Email & SMS Strategy
Unlocking $271K+ in annual incremental revenue through automation optimization and deliverability fixes.
Lifecycle Improvements
Since Previous Audit
Revenue Recovery
Lifecycle abandonment automation is now driving meaningful, repeatable revenue recovery from high-intent customers.
List Health & Deliverability
- $39.5K recovered during initial sunset list clean (April)
- $5.1K+ in revenue (last 90 days) from ongoing suppression logic
- Improved deliverability and downstream flow performance across the system.
RFM Analysis Findings
"Retention already works passively, but there is no lifecycle system designed to protect it."
No system to Protect Champions
No system to Re-activate Previously Loyal customers
No intervention as customers move into At Risk / Almost Lost
Strategic Opportunity
Loyalty and post-purchase automation would formalize behavior that is already occurring organically. There is a clear retention and winback opportunity waiting to be unlocked.
Key Opportunities Not Yet Implemented
High-impact areas to reduce risk and increase efficiency
High-Value Automations
- ✓Second Purchase Accelerator: Convert 1x buyers to 2x buyers
- ✓RFM Event Flows: "New Champion" welcome, "At Risk" winback
- ✓Expected Date of Next Order: Predictive replenishment triggers
- ✓Browse Abandonment (Expansion): Extend logic to category-level interest
Protecting Performance
- ⚠Spam Complaint Rate: Currently ~1.7x benchmark. Requires aggressive segment hygiene.
- ℹBranded SMS: Ensure verified sender ID for trust and deliverability
- ℹDynamic Discounts: Replace static codes with unique, expirying codes to protect margin
Tool Specific Recommendations
Klaviyo
EMAIL & SMSCustomer Hub
Consolidate all customer data into Klaviyo to serve as the single source of truth for segmentation.
- • Sync historical POS data
- • Integrate review data (Yotpo/Okendo)
- • Track return reasons (Loop/AfterShip)
Channel Affinity
Stop "batch and blast". Use predictive analytics to send to the user's preferred channel.