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.

28%

of BFCM email revenue came from automated flows — from just 2% of sends.

Mailjet · 2025

2.5×

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

Klaviyo

22%

More BFCM email revenue from teaser campaigns 7–14 days out.

Omnisend

14%

Higher urgency-led conversion from visible countdown timers.

Shopify

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 — 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 — 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 — 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.

The peak-trading programme

Klaviyo BFCM — the five-part programme.

A distinct package layered on top of the always-on flows. Numbers where the source cites them; ranges where BFCM performance genuinely varies by account.

01 · List

Email List Growth

BFCM revenue is capped by list size and quality on the day the sale starts — growth has to happen well in advance, not during the sale.

What it involves

Starting list-building early, since new subscribers need time to warm up before BFCM
Optimising the website experience through dedicated sign-up forms for new and existing customers
Syncing with ad-platform integrations to build high-value lookalike audiences
Turning existing customers into an acquisition channel through reviews, UGC, referrals and loyalty

Tangible benefits

Grows a warmer, better-qualified list ahead of peak trading
Uses paid channels and existing customers to bring in lookalikes of best buyers
Builds proof and loyalty that strengthens conversion everywhere, not just email

Expected results

~$380 in extra BFCM email revenue for every 1,000 additional subscribers brought in before the sale — stores running aggressive sign-up campaigns ahead of BFCM have captured 2–3× more subscribers than those that wait. Klaviyo

02 · Automation

Automation Optimisations

Always-on flows see the highest traffic spikes of the year during BFCM — building them for that moment protects revenue that would otherwise be left on the table.

What it involves

Full audit of existing Klaviyo flows against BFCM readiness — welcome, cart, browse, post-purchase, winback and any others live on the account
Refreshing flow copy, creative and offers for BFCM messaging — urgency, gifting, bundles
Building or updating BFCM-specific automations — countdown timers, early access, VIP and loyalty tiers, last-chance sends
Stress-testing flow logic for high volume — suppression, throttling and sending limits correctly set for peak traffic
Reviewing and tightening entry/exit criteria and timing (e.g. shorter abandoned-cart windows during BFCM)
Layering SMS onto the highest-intent automations

Tangible benefits

Ensures always-on revenue flows are working hardest during the highest-traffic, highest-spend period
Reduces the risk of automation failures or misfires during peak-volume windows
Captures more of the naturally increased traffic without extra acquisition spend
Creates a seamless, on-brand BFCM experience across every automated touchpoint

Expected results

28% of BFCM email revenue came from automated flows in 2025 — despite making up just 2% of total sends. Mailjet

Black Friday flow

Early access emails

The flow that opens the door before the sale goes public. Sits inside Automation Optimisations and features on the Roadmap Black Friday services list.

03 · Segmentation

Segmentation Builds

Sharper segmentation is what lets a BFCM programme be aggressive on offer without being reckless with deliverability, margin, or list fatigue.

What it involves

BFCM-specific segments — VIPs, high-AOV customers, engaged non-purchasers, lapsed customers, early-access eligible
Refining engagement-based segmentation ahead of the sale, to protect deliverability
Predictive segments (likely-to-purchase, at-risk-of-churn) using Klaviyo's predictive analytics where the account has enough data
Suppression segments to avoid over-messaging or discounting to full-price loyal customers
Segmenting by product or category affinity for personalised targeting

Tangible benefits

Enables relevant, personalised BFCM messaging rather than one-size-fits-all blasts
Protects sender reputation during the highest-volume sending period
Prevents unnecessary discounting to customers who don't need the incentive — protects margin
Gives campaign strategy sharper targeting, improving relevance and reducing fatigue

Expected results

Segmented BFCM campaigns convert at 2–3× the rate of unsegmented blasts. The sharper the audience, the harder every send works. Klaviyo

04 · Strategy

Campaign Strategy

A BFCM programme planned as one connected campaign calendar performs more consistently than a string of sends decided in the moment.

What it involves

Full BFCM campaign calendar — pre-sale teaser, early access, peak sale days, last chance, post-BFCM follow-up
Offer structure and sequencing (tiered discounts, bundles, GWP) in line with brand positioning
Channel mix and cadence across email and SMS, balancing frequency against fatigue and unsubscribe risk
Aligning messaging themes across email, SMS, and paid/organic social for a consistent BFCM narrative
A/B testing structure for subject lines, send times and offers across the peak period

Tangible benefits

Removes reactive planning during the busiest trading period of the year
Creates a coherent journey across the whole BFCM period, rather than disconnected sends
Balances urgency and value against list fatigue and unsubscribe risk
Gives the brand a testing structure that can improve performance in real time

Expected results

Up to 22% more BFCM email revenue for brands sending teaser campaigns 7–14 days out (Omnisend), and up to 15% higher conversion from A/B-tested offers (Shopify Plus).

05 · Execution

Campaign Implementation

Execution is where a well-planned BFCM calendar either holds up under pressure or falls apart — build, QA, and run it properly.

What it involves

Building and QAing every campaign ahead of time — copy, design, links, personalisation, mobile rendering
Dynamic content and personalisation blocks by segment, product affinity, or VIP status
Scheduling and managing sends across the BFCM period, including live monitoring on peak days
Real-time performance monitoring and rapid iteration during the sale window
Post-BFCM wrap-up — performance reporting and learnings feeding into next year

Tangible benefits

Frees up the client's internal team from execution and QA during their busiest window
Reduces the risk of costly errors (broken links, wrong pricing, rendering issues) going out to the full list
Ensures campaigns can be adjusted quickly based on real-time performance
Provides a clear record of what worked, informing next year's BFCM planning

Expected results

Up to 14% higher urgency-led conversion from visible countdown timers (Shopify), with well-executed post-purchase follow-ups converting at 10–15% on average (Omnisend).

Results across this page reflect industry-standard benchmarks, not account-specific figures. Actual performance depends on list quality, current engagement, and existing setup. We provide personalised forecasts and targets after an initial audit of your account.

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

Klaviyo BFCM — the five-part programme.

Email List Growth

Automation Optimisations

Segmentation Builds

Campaign Strategy

Campaign Implementation

Three ways to buy the programme.

Foundation

Growth

Peak / BFCM

Reserve your Black Friday slot.