Lifecycle Email Marketing System
Email Automation & Retention Strategy
Category
Email Marketing Strategy
Platform
Klaviyo
Focus
Retention & Revenue Automation
Project Overview
Designed and implemented a lifecycle email marketing system for an e-commerce brand using Klaviyo.
The objective was to increase customer retention, recover abandoned purchases and generate consistent revenue through automated email flows that support every stage of the customer journey.
Lifecycle Strategy
The lifecycle email system was designed to support the entire customer journey using automation. Each flow guides customers through the funnel while encouraging conversions and repeat purchases.
Key Automation Flows
Six core automation flows were built to cover the full customer lifecycle, each with a distinct purpose and targeted messaging strategy.
Welcome Series
Onboards new subscribers and introduces the brand, building trust from the first touchpoint and driving the first purchase.
Browse Abandonment
Re-engages visitors who browsed products but didn't add to cart, keeping the brand top-of-mind and recovering intent.
Abandoned Checkout
Recovers lost sales from customers who started checkout but didn't complete their purchase — a high-ROI flow.
Post Purchase Flow
Follows up after a purchase to thank customers, encourage reviews, and introduce complementary products.
Replenishment Flow
Timed reminders sent to repeat customers when they're likely to run out of a product, driving repeat purchases.
Win Back Flow
Re-activates lapsed customers who haven't purchased in a defined period with tailored incentives and messaging.
Email Designs
Each email was designed to reflect the brand's bold, food-first identity — combining strong visuals, direct copy, and clear calls to action to drive engagement and conversions.
Segmentation Strategy
Advanced segmentation was implemented based on customer purchase behaviour, enabling targeted communication and more relevant messaging for each audience group.
Ox Customers
Customers who purchased ox products, enabling targeted content around relevant cuts, recipes and promotions.
Liver & Kidney Customers
Customers with a preference for offal cuts, allowing for highly relevant messaging and cross-sell opportunities.
Content & Engagement Flows
Beyond transactional automation, additional flows were created to increase engagement and maintain ongoing communication with customers.
Recipe & Inspiration Flow
Sent to customers after purchase to provide recipe ideas and cooking inspiration, building brand affinity and encouraging repeat engagement.
The Black Farmer Kitchen
A content-led email series aligned with the brand's identity, celebrating produce and storytelling to deepen customer connection.
Birthday Email
A personalised email sent on a customer's birthday with a special offer, reinforcing loyalty and driving incremental purchases.
Impact
The lifecycle automation system became a consistent revenue driver for the brand.
Key flows such as the Welcome Series, Browse Abandonment and Abandoned Checkout played a major role in recovering lost sales and converting subscribers into customers.
Content-driven flows also helped maintain engagement and strengthen brand loyalty over time.
Ready to build a retention system for your brand?