Email marketing

Email marketing: the revenue you already own.

Seven always-on flows and a five-part BFCM programme, built in Klaviyo by specialists who live in it.

Always-on · Growth · Peak/BFCM

Email is the highest-ROI channel a retailer already owns. The audience is bought, the revenue is incremental, and the flows keep working while paid media costs rise.

41%

of email revenue comes from automated flows, from just 5.3% of sends.

Klaviyo

2.0×

Segmented BFCM campaigns convert at 2–3× the rate of unsegmented blasts.

Klaviyo

41%

Higher year-on-year conversion from a VIP early-access send.

Klaviyo

28%

More BFCM purchases year-on-year from real-time countdown timers.

Klaviyo

5×

Welcome-flow revenue per recipient vs a standard campaign.

Klaviyo

The seven always-on flows

What we build. What it does. What it moves.

01 · Acquisition

Welcome Series

Captures a new subscriber at their most engaged moment and turns interest into a first order.

What's built

3–5 email sequence triggered on signup (newsletter, pop-up, or account creation)
Brand story and value proposition up front, while attention is highest
Social proof (reviews, UGC, press) and category/bestseller education
A first-purchase incentive (discount, free shipping, or gift-with-purchase) as the sequence progresses
Segmentation by signup source or quiz/intent data, feeding personalised sends downstream
Sunsets into core lifecycle flows (browse, cart, post-purchase) once the sequence ends

Tangible benefits

Converts new-subscriber intent before it cools, rather than leaving it to chance
Sets tone and cadence expectations, improving long-run engagement and deliverability
Establishes sender reputation with ISPs during the highest-engagement window
Produces first-party data (clicks, quiz answers) that sharpens every later send

Expected results

Metric	Typical shift	Why it moves
Flow placed-order rate	3–5% of subs	Incentive lands while purchase intent is at its peak.
Open rate	50–65%	Recency of signup and a recognisable "welcome" subject line.
Click rate	5–10%	Product/category content matched to signup source.
Revenue per recipient	3–5× a campaign	Highest of any automated flow.

02 · Conversion

Abandoned Cart

Recovers revenue that's already been lost once, from shoppers who added to cart but didn't check out.

What's built

2–4 email sequence, first send within 30–60 minutes of abandonment
Dynamic cart contents (images, price, stock/size) pulled live from the store
Escalating message: reminder → objection handling (shipping, reviews, sizing) → urgency/incentive
Optional SMS layer for the highest-intent window (first hour)
Suppression once the order is placed, so customers aren't chased after converting

Tangible benefits

Directly recovers revenue that would otherwise be written off
One of the highest ROI flows to build: low send volume, high intent
Surfaces recurring objections (shipping cost, sizing) the wider store can fix
Fast to prove value, useful as an early win in a new client relationship

Expected results

Metric	Typical shift	Why it moves
Cart recovery rate	3–11%	Timely reminder while intent is still warm.
Open rate	40–50%	High relevance: the subscriber was seconds from buying.
Click rate	8–12%	Cart contents and CTA are specific, not generic.
Revenue per recipient	Top 2–3	Recovers lost checkouts at near-zero incremental cost.

03 · Conversion

Browse Abandonment

Catches intent a stage earlier than cart abandonment: shoppers who viewed products but never added to cart.

What's built

2–3 email sequence triggered on product/category page views (no add-to-cart)
Viewed-item recap plus related or complementary product recommendations
Frequency capping and de-duplication against cart/purchase flows
Works best layered with on-site behavioural data (repeat views)

Tangible benefits

Reaches a much larger audience than cart abandonment, as most browsers never reach the cart
Cheap incremental revenue once the catalogue feed is built
Surfaces product-level interest data useful for merchandising and paid targeting
Reinforces brand recall before a customer shops a competitor instead

Expected results

Metric	Typical shift	Why it moves
Flow conversion rate	0.5–2%	Earlier-funnel intent; lower than cart but far higher volume.
Open rate	40–50%	Recognisable, recently-viewed products drive relevance.
Click rate	5–8%	Product recs mirror what was actually browsed.
Incremental revenue	Volume win	Reaches shoppers cart abandonment never sees.

04 · Retention

Customer Winback

Re-engages customers who have gone quiet before they lapse for good. Cheaper to keep than to replace.

What's built

2–3 email sequence triggered once a customer passes a brand-specific inactivity threshold (60–120 days)
"We miss you" messaging, refreshed bestsellers/new arrivals, and an escalating incentive
Preference-update or feedback prompt to catch reasons for drop-off (price, fit, relevance)
Clear exit criteria into the Unengaged segment if winback doesn't land

Tangible benefits

Reactivates lapsing revenue far more cheaply than acquiring a new customer
Protects customer lifetime value before it erodes completely
Surfaces churn signals (price sensitivity, product fit) that inform retention strategy elsewhere
Gives a legitimate, low-cost reason to re-permission a cooling relationship

Expected results

Metric	Typical shift	Why it moves
Reactivation rate	2–5%	Timely nudge plus incentive before the relationship goes fully cold.
Open rate	30–40%	Lower than active-customer flows, reflecting reduced engagement.
Click rate	3–6%	Fewer but higher-intent clicks.
ROI vs acquisition	Positive	Retaining an existing customer is materially cheaper than paid.

