Every audience, flow, trigger, and process — defined in plain words · study copy
Sign up on the site, buy in the store, or come from the call center (CMC). Everyone enters tagged with where they came from.
New subscribers → Bienvenida (7 emails, or 5 in English). CMC customers → Bridge (3 emails, no discount). Nobody starts cold.
The calendar: Frank's lesson Mon, product deep-dive Wed, real story Fri, Gaby's letter Sun. 7:00 AM ET. Education that sells.
Cart hesitation → Carrito rescues with the agente. First order → Primera Compra walks them to order #2.
2+ orders → VIP (early access, priority). 60 days quiet → Winback. 120 days silent → Sunset asks once, then lets go.
The rule underneath everything: 3 emails of value for every 1 direct offer (jab, jab, jab, right hook) · max ~1 email per person per day · every email teaches something real from Frank's 8 books and 3,160 videos.
| Audience | Size* | Exact definition — how a person gets in | What they receive |
|---|---|---|---|
| MAESTRO Engaged | 274,070 | Has email permission AND did at least ONE of these: clicked any of our emails in the last 90 days, opened one in the last 30 days, or bought in the online store in the last 180 days. Plain words: they showed a sign of life recently. | ALL weekly broadcasts. This is "the real list." |
| MAESTRO English | 27,417 | Same signs of life AND they're on the historical "English people" list — built over the years from people who signed up through English pages/forms or asked the team for English. Nothing to do with what they click today — it's how they entered. Going forward the marker becomes the language_pref property: set by the signup form language, the preference page, or automatically when someone clicks 2+ English campaigns. | The English track (Tue/Thu) instead of Spanish sends. Never both. |
| VIP | 82,304 | Bought 2 or more times ever in the online store AND still active in the last 180 days (opened, clicked, or bought). Plain words: repeat customers who still pay attention. | VIP flow (recognition + early access, no discounts) + Thursday early-access sends. LESS volume, more privilege. |
| CMC vault (list) | 24,533 | Every unique buyer with an email in the call-center POS order history (~80K phone orders, $8.4M lifetime). Imported July 20 — they had never received email before. Each profile carries: order count, total spent, first/last order date. | The Bridge flow, then the weekly calendar. |
| → CMC Activos | 13,739 | CMC buyer whose last phone order was within 90 days. (Property cmc_tier = activo_90d.) | Bridge Wave 1 — day one, per Manuel. |
| → CMC Tibios | 9,699 | Last phone order between 91 and 365 days ago. | Bridge Wave 2, ~1 week later. |
| → CMC Dormidos | ~1,100 | Last phone order over 1 year ago. | Bridge Wave 3. |
| → CMC consented (monitor) | 3,763 | Activo AND Shopify has a recorded "yes, email me" (cmc_consent = SUBSCRIBED; 7,035 across all tiers). Consent does NOT gate who gets emailed — this cohort is our thermometer: we compare its open/spam rates against the no-record cohort to catch trouble early. | Same as their tier — just measured separately. |
| RE-PERMISO pool | 436,958 | In one of the 3 lists bulk-uploaded in May 2026 (the import that spiked bounces) AND no click in 90 days. These were marked "subscribed" without a real opt-in — the consent debt. | ONLY the 3-email re-permission series. Click = they stay. Silence = suppressed forever. |
| Store Gap Import | 37,130 | Found by the July 21 audit: store contacts that existed in Shopify but were missing from Klaviyo. Three buckets on each profile: 83 opted-in but never synced · ~22.9K store buyers with no opt-in record · ~14.2K non-buyers with no opt-in (account/checkout emails). | Opted-in + buyers → onboarding waves. Non-buyers → re-permission treatment (pending Manuel's confirm). |
| Suppressed opt-outs | 182 | CMC buyers who formally unsubscribed at some point. They said no once. | Nothing, ever. Legal and moral boundary. |
*Counts as of July 21, 2026. Segments are LIVE rules, not frozen lists — people move in and out automatically as their behavior changes. That's why MAESTRO shrinks when people go quiet and grows when they come back.
