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.
Stockholm
Klaviyo Email & SMS Marketing in Stockholm
Retention built for a Swedish list that shops hard in November, disappears in July and expects to be written to in its own language.
Delivered remotely for brands across Stockholm and Sweden.
Grow · Stockholm
Why Stockholm brands come to us for this
- Flows branched by market so Swedish buyers read Swedish and export buyers get their own delivery, returns and price reality
- Abandonment sequences that answer payment and pickup-point objections instead of leading with a discount
- A retention calendar built around Black Week, mellandagsrea and a suppressed July rather than a flat weekly send schedule
- RFM segmentation so a repeat buyer never receives the welcome offer, and heavy Black Week buyers are handled differently in January
- SMS reserved for drops, back-in-stock and delivery events, with consent captured and logged to a GDPR-defensible standard
Most Stockholm brands we meet are running four Klaviyo flows built at launch and a twice-weekly send to the entire list, then wondering why email carries such a modest share of revenue. The flows have not been opened since the store was on a different platform. The segments are 'engaged 90 days' and 'everyone'. And the language logic, if it exists at all, is one Swedish send and one English send with the same content, going to people whose relationship with the brand is completely different.
Language is where a Swedish list gets interesting rather than complicated. The domestic segment converts better read in Swedish even though it reads English comfortably, and your export segments in Germany, the Netherlands and the UK are receiving English because that is the language of the store. Branching flows by market rather than by guessed locale — different products, different delivery promise, different returns wording, different price ladder — turns one mediocre campaign into two that each say something true to the person opening it.
The calendar is the other half. A Swedish retention year has a huge concentrated peak and a hole in the middle. Black Week, Christmas and mellandagsrea carry the year and need flow logic that holds up under promotional volume without training the list to wait for a discount. July needs deliberate suppression and a lighter cadence, because sending campaign after campaign into a country on semester damages engagement metrics that then follow you into the autumn when it matters. We build the year as a plan rather than as a weekly scramble.
Local context
Klarna, Swish and pickup points belong in the flows, not just at checkout
The strongest Swedish abandonment flows are the ones that answer the objection that actually stopped the purchase, and here that is usually operational rather than emotional. An abandoned checkout email that reminds a Swedish buyer they can pay with the method they use, collect at a service point near them, and return within the statutory withdrawal period recovers more than a discount does — and it does not train the list to abandon on purpose. The same logic runs through post-purchase: delivery and collection updates are the highest-open messages you will ever send, and they are the right place to sequence the next purchase rather than a generic 'thanks for your order' that nobody opens twice. On the SMS side, Sweden is heavily mobile and heavily consent-literate, so the standard is genuinely higher — the messages that justify a phone buzz are a drop going live, a back-in-stock in the size someone asked for, and a delivery event. Everything else should stay in email, and consent has to be collected and recorded properly under GDPR rather than assumed from a checkout tickbox.
Scope
What Klaviyo Email & SMS includes
The same standard of work we run for every client — applied to a Stockholm 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 Stockholm store
We do not work off a rate card. Every Stockholm 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 Stockholm — your questions
Both, split by market rather than by a guessed locale field. Swedish subscribers respond better in Swedish even though they read English fluently, and export subscribers need English with their own delivery and returns wording. The practical requirement is a clean market or language property on the profile, populated at signup and corrected from order data, so the branch has something reliable to split on. A store that has been collecting subscribers for years usually needs a backfill pass before the branching is trustworthy.
Segment by how someone behaved during the peak and treat them differently afterwards. A buyer who only ever purchases at a discount should not receive the same January sequence as someone who paid full price in October, and mellandagsrea is the moment to move the discount-driven segment onto remaining stock rather than into a full-price campaign. We also cap send frequency to the least engaged part of the list during the peak, because the deliverability damage from a November blast shows up in your February open rates.
For a narrow set of moments, yes, and it is expensive to misuse. Swedish consumers are heavily mobile and quite intolerant of commercial messaging they did not clearly ask for, so the bar is a message that is genuinely time-sensitive — a drop going live, a back-in-stock for a size someone requested, a delivery or collection update. Consent must be explicit, separately captured and logged, and every message needs a working opt-out. Used that way it performs; used as a second email channel it costs you list health.
Reduce cadence sharply and use the time for structural work. Sending into a country on semester produces low opens and rising unsubscribes, and those signals follow you into the autumn when the sends actually matter. It is the right month to rebuild flows, run the segmentation backfill, clean disengaged profiles, and prepare the Black Week and mellandagsrea sequences properly. Keep transactional and post-purchase running untouched, since people are still buying, just fewer of them.
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 Stockholm 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.