there's massive revenue sitting in flows that don't exist yet.
— fix your email flows. all of them. now.the single highest-leverage thing you can do when a brand is underperforming. we ship 8 core flows in the first 60 days, rebuild segmentation, kill spray-and-pray blasts, and run the lifecycle calendar that turns every first sale into the math that funds growth.
retention isn't an email problem. it's a system problem.
we've audited 200+ klaviyo accounts. these leaks show up in 80% of them, regardless of vertical, list size, or esp. you've already paid to acquire every customer leaking out:
flows 12+ months stale.
open klaviyo, count flows live, check each one's last edit. anything over 12 months is broken or running on assumptions that no longer hold. missing entirely is the highest-leverage gap.
no replenishment flow on a consumable.
your product runs out in 47 days; the email fires when you remember to schedule it, or never. that's 5–15% of revenue on the floor every month — the highest-converting flow, missing.
spray-and-pray to the full list.
"buy now" blasts to everyone. educated buyers get urgency, urgency buyers get education, unsubscribes climb, revenue-per-send falls. the calendar runs the program, not the data.
welcome series = 50%+ of email revenue.
not a sign welcome is great — a sign everything else is broken or nonexistent. healthy programs have welcome at 15–25%, with cart, replenishment, and campaigns carrying the rest.
cart recovery under 30% opens.
generic "you forgot something," one send, no urgency psychology, no segmentation by cart value. cart recovery is where 8–12% of recoverable revenue lives. most brands recover under 4%.
no win-back, no dormant rescue.
90-day lapsed buyers sit on the list getting the same blasts as monthly subscribers. a dedicated win-back at t+90 rescues 15–25% of dormant subscribers. most brands run nothing.
eight flows that turn first sales into the math that funds growth.
each is a working playbook with documented triggers, copy frameworks, and benchmarks we run against on every engagement. each comes with a "try this" so you can audit your own account before the call.
welcome series — your shark-tank pitch in the inbox.
5–6 emails over 7 days. educate, prove, close. where new subscribers decide if you're worth the inbox. healthy = 15–25% of email revenue; broken = 50%+.
count emails in your welcome flow. under 4 leaves education on the floor; over 8 spams subscribers before they trust you.
abandoned cart — three sends, behavioral.
t+1hr, t+24hr, t+72hr. discount only in the final one. behavioral, not generic. healthy recovery is 8–12%; most sit under 4%.
open your cart flow. count sends, check discount timing. discounting in email one trains buyers to abandon on purpose.
abandoned checkout — separate from cart.
higher intent, shorter sequence, faster trigger. checkout abandoners reached step 3 — they hit friction, they're not undecided. 2 emails, no discount.
check whether abandoned checkout is its own flow. merged with cart = you're treating high-intent buyers like browsers.
browse abandonment — education over urgency.
for pdp visitors who didn't add to cart. lower urgency, more education. typically the second-highest converter after replenishment.
check if you have a browse flow at all. for brands with strong traffic, missing it is often 3–8% of revenue.
post-purchase — t+1 day.
how to use the product. stops support tickets and drives reorder behavior. the program doesn't end at purchase — it starts there.
check your first-7-day support tickets. if "how do i use this" is top 3, a post-purchase flow prevents the ticket and drives the reorder.
post-purchase review — t+7 days.
ask for a review, small incentive for photos. builds the proof flywheel that feeds your pdp, ads, and retail decks. compounds across every channel.
check your review collection rate. under 8% of orders means wrong timing, weak incentive, or no flow at all.
replenishment — 5–7 days before runout.
the highest-converting flow for consumables. calculate the reorder window per sku, fire before they run out. 5–15% of revenue for anything that gets used up.
take your top consumable. calculate the average reorder window. does an email fire 5–7 days before it closes? if not, that's revenue on the floor.
win-back — t+90 days lapsed.
"we miss you" plus dormant re-engagement. rescues 15–25% of dormant subscribers. without it, your list is a graveyard of buyers you already paid for.
count subscribers who haven't opened in 90 days × 18% reactivation × aov. that's the revenue your missing win-back would unlock.
priced like a rate card. month-to-month on every line.
no long-term contracts on any line. we'd rather earn the next month than lock you into twelve.
retention was an afterthought.
38.8% of revenue 90 days later.
basic automations, no segmentation, cart recovery under 30% opens. email existed — but it wasn't a system.
campaigns were "buy now" blasts to the full list. we rebuilt cart recovery with behavioral triggers and urgency psychology ($54K recovered at $72/recipient), segmented everything by buyer type, killed spray-and-pray for a planned nurture calendar, and built a feedback loop where every email earned its place because it was timed to behavior, not the calendar.
read the full case file →four metrics. no horoscopes.
reported weekly, in slack, every monday. no open-rate theater — if it doesn't show up in your p&l, we don't report it.
email / sms revenue %.
retention's share of total revenue. healthy is 30–45%. under 20% means retention is broken; over 50% means acquisition is. the ratio tells you which pillar to fix next.
repeat purchase rate.
% who buy again within 90 days. the best indicator the lifecycle program works. flat means flows aren't doing their job, no matter how good opens look.
ltv / cac ratio.
the math that funds growth. ltv climbing while cac is flat means retention is compounding. flat while flow spend rises means something's miscalibrated.
subscription opt-in rate.
% of orders including a subscription. for consumables, the highest-leverage retention metric — 8% to 22% opt-in typically doubles annual ltv on those buyers.
what esps do you work with?
klaviyo is the default and where most engagements run. postscript and attentive for sms. we migrate from mailchimp, omnisend, or activecampaign when klaviyo is the better long-term fit — usually it is for dtc.
can you migrate us from our current platform?
yes — we've migrated 30+ brands. migration is in-scope under any tier, typically 2–3 weeks before flows go live on the new platform.
do you handle deliverability and list health?
yes, built into every retainer — list hygiene, sender reputation, dmarc/dkim/spf, dormant suppression, re-engagement before pruning. critical past 100K subscribers.
how fast until first flows are live?
no decks. by day 14: welcome, cart, and checkout shipped. by day 60: all 8 core flows. replenishment needs 30 days of order data first, so it goes live in month 2.
can you write copy and design too?
yes, both in-scope. we write to brand voice, design responsive templates in klaviyo, and run quarterly refreshes on the flows that are working.
what happens if we want to stop?
month-to-month, no lock-in. 30 days notice and we hand over flow docs, segment definitions, replenishment math, and reporting. your klaviyo stays yours.
your retention is leaking. we'll count the flows.
— the teardown is free. the fixes are the business.book a 30-minute call. we pull your klaviyo, count flows live vs. missing, score segmentation, and open with the three biggest leaks across welcome, cart, replenishment, and win-back — not a slideshow.