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.
Baltimore, MD
Klaviyo Email & SMS Marketing in Baltimore, MD
Klaviyo built for a business whose year has an opening day, a gifting peak, a closed season and the occasional emergency.
Delivered remotely for brands across Baltimore and Maryland.
Grow · Baltimore
Why Baltimore brands come to us for this
- Season-opening sequences segmented by RFM, so last year's repeat buyer and a lapsed 2022 buyer get different messages
- Back-in-stock and pre-order flows for lines that appear and disappear with the catch and the cold months
- Gifting programme from November with plainly stated shipping cutoffs — the number that decides December here
- A dormant, pre-tested disruption kit: templates, ship-date segments, SMS path and site notice, ready inside an hour
- Trade reorder and price-change flows built on B2B account data, replacing work your inside sales team does by hand
A Baltimore brand's email list is more valuable than a comparable list almost anywhere else, for a structural reason: the demand is seasonal and anticipated. People wait for the season to open. That is a retention marketer's dream — a moment every year when a large group of past buyers is primed and the only thing standing between them and an order is a message telling them it is time. Most stores here send that message once, as a campaign, to everybody, and leave the other eleven months to an abandoned-cart flow written at launch.
We rebuild it as a lifecycle system with the calendar as the spine. Season-opening announcements sequenced by RFM so last year's four-time buyer gets a different message and a different offer than someone who bought once in 2022. Back-in-stock and pre-order flows for the products that come and go with the catch. Replenishment timing derived from the actual repeat interval for a spice or sauce, which is measurable and is almost never what the owner guesses. Gifting sequences from November with hard shipping cutoffs stated plainly, because the December revenue in this region is decided by whether the buyer trusts the arrival date.
The trade side gets its own programme entirely. Account buyers do not want a newsletter; they want a reorder prompt at the right interval, a heads-up on a price change, a notification when a back-ordered line lands, and a statement of what they bought last time. Those are flows built on B2B account data, and they replace a lot of what your inside sales people currently do by hand.
Local context
The flow you will be gladdest to own is the one for the week everything goes wrong
Weather closes an airport, a carrier misses a hub, a channel shuts. In this region that is not a hypothetical — 2024 made the point permanently — and the businesses that came out of disruptions with their reputations intact were the ones that told customers the truth within the hour. So we build the disruption apparatus in advance and keep it dormant: pre-approved templates for delay, embargo and reroute, segments already defined by ship date and destination zone so you message only the affected orders, an SMS path reserved for the genuinely time-critical version, and a matching on-site notice. The whole thing is tested before it is needed. Around that sits the ordinary calendar — season opening, summer, the gifting cutoff run, the January quiet — plus a Maryland-specific caution on SMS: the state's telephone consumer statute is stricter than the federal baseline, so consent capture, disclosure language and quiet hours are configured to the tighter standard rather than to the app's default.
Scope
What Klaviyo Email & SMS includes
The same standard of work we run for every client — applied to a Baltimore 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 Baltimore store
We do not work off a rate card. Every Baltimore 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 Baltimore — your questions
Anticipation, adjacency and list quality. A waitlist for the reopening with a genuine first-access benefit performs better than a discount, the adjacent catalogue — the seasoning, the tools, the gift cards, the shelf-stable lines — carries revenue, and content about the season itself keeps engagement high enough that your reopening send actually lands in inboxes. A list that goes silent for four months has a deliverability problem waiting for it in April.
If the kit is built, under an hour, and that is the point of building it cold. The templates are written and approved, the segments are defined by ship date and destination rather than assembled under pressure, and the SMS variant is pre-cleared. Teams that draft this during the incident lose half a day, and half a day is the difference between managing a disruption and being reviewed for one.
For a narrow, high-value set of moments, yes — ship-day confirmations, delivery-day alerts, embargo warnings and a season-opening notice. Those genuinely justify a phone buzz. Weekly promotional SMS does not, and it is the fastest way to destroy a list. We also configure consent, disclosures and quiet hours to Maryland's stricter telephone consumer rules rather than to a platform default.
Yes, and it should. B2B company and buyer data flows into Klaviyo so account contacts sit in their own segments with their own reorder intervals, price-change notices and back-in-stock alerts, and they are suppressed from consumer promotional sends. Nothing erodes a trade relationship faster than a wholesale buyer receiving a retail discount on the product they buy by the case.
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 Baltimore 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.