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.
Milan
Klaviyo Email & SMS Marketing in Milan
Klaviyo rebuilt as a lifecycle system for Milan brands whose list contains retail buyers, showroom contacts and four languages at once.
Delivered remotely for brands across Milan and Italy.
Grow · Milan
Why Milan brands come to us for this
- Post-fair follow-up sequences built and tested before April, so Salone and fashion week contacts get a sequence rather than a single PDF
- Flows branched by market and language across Italian, English and your main export languages, including transactional and back-in-stock
- Trade and retail separated structurally so a wholesale account never receives a consumer discount campaign
- Campaign calendar planned around the regionally set saldi windows and the August shutdown rather than a flat weekly cadence
- Made-to-order lifecycle flows: production updates, delivery scheduling and post-delivery care for pieces with long lead times
The Klaviyo account of a typical Milan brand has a welcome flow, an abandoned cart, a list called everyone, and a badge collection of business cards from the last fair sitting in a spreadsheet nobody imported. That last part is the biggest single miss. Salone and the February and September fashion weeks put more qualified contacts in front of you in one week than a quarter of paid media, and most of them get one PDF and then silence, because there is no sequence waiting for them and nobody has time to write one in April.
The second miss is language. A list that spans Italy, Germany, France and export English cannot be served by one send in Italian with an English version pasted underneath. Flows need to branch on market and language, which means the trigger logic, the templates, the product blocks and the subject lines all have to exist more than once — and it means somebody has to maintain that. We build the branching once, properly, so adding a fourth language later is a translation job rather than a rebuild.
Then segmentation, which for a Milan brand is not only RFM. There is a genuine structural split between trade and retail on the same list: a retailer or interior studio who buys wholesale should never receive a consumer discount campaign, and a private customer should never see wholesale minimums. Klaviyo can carry that distinction cleanly if the data flows from Shopify correctly, and it is the difference between a list you can send to confidently and one where every campaign requires a nervous manual exclusion.
Local context
The saldi calendar decides half your sending year
Italian retail runs to fixed discount seasons, with the winter and summer saldi start dates set at regional level rather than chosen by you, and that shapes the campaign calendar in ways a US template does not anticipate. The weeks before a saldi window are when a discount-conditioned audience simply waits, so full-price campaigns into that gap underperform and teach you nothing; the opening days are the highest-intent sending window of the half-year; and the weeks after are where margin is either protected by good segmentation or destroyed by blanket discounting to people who would have paid full price. On top of that sits April, which for interiors brands is not a campaign period at all but a lead-capture period — the flows that matter are the post-fair follow-up sequences, sample and swatch requests, appointment confirmations and the slow nurture of a specifier who will order in October. And August is a genuine dead zone in Italy while some export markets carry on, which is one more reason for market-aware sending rather than one calendar for the whole list.
Scope
What Klaviyo Email & SMS includes
The same standard of work we run for every client — applied to a Milan 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 Milan store
We do not work off a rate card. Every Milan 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 Milan — your questions
They should enter a sequence within days, not a spreadsheet. In practice that means a lead-capture method at the stand that writes straight into Klaviyo with a source tag, a short follow-up sequence that differs for a retailer, a specifier and a consumer, and a hand-off to a human for the ones who reply. Build it in February and it runs itself during the week you have no time; build it in May and you have already lost most of the intent.
It is worth using narrowly. SMS costs more per message than email and consent expectations under GDPR are strict, so it earns its place only where immediacy genuinely matters — delivery windows, a made-to-order piece ready to ship, an appointment reminder, occasionally a short saldi opening. What it should not be is a second newsletter. WhatsApp is culturally more normal in Italy for one-to-one conversation, but it is a different consent and tooling question and we would rather get email right first.
The regionally set start dates apply to the sale season itself, so the planning question is what you do in the weeks around it. Our approach is to protect margin by segmenting: full-price audiences get product and provenance content rather than a discount they were not asking for, discount-responsive segments get the saldi opening early, and best customers get access rather than a bigger percentage. Blanket discounting to the whole list twice a year trains everyone to wait.
Yes. We build the flow architecture, the branching logic, the templates and the briefs — what each message has to accomplish, what it says, what data it pulls in — and the Italian is written by a native writer on your side or one we work with. Then we test the rendering, because Italian copy runs noticeably longer than English and subject lines, buttons and preview text all need checking rather than assuming the template holds.
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 Milan 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.