Klaviyo Lifecycle Flow Build
Eight to twelve behavioural flows: welcome, browse abandonment, cart and checkout recovery, post-purchase, replenishment, winback, VIP and back-in-stock, each branched by segment rather than sent flat.
Grow · Klaviyo flows that carry a third of your revenue
Your Klaviyo account is doing a quarter of its job
Four flows, a segment called everyone, and a sending reputation nobody has checked since the domain warmed. We rebuild Klaviyo as a lifecycle system and manage it to one number: owned revenue as a share of total.
The problem
What is capping your owned revenue
- Klaviyo drives under 15% of revenue when 30% is achievable on a list your size.
- You have a welcome flow and an abandoned cart. That is the entire programme.
- Everyone gets the same campaign, so your best customers get discounts they never needed.
- Open rates have slid for six months and nobody has looked at your sending reputation.
Most Shopify brands run four Klaviyo flows, send to the whole list twice a week, and wonder why email sits at 12% of revenue. The flows were built at launch and never opened again. The segments are 'engaged 90 days' and 'everyone'. The order, browse and profile data Klaviyo has been collecting since day one decides nothing.
Retention is the cheapest revenue you will ever book, and it is mechanical. Eight to twelve behavioural flows covering the moments that matter. RFM segmentation so a three-time buyer never receives the welcome discount. SMS reserved for the two or three moments that justify a phone buzz. Deliverability monitored, subject lines tested, and one number in the monthly report: what share of revenue came from a channel you own rather than one you rent.
Median result across Klaviyo Email & SMS engagements. Individual outcomes vary with baseline, budget and category.
Scope
What you actually get
No line item here is optional-extra padding. This is the standard shape of the engagement.
RFM Segment Architecture
Klaviyo segments built on recency, frequency and monetary value instead of open behaviour, so first-time buyers, loyalists and lapsing customers receive different messages and different offers.
Campaign Calendar
Three to five segmented sends a week, planned a month ahead against your promotional calendar, product drops and inventory position rather than improvised on a Tuesday.
SMS Programme
Compliant list growth, and SMS reserved for launches, back-in-stock and time-boxed offers. Two to four sends a month, because the fastest way to kill an SMS list is to overuse it.
Deliverability Management
SPF, DKIM and DMARC alignment, a dedicated sending domain, a sunset policy and list hygiene, monitored monthly so a reputation problem never becomes a revenue problem.
LTV & Owned Revenue Reporting
Klaviyo revenue as a percentage of total, split by flow and campaign, with revenue per recipient, cohort LTV and a view on what discounting is cannibalising.
How it runs
The engagement, step by step
You will always know what week you are in and what lands next.
Klaviyo Audit
Flow inventory, deliverability check, list health and integration review. We also surface the profile and event data Klaviyo already collects that nothing in the account currently uses.
Lifecycle Map
Every customer moment worth a message mapped against real purchase behaviour and repeat interval, then assigned to email, to SMS, or to nothing at all.
Build & Migrate
Flows built, designed and QA'd against live profile data, with legacy flows retired cleanly so nobody receives two versions of the same email in the same hour.
Campaign Cadence
Weekly segmented campaigns with tested subject lines, send times and offer structures. Every send has a hypothesis attached and a segment it was written for.
Optimise & Expand
Monthly flow A/B tests, quarterly lifecycle redesigns and continuous segment refinement as repeat intervals and buying patterns shift underneath you.
Quoted per engagement, never off a rate card
We do not publish a price for this, because the honest number depends on your catalogue, your stack and how much of the work is already done. You get a fixed statement of work with named deliverables and named dates before anyone starts — and we will tell you plainly if this is not the right first move for your brand.
Get this scopedTools we run this on
KlaviyoKlaviyo CDPPostscriptAttentiveShopify FlowRechargeOkendoGoogle Postmaster Tools
Proof
Klaviyo Email & SMS, in the wild
Anonymised at the client’s request. Metrics come straight from their own dashboards.
