You’ve built a large email list—hundreds of thousands, maybe even millions of subscribers—and email is still one of your most important revenue channels. You know, intuitively, that different people on your list care about different things and should be seeing different messages.
But in practice, most of your email campaigns still go out to everyone.
Not because your team doesn’t understand segmentation or personalization, and not because one-size-fits-all messaging feels “good enough.” It’s because once a list reaches this scale, everything gets more complex, quickly.
Your team is already maxed out running campaigns, managing launches, maintaining automations, and hitting revenue targets. There’s no time to step back and design a clear, shared strategy for how segmentation and personalization should work across your entire email program. Without that framework, it’s hard to know what to prioritize, what actually matters, or how to implement personalization in a way that won’t create more maintenance down the line.
And when teams do try to “do it right,” they often run into the same wall: duplicated campaigns, extra landing pages, fragile logic, and systems that become harder—not easier—to manage. Because these systems are already tied directly to revenue, no one wants to ship something that adds complexity or breaks what’s already working.
So messaging starts to drift toward the middle. Copy gets broader to appeal to as many people as possible. Offers are softened. Landing pages have to do too much at once. High-intent subscribers end up seeing the same messaging as everyone else.
Over time, you feel the impact. Conversion rates flatten. Campaign performance stalls. You know you’re leaving money on the table—not because demand isn’t there, but because your messaging is being diluted to serve too many audiences at the same time.
Segmentation and personalization remains on the roadmap. It comes up in meetings. Different stakeholders have different opinions on what the “right” segments should be. But without a single model and clear ownership, personalization either happens in disconnected pockets—or never really makes it into production at all. And even when it does, it’s often difficult to see who is seeing what, why they’re seeing it, or whether it’s actually driving revenue.
This is the problem that West Egg solves.
Imagine an email program where every subscriber is effectively on their own path.
Not in a gimmicky way. Not with hundreds of brittle automations. But through a system that quietly adapts messaging, offers, and experiences based on what each person has told you about themselves—and how they behave over time.
Instead of one funnel, you’re running thousands. Even tens of thousands. Each one with dynamic copy that shows your prospect exactly what they need to see to convert. And you’re doing this without having to clone a single page or email sequence.
Instead of one “average” message, each subscriber sees copy that speaks directly to their situation: their pain points, their goals, their objections, even the language they resonate with most.
Someone joins your list looking for education. Another is ready to buy. Someone else is skeptical, price-sensitive, or comparing options. Instead of forcing all of them through the same sequence, your emails and landing pages adjust automatically to meet them where they are.
To the subscriber, it feels personal.
“I feel like this was designed for me.”
To your team, it feels scalable.
You’re no longer diluting your messaging to make it work for everyone at once. High-intent prospects see stronger offers. Early-stage subscribers get clarity instead of pressure. Existing customers see upsells and cross-sells that actually make sense for them.
The impact shows up everywhere:
Higher open rates because subject lines feel more relevant
Higher click-through rates because the message matches intent
Better conversion because offers align with where people are in the journey
Increased retention and lifetime value because customers feel understood
Cleaner list health because engagement stays high over time
And instead of guessing whether personalization is working, you can see it clearly.
RightMessage gives you something most teams never have: visibility.
You know who’s on your list, why they’re there, what they care about, and what messaging converts for each group. It’s like having x-ray vision into your audience—without relying on assumptions or broad personas.
This matters even more now.
Ad costs keep rising. Attention is harder to earn. Competition is everywhere. The brands that win aren’t the ones sending more messages—they’re the ones sending more relevant ones. Relevance isn’t a nice-to-have anymore. It’s the advantage.
This is what personalization looks like when it’s done as a system, not a series of experiments.
RightMessage makes this possible. But implementing it well is a different problem.
There’s a learning curve. There are decisions to make about what to personalize, what not to personalize, how to structure segmentation, and how to integrate everything without turning your funnels into a maintenance nightmare.
Most internal teams don’t have the time, bandwidth, or specialization to design and operate this properly—especially while still running the rest of the business.
That’s where we come in.
