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.
Dublin
Klaviyo Email & SMS Marketing in Dublin
Owned revenue matters more for an Irish brand than for almost anyone, because your best customers are eight thousand kilometres from your ad spend.
Delivered remotely for brands across Dublin and Ireland.
Grow · Dublin
Why Dublin brands come to us for this
- Flows branch on market: prices, delivery estimates and returns language match the recipient's country, not yours
- GDPR and ePrivacy-clean list growth: genuine opt-in, unticked by default, with consent provenance stored on the profile
- Gifting deadline flows keyed to each market's international dispatch cut-off, not to a single Irish date
- Occasion-based winback at twelve months for gifting categories, replenishment cadence for skincare and body care
- SMS kept to the moments that justify it, with Irish and US numbers treated as separate programmes with separate rules
The economics push Irish brands toward retention harder than most. Your domestic list is small, your acquisition costs in the US and Britain are set by advertisers with far deeper pockets, and your best customers are gift buyers who purchase once a year at a predictable moment. That combination makes Klaviyo the highest-leverage channel you own — but only if the account knows which country the recipient is in, because sending euro prices and Irish delivery estimates to a list that is half American is the most common way Irish brands waste it.
So the build starts with market awareness. Profiles carry country and currency, and flows branch on it: prices in the recipient's currency, delivery estimates for their destination, returns language that matches what they will actually experience, and send times set to their evening rather than to Dublin's. A welcome flow that quotes free delivery over a euro threshold to a buyer in Denver is not just useless, it actively tells them you were not built for them.
Then the lifecycle itself, which in this category has an unusual shape. A large share of purchases are gifts, so the buyer and the recipient are different people and the repeat trigger is an anniversary rather than a replenishment interval. Skincare and body care do run on replenishment and should be flowed that way. Hampers, jewellery and knitwear run on occasion, which means a winback timed to twelve months after purchase — not ninety days — and a gifting reminder that arrives before the international dispatch deadline rather than after it.
Local context
Consent, and the two calendars your list actually lives on
Two things shape a Klaviyo programme for an Irish brand. First, consent is real: under GDPR and Ireland's ePrivacy rules, marketing email and SMS need genuine opt-in, unticked by default, with a record of when and how it was given and a working unsubscribe. That is not a compliance footnote — it changes how you build popups, how you handle checkout opt-in, and it makes list hygiene a legal habit rather than a deliverability preference. Second, your list runs on two calendars simultaneously. The Irish and European segment buys into Christmas on domestic timelines. The US, Canadian and Australian segments have to buy weeks earlier to receive in time, and they have their own spike in the run-up to St Patrick's that your domestic list barely registers. A single campaign calendar cannot serve both. We build one calendar per market cluster with the dispatch deadlines encoded in the flows, so the last-chance email lands when it is still true.
Scope
What Klaviyo Email & SMS includes
The same standard of work we run for every client — applied to a Dublin 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 Dublin store
We do not work off a rate card. Every Dublin 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 Dublin — your questions
Ask clearly, once, and be specific about what they are signing up for. Pre-ticked boxes and bundled consent are not lawful and are also the reason so many Irish lists have terrible engagement — people who did not choose to be there do not open. A clean, explicit opt-in produces a smaller list that performs better and does not put your sending reputation at risk.
Yes, provided the Shopify integration is passing currency and country onto the profile, which is where most setups fall down. Once it does, flows and campaigns can branch on market so the same abandoned cart email shows dollar prices and US transit times to an American and euro prices to a Dubliner. The alternative — one generic email for everyone — quietly costs you the overseas segment.
Work backwards from each market's dispatch cut-off, not from Christmas. For international parcels that can mean a final call in the last days of November for Australia and early to mid December for North America, while the Irish segment still has a fortnight. Sending one last-chance email on the same day to everyone means you either panic your domestic list early or promise the diaspora something you cannot deliver.
Selectively. SMS to Irish and UK numbers is straightforward and works well for launches and back-in-stock. US numbers bring their own regulatory requirements around registered sending and consent that add setup work, so it only makes sense once the American segment is large enough to justify it. Until then, put the effort into segmentation on email, which costs nothing extra to send.
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 Dublin 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.