Scaling an Ethnic Wellness Brand Through Smart Email Flows and CRM Tactics With Victor Huynh

PodCast | Jun 30, 2025

Victor Huynh is the CEO and Head of Digital Strategy at Ready Artwork, a digital marketing agency dedicated to B2B services. Born in San Diego to an immigrant family, Victor embodies the entrepreneurial spirit instilled in him from a young age. He holds a background in graphic design, which propelled him into a marketing manager role early in his career and ultimately led to the creation of Ready Artwork over two decades ago. Throughout his professional journey, Victor has proven to be a versatile leader, serving as the Monrovia Chamber of Commerce President during the pandemic and advocating for local businesses.

Here’s a glimpse of what you’ll learn:

[02:17] Victor Huynh introduces the DTC wellness brand and explains the value of bird’s nest in Asian culture
[04:07] Challenges of transitioning from retail to online DTC without upsetting distributors and retailers
[07:06] How sporadic email marketing evolving into a consistent, high-performing program
[14:26] Using campaigns like AAPI Month and Leap Year sales to boost loyalty and engagement
[17:23] Leveraging Klaviyo and Shopify for smart segmentation and automated flows
[22:57] Tracking email success through clicks, opens, forwards, and sales attribution

In this episode…

Growing a DTC brand takes more than a great product. It requires a sharp digital strategy, especially when the product sits in a niche cultural space. How do you turn a decades-old wellness brand into a modern ecommerce success story using email marketing alone?

According to Victor Huynh, a digital strategist with deep expertise in ecommerce growth, the transformation begins with consistency and customer insight. He highlights how email marketing, when driven by behavioral data and CRM integration, can move the needle faster than many expect. By focusing on cadence, segmentation, and revenue attribution, Victor’s team scaled a premium ethnic wellness brand’s online presence without alienating its retail partners. Each email became not just communication, but a strategic revenue tool. The result? Increased customer loyalty, better engagement, and sustained digital growth.

In this episode of RAW Spotlight, Emily Au and Victor Huynh talk about scaling a wellness brand through smart email flows and CRM tactics. They explore testing email frequency for optimal results, using dynamic segmentation in Klaviyo, and balancing promotional and brand storytelling campaigns. Victor also shares tips on measuring what matters most in email marketing.

Resources mentioned in this episode:

Quotable Moments

“When we found out that the weekly emails were the most healthy, we got the least unsubscribes.”
“Once you stop connecting with people, they forget about you.”
“Conversion is great, but there’s a term that we use: it’s called cannibalization.”
“If your conversion rates are consistently high, then you can push more, push more, push more.”
“Each email that goes out generates a certain amount of revenue, right? People buy.”

Action Steps

Start email marketing sooner rather than later: Delaying consistent outreach risks losing customer interest and long-term engagement opportunities.
Use data-driven segmentation in your CRM: Grouping customers by behavior enables more relevant messaging, leading to better engagement and conversions.
Test subject lines and content regularly: A/B testing helps identify what resonates with your audience, increasing open and click-through rates.
Balance promotional and brand-focused campaigns: Mixing sales with value-driven content builds trust and avoids conditioning customers to expect constant discounts.
Track real revenue from email performance: Monitoring sales attribution clarifies ROI and ensures marketing decisions are based on impact, not vanity metrics.

Sponsor for this episode…

This episode is brought to you by Ready Artwork, where we deliver uniquely tailored B2B digital marketing services to facilitate the long-term growth of your business.

At Ready Artwork, we combine data-driven insights with innovative design to help your business thrive in the digital age. From SEO and digital advertising to web development and email marketing, we have experts who help companies uncover growth in unexplored and extraordinary ways.

To learn more, visit readyartwork.com or get a free proposal. Let Ready Artwork discover your full potential.