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.
Austin, TX
Klaviyo Email & SMS Marketing in Austin, TX
Klaviyo rebuilt around how fast your product is actually consumed, rather than around a campaign calendar somebody inherited and never reopened.
Delivered remotely for brands across Austin and Texas.
Grow · Austin
Why Austin brands come to us for this
- Replenishment timing derived from servings per unit and observed reorder intervals, not the default delay the Klaviyo flow shipped with.
- Heat-season shipping comms built into flows, with one-tap skip and delay for subscribers through the summer.
- Post-event onboarding for the first-time cohorts an ACL weekend or SXSW activation dumps into the list at once.
- RFM segmentation in Klaviyo so loyal buyers stop being offered discounts they were going to reorder without.
- Owned-channel revenue reported as a share of total, split by Klaviyo flow and campaign, every month.
Here is the single most common Austin retention mistake: the replenishment flow fires on a round number. Thirty days, chosen in Klaviyo at launch by whoever set the account up, never revisited — while your customers finish a 30-serving tub in nineteen days or in fifty-one, depending entirely on whether they are a daily user or a weekend one. Every reminder sent at the wrong moment is either a missed reorder or an unsubscribe.
So we start with consumption, not with a calendar. Servings per unit, observed reorder intervals split by cohort, and behavioural triggers built on the order and browse data Klaviyo has been collecting since day one and that nothing in your account currently uses. Then the rest of the lifecycle: eight to twelve Klaviyo flows, RFM segments so a four-time buyer never receives the welcome discount again, and SMS reserved for the two or three moments that genuinely justify a phone buzz.
For a brand where LTV decides profitability — which in this city is most of them — owned-channel share is not a marketing metric. It is the difference between a business that can afford its CAC and one that cannot, and Klaviyo is where that share is either earned or quietly left on the table.
Local context
Retention comms have to survive a Texas summer
From roughly May through September, an Austin brand shipping anything meltable has a communications problem before it has a logistics problem. Customers need to know about cold-pack options, cutoff days and realistic transit before they order, and the ones with an active subscription need a frictionless way to delay or skip a shipment during a heat run rather than cancelling outright — because cancelling is what people do when the only alternative is a ruined box on a porch. We build seasonal shipping comms into the Klaviyo flows themselves and put skip, delay and pause one tap away. The same mechanics carry the other local demand spikes: an ACL weekend or a SXSW activation dumps a large cohort of first-time buyers into the list at once, and letting Klaviyo treat them like your existing subscribers is how a promising acquisition month turns into a spam-complaint spike.
Scope
What Klaviyo Email & SMS includes
The same standard of work we run for every client — applied to a Austin 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 Austin store
We do not work off a rate card. Every Austin 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 Austin — your questions
From servings per unit crossed with observed reorder behaviour by cohort, then validated against real intervals rather than assumed ones. Heavy users and occasional users often differ by two to three weeks on the same SKU, so a single fixed delay is wrong for almost everybody. We split the trigger by cohort and refine it quarterly as the data thickens.
Not automatically — that costs you revenue from customers who would have been fine. Notify proactively, offer one-tap delay and a cold-pack upgrade, and make the choice theirs. Customers given an easy skip during a Texas summer overwhelmingly skip; customers given only a cancel button cancel.
Usually the list, the integration and the history; rarely the flows. The profile and event data is the whole reason timing can be derived rather than guessed, so it stays. The four launch-era flows and the segment called everyone do not. Legacy flows are switched off in step with the rebuild so nobody gets the old and the new welcome email in the same afternoon.
Treat them as a separate cohort, not as list growth. A festival or activation cohort has weak brand recall and no purchase context, so they need a different welcome sequence, a lower send frequency and a faster sunset rule. Folding them into your main segment is how deliverability quietly degrades over the following quarter.
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 Austin 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.