How I rebuilt the email and SMS system for a DTC honey brand selling in 4 markets

This brand sells across the US, UK, EU and Canada, with a separate Shopify and Klaviyo account for each market. When I joined, the flows were overlapping, one customer got 8 emails in 24 hours from duplicate welcome flows, and nobody could clearly explain why SMS revenue was dropping.

Results (Aug to Oct 2026 vs. the previous 3 months):

🇬🇧 UK: email and SMS revenue up 198%, now 43.8% of total store revenue 🇪🇺 EU: email and SMS revenue up 163% 🇺🇸 US: email and SMS revenue up 60%, while total store revenue was down 13%

That’s $221K + £158K + €92K in attributed revenue in one quarter, with flows driving over 82% of it in every market. The system keeps selling even when no campaign goes out.

What I did:

📩 Rebuilt the full lifecycle flow set in all 4 markets: Welcome, Browse and Checkout Abandonment, Added to Cart, Post Purchase, Winback. I added Smart Sending and cross flow suppression so customers stop getting spammed.

🔁 Built subscription flows from scratch (New Subscriber, Renewal Reminder, Paused, Cancelled), connected to the subscription app and cloned across every market.

⭐ Set up a review engine that routes 4 and 5 star customers to Trustpilot and sends 1 to 3 star customers to a private feedback survey.

🔍 Diagnosed the problems behind the numbers. I traced the SMS revenue drop to fewer popup views, caught a 46% rise in discounting, and A/B tested popup offers in 3 markets.

🧹 Cleaned the lists by suppressing profiles unengaged for 180 days to protect deliverability and lower the Klaviyo bill.

📊 Built weekly and monthly reporting that leads with the story behind the numbers, so the founders know what to do next.

If your Klaviyo account feels messy or your flows haven’t been touched in a year, let’s talk. I’ve worked with 60+ DTC brands.

👉 Book a call: https://calendar.app.google/Y9KHXozxoYRSVeXG8

#Klaviyo #EmailMarketing #SMSMarketing #DTC #Shopify #Retention

Your BFCM Offer Deserves More Than a Discount Badge | Grüns Black Friday brings attention. A well-designed product section helps turn that attention into buying decisions.

For Grüns, I designed a BFCM-focused product section that puts the offer front and center while keeping the brand's clean, wellness-first identity intact.

The idea was simple: make the deals easy to understand, the bundle options easy to compare, and the shopping experience effortless. Here's what makes this design stand out : A Strong First Impression – A bold BFCM offer banner that grabs attention immediately.

Bundles That Sell the Value – 1, 2, and 3-bag options with clear pricing and savings.

Smart Visual Hierarchy – Most Popular and Best Value labels to make key offers stand out.

Subscription Upsell – A dedicated Subscribe & Save option.

Conversion-Focused CTA – A prominent Add to Cart button that keeps shoppers moving.

Trust at Every Step – Shipping, money-back guarantee, and secure checkout highlights.

Mobile-First Layout – Clear product information and offers designed for quick scanning. My design approach :

I didn't want the page to feel like another generic Black Friday sale.

I wanted it to feel like Grüns — just with a stronger promotional presence.

The result is a product section where brand identity and BFCM urgency work together.

Built for : Figma | Shopify | Replo Planning your next Shopify campaign? Let's build a product experience that makes every offer count.

agreed, a slashed price badge is the laziest BFCM move out there