All case studiesSupplements (Subscription DTC)
~$4.2M/yr, 60% subscription revenue, 22 SKUs, US · Shopify Plus (Recharge, Klaviyo)
Monthly subscription churn hit 9.4% and the cancel flow was a single button on a hosted page nobody had touched in three years. Support processed 340 subscription changes a month by hand because customers could not do it themselves. The named constraint: no forced logins. The brand refused to gate account access behind a password reset, which ruled out every off-the-shelf portal.
9.4% → 6.1%monthly subscription churnheld for five consecutive months, not a single-month dip
+34%12-month customer LTV$187 to $251 on the subscriber cohort
19% → 38%of revenue from email + SMScategory benchmark for a healthy program is 25-40%
-71%subscription support tickets340/mo to 98/mo after the self-serve portal launched
What we did
- Built a passwordless, on-theme subscription portal on Shopify customer accounts. Skip, swap, delay and change frequency without a support ticket.
- Replaced the cancel button with a save flow: pause, downgrade cadence, or a one-time offer, ordered by predicted save rate rather than by margin.
- Rebuilt the Klaviyo flow set from 6 to 17, including a pre-billing notice, four-touch failed-payment dunning, winback, and an RFM-segmented replenishment series.
- Added a post-purchase bundle upsell through Shopify checkout extensions with a 90-day supply option at a per-unit discount.
“The portal paid for itself in support hours inside one quarter. The churn number is what actually changed the business.”COO, Supplements DTC
Food & Beverage (Specialty Coffee)
~$3.1M/yr, 28 SKUs, subscription + one-time, US · Shopify (Klaviyo, Recharge)
A 14-day roast window meant every discount cut into a 41% gross margin that could not be rebuilt. First-order CAC was $52 against a $38 AOV, so the business only worked on the second order and 64% of customers never placed one. The named constraint: no discount deeper than 10%, ever, on any channel.
+8%conversion rate2.4% to 2.6%. The smallest number here and the least important one
$38 → $50average order value+32%, once the sampler replaced the single-bag entry offer
36% → 58%90-day repeat purchase ratethe metric the entire engagement was designed around
+$410kannualized contribution marginCAC fell 19% while AOV and repeat rate rose, at zero incremental discount cost
What we did
- Rebuilt the welcome and post-purchase flows around roast education and brew method instead of discount codes. The offer became a grind-size match and a brew guide, not 15% off.
- Segmented by roast preference and consumption rate from order history, then timed replenishment sends to each customer's actual bags-per-week rate.
- Introduced a three-bag sampler at $46 as the Meta entry offer, replacing the single-bag $18 landing page.
- Moved Meta off last-click ROAS onto 60-day contribution margin, fixed the Conversions API so the sampler purchase event reconciled against Shopify orders, and took creative from four evergreen ads to roughly twenty a month built on brew method and roast education rather than discount. Two prospecting audiences that looked profitable were not, and were cut.
“Every agency before this one wanted to fix our conversion rate. Two points of conversion would have been worthless. The repeat rate was the business.”Founder, Specialty Coffee Brand
In their words
What clients said afterwards
Email 11% → 34% of revenue
“Email was 11% of revenue when we started. It's 34% now. They rebuilt the Klaviyo account from the ground up — half our flows had never been turned on and the segments were basically 'everyone' — and then we argued about send frequency for a solid month. I was convinced five a week would torch the list. Instead of just insisting, they ran it as a holdout. Unsub rate moved 0.09%. I lost the argument and I'm glad I did.”
Head of RetentionBeauty & skincare brand, ~$7M/yr · Austin, TX
Verified client, 2025FAQ
Klaviyo Email & SMS — straight answers
Twenty-five to forty percent is the healthy band for most DTC brands. Consumables and subscription categories run higher; considered one-off purchases sit lower. If you are under 15%, the gap is almost always missing flows and unsegmented sending rather than the size of your list.
It is our default, because the Shopify integration goes deeper than anything else on the market: real order and browse events, native profile properties and predictive fields you can segment on directly. We also run Postscript and Attentive for SMS. If you are on Mailchimp or Omnisend we will usually recommend migrating, and we will run that migration.
The first four flows are live inside three weeks and start earning immediately, because they trigger off traffic you already have. The full lifecycle build takes six to eight weeks. Owned revenue share typically moves materially by month three.
