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.
London, UK
Klaviyo Email & SMS Marketing in London
Owned revenue for London brands, with flows that speak differently to a Bristol buyer and a Berlin one.
Delivered remotely for brands across London and United Kingdom.
Grow · London
Why London brands come to us for this
- Flows branched by market, so an EU buyer gets import and returns reassurance a UK next-day buyer does not need
- Consent captured with evidence under UK GDPR and PECR, and the soft opt-in kept inside its real limits
- Calendar built on the British retail year: March Mother's Day, bank holiday weekends, Boxing Day and the January sale
- SMS treated as a UK list — a small number of genuinely worthwhile sends, with a clear opt-out on every one
- Replenishment and winback timed to actual repurchase intervals from your Shopify order data, not a generic 60-day guess
Nothing a London brand sells costs less to sell than a second order to an existing customer, and nothing in the stack is more likely to have been built once at launch and never opened since. Four flows, a weekly send to everybody, and a welcome discount that keeps landing in the inbox of a customer on their fourth order. Meanwhile Klaviyo has been quietly collecting order, browse and profile data that decides nothing.
The rebuild itself is mechanical. Ten or so behavioural flows covering the moments that decide a repeat order — welcome, browse abandonment, cart and checkout recovery, post-purchase, replenishment, winback, VIP, back-in-stock — each branched rather than sent flat. RFM segmentation on recency, frequency and value instead of open behaviour. A campaign calendar planned a month ahead against your promotional dates, drops and stock position rather than improvised on a Tuesday afternoon.
What makes it a London build is the branching. A UK customer and an EU customer need different post-purchase messages, because one is waiting on a next-day parcel and the other needs reassurance about import charges and a returns route that crosses a border. Your winback offer may be legal to send to one and require different consent evidence for the other. And the calendar is British: Boxing Day and the January sale, Mother's Day in March rather than May, bank holiday weekends that shift the whole send week, and a Black Friday period where the sensible move is often to send less to your best customers, not more.
Local context
Consent you can evidence, and a calendar that is not the American one
Email marketing to UK and EU recipients runs under UK GDPR and PECR, and under the EU rules for anyone in a member state, which makes consent capture an engineering decision rather than a checkbox. We build list growth that records what was consented to, when and how, keep the soft opt-in for existing customers within the narrow boundaries it actually has, and separate marketing from transactional properly so an order update never becomes a compliance question. The content calendar is British by default: Mother's Day falls in March here and is one of the biggest sending days of the UK year, bank holidays cluster the sending week, and the January sale is a real retail event rather than an afterthought. Deliverability gets the unglamorous attention — authenticated sending domain, sunset policy, list hygiene — because a reputation problem discovered in the second week of November is a revenue problem you cannot fix in time.
Scope
What Klaviyo Email & SMS includes
The same standard of work we run for every client — applied to a London 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 London store
We do not work off a rate card. Every London 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 London — your questions
Sometimes, within the soft opt-in, and it is narrower than most brands assume. It generally covers similar products to what they bought, from you, with a clear opt-out given at collection and on every message. It does not cover a purchased list, a competition entrant who did not consent, or a wholesale contact you met at a trade show. We map your existing list against how each contact was actually collected before the first send, because the cost of getting that wrong is not just legal.
It should answer a different anxiety. A UK customer wants tracking and a delivery day. An EU customer wants to know that duty and VAT were already paid, that no courier will ask for money, and how a return travels back across a border. We branch on shipping country and rewrite the sequence for each, which typically reduces the where-is-my-order contact rate more than any change to the tracking page itself.
For the right moments, yes — launches, back-in-stock and genuinely time-boxed offers. UK consumers tolerate marketing SMS considerably less than US consumers do, so the fastest way to burn the list is frequency. We keep it to a small number of sends a month, require explicit consent, include a clear opt-out on every message, and use a sender identity that makes it obvious who is texting.
Usually not at the same depth as everyone else. Your VIP segment was going to buy in the run-up to Christmas anyway, so a blanket sitewide discount converts full-price demand into discounted demand and drags your December margin down with it. We tend to give loyal segments early access and something non-monetary, and reserve the aggressive offer for lapsed and never-purchased segments where it is actually buying something.
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 London 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.