Behind The Tool: Afik From Mailability

What was the moment you realized this was a real problem worth solving?

As a second-time founder with experience in the marketing space, I saw acquisition costs rise by 60%, while retention remained the most profitable marketing channel, especially through email and SMS marketing.

We also noticed that 60–80% of D2C brands' email lists were made up of unmanaged and unengaged shoppers, leaving huge room for improvement. We realized it would be far more cost effective to revive these dormant shoppers using AI than to keep paying for new ones. And it actually worked :)

The challenge was clear: knowing what to send, to whom, and when.
We found that we could use AI to generate real-time intent scores, build precise campaign lists, and trigger smart flows.

This led to the creation of Mailability, a solution built to help marketers make smarter data-driven decisions that deliver measurable and scalable growth.

What’s one thing most brands misunderstand about email marketing?

Most D2C brands put all their focus on copy and creative. They think that’s the only part of email marketing that moves the needle. But in reality, one of the biggest advantages comes from data—specifically, using AI to analyze behavior and trigger the right message at the right time.

Creative helps, but without intent-based segmentation and automation, you’re leaving a lot of revenue on the table. We’ve seen brands stuck at 20–30% email revenue suddenly hit 50%+ just by leveraging the data they already had.

How did your background lead you to build Mailability?

We leveraged my previous experience in the marketing tech space, along with our CTO Dan’s connections and knowledge as the son of eCommerce SaaS founders.

By truly understanding the needs of eCommerce store owners and using AI to maximize value, Dan brought a clear vision for making everything scalable on autopilot.

That combination left our first clients both inspired and shocked by the potential of using AI within Klaviyo. That’s how we were able to solve both the technical and business challenges.

What’s the first feature that customers fall in love with?

AI lists and segments that lead to passive income on autopilot from day one.

What makes Mailability different from everything else on the market?

It’s the only intent scoring AI platform for Klaviyo, with an easy 1–2 hour setup and a huge impact on revenue. It requires little to no time commitment, making it super easy to test—better than ads.

We make it easy to get started by showing the potential revenue impact upfront and offering a cashback guarantee, driving consistent revenue growth that's far more effective than ads.

This is the DNA of our company—if it’s not a good fit, we’ll be honest and return the money to the client.

What’s one industry shift more brands should be paying attention to?

The impact of data analysis and personalized messaging to shoppers. Using all available eCommerce data points, it is so clear that the industry is inevitably shifting in this direction.

What’s a lesson you had to learn the hard way while building your company?

Make sure to validate product-market fit and customer satisfaction by actively listening to customers and involving them in the product development process, while ensuring they clearly understand the value.

If you could go back to the very beginning, what would you do differently?

I would be more active on social media. It's something I'm still learning to do—share more of my journey and the results that Mailability provides.

What’s the best advice you’ve ever received?

One of my mentors when I was a teenager, who is a school manager, told me this:
“Sometimes taking things slow and being present helps you get faster results.”