More untargeted sending will. Segmented sending usually raises revenue and lowers unsubscribes at the same time, because people receive fewer irrelevant messages. We watch unsubscribe and spam-complaint rates weekly and pull back the moment either drifts.
By reserving discounts for the segments that actually need them. New subscribers and lapsing customers respond to offers; loyal buyers do not need one to reorder. We report discount cannibalisation next to revenue so you can see what the promotions really cost.
Yes. Explicit opt-in with clear disclosure, quiet-hours enforcement, STOP and HELP handling, and separate consent for marketing versus transactional. Compliance is built into the collection flows rather than bolted on afterwards.
By location
Klaviyo Email & SMS Marketing where you trade
How we deliver Klaviyo Email & SMS in each of the markets we work in — the local buying behaviour, the competitive set, and what changes because of it.
Miami, FLKlaviyo Email & SMS Marketing in New Yorkour Klaviyo Email & SMS work in Los AngelesKlaviyo Email & SMS Marketing in ChicagoHouston, TXDallas Klaviyo Email & SMSKlaviyo Email & SMS for Atlanta brandsKlaviyo Email & SMS for Austin brandsour Klaviyo Email & SMS work in PhoenixDenver Klaviyo Email & SMSKlaviyo Email & SMS Marketing in SeattleSan Diego Klaviyo Email & SMSAlbuquerque, NMKlaviyo Email & SMS for Washington brandsour Klaviyo Email & SMS work in PhiladelphiaKlaviyo Email & SMS Marketing in BostonKlaviyo Email & SMS Marketing in San Franciscoour Klaviyo Email & SMS work in RiversideDetroit, MIMinneapolis Klaviyo Email & SMSour Klaviyo Email & SMS work in Tampaour Klaviyo Email & SMS work in St. LouisKlaviyo Email & SMS for Baltimore brandsCharlotte Klaviyo Email & SMSKlaviyo Email & SMS for Orlando brandsKlaviyo Email & SMS Marketing in San AntonioKlaviyo Email & SMS for Portland brandsour Klaviyo Email & SMS work in SacramentoKlaviyo Email & SMS Marketing in PittsburghLas Vegas, NVKlaviyo Email & SMS Marketing in Cincinnatiour Klaviyo Email & SMS work in Kansas CityKlaviyo Email & SMS Marketing in Columbusour Klaviyo Email & SMS work in TorontoKlaviyo Email & SMS for London brandsKlaviyo Email & SMS Marketing in Sydneyour Klaviyo Email & SMS work in Dublinour Klaviyo Email & SMS work in Dubaiour Klaviyo Email & SMS work in SingaporeAmsterdam Klaviyo Email & SMSBerlin, GermanyParis Klaviyo Email & SMSour Klaviyo Email & SMS work in MadridKlaviyo Email & SMS for Milan brandsZurich, SwitzerlandKlaviyo Email & SMS for Stockholm brandsour Klaviyo Email & SMS work in CopenhagenIstanbul, Türkiye
Pairs well with
What usually comes next
These are the services clients most often add once this one is live.
01
Grow
Conversion Rate Optimisation
A continuous experimentation programme on your Shopify store: research, hypotheses, prioritised tests and every result reported in full, losers included.
Stores above 40,000 sessions a month
02
Grow
Creative & Content Production
Static, video and UGC creative produced on a monthly testing calendar, plus the product photography and page content your store and ads run on.
Brands scaling paid social spend
03
Scale
Analytics, Tracking & Data
GA4, server-side tracking, Conversions API and consent mode implemented properly, plus reporting that ties every channel back to contribution margin.
Brands spending $30k+ on paid media
Next step
Ready to talk about Klaviyo Email & SMS?
Klaviyo built as a retention system: behavioural flows, RFM segmentation, SMS used sparingly, and owned channels pushed toward 25-40% of total revenue.
Shopify or Shopify Plus stores doing $150k/mo or moreFounder, CEO or eCommerce lead on the callNo deck and no pitch — we open your store instead
Prefer to write it out? [email protected] gets a real reply the same business day, Mon-Fri, 9am-6pm MT.