Klaviyo: 7 Lifecycle Email Flows Built for a DTC Brand

Snapshot

• 7 — lifecycle flows built

• 5 — named automation types

• Klaviyo — built entirely in-platform

The challenge

An ecommerce brand was sending campaigns but had no automated revenue running underneath them. Every sale depended on someone remembering to send something.

What I did

Build the lifecycle flows first, so the revenue that should be automatic stops depending on manual campaign sends, then branch each flow on real customer behaviour rather than a single linear sequence.

The work

Seven flows built in Klaviyo with conditional splits, timing delays and profile filters: abandoned cart, browse abandonment, post-purchase follow-up, personalised product launch and re-engagement or win-back, each mapped as a branching flow rather than a straight sequence.

Stack: Klaviyo, lifecycle email automation, flow logic, segmentation