Built a 3-email abandoned cart sequence in Klaviyo for a DTC haircare brand. Designed to recover lost revenue across a 72-hour window without leading with discounts; a common mistake that trains buyers to always wait for a deal.
Flow structure:
→ 1 hour: Gentle reminder
→ 24 hours: Value reinforcement.
→ 72 hours: Urgency close with discount introduced.
This sequencing protects margin while maximising recovery rate. The discount is withheld until Email 3 intentionally as most abandoned cart flows discount too early and erode brand value.
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22
Built a 6-email automated sequence in Mailchimp for a beauty and wellness brand.
The goal was to welcome new subscribers, introduce the product line clearly, educate customers on how the products fit into a routine, and move subscribers toward purchase through a simple, brand-aligned email journey.
What I built:
6 branded emails in Mailchimp.
Automation triggered by form signup
Timed delays across a 11-day sequence
Merge tag personalization
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28
Created a behavioural segmentation strategy for a fictional premium skincare brand in Klaviyo. Built seven audience segments using RFM-informed logic, engagement signals, and lifecycle stage. Deliverables included segment criteria, flow priority rules, messaging direction, send frequency, KPI tracking, campaign vs. flow eligibility, and sunset/list hygiene logic. Designed to demonstrate strategic segmentation, deliverability awareness, and lifecycle email planning.
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44
Designed a full welcome series in Klaviyo for a DTC skincare brand (Lumé Skincare). The flow nurtures new subscribers from first contact to first purchase across 9 days using brand storytelling, social proof, and an incentive sequence.
Flow structure:
→ Immediate welcome
→ Product spotlight
→ Customer reviews
→ First purchase offer (Incentive)
→ Incentive reminder
The purpose of this project was to reduce time-to-first-purchase, establish brand trust early, and recover subscribers who don't convert on the first email.
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