Lifecycle automation
Flows are where email revenue actually concentrates. Klaviyo's benchmarks across 183k+ customers show automations producing roughly 41% of email revenue from 5.3% of send volume, with flow click rates at 5.58%, about three times the campaign average of 1.69%. We build the five core flows and trigger them on model scores, not fixed timers.
Which flows do we build?
| Flow | Trigger | Benchmark context (Klaviyo data) |
|---|---|---|
| Abandoned cart | Cart event + churn-risk gate on late touches | $3.65 avg RPR; top 10% reach $28.89 |
| Welcome | Signup, 5 emails over 14 days | $2.65 avg RPR; top 10% reach $21.18 |
| Browse abandon | Viewed product, no cart, 24h window | Paired with cart flow; shares suppression rules |
| Replenishment | Expected date of next order minus category window | Pet-supplies client: 1.1% → 2.4% placed-order rate |
| Win-back | Churn-risk crossing threshold, before 180-day inactivity | Runs while a profile is still reachable, not after |
Why trigger on model scores instead of timers?
A fixed 30-day replenishment timer assumes every customer consumes at the same rate. They do not, and the placed-order numbers show it. When thepet-supplies engagement swapped the timer for expected-date-of-next-order triggers, conversion on the flow moved from 1.1% to 2.4% in 90 days and revenue per recipient rose from $1.60 to $2.75. Same products, same templates. The timing did the work.
Timing also protects reputation. Late-sequence touches produce a disproportionate share of spam complaints, so every flow we build inherits the suppression rules from the audience-analysis layer. Complaint budgets are treated as a design constraint from day one, which is what Google's 0.1% guidance demands of bulk senders anyway.
What is in scope?
Flow architecture, copy, design, ESP build, QA sends, parallel-run validation, and the cutover. Two flows typically ship in the first month; the full five-flow core takes 8 to 10 weeks depending on approval speed. All of it lives in your ESP account under your logins.
Which flows earn their keep first?
Abandoned cart, almost always. Klaviyo's benchmark data across 143k+ flows puts average abandoned-cart revenue at $3.65 per recipient, with 50.5% opens and a 3.33% placed-order rate. Welcome flows come second at $2.65 average revenue per recipient. We build in that order unless your account data argues otherwise, and it sometimes does.
How many touches should a cart sequence have?
Our default is four: at 2 hours, 20 hours, 48 hours, and 5 days. The last touch is the one that generates complaints, so we hold it back for low-churn-risk profiles only. That design came out of the coffee-subscription engagement, where the 4-touch version beat the old 3-touch sequence while producing fewer complaints.
Do you write the emails too?
Yes, copy and layout both, in your brand voice and inside your ESP's editor so nothing is locked to us. Discount strategy gets specific attention: in one welcome-flow rebuild we moved the discount from email 1 to email 3 and full-price orders rose. Every copy decision ships with the reasoning documented.
What does a flow rebuild cost in downtime?
None, if sequenced properly. New flows run as parallel drafts, get seeded with a held-back test cohort, then take over traffic in a single cutover once metrics clear the old baseline. The pet-supplies replenishment rebuild ran 12 days in parallel before its cutover. Your existing flows keep sending the entire time, untouched.
Your flows are probably running on timers
Bring the account to a working session and we will show you, flow by flow, what a model-triggered version would change first.
Book a working session