that leave repeat revenue uncaptured
Most e-commerce brands have an email list and do not use it effectively. The difference between a list and a retention program is systematic flow architecture.
List without a flow architecture
Having a Klaviyo account and a subscriber list is not a retention program. A retention program is a set of automated flows triggered by customer behavior: welcome series, post-purchase, browse abandonment, win-back. Without the flows, the list generates revenue only when someone sends a campaign.
Flows optimized for open rate rather than revenue
A flow that generates 40% open rates but low purchase rates has a vanity metric, not a business result. Flows that are built and then optimized toward open rate rather than attributed revenue optimize for the wrong outcome. The metric that matters is revenue per recipient.
No coordination between email and Amazon purchase data
For brands selling primarily on Amazon, the email list is built from Shopify, social, and opt-in channels — not from Amazon customer data, which Amazon does not share. The retention program must be designed to capture customers into the owned channel at the Shopify or DTC level to build a data asset the brand actually owns.
for the complete customer journey.
Each flow serves a different moment in the customer lifecycle. Together they capture the repeat revenue that a campaign-only email strategy misses.
Welcome Series
Three to five email sequence triggered by new subscriber opt-in. Introduces the brand, communicates the product line, establishes the value of remaining subscribed, and moves toward the first purchase. Optimized for first-purchase conversion rate.
Post-Purchase Flow
Triggered by first purchase and subsequent purchases. Confirms the order, sets usage expectations, requests a review at the correct post-delivery interval, and introduces complementary products. The review request timing is calibrated to Amazon's post-fulfillment window.
Cart & Browse Abandonment
Triggered when a subscriber adds to cart or browses a product without purchasing. Three-message sequence with a defined urgency and incentive structure. The highest-converting flow in most accounts because it targets buyers who have already expressed intent.
Win-Back & Lapsed Customer
Triggered after a defined period of inactivity for customers who have previously purchased. Goal is reactivation — a second or third purchase has significantly higher margin than a first because the acquisition cost has already been paid. Unresponsive subscribers suppressed before they damage deliverability.
campaign calendar.
Flows generate revenue continuously. Campaigns generate revenue periodically. Flows are built first because their contribution compounds from the day they are activated.
List Audit & Segmentation
Current list health reviewed: deliverability metrics, engagement segments, and suppression lists. Subscriber segments built from purchase history, acquisition source, and engagement level. The flow architecture is built to the segments.
Flow Build & Copy
Flows built in Klaviyo with copy, timing, and conditional logic for each email in the sequence. Copy written to brand voice and reviewed against the positioning deliverables. A/B tests set up in each flow for the highest-impact variables: subject line, send time, and CTA.
Activation & Ongoing Optimization
Flows activated sequentially — highest-impact flows first. Monthly performance review: revenue per recipient, conversion rate, and flow attribution in the overall channel mix. Flows updated based on performance data and new product launches.
while you work on everything else.
Once the flows are activated, they generate revenue from every new subscriber and customer without additional campaign work.
Deliverability review, engagement segmentation, and suppression list configuration.
3-5 email welcome flow with first-purchase conversion objective.
Order confirmation, review request, and cross-sell sequence timed to purchase behavior.
Cart and browse abandonment sequences with urgency and incentive logic.
Lapsed customer reactivation sequence with suppression for unresponsive subscribers.
Email revenue tracked in the ARIA performance attribution model.
Marketing & Growth includes additional services that compound on this one.
Build the channel
the platforms cannot touch
We work through referrals. If you have been referred, send us a message and we will audit your current email flow coverage and show you the revenue it is not capturing.