05 · Retention

Post-Purchase

Turns a single sale into a longer relationship, working the gap between order confirmation and the next purchase decision.

What's built

Nurture sequence sitting alongside (not replacing) transactional order/shipping emails
Thank-you and set-expectations email, followed by usage tips/how-to content
Timed review request once the product has likely been used or received
Cross-sell/replenishment prompts and a referral or loyalty-programme invite

Tangible benefits

Reduces buyer's remorse and return/refund requests through clear usage guidance
Builds review and UGC volume that fuels paid, organic and on-site social proof
Drives repeat purchase and referrals without additional acquisition spend
Increases customer lifetime value from the same acquisition cost

Expected results

Metric	Typical shift	Why it moves
Review capture rate	Multi-×	Timed request lands when satisfaction is freshest.
Repeat purchase rate	Uplift	Relevant cross-sell/replenishment prompts at the right moment.
Referral sign-ups	New channel	Ask reaches customers at peak post-purchase satisfaction.
Open rate	45–55%	High trust and relevance immediately after a purchase.

06 · List hygiene

Sunset (Unengaged)

Protects deliverability and list health by identifying subscribers who've stopped engaging, making one last attempt, then removing them.

What's built

Identification of unengaged subscribers (typically no opens/clicks for up to 12 months, varying by brand)
Short re-engagement attempt (2–3 emails), from "still want to hear from us?" to a generous final-email incentive
Automatic suppression or list removal for anyone who doesn't respond
Ongoing monitoring so the unengaged segment doesn't silently regrow

Tangible benefits

Protects sender reputation and inbox placement by keeping engagement rates high
Reduces cost by shrinking the overall list: no subscribers who were never going to convert
Improves the accuracy of every other flow's and campaign's reporting
A defensible, deliverability-first argument easy to explain to client stakeholders

Expected results

Metric	Typical shift	Why it moves
Engaged-open rate	Uplift	Remaining list is weighted toward genuinely engaged.
Inbox placement	Improved	Better sender reputation with major ISPs.
Spam complaint rate	Reduced	Disengaged contacts are most likely to mark as spam.
List size / cost	Flattened	Fewer billable contacts remain on the active list.

07 · Retention · consumables

Replenishment Reminder

For brands selling products that run out on a predictable cycle: turns one-off buyers into a recurring revenue base without a subscription.

What's built

Triggered off estimated product usage cycle (days since purchase, set per SKU or category)
Reminder timed just before the product is likely to run out, with a reorder CTA
Optional upsell into a subscribe-and-save option at the point of reorder
Follow-up nudge shortly after the predicted run-out date for anyone who hasn't reordered
Usage-cycle estimates refined over time using actual reorder data

Tangible benefits

Builds predictable, forecastable recurring revenue from the existing customer base
Increases purchase frequency without additional acquisition spend
Reduces reliance on paid channels to re-acquire customers who simply forgot to reorder
A natural entry point into subscription/loyalty programmes, where it fits the product

Expected results

Metric	Typical shift	Why it moves
Reorder in window	Uplift	Reminder lands right as the product is running low.
Repeat purchase rate	Higher	Removes the "forgot to reorder" drop-off.
Subscribe-and-save	Increment	Convenience pitch lands when the customer is already re-buying.
Revenue per recipient	Strong	Highly relevant, well-timed and personalised.

Pick a tier · scale from Foundation → Peak

Three ways to buy the programme.

Start with the flows that pay back fastest. Layer the rest as revenue lands. Bring the BFCM programme on top for peak.

01 · Foundation

Foundation

The three flows that pay back fastest.

Welcome Series
Abandoned Cart
Browse Abandonment
Deliverability & list-health set-up
Baseline reporting

Book a Klaviyo audit →

02 · Growth

Growth

Foundation plus the retention layer.

Everything in Foundation
Customer Winback
Post-Purchase
Sunset flow (list hygiene)
Replenishment where relevant
Segmentation architecture
Monthly reporting & iteration

Book a Klaviyo audit →

03 · Peak / BFCM

Peak / BFCM

Growth plus the five-part BFCM programme.

Everything in Growth
The five-part Klaviyo BFCM programme
Early-access flow, countdowns & VIP automations
Live monitoring through the sale window
Post-BFCM wrap-up & learnings

Reserve your BF slot → See offer

Book a Klaviyo audit. We'll forecast the number, not just the flow. October incentive · 20% off T&M and custom · 30% off fixed packages · payment collected in October.

Book a Klaviyo audit →

Email marketing: the revenue you already own.

What we build. What it does. What it moves.

Welcome Series

Abandoned Cart

Browse Abandonment

Customer Winback

Post-Purchase

Sunset (Unengaged)

Replenishment Reminder

Three ways to buy the programme.

Foundation

Growth

Peak / BFCM

Reserve your Black Friday slot.