West Egg is a specialization agency focused entirely on RightMessage implementation and operation. This is not something we “also do.” It’s the only thing we do. We design the segmentation model, implement the personalization logic, integrate it into your funnels and email program, and make sure it actually drives measurable results.
You get the upside of deep personalization—without asking your team to become RightMessage experts overnight.
Here’s the part most teams never get a straight answer on:
RightMessage is not a “turn it on and conversions go up without having to lift a finger” tool.
It’s an infrastructure layer. It sits between your list, your funnels, and your messaging—and it makes it possible to show the right person the right words, the right offer, and the right path at the right time.
But to get the upside you want, you need more than a tool. You need a clear strategy for what you’re going to personalize, why you’re personalizing it, and how you’re going to keep it clean as the business evolves.
That’s what we do.
When you work with West Egg, we implement RightMessage as a complete system—so personalization becomes something your business benefits from every day, not something you “launch” once and then slowly abandon.
Step 1: We define the segmentation model (so personalization actually makes sense)
Most personalization projects fail because the segmentation model is either too vague (“beginner vs advanced”) or too complicated (so many segments nobody trusts it).
We start by designing a segmentation model that’s simple enough to run, but deep enough to drive revenue.
That means we identify the few dimensions that genuinely change how someone should be marketed to—things like:
what they’re trying to achieve
what stage they’re in
what they’ve already bought or done
what objections they have
what identity they’re operating from (“I’m the kind of person who…”)
The benefit of doing this first is that it immediately removes confusion internally. Instead of ten stakeholders arguing about what segments “should” be, you have one clear model everyone can align around.
And once that model exists, something important happens: your messaging gets sharper without becoming more complicated. You stop writing “average” copy for everyone, and you start writing specific copy that converts.
Step 2: We build the data capture that fuels personalization (without killing opt-ins)
The second piece is the part most teams either overdo or avoid: collecting the right information.
RightMessage can personalize based on clicks, tags, UTMs, pages visited, purchases, and all kinds of behavioral signals. But the fastest way to get real leverage is to combine behavior with direct input—what someone tells you about themselves in a survey.
This is where the “it feels like this was built for me” effect comes from.
We’ll design the survey and data capture flow so it’s:
short enough that people actually complete it
structured enough to be useful
connected to revenue-driving decisions (not vanity segmentation)
The benefit is you stop guessing. You’re no longer building messaging off assumptions or broad personas—you’re building it off declared intent and real behavior. That’s what creates the “x-ray vision” feeling inside the business: you can finally see who is on the list and what they’re here for.
Step 3: We translate segmentation into live experiences (email + landing pages)
This is where most internal teams get stuck, because it’s not “one big thing.” It’s a lot of small, high-leverage decisions:
What should change on the page? The headline? The CTA? The proof? The offer?
What should change in the email? The angle? The objection handling? The examples?
When do we personalize heavily, and when do we keep it simple?
How do we do this without duplicating funnels and creating maintenance debt?
This is the core of what we implement.We take your segmentation model and we build it into your actual revenue paths—so different people are routed to different messages and different journeys.
The benefit isn’t just “higher conversion.” It’s that your funnel stops fighting itself.
Instead of one landing page trying to appeal to five different audiences, the page adapts. Instead of one email sequence trying to handle every possible objection, the message shifts based on what the person actually needs to hear.
That’s where the lift comes from: relevance.
And relevance compounds—because once this structure exists, every future campaign becomes easier to make effective. You’re no longer reinventing segmentation every time you send a campaign. You’re plugging campaigns into a system that already knows how to adapt.
Step 4: We integrate RightMessage with your ESP and lifecycle program (so it scales)
The goal isn’t to build a cool personalization demo. The goal is to make personalization part of your actual lifecycle engine.
So we connect RightMessage to the reality of how you run email:
your broadcast strategy
your automations
your onboarding and nurture
your upsells and cross-sells
your winback and retention efforts
We implement personalization in a way that supports those motions—so you get more conversion without adding chaos.
The benefit here is operational: your team doesn’t have to become RightMessage experts, and they don’t have to manage dozens of fractured versions of the same funnel. The system stays maintainable.