| Tag / property | Values | Meaning |
|---|---|---|
| genero | M / F / empty | From a Spanish first-names dictionary (141,225 classified). Drives "Estimado Juan:" vs "Estimada María:". Unknown → "Hola {name}:" — we never guess. |
| language_pref | es / en / empty | The ONE source of truth for language. Empty = Spanish (the safe default). Set by: signup form, preference page, SMS keyword, support, checkout language, the English list, or clicking 2+ English campaigns. Explicit choice always wins. |
| cmc_customer / cmc_tier / cmc_orders / cmc_total_spent / cmc_first_order / cmc_last_order | — | The call-center history stamped on each imported buyer: that they came from CMC, how recent, how many orders, how much lifetime spend, first and last purchase dates. |
| cmc_consent | SUBSCRIBED / NOT_SUBSCRIBED / UNSUBSCRIBED | What Shopify's records say about their email opt-in at the call center. SUBSCRIBED = recorded yes. NOT_SUBSCRIBED = never asked (NOT a no). UNSUBSCRIBED = said no → suppressed. |
| MC (Klaviyo tag) | — | The badge on everything WE built — segments, lists, templates. One filter in Klaviyo shows the whole new machine, separate from the old system. |
| Flow | Trigger (what starts it) | Emails · timing | Who's excluded / how it exits |
|---|---|---|---|
| Bienvenida (ES + EN) | Person joins the main list | ES: 7 over 13 days · EN branch: 5 over 9 days (split on language_pref) | CMC customers skip it (they get the Bridge). One entry per person, ever. |
| Carrito Abandonado | Starts checkout, doesn't finish | 2h · 24h · 48h (email 3 = 10%, first-time buyers only) | Buying removes you instantly. Max once per 14 days. Repeat buyers never see the discount email. |
| Primera Compra | First-ever order placed | 1h · day 3 · day 10 · day 21 | First order only — order #2+ never re-triggers it. |
| Re-permiso | Added to the re-permission pool (manual waves) | day 0 · day 4 · day 9 — each only if no click yet | One click anywhere = they stay and exit. Silence after email 3 = suppressed. |
| Winback | 60 days since last order, nothing since | day 60 · 67 · 90 · 97 | Any new order exits immediately. |
| VIP | Enters the VIP segment (2nd order) | day 0 · day 3 | Runs once at promotion. |
| CMC Bridge | Added to CMC wave segment | day 0 · 3 · 7 | Waves: ALL 13,739 activos day one → tibios → dormidos. The 182 opt-outs never enter. |
| Sunset | 120 days zero engagement | 3 re-permission style | Click = stays. Silence = suppressed. Keeps the list clean forever. |
| Day | Send | Audience | Type |
|---|---|---|---|
| Lunes | The week's lesson (franchise part 1) | MAESTRO ES | Education (jab) |
| Martes | English lesson | MAESTRO EN | Education (jab) |
| Miércoles | Lesson part 2 + hero product | MAESTRO ES | Education + product (jab) |
| Jueves | VIP early access (wks 1,3) / English #2 (wks 2,4) | VIP / EN | Privilege / education |
| Viernes | Real success story + soft offer | MAESTRO ES | Proof + offer (the right hook) |
| Sábado | Resend of the week's winner, new subject | Non-openers only | Second chance |
| Domingo | La carta de Gaby — personal, zero selling | MAESTRO ES | Relationship (jab) |
Franchises (one topic per week, anchored to a hero product): El Magnesio (MagicMag®) → Metabolismo Lento (Metabolic Vitamins®) → Estrés y Cortisol (Stress Defender®) → La Cándida (Candiseptic® + quiz) → Ella y Él (Femme Balance™ / Testosterin™) → La Dieta 3x1. Then the cycle deepens with new angles from the books.