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.
Toronto, ON
Klaviyo Email & SMS Marketing in Toronto, ON
Klaviyo rebuilt as a lifecycle system that knows which country and which language each profile belongs to.
Delivered remotely for brands across Toronto and Canada.
Grow · Toronto
Why Toronto brands come to us for this
- Flows branched on market so currency, free-shipping thresholds and delivery language are correct per profile
- CASL-grade consent capture with express opt-in, sender identification, unsubscribe and a real consent record
- French flows and campaigns for Quebec subscribers, including transactional and back-in-stock, not just marketing sends
- A dormant shipping-disruption sequence built in advance and ready to trigger in an afternoon, not a week
- Campaign calendar mapped to the Canadian retail year: Black Friday, Boxing Day week and the January return wave
Retention is where a Toronto brand recovers the margin the border takes. Your US acquisition costs more than your Canadian acquisition, cross-border orders carry duty and freight, and the return rate is higher — so the second order matters more here than it does for a domestic-only brand. Yet most GTA Klaviyo accounts we open have four flows, a segment called engaged ninety days, and no idea which profiles are Canadian.
That last point is the specific local failure. If your flows do not branch on market, you are sending a Vancouver customer a free-shipping threshold written in US dollars, quoting delivery times that only apply to one country, and dropping a duty-explainer email on someone in Ottawa who will never see a customs charge. Every one of those is a small, avoidable credibility loss in a channel that runs entirely on credibility. We branch flows on market from the start, so currency, threshold, delivery language and duty messaging are correct per profile.
Then compliance, which in Canada is stricter than most brands realise. CASL requires consent that is genuinely express or a documented implied basis with an expiry, clear identification of the sender, and a functioning unsubscribe in every message — and the penalties are real. On top of that, a Quebec subscriber should receive French. We build the consent capture, the record-keeping and the language branch into the collection flows rather than bolting them on after a complaint arrives.
Local context
The winter delivery email is the highest-value flow you do not have
Every Canadian brand needs a message architecture for shipping reality, and almost none has one built before they need it. During a postal disruption or a January storm week, the brands that hold their margin are the ones with a pre-written, pre-designed sequence ready to trigger: an honest status update to customers with open orders, a revised cutoff announcement to the list, a product-page notice, and a paused promotional calendar so nobody receives a cheerful sale email on the day their parcel goes missing. Built in advance it takes an afternoon; built during the disruption it takes a week you do not have, and by then your support inbox has absorbed the damage. We build it in the first month alongside the core lifecycle flows and keep it dormant, versioned and ready, with the Ontario-specific dates that matter — Boxing Day, the January return wave and the March break lull — already mapped into the campaign calendar.
Scope
What Klaviyo Email & SMS includes
The same standard of work we run for every client — applied to a Toronto 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 Toronto store
We do not work off a rate card. Every Toronto 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 Toronto — your questions
Consent that is express or based on a documented implied relationship with a defined expiry, clear identification of who is sending, and a working unsubscribe honoured promptly — plus records proving how and when each consent was obtained. Pre-checked boxes and buying a list are out. We build the capture and the record-keeping into the collection flows, and your counsel should confirm your specific consent basis.
They should receive it, and it is straightforward to do properly in Klaviyo once profiles carry a language property. That means the whole journey in French — welcome, cart recovery, order confirmation, shipping notification, back-in-stock — rather than a translated campaign send sitting on top of English flows. The transactional messages are the ones brands forget and the ones customers actually read.
Both is workable but they are not the same programme. Consent rules, carrier requirements, quiet hours by time zone and per-message cost all differ, and Canadian numbers need their own consent basis under CASL. We usually launch one market first, prove the revenue per recipient, then extend rather than opening both and discovering a compliance gap across a list you have already sent to.
Market becomes a first-class segmentation axis alongside RFM, not an afterthought. A US first-time buyer and a Canadian first-time buyer get different delivery expectations, different threshold messaging and different duty content. We also watch repeat rate and lifetime value separately by market, because the two cohorts usually behave differently enough that a blended LTV number will mislead your acquisition budget.
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 Toronto 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.