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.
Columbus, OH
Klaviyo Email & SMS Marketing in Columbus, OH
Lifecycle programmes built around a seasonal calendar and a size run, not a generic weekly promotional grid.
Delivered remotely for brands across Columbus and Ohio.
Grow · Columbus
Why Columbus brands come to us for this
- Back-in-stock subscribed at variant level, so a customer waiting on a medium hears about a medium and nobody else is emailed
- A reusable drop sequence — early access, go-live reminder in Eastern Time, sold-out-in-your-size branch, post-launch recovery
- Replenishment timed from real order history for candles, fragrance and body care rather than a fixed interval guess
- Send calendar mapped to your receipt plan and markdown dates, so email stops discounting styles you were about to sell at full price
- SMS reserved for drops, size-level restocks and genuine cutoffs, with compliance and quiet hours handled to Eastern Time
Back-in-stock is where a Columbus apparel programme either works or does not, and the difference is size. A flow that tells everyone a style has returned when only the largest and smallest sizes came back generates a wave of disappointed clicks and trains your list to ignore the next one. Klaviyo can subscribe at variant level; most stores never set it up that way. Getting it right means a customer who wanted a medium hears when the medium lands, and nobody else is bothered — which sounds small and is one of the highest revenue-per-send flows an apparel brand can run.
Drops need a different structure again. A launch is not a campaign send, it is a sequence: early access for the segment that has earned it, a reminder timed to the actual go-live in Eastern Time, a sold-out-in-your-size branch that routes to back-in-stock rather than to a dead product page, and a post-launch path for people who queued and missed. Built once as a repeatable template, it stops every launch from being a scramble in the two days before.
The rest is category work. Candles, fragrance and body care have genuine replenishment cycles you can predict from order history, so a replenishment flow timed to actual burn or use rate outperforms a fixed 60-day nudge. Strength equipment is the opposite — long consideration, high value, and the useful sequence is accessory and compatibility follow-up months after the rack shipped, not a winback discount. And underneath all of it, RFM segmentation so a three-time buyer never receives the welcome discount, plus deliberate deliverability work before send volume increases rather than after the reputation dips.
Local context
A calendar with a season behind it, not a promo grid
Brands in this market usually plan the way a retail head office taught them to — in weeks, against a receipt plan, with markdown dates already set. The email calendar should be built onto that rather than beside it, and it is remarkable how often it is not. We map sends to the same season: new-season arrivals as they land in the receipt plan, size-run depth informing which styles get a campaign and which do not, and clearance timed to your markdown dates so email is not discounting a style you were about to sell at full price. The regional peaks then sit on top — a compressed August window as the campus repopulates, football-season merchandise sends through autumn, gifting from October for the candle and fragrance brands, and January and March for anything strength-related. SMS gets held back for the moments that justify a phone buzz: a drop going live, a size finally back in stock, a genuine cutoff. Everything else is email, because the fastest way to lose an SMS list is to treat it like one.
Scope
What Klaviyo Email & SMS includes
The same standard of work we run for every client — applied to a Columbus 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 Columbus store
We do not work off a rate card. Every Columbus 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 Columbus — your questions
Subscribe at the variant, not the product, and branch the flow on which variant restocked. A customer who waited on a size 8 gets told when the 8 lands; nobody else is contacted. If the restock is partial, the message should say so plainly, because a click that ends in an unavailable size costs you more trust than the send earned. Setting this up properly is a configuration job, not a bigger plan.
Same account, firmly separate segments and separate sending logic. A retail buyer receiving a consumer clearance email is at best noise and at worst a pricing conversation you did not want. We tag B2B contacts from the company record, exclude them from promotional sends by rule rather than by memory, and run a small dedicated stream for line-sheet availability, restock notices and order-status content that a buyer actually wants.
Accept the seasonality instead of fighting it. Fan and collegiate lists spike hard from late July and through the autumn, then go quiet, and pushing weekly sends into a dead February is how you arrive at August with a damaged sender reputation. We reduce cadence in the off-season, sunset unengaged profiles deliberately, and warm the list back up in the weeks before the season rather than blasting it cold on the first big week.
Yes, and it is a common split. We take the flows, segmentation, deliverability, templates and reporting, your team writes the campaigns into a calendar we build together. What we insist on is that the flow logic and segment definitions stay ours to maintain, because that is where the silent breakage happens — a segment definition drifting or a flow filter left open after a test is what quietly costs revenue for months.
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 Columbus 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.