The brand had traffic. What it didn't have was retention. Repeat purchase rate was low, flows were generic, and campaigns weren't built around how customers actually behaved. Revenue was leaking post-purchase — the most expensive problem an ecommerce brand can have.
The entire Klaviyo account needed a rebuild, not a patch.
Started with audience segmentation. Split the list into three core groups — new subscribers, repeat buyers, and TikTok-driven users. Each segment has different intent, different buying triggers, and different messaging needs. Sending the same campaign to all three is why engagement was flat.
Rebuilt the post-purchase flow from scratch. Most brands send a receipt and a discount. This flow was restructured around product education, usage timing, and a reorder trigger aligned to the product lifecycle. The goal was to make the second purchase feel like a natural next step, not a promotion.
The winback flow was dead. Rebuilt it with three stages — soft re-engagement, benefit reminder, and a final offer — sequenced based on days since last purchase and product category. Inactive customers who weren't ready to buy were no longer receiving the same message as someone who purchased 3 weeks ago.
Campaign calendar was restructured around product drops, not arbitrary send dates. Every send had a defined objective — launch, upsell, restock, or seasonal. Gen Z tone applied across all copy — direct, benefit-led, no fluff. UGC integrated into email design to drive social proof without relying on brand-produced content only.
Subject lines and send timing were tested across segments. Open rates respond to timing as much as copy — optimised both simultaneously rather than treating them as separate problems.
Result- 4X ROI within 30 days. Repeat purchase rate improved. Engagement lifted across opens and clicks. A retention channel that was losing money started generating it.
