Email Digest &
Action Item Tracker
A correlated summary of all 93 emails between Adam (121 Group) and Rhys (RG Enterprises) from 1–7 April 2026 — organised by theme, with every question, idea, and action item tracked.
Where We're Taking This
Our commitment to you
Based on a thorough review of all communications and priorities to date, we’ve identified a clear path forward. Rather than addressing each item in isolation, we’re building the systems and processes that solve multiple challenges at once — freeing you up to focus on growth while we handle the execution.
1. Replace Manual Emails with Klaviyo
Rhys is personally sending post-purchase follow-ups, scarcity campaigns, and discount codes one by one. Everything he's doing manually needs to become an automated Klaviyo flow. Post-purchase series, win-back, abandoned cart, review requests, VIP scarcity — all running without him touching it.
Resolves: Items 1, 2, 3 + email marketing table
2. One Workflow for Products & Operations
Three teams (121 Group, Nexist, RGE internal) are all touching Shopify with no single process. A shared Google Sheet checklist and weekly sync removes the constant back-and-forth. Dan adds products, 121 Group categorises and optimises, Ansh handles inventory — clearly defined.
Resolves: Items 4, 5 + website & roles tables
3. Automated Review & Loyalty Engine
Rhys wants 5-star reviews, customers to stop replying directly, and a loyalty program — all of which Klaviyo + Loox can handle automatically once set up correctly. Satisfaction check at day 3, review request at day 7 with 10% incentive, points program for repeat buyers.
Resolves: Items 1, 3, 8 + reviews table
4. A WIP Rhythm That Captures His Ideas
Rhys sends ideas at all hours because there's no structured place for them to land. A shared running doc or Notion board where he can dump ideas, and a weekly 30-min WIP call to triage them, means ideas get actioned without generating 10+ individual emails per day.
Resolves: Items 5, 9–12 + roles table
5. X-LINE as the Paid Acquisition Focus
Rhys has declared X-LINE the #1 hero product with 50–100% margins. All Google Ads spend, SEO content, and email campaigns should funnel toward this product first. Every other channel decision — ad spend, landing pages, blog articles — should ask: does this sell more X-LINE?
Resolves: Item 11 + growth table
What This Looks Like in Practice
Week 1 (this week)
- 3-way call: 121 Group + Nexist + Rhys — lock in roles
- Build product upload Google Sheet template
- Audit & fix Loox review promo Aizal set up
- Tuatahi Axes PRE ORDER button live
Weeks 2–4
- Build full Klaviyo flow suite (post-purchase, review, win-back)
- X-LINE Google Ads restructure live
- Checkout upsell evaluated & implemented if approved
- Loyalty program scoped and presented to Rhys
Notes from this call
All Open, In-Progress & Completed Items
High Priority — Needs Action
In Progress
Completed
Rhys's Ideas & Requests
Rhys is actively running email campaigns himself — scarcity-driven, personal tone, effective but manual. He wants 121 Group to automate and scale this via Klaviyo.
| Date | What Rhys Said / Did | Adam's Response | Status |
|---|---|---|---|
| Apr 1 | Shared VIP grease email — "ONLY 19 BOXES LEFT" scarcity approach | — | FYI |
| Apr 1 | "Lets chat about the best way to attack these guys this weekend... 40k target over 4 days?" | Asked for list of products to repeat sales data exercise | Open |
| Apr 2 | Shared Easter sale emails ($250 off / $150 off with discount codes) | — | FYI |
| Apr 2 | "Can we please turn off RGE12 and RGE15 discounts" | ✅ Both deactivated + 10% popup removed | Done |
| Apr 3 | "There might be promo going out that Aizal setup from Loox review" | Committed to investigating and reporting back | Pending |
| Apr 4 | UPGRADED TO GROWTH — "Let's upgrade to growth and crank this puppy" | Invoice sent, confirmed | Done |
| Apr 4 | Shared SMS marketing origin story — wants to explore SMS via Klaviyo | Confirmed Klaviyo can enable SMS | To Implement |
| Apr 5 | Shared his personal post-purchase email ("HUGE SAVINGS") — "I'm sure you can make this prettier 😊" | — | Needs Strategy |
| Apr 7 | Forwarded competitor email ("15% off inside") — "lets discuss" | — | To Discuss |
| Apr 7 | Forwarded order edit notification — "follow up email order upsell idea" | — | To Discuss |
Key Insight
Rhys is manually doing what Klaviyo should automate — scarcity emails, post-purchase follow-ups, discount sequences. He's effective but wants 121 Group to professionalise and scale this. He specifically said: "I'm sure you can make this prettier and have better way to do it 😊"
Products, Collections & Website Ideas
| Date | What Rhys Said / Asked | Adam's Response | Status |
|---|---|---|---|
| Apr 3 | "We need to continually add new products... If there is no suitable collection do we just add so can make the sale?" | Suggested boundaries between Ansh/121 & a Google Sheet system | Process Needed |
| Apr 4 | "Do you guys need to setup collections before we add items, or can Dan just add when I need?" | — | Needs Answer |
| Apr 4 | Proposed workflow: "Dan adds daily, you guys run report end of each week for new items" | — | Proposed by Rhys |
| Apr 4 | Confirmed inventory model: all items always "in stock", manual handling of out-of-stock | Ansh confirmed: Xero manages inventory, no Shopify sync | Clarified |
| Apr 5 | Collections done but: "I did not create any of these... Is it better to have more or less collections?" | Min 4–5 SKUs per collection, review in Shopify | Answered |
| Apr 5 | Tuatahi Axes — "Need PRE ORDER button, hand made, up to 12 months lead time. Worth having for SEO?" | — | To Action |
| Apr 6 | "Need to chat around SKU for all items" (shared Shopify admin link) | Scheduled call for next morning | Call Scheduled |
| Apr 7 | Checkout cart upsell — "What's your thoughts on something like this in the new design?" | — | To Discuss |
Key Insight
Product upload process is messy — Rhys, Dan (his team), Ansh (Nexist), and 121 Group all touch Shopify with no single source of truth. Needs a formalised workflow urgently before products get miscategorised or duplicated.
