05 — Email & Lifecycle
Revenue after the first order, not only before it
Klaviyo flows, segmentation and campaigns for growing e-commerce brands. The channel you own outright, run properly, which is what makes the acquisition maths work at all.
Written audit back in 48 hours. No obligation, no pitch deck.
01
What's included
The work itself.
Most engagements use some of this, not all of it. The audit establishes which parts are worth paying for in your case.
Flows
- Welcome
- Abandoned cart
- Abandoned checkout
- Browse abandonment
- Post-purchase
- Win-back
- Replenishment
Segmentation
- RFM segments
- Engagement tiers
- Category affinity
- Suppression rules
- List hygiene
Campaigns
- Calendar planning
- Copy and design
- Build and send
- A/B subject testing
Deliverability
- SPF, DKIM and DMARC
- Sender reputation
- Warm-up plans
- Re-engagement
- Consent records
02
Our approach
How this work is done here.
The order matters. Most of what goes wrong in this discipline is a later step being taken before an earlier one.
- 01
Check you can actually reach the inbox
Since 2024, Google and Yahoo require bulk senders to authenticate with SPF, DKIM and DMARC and to keep spam complaints low. Sending more to a list with a reputation problem makes the problem worse, so authentication and hygiene come before volume.
- 02
Build the flows that run without you
Welcome, cart, checkout, browse, post-purchase and win-back, in that order. Flows are triggered by behaviour, so they earn continuously once built, which is why they come before the campaign calendar rather than after it.
- 03
Stop sending everything to everyone
Segmentation by recency, frequency and value, with unengaged profiles suppressed rather than mailed harder. Fewer, better-aimed sends protect the reputation that makes every future send land.
- 04
Report flows and campaigns separately
A single email revenue figure hides which half is working. Splitting them shows whether you have an automation problem or a calendar problem, and they have different fixes.
03
What you get, and when
What lands, and how often.
Reporting you can read without a translator, on a schedule you can hold us to.
A written audit in 48 hours
Before anything is agreed. What we found, what we would change first, and what we would expect it to be worth. You keep it whether or not you hire us.
A weekly note
Plain English, sent every week: what we did, what it did, what is next. Written by the specialist doing the work, not summarised by an account manager.
A monthly review
A longer session with the numbers behind it, including the things that did not work. Thirty minutes on a call, or a document if you would rather read it.
A change log you can read
Every change is dated and recorded, so when a number moves you can see what moved it. This is also what makes it possible to hand the account to someone else.
04
Indicative pricing
What it costs to start.
From
£1,000
per month
Rolling monthly. No minimum term and no exit fee.
What moves the figure
Up to eight campaign emails a week are included, plus the flows the store data shows it needs. Beyond that it moves with list size and with how much of the copy and design we produce rather than edit.
When this is the wrong fit
If your list is small and mostly cold, this will not produce much until acquisition fills it.
05
Tooling
What we work in.
Your accounts, your logins, your data. We bring the access we need and leave it behind when we are done.
- Klaviyo
- Shopify
- WooCommerce
- GA4
- Looker Studio
- Google Postmaster Tools
06
Questions
The things people ask before they enquire.
Answered here rather than held back for a sales call.
Do you only work in Klaviyo?
It is where we are strongest and what we recommend for Shopify and WooCommerce. We can work in Mailchimp, Omnisend or Dotdigital where you already have them, though we would say plainly if the platform were holding the results back.
Is the Klaviyo subscription included?
No. Klaviyo is billed to you directly and its cost scales with your list size, so it stays in your name and under your control. Our fee is management only.
How many emails and flows do we get?
Up to eight campaign emails a week, plus the flows your store data shows it needs rather than a fixed count. The eight is our production capacity, not the number any one subscriber receives — most of those sends go to a segment, because mailing the whole list eight times a week is how you lose the inbox.
Who writes the emails?
We do, in your voice, with your review before anything sends. If you have a copywriter already we will brief and build instead, which lowers the fee.
Do you do SMS as well?
Yes, where it suits the category and the consent is separate and explicit. SMS has a much lower tolerance for frequency than email, so it works best reserved for genuinely time-sensitive sends rather than added as another channel to fill.
Find out what is actually wrong.
Send us the URL and tell us what is not working. You get a written audit back within 48 hours: what we found, what we would fix first, and what we would expect it to do. If it turns out you do not need us, we will tell you that too.