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.
Berlin
Klaviyo Email & SMS Marketing in Berlin
Klaviyo rebuilt as a lifecycle system for a market where consent is documented, the tone is chosen deliberately and SMS is rarely the answer.
Delivered remotely for brands across Berlin and Germany.
Grow · Berlin
Why Berlin brands come to us for this
- Confirmed opt-in configured properly in Klaviyo, with the consent record retained and auditable rather than assumed
- A payment-pending flow for invoice orders, which converts unpaid orders that no US-built flow library looks for
- Pre-withdrawal-window sequences that answer the fit or setup question before it becomes a return
- Sie or du chosen once and enforced across flows, campaigns, transactional messages and SMS
- Deliverability tuned for GMX and Web.de inbox placement, not just Gmail, with authentication and sunset policy monitored
Consent is the first design constraint, not a checkbox at the end. German email marketing is built on demonstrable permission: confirmed opt-in with a record of when, how and from where it was given, no pre-ticked boxes, and a clear separation between the newsletter consent and any other purpose. Klaviyo supports all of this natively and most accounts we inherit have it half-configured — a single opt-in list imported from a previous platform, no confirmation record, and a legacy segment nobody can explain the provenance of. That is a liability sitting inside a revenue channel.
The second constraint is voice, and it is a real decision rather than a stylistic one. German has a formal and an informal register, and choosing between Sie and du sets the relationship for every message you will ever send. A Prenzlauer Berg natural-cosmetics brand and a pro-audio manufacturer selling to studio engineers usually land in different places, and switching later reads as a rebrand. We agree it once, write it into the flow library, and hold it across campaigns, transactional messages and SMS.
The third is that SMS does not carry the same weight here that it does in the US. German consumers use messaging apps heavily and treat a commercial SMS as unusual, so a programme built on the American assumption that SMS is the high-urgency channel tends to burn the list for very little. We use it sparingly — genuine restocks, a drop with a real cutoff — and put the effort into email lifecycle depth, which is where the recoverable revenue in a German list actually is.
Local context
Flows built around invoice payment, returns and the German inbox
German buying behaviour creates lifecycle moments that a US flow library simply does not contain. If a meaningful share of your orders are paid on invoice, there is a payment-pending window with its own communication needs — a polite, correctly worded reminder sequence that reduces unpaid orders without reading as dunning, which is straightforwardly revenue that no US template will find for you. The fourteen-day withdrawal right creates another: a post-delivery sequence in the days before that window closes, aimed at the fit, setup or usage question that would otherwise turn into a return, is one of the highest-value flows we build for Berlin fashion and hardware brands. Deliverability is also locally specific. A large share of German consumer addresses sit at GMX and Web.de rather than Gmail, and their filtering behaviour is its own discipline — authentication alignment, sending domain reputation and a real sunset policy matter more here, not less. And the calendar is different: Black Friday has been fully adopted, the December run is the year's peak, Karneval means nothing in this city, and August is quiet enough that sending harder into it is usually just list fatigue you pay for in September.
Scope
What Klaviyo Email & SMS includes
The same standard of work we run for every client — applied to a Berlin 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 Berlin store
We do not work off a rate card. Every Berlin 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 Berlin — your questions
It is the standard the market operates on, and the practical reason is evidential: if a complaint arrives, you need to be able to show when and how permission was given. A confirmed opt-in with a stored record does that; a single opt-in list inherited from an old platform does not. It costs you a small share of signups and removes an entire category of risk, and the confirmed addresses engage better anyway.
It depends on category and audience, and it needs deciding before the flows are built. Consumer lifestyle brands in Berlin overwhelmingly use du and it reads naturally; professional and trade audiences — studio engineers, dealers, B2B buyers — often expect Sie, and getting it wrong there reads as sloppy rather than friendly. Pick one, write it into the style guide, and apply it to transactional email too, which is where inconsistency usually shows up.
Rarely as the backbone, sometimes as a supplement. German consumers do not treat commercial SMS as a normal brand channel the way US consumers do, and the cost per message combined with lower tolerance means the payback window is much less forgiving. We would rather build email lifecycle depth first, then test SMS on a narrow use case — a genuine restock, a limited drop — with a hard cap on frequency.
Authentication and list hygiene, in that order. We verify SPF, DKIM and DMARC alignment on your sending domain, check whether a shared or poorly warmed domain is dragging reputation, and look at what share of the list has not engaged in six months and is still being mailed. German freemail providers are unforgiving about sending to stale addresses, and a sunset policy usually recovers placement faster than anything you do to the creative.
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 Berlin 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.