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.
Paris
Klaviyo Email & SMS Marketing in Paris, France
Owned revenue carrying the ten months of the French year when you are not allowed to discount.
Delivered remotely for brands across Paris and France.
Grow · Paris
Why Paris brands come to us for this
- Eight to twelve lifecycle flows written natively in French, with the English international market run as a separate track rather than a toggle
- Discovery-set to full-size and replenishment flows built from your real repeat intervals, which is where perfumery and skincare revenue actually sits
- New-arrival alerts by taste and category for one-of-one stock, where replenishment logic is useless and scarcity is genuine
- Campaign calendar planned against the two sale windows, the August pause and the rentrée, with segmentation heaviest when discounting is deepest
- Deliverability monitored at the major French consumer mailbox providers, not just as a blended list average
A fixed national sale calendar is the strongest possible argument for retention, and almost nobody here uses it that way. If discounting is concentrated into two known windows, then the other ten months have to be traded at full margin, and the only channel that reliably produces full-margin repeat revenue is the one you own. Most Paris brands we audit are running a welcome flow, an abandoned cart, and a list segment called everyone, which is roughly a quarter of what Klaviyo is for.
The lifecycle work is category-shaped. Niche perfumery has an obvious and highly profitable path from a discovery set to a full bottle that almost never exists as a flow, and a replenishment interval you can calculate from real order data instead of guessing. Skincare has the same shape on a shorter cycle. Fine grocery and wine have seasonal and occasion-driven triggers that a generic winback never fires on. Vintage and one-of-one dealers need the opposite of a replenishment flow: a taste-based new-arrival alert, because the item a customer loved is gone forever and the only useful message is that something like it just landed.
And it has to be written in French by someone writing in French. Email is where translated copy is most obvious, because the register is conversational and the tells are everywhere: tutoiement versus vouvoiement chosen inconsistently, an imported American urgency that reads as pushy, subject lines that are literal translations of English idioms. We write the flows natively and keep an English version for the international market as a separate track rather than a toggle.
Local context
Plan the campaign calendar against soldes, the rentrée and the August pause
The French sending year has a shape you can plan a whole calendar against, which is a luxury most markets do not offer. The run-up to each fixed sale window is where the list is warmed and segmented rather than blasted, with early access for the customers who have earned it and no discount at all to the ones who buy at full price anyway. The windows themselves carry the heaviest sending of the year and should be segmented hardest, because that is when an undifferentiated send does the most damage to margin. August needs a lighter, genuinely different rhythm rather than the same promotional cadence sent into an empty country. The rentrée in September is the sharpest reactivation moment on the calendar and is routinely wasted. And underneath all of it sits the boring work that decides whether any of it arrives: authentication aligned, a dedicated sending domain, a sunset policy, and deliverability watched at the major French consumer mailbox providers specifically rather than at an average across your whole list, because a reputation problem at one large domestic ISP can hide inside a healthy global number for weeks.
Scope
What Klaviyo Email & SMS includes
The same standard of work we run for every client — applied to a Paris 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 Paris store
We do not work off a rate card. Every Paris 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 Paris — your questions
Yes, sparingly and with the consent trail in order. It works for launches, back-in-stock on scarce items and the opening of a sale window, and it stops working almost immediately if used as a second email channel. French practice restricts marketing messages to reasonable daytime hours and steers firmly away from Sundays and public holidays, and we build those constraints into the sending rules rather than relying on someone remembering. Two to four sends a month is the ceiling we work to for most brands here.
Segmented harder than at any other point in the year, because that is when an untargeted send costs the most margin. Full-price loyal buyers get early access and information rather than a deeper discount, lapsed customers get the offer that might actually bring them back, and recent full-price purchasers are suppressed from the first wave so they do not watch the item they just bought drop in price the next morning. That last suppression is the single most common omission we find and the one that generates the most refund requests.
Double opt-in is not universally required, but it is common practice in this market and it is usually the better commercial decision anyway. It costs you a slice of raw list growth and buys you a list that engages, which protects the sending reputation that everything else depends on. Where it matters most is a list grown quickly through paid acquisition or a competition, which is exactly the kind of growth that damages deliverability if it goes unfiltered.
By market rather than by guess. Klaviyo profiles carry the market and language the customer bought or signed up in, and flows branch on that rather than inferring from a country code. French buyers get the French track, the international market gets the English one, and where a second European market becomes genuinely material we localise it properly rather than adding a half-translated third version to every flow. Adding languages faster than you can maintain them is how a lifecycle programme rots.
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 Paris 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.