Lifecykel · Email & SMS

The lifecycle program — full build.

Rebuilding Klaviyo from a fragmented, blast-dependent setup into a clean lifecycle engine that earns on its own — and plugs straight into the new storefront.

Build window · already in motion
60–90 days
Audit done · capture test live
01

Flow Suite

~13 core automations across the full customer lifecycle.

02

Campaign Program

A segmented sending calendar — not full-list blasts.

03

Audience

Segmentation plus email & SMS capture that grows the list.

04

Reporting & Testing

Clear measurement and a disciplined A/B cadence.

01

The flow suite

Built by lifecycle stage · Email SMS

Capture & Convert

turn interest into first orders
Welcome seriesEmailSMS
Open with the 30% + Welcome Kit offer and the liquid-vs-powder proof, then convert before interest cools.
Abandoned checkoutEmailSMS
Catch them within the hour with their items + a real trust reason, then one final reminder. No fake timers.
Cart & browse abandonmentEmail
Bring browsers back with the mechanism that fits what they viewed, plus the reviews that close it.
Back-in-stock & price dropEmailSMS
Fire the instant a watched item returns or drops — urgency that's actually real.

Onboard & Grow

first order → bigger, repeat orders
Post-purchase onboardingEmailSMS
Teach the AM-focus / PM-calm dropper ritual so they use it — usage is what drives the reorder.
ReplenishmentEmailSMS
Land ~4 days before the bottle runs dry with a one-tap reorder — convenience beats price.
Stack-builder cross-sellEmail
Recommend the next mushroom for their other goal, then the Set's per-bottle savings — bigger order, no discount.
Review requestEmail
Ask at peak satisfaction and route 5★ to Okendo, lower scores to support — proof up, issues caught early.

Retain

subscription lifecycle
Subscription onboardingEmail
Frame the subscription as the ritual at the best price, set delivery expectations, seed the next product.
Pre-renewal valueEmailSMS
Remind of the value and savings before the charge, with an easy skip — fewer surprise cancels.
Pause-don't-cancel saveEmail
Intercept cancels with pause, skip, or swap-the-mushroom before ever offering a discount.

Win Back

reactivate & protect the list
Winback / reactivationEmailSMS
Reminder → best-seller → a comeback offer only at the end — win them back at the lowest cost that works.
Sunset / list healthEmail
Give the fully disengaged a last chance, then suppress — protecting inbox placement for everyone still opening.
02

Campaign cadence

segment, warm the inboxes, then scale to 5–6 sends/week

Ramp into volume — the right way

Start measured while we segment and warm up sender reputation, then scale to 5–6 sends/week to engaged audiences. More volume, but earned — sent to people who actually want it.

Mon
Education
Tue
Product
Wed
Proof / UGC
Thu
—
Fri
Offer
Sat
Restock
SMS
key moments

Target cadence once segments & deliverability are warmed — ramped, not day one.

The monthly mix

Editorial first — we earn attention before we ask for the sale.

Education 40%
Product 25%
Proof 20%
Offer 15%

Education & mechanism · new products & restocks · reviews & UGC · one honest offer. No discount theater.

03

Audience — segmentation & growth

send smarter, to a list that keeps growing

Segmentation

Right message, right person — the foundation under every send.

Engagement tiers30 / 60 / 90-day & lapsed — frequency scales to interest
Lifecyclenew · one-time · subscriber · VIP · at-risk
Interestby goal & product — focus, sleep, immunity, the Set
Channelemail-only, SMS-consented, or both

List growth & capture

A healthy, consented list feeding the flows — matched to the site offer.

On-site signupbranded popup, email + SMS, same offer as the site
"Find your mushroom" quizcaptures + routes to the right interest segment
Checkout SMS opt-inconsented at purchase for post-order flows
Back-in-stock captureturns out-of-stock traffic into subscribers
04

Reporting & A/B cadence

measured, then improved — one variable at a time

What we track

  • Flow share of email/SMS revenue
  • Revenue per recipient & click rate
  • List growth & deliverability health
  • Subscription retention & churn

Reporting rhythm

  • Weekly pulse — what shipped, what moved
  • Monthly review — against the targets
  • One clean dashboard, no vanity metrics
  • Flagged wins & next bets

A/B roadmap

  • Welcome offer framing & subject lines
  • Send times & SMS CTAs
  • Flow content & sequence length
  • One variable at a time — never into non-compliant copy
05

How it plugs into the site

one system — storefront, email & SMS speak the same language
One honest offer
Popup & welcome offer = the site offer. Same promise everywhere.
Real destinations
Flows link to the new PDPs & landing pages, not generic URLs.
The ritual
Post-purchase teaches the AM/PM ritual the brand promises.
Proof loop
Review flow feeds Okendo proof shown back on the PDP.
Subscription
Lifecycle flows tie to Recharge; cross-sell ladders to the Set.
06

What success looks like

17% → 30%+
Automated flows as a share of email/SMS revenue.
0.5% → 2%+
Campaign click rate, through tighter segmentation.
$0.076 → $0.25+
SMS revenue per recipient — attention that finally converts.
40 → ~13
Fragmented flows consolidated into one intentional, compliant suite.
07

Rollout — 60–90 days, starting now

Phase 1 · Now → Day 30

Foundation

Already underway
  • Audit complete · popup capture A/B test live
  • Segmentation & list health in place
  • Rebuild the core money flows — welcome, abandoned checkout, post-purchase
Phase 2 · Day 30–60

Full suite live

Build out
  • Remaining flows built across all stages
  • Segmented campaign calendar goes live
  • SMS layered into flows & campaigns; begin sending ramp
Phase 3 · Day 60–90

Scale & optimize

Ramp & tune
  • Warm up to 5–6 sends/week to engaged segments
  • A/B cadence running; tuned toward the targets
  • Monthly reporting rhythm established

All customer-facing benefit and claim language follows US structure-function guidelines and routes through the team for review before going live. Current-state figures (17% flow share, 0.5% click, $0.076 SMS/recipient, 40 flows) are from the Klaviyo audit, trailing 12 months.