Rhys's Review & CX Ideas
| Date | What Rhys Said / Asked | Adam's Response | Status |
|---|---|---|---|
| Apr 3 | "Still keen to encourage customers to make reviews... need to find the best way and your advice" | — | Strategy Needed |
| Apr 5 | 1★ review from pip b. — "Can we remove bad reviews when not our fault? Customer never contacted me first" | — | Needs Response |
| Apr 5 | Proposed review flow: "First email = check if order arrived OK. Second email = 5 star review for 10% discount" | — | To Evaluate |
| Apr 5 | Customer replied directly instead of leaving online review — "This happens a little bit... how can we eliminate this?" | — | To Solve |
| Apr 7 | Forwarded competitor loyalty points email — "Another good idea we could maybe implement?" | — | To Discuss |
Key Insight
Rhys wants a structured post-purchase flow: order confirmation → satisfaction check → review request → loyalty/repeat offer. Loox is installed but needs optimisation. The review request timing and email copy need professionalising.
Revenue Targets & Product Focus
| Date | What Rhys Said / Did | Adam's Response | Status |
|---|---|---|---|
| Apr 1 | "Can you get me a list of every order for this item sold?" (Caltex Grease) | ✅ Full sales report: 280 orders, $43.6K, 576 boxes, top 10 customers | Done |
| Apr 1 | "40k target over the 4 days?" (Easter weekend) | Asked for more product lists to repeat exercise | Open |
| Apr 2 | Commercial Priorities — Chris sent scoring spreadsheet | Rhys completed scoring with notes by Apr 7 | Done |
| Apr 6 | X-LINE Trimmer Line — "Main product line with 50–100% markups. HERO products. What do you legends need from me?" | 🙏 Acknowledged | Active Focus |
| Apr 6 | "Def keen to get cranking... Lets go get that $150k for April" | 💛 | Target Set |
| Apr 7 | Adam shared Google Ads top 100 products — found campaigns promoting wrong products | Campaigns restructured to target correct focus products | Done |
| Apr 7 | Growth upgrade paid ($1,650) — "Lets chat about the plan of attack for more sales" | — | Paid |
Revenue Target
April 2026 target set by Rhys
Hero Product
50–100% margins • seasonal but high priority year-round
121 Group vs Nexist / Ansh — Boundary Issues
This is the biggest operational risk flagged in the email thread. Email marketing, product uploads, and cold outreach are being done by both parties with no clear ownership.
| Date | What Rhys Said | Adam's Response | Status |
|---|---|---|---|
| Apr 1 | "We have some cold call emails going around, can we discuss as a team?" | Flagged Ansh is "literally doing email marketing campaigns" — concerned about crossover | Alignment Needed |
| Apr 1 | "Be good to have brief chat all of us so we all understand each others roles" | Offered times for 3-way call | To Schedule |
| Apr 3 | Product upload process — 4 parties all adding products | Suggested boundaries and a shared spreadsheet | Process TBD |
| Apr 5 | Cold emails — "Do you have suggestions? Is it best Ansh keeps going?" | — | To Discuss |
Partnerships
| Date | Partnership | Status |
|---|---|---|
| Apr 3 | Jim's Mowing Blog Collaboration — Rhys intro'd Dan Cahill (who bought Jim's Mowing off Jim). Previous work started with Hive Social. Backlinks opportunity. "Chris check it out and come back to me" | Assigned to Chris |
Risk: Unclear Boundaries
Rhys clearly wants alignment: "I am trying to get best understanding also for my own head... just want to have the best possible systems/ideas and strategies in place for maximum sales."
Recommendation: Schedule the 3-way call this week. Define ownership: email marketing (121 Group via Klaviyo), cold outreach (Nexist/Ansh via Apollo), product uploads (shared with checklist), Google Ads & SEO (121 Group).
Strategic Partnerships
Rhys has an active partnership opportunity with Jim's Mowing that was started with a previous agency and handed off to 121 Group. This is the 6th theme from the email thread and a genuine SEO and brand authority lever.
| Date | What Rhys Said / Did | Adam's Response | Status |
|---|---|---|---|
| Apr 3 | Jim's Mowing Blog Collaboration — "This is the guy who bought Jim's Mowing off JIM. Not sure where it was up to with Aizal... backlinks are very good and also strengthen our business relationships." Forwarded full email chain with Dan Cahill (dan.cahill@jimsmowing.site). | Adam: "Chris and the SEO team will handle this." Copied Chris Castellano. | Assigned to Chris |
| Apr 3 | Rhys confirmed to Chris: "Check it out and come back to me please and then let me know what you need and I'll introduce you guys to Dan so you can start to work together 😊" | — | Awaiting Chris Update |
Why This Matters
Jim's Mowing is one of Australia's largest franchises — a backlink from their domain (jimsmowing.net.au) carries significant domain authority and would directly benefit rgeaus.com.au's SEO rankings for arborist and outdoor equipment terms.
The previous agency (Hive Social) had already started this relationship. Dan Cahill is warm and engaged — this just needs to be picked back up.
Suggested next steps:
- Chris to review the full email thread with Dan Cahill
- Rhys to formally intro Chris to Dan via email
- Agree on a guest blog topic and brief
- Publish blog on Jim's site linking back to RGE product pages