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From One to Ten Million Sends in One Month: Marketing is Orchestration Now

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From One to Ten Million Sends in One Month: Marketing is Orchestration Now

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For years, the marketer's job ended when the campaign shipped. Hit send, check the numbers, measure growth, repeat. That model is changing, and what replaces it is agentic orchestration, where the system and the journey around a message matter more than a single send. Recorded live at K:LDN 2026, this conversation pairs the person building the AI with an operator running it at real scale. Gilbert Hsu, who leads Marketing AI at Klaviyo, sits down with Alon Turchin, VP of Retention at Particle, a US-manufactured DTC self-care brand for men with a marketing team based in Israel. That kind of scale brings real complexity, and this is where Composer by Klaviyo brings solutions at scale. Alon describes it today as the brain and the eyes, the thing that finds and frames problems he might not catch manually. His wish list is for it to become the hands too, trusted to edit filters, rules, and content, a trust he says has to be earned through testing first. Closing advice for teams earlier in their journey: know your audience before you trust anyone's benchmarks, remember that selling is mostly psychological, and test your way to what actually works rather than assuming you already know. What you'll learn How Particle scaled from one million to ten million monthly sends in weeks, not months, while doubling revenueWhy "the campaign is not the product, the system is" changes what a marketing team actually optimizes forHow Particle segments customers and non-customers by urgency and lifecycle stage across 150-plus flows and 100-plus formsWhere Composer fits today (the brain and the eyes) and what Alon wants it to become next (the hands)Why rigorous A/B testing is the gate that lets Alon hand more decisions to AIAlon's advice for marketers earlier in their own orchestration journey Key takeaways Alon's operating principle: the campaign is not the product, the system is, meaning the journey around a message matters more than the message itself. Particle scaled from one million to ten million sends a month in a matter of weeks, not months or a year of slow warmup, while revenue doubled, run across more than 150 active flows and 100-plus forms. Segmentation isn't just more lists, it's urgency based. Recent sign-ups get reached while the brand is still top of mind. Older, colder contacts get reintroduced rather than ignored. Composer today functions as the brain and the eyes, surfacing problems and opportunities Alon might miss manually. His wish list is for it to become the hands, trusted to edit filters, rules, and content, once testing earns that trust. Alon's closing advice: don't assume you know your audience or trust someone else's benchmark. Selling is mostly psychological, so test relentlessly until you find what actually works for your own customers. Chapters 0:00 Cold open and introductions1:38 Meet Particle, and how the marketing job has changed2:48 The campaign is not the product, the system is3:30 From engagement to behavior-based segmentation4:49 Why sending more, to the right tiers, doubled revenue7:12 Managing 150-plus flows without losing control7:55 Composer as the brain and eyes, and the wishlist for the hands10:43 Keeping the brand's soul with a human in the loop11:55 Advice for teams earlier in the journey In-Show Mentions: Learn more about Klaviyo’s Composer Associated Links: Check out Future Commerce on YouTubeCheck out Future Commerce Plus for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future Commerce Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

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