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.
San Diego, CA
Klaviyo Email & SMS Marketing in San Diego
Klaviyo built as retention infrastructure: for a consumable brand, the flow that fires on day 26 of a 30-day supply is worth more than any campaign you will send this quarter.
Delivered remotely for brands across San Diego and California.
Grow · San Diego
Why San Diego brands come to us for this
- Klaviyo replenishment timing calculated per SKU from real reorder intervals, not a default 30-day guess
- Pre-renewal skip and delay flows that save subscribers before the cancel button, not after
- RFM segments built on Shopify and subscription data so tenure changes what a customer is sent
- Spanish-language Klaviyo flow variants for the bilingual share of a border-metro list
- Send times set from your own Klaviyo engagement curve for a national inbox, not Pacific office hours
San Diego's brand economy is built on things people finish and buy again. Capsules, powders, coffee, skincare, beer club allocations. That makes retention less of a marketing channel and more of an operational system, and it makes Klaviyo the place that system lives — the message has to arrive when the bottle is nearly empty, not when the campaign calendar says Thursday.
So we build the Klaviyo account around consumption cycles rather than around a template library. Replenishment timing derived from actual reorder intervals per SKU instead of a guessed 30 days. RFM segmentation so a fourth-time buyer never receives the welcome discount. Post-purchase education sequences that do the job your ad copy is not allowed to do — how to take it, when to expect anything, what the third-party testing certificate actually shows.
Then the churn work, which is where subscription-heavy brands actually leak. The steepest drop is between the first and second renewal, and it is rarely a price objection. It is cadence: the programme is shipping faster than the customer is consuming. One-click skip and delay wired into the Klaviyo flow, plus a message that fires before the renewal rather than after the cancellation, saves more subscribers than any win-back offer.
Local context
Klaviyo as retention infrastructure, in a city where the second order is the business
The subscription-first economics that dominate San Diego — supplements, functional beverage, coffee, science-forward skincare — mean your Klaviyo account is not a promotional tool, it is the retention layer of the business. That reframes what good looks like. We report owned revenue as a share of total, split flow versus campaign, with discount cannibalisation shown alongside it so you can see what a promotion actually cost you on a loyal buyer who would have reordered anyway. Two more local specifics. Send timing has to be set for a national list by a Pacific-based team, so the 8am send that feels right in your office lands mid-morning for a third of your buyers and after lunch for the rest — we set it from your own open and order curves inside Klaviyo, not from a best-practice chart. And in a border metro with a large bilingual customer base, Spanish-language flows are a real revenue line almost nobody here has built: a Spanish-speaking buyer receiving an English abandoned-cart email converts worse than one who receives nothing at all.
Scope
What Klaviyo Email & SMS includes
The same standard of work we run for every client — applied to a San Diego 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 San Diego store
We do not work off a rate card. Every San Diego 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 San Diego — your questions
Usually the account is not the problem, the segmentation underneath it is. First pass is an audit of every flow and segment against actual behaviour: which flows are firing, which are cannibalising each other, which segments are stale, and whether the Shopify and subscription data is even syncing the fields the logic depends on. In a consumable business the highest-value change is nearly always tightening replenishment and pre-renewal timing per SKU, which needs no new tooling at all.
Cadence first — most programmes ship faster than people consume, and the customer cancels rather than working out how to delay. Then the controls: one-click skip, swap and delay surfaced in the flow reduce cancellations more than any save offer. Then the messages around the second and third renewals specifically, triggered off the charge schedule rather than a calendar date. Discounting churned subscribers is the last lever, not the first.
Yes, and here it is worth doing properly rather than machine-translating. We localise the flow logic as well as the copy — offer framing, formality and send timing all shift — and we segment on a language preference captured at signup rather than inferred from a ZIP code. Half-translated programmes signal carelessness at exactly the moment you are asking someone to trust what they are putting in their body.
Sparingly and operationally. The messages that earn a text are the time-sensitive ones tied to a charge or a shipment — upcoming renewal, last chance to skip or swap, back in stock on the SKU someone actually buys. Broadcast promotional SMS to a whole list burns the channel fast and the unsubscribes do not come back. We run consent, quiet hours and carrier compliance inside Klaviyo so the operational messages keep landing.
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 San Diego 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.