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.
Madrid
Klaviyo Email & SMS Marketing in Madrid
Owned-channel revenue for Madrid brands, built around a Spanish calendar that runs to 6 January rather than stopping on Christmas Eve.
Delivered remotely for brands across Madrid and Spain.
Grow · Madrid
Why Madrid brands come to us for this
- Language and market captured on the profile at signup, so Spanish and export buyers never receive each other's promises
- A gifting programme built to run through Reyes on 6 January, not one that stops on Christmas Eve
- Rebajas sends aimed at lapsing and price-led segments while loyalists get early access and full-price newness
- Replenishment intervals set from real repurchase data for consumable categories rather than a default thirty days
- Consent, preference and unsubscribe handling built to EU standards, with sending domain authentication monitored
Repeat purchase is the cheapest revenue on a Madrid brand P&L, and it is also the part of the stack most likely to have been set up once in Spanish, never revisited, and left sending to everyone twice a week. The fix is mechanical: eight to twelve behavioural flows covering the moments that actually matter, segments built on recency, frequency and value rather than on who opened something, and a campaign calendar planned against your trading year instead of improvised.
Language is the first structural decision, and it is a segmentation problem rather than a translation one. A list that mixes Spanish domestic buyers with English-reading export buyers needs to know which is which from the point of capture, because the two get different content, different delivery promises and different offers — a domestic buyer is being sold convenience and speed, an export buyer is being sold provenance and reassurance about shipping. Getting the language attribute onto the profile at signup is a five-minute job that is painful to retrofit across fifty thousand profiles.
Then the flows themselves take their shape from the catalogue. Replenishment works genuinely well for consumables — olive oil, skincare, supplements — where a purchase interval is real rather than invented. Back-in-stock carries weight in spec-led categories where a buyer wants one specific model. Post-purchase education matters where the product needs to be used or stored correctly. Winback has to know whether someone bought at full price or in the rebajas, because those are two different customers wearing the same order history.
Local context
A gifting season that ends on 6 January, and two sale periods to plan around
The Spanish retention calendar is meaningfully different from the one most Klaviyo templates assume. Christmas is not the finish line: Reyes on 6 January means gifting demand carries a full week past the point where the rest of Europe has switched to returns and January detox content, and a brand that stops sending on 22 December leaves that week to competitors. Then the rebajas arrive almost immediately, which raises a margin question rather than a scheduling one — your best customers will buy in the sale whether or not you email them, so the discount sends should be aimed at lapsing and price-sensitive segments while loyalists get early access and full-price newness instead. August is the other structural feature: sending volume into an empty city produces poor engagement that your deliverability then has to absorb, so we cut frequency, keep the flows running, and use the quiet weeks for list hygiene, sunsetting and the segment rebuilds nobody ever finds time for in October.
Scope
What Klaviyo Email & SMS includes
The same standard of work we run for every client — applied to a Madrid 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 Madrid store
We do not work off a rate card. Every Madrid 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 Madrid — your questions
Build to the stricter interpretation and you will not have to redo it. That means explicit, unbundled consent captured at the point of signup, a clear record of when and how it was given, easy withdrawal, and preference handling that actually works rather than an unsubscribe link that half-fires. Klaviyo stores the consent evidence if you configure the forms properly. We set that up and keep the Spanish and English capture paths consistent, because inconsistency between them is where audits find problems.
For a small number of moments, yes — launches, back-in-stock and genuinely time-boxed offers, which for a Spanish brand includes the final ordering deadlines before Reyes. What kills an SMS list everywhere is overuse, and Spain is no exception. We keep it to a few sends a month, capture the number with its own explicit consent rather than piggybacking on the email opt-in, and make sure the message respects a sensible sending hour in the recipient's timezone, not ours.
The same rhythm, different content and often different dates. A Reyes campaign means nothing to a German or American buyer, and a Black Friday-anchored calendar under-serves a Spanish list whose biggest gifting moment is six weeks later. We run one plan with market-specific branches so the operational effort stays sane, and we look at engagement by market monthly, because a market drifting into low engagement quietly damages deliverability for everyone on the same sending domain.
The work nobody schedules otherwise. Sunset lapsed non-openers, rebuild RFM segments against a fresh year of order data, audit and rewrite the flows that were set up at launch and never touched, and test subject lines on a smaller, low-risk volume. Deliverability also benefits from a quieter month if you use it to shed the profiles that were dragging engagement down before the autumn ramp begins.
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 Madrid 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.