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.
Amsterdam
Klaviyo Email & SMS Marketing in Amsterdam
Klaviyo rebuilt as a lifecycle system for Amsterdam brands sending in more than one language to more than one country.
Delivered remotely for brands across Amsterdam and Netherlands.
Grow · Amsterdam
Why Amsterdam brands come to us for this
- Language and market set as profile properties from Shopify data, so every flow branches to Dutch, Flemish, German or English
- Sinterklaas and Christmas run as two overlapping seasonal programmes, because the Dutch segment peaks three weeks earlier
- GDPR-clean consent capture with evidence stored on the profile, plus a sunset policy protecting sending reputation
- SMS scoped to the few moments that justify it, with WhatsApp treated as the more realistic messaging channel in this market
- Replenishment and winback intervals derived from real repeat data for coffee, plants, bike consumables and denim
Retention is the cheapest revenue an Amsterdam brand will ever book, and it is the one channel where a small home market works in your favour. You do not need a large addressable population to build a profitable list, you need repeat behaviour, and the categories that cluster here suit it: coffee and food on genuine replenishment cycles, plants and bulbs on a planting calendar, bike parts on consumables and upgrades, denim on a replacement interval you can actually measure.
The complication is that a Dutch list is rarely one list. You have Dutch-speaking domestic buyers, Flemish buyers who read the same language with different references, and German, French or English-reading cross-border buyers who joined through a completely different acquisition path. Sending all of them one campaign in English is the default and it is the reason so many Klaviyo accounts here sit well below what they should be doing. We build language and market as profile properties from the Shopify data you already have, then branch every flow on them so the welcome, the cart recovery and the post-purchase all arrive in the right language with the right delivery expectation.
Consent is stricter here than most brands' setup reflects. Under GDPR and Dutch marketing rules, permission has to be freely given, specific and recorded, which means an opt-in checkbox that is pre-ticked or bundled into a terms acceptance is not a list you want to be sending to. We get the capture right, keep the evidence in the profile, run a sunset policy so unengaged addresses stop dragging your reputation, and keep SPF, DKIM and DMARC aligned on a sending domain that is monitored rather than warmed once and forgotten.
Local context
SMS is not the second channel here, and the calendar peaks early
The playbook that treats SMS as the obvious second owned channel comes from a market where it is. The Netherlands is not that market: messaging habits run through WhatsApp, plain SMS carries less consumer familiarity for marketing, and per-message costs across EU networks make a high-frequency SMS programme hard to justify. So we scope SMS narrowly, for the two or three moments that genuinely warrant a phone buzz, back-in-stock, a time-boxed drop, a delivery exception, and put the effort into email depth and segmentation instead. Where a brand wants a messaging presence, WhatsApp with proper opt-in is the more honest conversation. The calendar is the other local shift. Sinterklaas on 5 December means the Dutch gifting sequence, gift guides, order cutoffs, last-chance sends, runs three weeks ahead of the Christmas cadence your cross-border segments are on, so the same list needs two overlapping seasonal programmes rather than one. And in apparel we report owned revenue net of returns, because a winback email that sells a size the customer has already returned twice is not revenue.
Scope
What Klaviyo Email & SMS includes
The same standard of work we run for every client — applied to a Amsterdam brand’s realities.
Full service detailRFM 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.
Scoped and quoted for your Amsterdam store
We do not work off a rate card. Every Amsterdam engagement starts with a fixed statement of work — named deliverables, named dates, one number — written after we have looked at your store, not before. If a smaller first step would serve you better, we will say so.
Get this scopedHow it runs
From kickoff to results
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.
Proof
Klaviyo Email & SMS results
Anonymised under NDA. Figures pulled from the client’s own analytics.
Supplements (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
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
In their words
Clients on this work
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 in Amsterdam — your questions
From data you already have rather than from a guess. Shopify carries the market, shipping country and locale on the order, and the signup source usually carries the storefront language. We write those onto the Klaviyo profile and branch the flows on them, with a sensible fallback where the signal is missing. The one thing we avoid is inferring language from country alone, because a Brussels address and an Amsterdam address both need a second check before you assume which language to use.
It is a bad idea in most markets and it is worse where returns are high. A first-order discount in apparel buys you a buyer who was going to convert anyway and raises the odds of a return under the withdrawal right, so you pay twice. We test non-discount welcome incentives, early access, a fit or care guide, free returns framed properly, first, and where a discount is genuinely needed we gate it by segment so repeat buyers never see it.
Yes, provided Shopify Markets is feeding it properly. Product blocks and abandoned cart emails pull the price the customer actually saw, and revenue reporting stays in your base currency for comparison. The place it goes wrong is a manually built campaign with a hard-coded price in the copy, which then shows a euro figure to a UK or Swiss buyer paying in something else. We keep pricing in dynamic blocks rather than in headline text for exactly that reason.
Use it rather than hide from it. The fourteen-day withdrawal window is the period where a customer is deciding whether to keep the item, so the post-purchase sequence should be doing the work that makes them keep it: how to fit, wash or care for the product, how to plant or store it, what to do if the size is wrong before they give up on the brand. That sequence is one of the few emails that reduces a cost line instead of chasing another order, and it is skipped in most accounts we audit.
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.
Next step
Klaviyo Email & SMS for your Amsterdam brand.
Thirty minutes with the strategist who would actually run your account. We screen-share your store, read your data live, and tell you the three highest-value things we can see from the outside.
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.