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.
New York, NY
Klaviyo Email & SMS Marketing in New York
You paid New York prices for these customers. What you do in Klaviyo afterwards decides whether that was ever a good trade.
Delivered remotely for brands across New York and New York.
Grow · New York
Why New York brands come to us for this
- Klaviyo send-time testing built around the two Eastern commuter windows your list actually opens in.
- Lightweight templates that render on a cached, image-blocked subway connection.
- Sample-sale and time-boxed drop mechanics: waitlists, early access, segmented tiers.
- Store-visit and appointment flows for brands with a physical SoHo, Chelsea or showroom presence.
- A December Klaviyo plan built in October, because New York's Q4 does not leave room to improvise.
Retention is a margin question everywhere. In New York it is the margin question. If a first order costs what it costs to acquire in this market, the second and third orders are where the profit actually lives — and they arrive through Klaviyo, an account you already pay for and are probably running at four flows and a twice-weekly blast to a segment called everyone.
The fix is mechanical, not creative, and for a New York brand it usually has to serve two audiences from one Klaviyo account. Retail and wholesale contacts sit alongside consumers far more often than anyone admits, and a buyer at a stockist receiving a consumer discount code is a genuine commercial problem. So the first job is separating those populations with real profile properties, then building behavioural flows off the Shopify order and browse events Klaviyo has been collecting and nothing is currently using. RFM segmentation keeps three-time buyers away from acquisition offers, SMS is reserved for the few moments that justify a phone buzz, and deliverability is monitored rather than assumed.
Then the calendar. New York brands have a real promotional rhythm — Fashion Week adjacency, sample-sale culture, a Q4 that compresses into four weeks — and the Klaviyo campaign plan should be built against that rhythm rather than a generic national retail calendar copied from a template. The number we manage to is owned revenue as a share of total, reported by flow and by campaign, next to what the discounting cost you.
Local context
Commuter inboxes, sample-sale culture, and a Q4 that lasts four weeks
Send timing behaves differently in a commuter city. A large share of your Eastern-time list checks email in two hard windows — the morning commute and the early evening one — and a meaningful number of those opens happen underground on a cached connection, which is a real argument for lighter email templates and text that works without images loading. Sample-sale culture is the other New York-specific lever: this city has a genuine tradition of time-boxed, in-person and online sale events, and a well-segmented list turns that from a discount into a demand event with a waitlist attached. For brands with a SoHo or Chelsea door, the same list drives foot traffic, which means store-visit and appointment flows deserve as much attention as browse abandonment. And Q4 here is compressed and brutal, so the sending plan for December is built in October, not in the week the first campaign is due.
Scope
What Klaviyo Email & SMS includes
The same standard of work we run for every client — applied to a New York 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 New York store
We do not work off a rate card. Every New York 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 New York — your questions
It is one of the most common and most costly things we find in New York, because so many brands here run DTC and wholesale off one store. A boutique owner who receives your consumer welcome offer now has a number in their head that undercuts the terms your rep negotiated. We separate the populations on real profile properties sourced from Shopify B2B company data rather than a hand-maintained list, then give the trade side its own flows — line-sheet reminders, reorder prompts timed to their season, market-week follow-up — which is usually revenue nobody was collecting.
Enough to test properly in Klaviyo rather than accept a platform default. A commuter-heavy Eastern-time list has two clear open windows, and the difference between hitting one and missing it compounds across a year of sends. We test send time by segment, not across the whole list, and we design templates that still work when images do not load underground.
Yes, and most brands with a physical New York door under-use it badly. Geo-segmented sends for in-store events, appointment booking flows, back-in-stock alerts tied to store inventory and post-visit follow-ups all belong in the programme. It is the same list doing two jobs at no extra acquisition cost.
By making access the reward rather than the discount. New York's sample-sale culture is a real demand event, and Klaviyo lets you run it as a tiered one: early access for high-RFM buyers, a waitlist for everyone else, and full-price segments excluded from the reminder chain entirely. The failure mode is a quarterly all-list blast at the same depth, which teaches your best customers to stop buying in between. We report discount cannibalisation next to the revenue so you can see which way it went.
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 New York 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.