+32%
Repeat Purchase Rate
First-time buyers became habitual customers.
+29%
A/B Testing Lift
Optimized subject lines, layouts, and CTA placement.
+$98K
Incremental Revenue (4 Months)
From flows alone, no extra ad spend.
Overview
This DTC skincare brand had strong acquisition but weak retention. First-time buyers loved the product, yet too many disappeared after their initial order. Their emails were generic, post-purchase communication was minimal, and replenishment timing was guesswork.
I rebuilt their lifecycle inside Klaviyo using behavioral data, product education, and conversion-focused design, to turn first orders into long-term relationships and make repeat revenue predictable.
The Challenge
- High drop-off after the first purchase.
- One-size-fits-all Welcome Series with low engagement.
- No structured post-purchase journey.
- Replenishment reminders sent too early—or too late.
- Heavy reliance on ad spend to drive growth.
The goal was clear:
Deliverables: Increase repeat purchases and LTV without increasing ad spend.
My Smart Approach
- Full Klaviyo audit: flows, segments, deliverability, engagement.
- Full Klaviyo audit: flows, segments, deliverability, engagement.
- Mapped the end-to-end customer journey from opt-in → first order → repeat purchase → VIP.
- Created a 5-part Welcome Series with progressive profiling.
- Balanced brand story, product education, and social proof.
- Balanced brand story, product education, and social proof.
- Designed product-specific post-purchase flows:
- How-to-use guidance
- Routine building
- Results timeline expectations
- Introduced “Day 7 / Day 14 / Day 21” touchpoints to keep momentum.
- Implemented SKU-based replenishment flows triggered by average usage cycles.
- Added urgency without discounting (low-stock cues, routine reminders).
- Layered in SMS for high-intent reminders.
- Segmented repeat buyers into a VIP path.
- Introduced complementary product recommendations based on prior purchases.
- Created loyalty-focused messaging (early access, insider tips).
4 Months Results
|
Metric |
Baseline |
After Optimization |
% Change |
|---|---|---|---|
|
Repeat Purchase Rate |
21% |
27.7% → 32% |
+52% |
|
Post-Purchase Flow CVR |
6.5% |
10.8% |
+66% |
|
Replenishment Flow CTR |
9% |
17% |
+89% |
|
Email Revenue Share |
24% |
38% |
+14 pts |
|
Incremental Revenue (4 months) |
|
$98,000 |
|
|
A/B Testing CVR Lift |
|
+29% |
|
Final Outcome
By redesigning the entire lifecycle inside Klaviyo, this brand shifted from transactional to relationship-driven. Customers felt guided, supported, and understood, which naturally increased trust and repeat buying behavior.
What began as a fragmented email setup became a retention engine that compounds revenue every month.
