Lifecycle Flow Architecture

Set up over 150 flows across 12 countries, covering:

• Welcome, Pre-Purchase, web behaviour: Abandoned Cart/Browse/Checkout.

• Category-Specific Post-Purchase, Review Requests, Loyalty/Retention.

• Birthday and Re-Engagement journeys.

International Scale & Localisation

• Rolled out to 12+ countries including multi-language support.

• Managed translations and legal copy for GDPR/CCPA.

• Customised flows per region (e.g. Birthday campaigns localised by age).

Smart Segmentation & Personalisation

• Dynamic segments using Shopify data, purchase history, engagement scoring.

• Targeted high-intent users with tiered reward offers and VIP nurture.

• Segmented by acquisition source to tailor onboarding and retention.

Consent & Compliance

• Integrated GDPR-compliant opt-ins with Klaviyo + Shopify forms.

• Maintained dual-consent records for email/SMS.

• Country-specific list cleaning and consent flow logic.

A/B Testing & Optimisation

• Tested Subject Lines, Send Times, Flow Delays, and CTA placements.

• Uplift: +17% Open Rate from SL testing | +21% CTR from visual layout tests.

• Used Klaviyo’s in-built reporting and for deeper analysis.

Tech Integrations

• Shopify (custom properties, discount syncing, cart activity).

• Reward candy for refer-a-friend.

• Post-purchase review tools + Okendo for comms integration.

• Custom API feeds from ERPs to inform flows.

Results at a Glance

• Increased flow-attributed revenue by 32% YoY.

• Recovered over $250K in abandoned cart revenue within 6 months.

• Boosted repurchase rates by 18% for a key product category via targeted win-backs.