Ecommerce Email·18 min read·Ecommerce Email Lifecycle Series — Part 8 of 12

Re-Engagement Email: The Complete Guide to Saving Your Dead Subscribers

A 100K list with 20% dead weight performs worse than an 80K engaged list.

Third-Party Identity Graphs vs First-Party Customer Data Identification for Ecommerce Stores
Visitor Identification·39 min read

Website Visitor Identification for Ecommerce: How Identity Graphs and Server-Side Tracking Actually Work (2026)

97% of your visitors leave without buying — and the industry built to identify them is split into two camps. One buys email addresses from third-party data brokers with spam rates 50–125x the ecommerce average. The other recognizes your own customers when they return, using server-side tracking your ESP can't do alone. This guide breaks down identity graphs, confidence scoring, data decay, and the match-rate math most vendors hope you never run.

Five printed win-back email examples spread on a desk showing different approaches: personal text, product grid, 20% off discount, sunset warning, and
Ecommerce Email·17 min read·Ecommerce Email Lifecycle Series — Part 7 of 12

Win-Back Email Examples & Templates That Actually Work (2026)

10 real win-back email breakdowns from DTC brands, a 4-email template sequence, 30+ subject lines, and design tips.

Split composition showing a lapsed customer's cold inactive desk next to a warm re-engaged scene with a win-back email reading "We haven't seen you in
Ecommerce Email·18 min read·Ecommerce Email Lifecycle Series — Part 6 of 12

Win-Back Email: How to Re-Activate Lapsed Ecommerce Customers

70-80% of first-time buyers disappear after one purchase. A win-back flow catches them before they are gone.

Printed post-purchase email templates from order confirmation to cross-sell spread on a desk with timing annotations, sticky notes, and a Klaviyo flow
Ecommerce Email·14 min read·Ecommerce Email Lifecycle Series — Part 5 of 12

Post-Purchase Follow-Up Emails: Templates & Timing for Every Stage

Six post-purchase email templates you can adapt to your brand and drop into Klaviyo today.

Customer opens a shipping box with tissue paper and a personalized thank you card while a post-purchase delivery follow-up email appears on a nearby p
Ecommerce Email·19 min read·Ecommerce Email Lifecycle Series — Part 4 of 12

Post-Purchase Email: The Flow That Turns One-Time Buyers Into Repeat Customers

70-80% of first-time ecommerce customers never come back. The post-purchase flow changes that.

Smartphone shows a welcome email notification reading "your 10% code is inside" next to a Shopify store with signup popup, capturing the moment betwee
Ecommerce Email·17 min read·Ecommerce Email Lifecycle Series — Part 3 of 12

Welcome Email Best Practices for Ecommerce: First Impressions That Convert

Welcome emails get 50-80% open rates and most stores waste them on a single generic email.

Whiteboard showing hand-drawn email marketing flow architecture with acquisition, retention, and recovery flows connected by arrows in a strategy sess
Ecommerce Email·20 min read·Ecommerce Email Lifecycle Series — Part 2 of 12

The 7 Essential Ecommerce Email Flows (And How to Build Each One)

Most stores run two email flows. The ones generating 30–50% of revenue from email run all seven. Here's what each flow does, when to build it, and how they connect into one system.