Email marketing systems built to drive revenue.

Challenge

The brand sent one-off campaigns and nothing else. New subscribers received no follow-up after signing up, cart and browse abandoners were never contacted, and there was no mechanism to bring a lapsed customer back. Every piece of revenue depended on someone manually scheduling a send.

Strategy

Cover the whole journey rather than adding flows one at a time. Map each lifecycle stage to a trigger, define exclusion rules so flows and campaigns never collide, and agree what counts as engaged, lapsed and suppressed before building anything.

Implementation

Signup forms and a first-order incentive to fix capture, list structure and profile properties defined up front, then flows built from the framework library and adjusted to the brand's product range and repurchase window. Triggers, filters and exclusion rules were confirmed with the client before the account was touched.

Flows & campaigns

• Welcome series with conditional splits on signup source
• Abandoned cart and checkout abandonment
• Browse abandonment
• Post-purchase and review request
• Win-back

Deliverability work

Engagement-tier segments applied to campaign sends, flow-versus-campaign exclusion logic to control total sending pressure, and list hygiene run before the programme went live.

Tools

Klaviyo · Shopify

Challenge

First orders were healthy but repeat purchase was weak. The catalogue was consumable — products customers would predictably run out of — and nothing reminded them at the right moment.

Strategy

Build around reorder timing rather than acquisition. Treat each product's consumption rate as the trigger, and separate one-time buyers from repeat and lapsed customers so cadence could differ by group.

Implementation

Replenishment windows mapped per product, then flows triggered on time since last order with product-specific delays. Purchase-frequency segmentation split the list into first-time, repeat and lapsed, each on its own campaign cadence. Post-purchase education covered usage so the reorder prompt landed against a real need.

Flows & campaigns

• Replenishment, timed per product
• Post-purchase education series
• Win-back for lapsed buyers
• Welcome and abandoned cart

Deliverability work

Campaign cadence tiered by engagement so the most active buyers heard more and cold profiles heard less, with a sunset path for profiles that stopped opening entirely.

Tools

Klaviyo · Shopify

Challenge

The account was moving off Klaviyo while its automations were live and earning. A migration that dropped a trigger, an exclusion rule or a personalisation token would quietly lose revenue, and it would not be obvious for weeks.

Strategy

Inventory first, rebuild second. Nothing was recreated until every flow, journey, form and pop-up had been documented with its trigger, filters, exclusion rules and split logic written down and signed off.

Implementation

Automation flows and SMS journeys rebuilt one-for-one in the destination platform. Signup forms and pop-ups matched on targeting and display behaviour, not just appearance. Templates rebuilt to match the original designs and client branding rather than dropped into a default theme.

QA

• Automation logic and trigger firing verified against the source account
• Segmentation and filter conditions re-tested
• Personalisation tokens checked for correct population and fallbacks
• Email rendering validated across clients and devices

Documentation

The migration shipped with an SOP, a runbook and a QA checklist so the same process could be repeated on the next account without rediscovering it.

Tools

Klaviyo · Attentive · Redo · MIME Migration Tool

Challenge

Performance was declining and nobody could say why. The instinct was to send more, which is usually what makes an account worse.

Strategy

Audit before rebuild. Separate deliverability problems from strategy problems from list problems, because the fixes and the timelines are different.

Implementation

• Deliverability and engagement review across the sending history
• List hygiene and an assessment of how much of the list was still reachable
• Segmentation restructured around engagement and purchase behaviour
• Flow gap analysis against every lifecycle stage, showing which stages had no coverage
• A prioritised roadmap sequenced by effort against likely revenue

Deliverability work

Sender reputation and engagement health reviewed, cold segments identified for a re-engagement gate, and suppression thresholds set so the list would stop degrading on its own.

Tools

Klaviyo · Mailchimp

Why it exists

After 50+ freelance Klaviyo projects, the same flows were being rebuilt from scratch each time with slightly different logic. Standardising them turned a bespoke build into a repeatable one, and made the logic reviewable instead of buried in an account.

What's in it

• Welcome, abandoned cart, checkout abandonment, browse abandonment
• Post-purchase, review request, cross-sell
• Win-back, replenishment, sunset

What's defined per flow

• Triggers — the event, and the conditions under which it should not fire
• Filters — profile and behaviour conditions checked at entry and mid-flow
• Exclusion rules — who must never receive it, including overlap with other flows and campaigns
• Conditional splits — signup source, purchase history, engagement tier, product category
• Timing — delays tuned to the category rather than copied across brands

How it's adapted

The library is a starting point, not a template drop. Each deployment adjusts timing to the repurchase window, splits to the catalogue, and exclusion rules to whatever else the account is running.

Tools

Klaviyo

The problem it solves

Lists decay quietly. Profiles that stopped opening months ago keep receiving mail, engagement rates fall, and inbox placement follows — usually noticed only once the revenue drops.

Engagement tiers

Profiles sorted into tiers by recency and depth of engagement, each with its own campaign cadence. Active profiles hear more, cooling profiles hear less, and cold profiles stop receiving broadcast sends entirely.

Sunset thresholds

Explicit rules for when a profile moves down a tier, set against the brand's own purchase cycle rather than a generic 90-day default — a replenishment brand and a considered-purchase brand decay at different rates.

Re-engagement gate

Nobody is suppressed without a last attempt. A short re-engagement sequence runs first, with a clear success condition; profiles that respond return to an active tier, and only those that don't move on to suppression.

Suppression logic

Suppression is a defined state with its own exclusions, so a suppressed profile can't be pulled back in by a campaign segment or a flow that forgot to check.

Tools

Klaviyo