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.
St. Louis, MO
Klaviyo Email & SMS Marketing in St. Louis, MO
For a consumable brand here, the whole game is knowing when the bag runs out and getting there two weeks before it does.
Delivered remotely for brands across St. Louis and Missouri.
Grow · St. Louis
Why St. Louis brands come to us for this
- Replenishment intervals calculated per product family from your own order history, not a template default
- Consumer and trade lists separated properly, with reorder, quote-follow-up and back-in-stock flows on the B2B side
- Perishable ship-day rules, cold-pack zones and carrier cutoffs built into campaign timing and flow logic
- Gifting sequences for regional food and heritage brands planned in September for an eight-week peak
- SMS used for the moments that genuinely warrant it — shipment cutoffs, restocks, delivery windows — not weekly blasts
Owned channels do disproportionate work in this market because so much of what gets made here is bought again. Pet food and treats, sauces and pantry goods, safety consumables, filters and wear parts — every one of those has a natural repurchase interval, and the interval is knowable from your own order data. Lifecycle marketing built on real intervals beats paid reach for these brands and costs a fraction of it.
That means the first piece of work is arithmetic, not design. We calculate actual repurchase intervals per product family from historical orders rather than accepting a plausible default, then build replenishment flows that land ahead of the gap. A dog owner whose bag lasts thirty-four days should not receive a reminder on day sixty, by which point they have already bought something else at a store on the way home.
The second piece is segmentation that reflects two very different lists. Consumer buyers and trade accounts are on the same Klaviyo instance in most of the businesses we work with here, and sending a gifting campaign to a purchasing manager at a distributor is a good way to lose credibility with both. Separate journeys, separate cadence, separate content — with reorder prompts, quote follow-ups and back-in-stock alerts doing the work on the trade side.
Local context
Perishable shipping and Central time make the send calendar an operations problem
A regional food brand shipping perishable goods cannot send whatever it likes whenever it likes. Ship days, cold-pack zones, carrier cutoffs and holiday blackout dates all constrain when a promotion should even land, and a campaign that drives Friday afternoon orders on a product that only ships Monday to Wednesday creates a week of angry support email. We build the calendar against the fulfilment reality — sends timed to hit before cutoff, delivery-window expectations set in the email rather than discovered at checkout, and blackout dates respected in the flow logic. Central time matters more than it sounds: send-time optimisation calibrated to a national list still needs a sensible anchor, and for brands whose customer base skews to the Midwest and the eastern half of the country the early-morning window behaves differently than a coastal default assumes. The gifting peak compresses all of this into about eight weeks, so the sequencing gets planned in September, not the week of Thanksgiving.
Scope
What Klaviyo Email & SMS includes
The same standard of work we run for every client — applied to a St. Louis 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 St. Louis store
We do not work off a rate card. Every St. Louis 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 St. Louis — your questions
From your repeat-order data, by product and pack size. We look at the distribution of days between orders for customers who have bought at least three times, take a point comfortably before the median rather than at it, and let the flow branch by pack size because a large bag and a small bag are different intervals. Then we watch the actual conversion curve and adjust, because the first calculation is a starting point rather than an answer.
It can, provided the segmentation is built properly and the two never bleed into each other. Trade contacts get reorder prompts based on their own cadence, notifications about stock and lead times, and price list or terms updates. What they must never get is a consumer discount campaign, which undermines your dealer pricing and tells a buyer you are selling below their cost.
Timing and expectation-setting. Flows need to respect ship days and blackout dates so an abandoned-cart email does not push someone to order a Thursday-shipped perishable on a Friday evening. Delivery windows and packaging method belong in the email itself, not just at checkout. And the post-purchase sequence should tell people how to handle the parcel on arrival, which cuts the support volume more than any other single message.
Worth using, not worth blasting. A list that has been dormant for a year will contain dead addresses and spam traps, and hitting it all at once will damage a sending reputation you have not yet built. We warm up on the most recently engaged segment, expand gradually while watching complaint and bounce rates, and run a genuine sunset process. It takes a few weeks and it protects the asset.
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 St. Louis 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.