Step 5: We make it measurable (so you can trust it)
Personalization is only valuable if you can answer three questions confidently:
Who saw what?
Why did they see it?
Did it produce a lift?
We build measurement into the implementation so personalization becomes accountable to revenue—not just engagement metrics.
This is how you avoid the common failure mode where personalization “feels” like it’s working but nobody can prove it, so it gradually stops getting maintained.
When you can measure it, you can justify it. When you can justify it, you can scale it.
When this is implemented correctly, you don’t just get a one-time bump.
You get an email and funnel system that naturally produces better results because it’s no longer built on compromise messaging.
You typically see:
higher opens and clicks because messaging matches intent
higher conversion because offers and angles are more relevant
better list health because engagement stays higher over time
more upsells and higher LTV because customers feel understood
stronger retention because people don’t churn out of irrelevance
And most importantly: your team gets clarity.
Instead of debating what to do, you have a system.
Instead of guessing, you have visibility.
Instead of running one funnel, you’re running thousands of personalized journeys—without a maintenance nightmare.
That’s what West Egg builds.
West Egg builds on more than a decade of experience designing and scaling email programs where performance actually matters.
Before focusing exclusively on RightMessage implementation, we worked with teams across SaaS, e-commerce, digital products, and services—often at the point where email had become too large, too complex, and too tied to revenue to keep treating as a broadcast channel.
That experience matters.
Personalization at scale isn’t theoretical. It has to work inside real businesses, with real constraints, real traffic, and real revenue targets. The systems we design are built to hold up under volume—not just look good in a strategy doc.
West Egg was founded by Chris Orzechowski, an email strategist and marketer who has spent the past decade helping companies scale revenue through email, funnels, and lifecycle marketing.
Over the last 12+ years, Chris has worked with teams across SaaS, e-commerce, digital products, and services.
He has helped generate tens of millions of dollars in email-driven revenue, working behind the scenes on segmentation, automation, and messaging systems that had to perform at scale—not just look good in theory.
West Egg exists because this same problem kept showing up again and again: smart teams, large lists, real revenue—and no clear, maintainable way to personalize without blowing up the system.
Rather than offering general email services (like most other email marketing agencies), West Egg focuses exclusively on RightMessage implementation and operation, bringing structure, clarity, and accountability to personalization at scale.
West Egg is intentionally focused.
This work is best suited for teams where email is already a meaningful revenue channel and personalization is no longer a “nice to have,” but something that needs to be implemented properly.
West Egg is a good fit if you:
Operate at mid-market or enterprise scale
Manage a large, revenue-critical email list
Already send email consistently
Serve multiple audiences, offers, or lifecycle stages
Want personalization tied directly to conversion, retention, and lifetime value
Have a capable internal team that’s already at capacity
You’re not looking for ideas, you’re looking for a system
This is likely not a fit if you:
Are early-stage and still building basic email fundamentals
Want templates, swipe files, or one-off tactics
Are looking for a quick experiment without long-term ownership
Don’t yet rely on email as a core revenue driver
This focus is intentional. It’s what allows the work to compound over time.
We keep engagements intentionally simple and structured, so there’s clarity before anything is implemented.
Most clients work with us in stages, starting with strategy and moving into implementation once there’s alignment.
A typical engagement looks like this:
1. Application
We begin with a short application to understand your list size, business model, and where segmentation and personalization could create the most leverage.
2. Qualification Call
If there’s a fit, we’ll review your current email and funnel setup, discuss goals, and confirm whether RightMessage is the right tool for the job. (We’ll reach out and let you know, either way.)
3. Strategy & Personalization Roadmap
Our initial engagement usually involves us designing a clear segmentation and personalization roadmap that defines:
what should be personalized
where it should live (email, landing pages, funnels)
how it integrates with your existing systems
how success will be measured
4. Implementation
We handle the implementation of RightMessage across your email program and funnels, working alongside your team to ensure everything is clean, maintainable, and tied to revenue.
Scope is clear.
Ownership is defined.
If your email program has outgrown one-size-fits-all messaging and you’re ready to implement personalization as a real system, apply below.
→ Apply to Work With West Egg