Email & SMS lifecycle
We build and maintain the flows that earn from people who already know you — welcome, abandonment, post-purchase and winback — and keep revising them on performance rather than setting them once.
What breaks
Flows were set up once and never touched
Most stores have a welcome series and an abandoned cart email installed during launch week and untouched since. They keep sending, so they look healthy in the sidebar, while the offer inside them has drifted out of date and the copy no longer matches how the brand talks.
The list only hears from you when there is a sale
Campaigns that only ever discount train subscribers to ignore everything else and wait. Open rates decay, deliverability follows, and the channel that should carry the best margin in the business becomes the one that erodes it.
Everyone gets the same message
A first-time browser, a repeat buyer and someone who has not opened anything in eight months are all sent the same campaign. The result is irrelevance for most of the list and gradual damage to sender reputation.
Deliverability degrades invisibly
Sending to unengaged contacts pushes mail toward spam folders. Because the reports still show sends, the decline is only noticed once revenue from the channel has already fallen and the cause is months old.
How we find it
Flow inventory and revenue attribution
Every flow mapped against what it actually earns per recipient, which usually reveals two or three carrying the channel and several doing nothing.
Deliverability check
Authentication records, sending reputation, engagement segmentation and spam placement — the things that decide whether the mail arrives at all.
Segmentation review
How the list is actually divided, and whether those divisions correspond to anything a subscriber would recognise about themselves.
Gap analysis against the purchase cycle
We map the moments a customer passes through and identify which have no message attached, which is where most unclaimed revenue sits.
How we fix it
Rebuild the core flows
Welcome, browse abandonment, cart and checkout abandonment, post-purchase, replenishment where the product suits it, and winback — each written for the moment it fires rather than as a generic template.
Segment on behaviour
Engagement-based sending so active subscribers hear from you more and dormant ones are handled deliberately rather than being mailed until they complain.
Repair deliverability
Authentication set up correctly, unengaged contacts suppressed on a schedule, and sending volume managed so reputation recovers rather than degrading further.
Give campaigns a reason beyond discount
A calendar built around genuine reasons to write — new products, restocks, use cases, education — so promotions become one type of message among several instead of the only one.
What changes after
- Flows cover the moments in the purchase cycle rather than just the obvious two.
- Engaged subscribers hear from you more often and dormant ones stop damaging reputation.
- Mail reaches inboxes because sending behaviour supports it.
- The channel earns without permanently discounting the product.
These describe the mechanism of improvement, not a guaranteed outcome. Results depend on your product, margin and market — the written guarantees are in section 7 of the Terms.
Questions
Do I need to be on Klaviyo?
It is what we work in day to day and where we can move fastest, but the thinking transfers to any competent platform. If you are on something else and it is working, we will use it rather than charge you the disruption of a migration you did not ask for.
Do you write the emails or just build the flows?
Both. The copy is the part that determines whether a flow earns anything, so writing it is not a separate service you have to buy elsewhere. You approve everything before it sends.
Find out whether this is your bottleneck
The free diagnostic scans your storefront and tells you where the problem actually is — which is often not where it feels like it is.