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Project: Email System Build — Multi-Niche Ecom
Scope: Full Klaviyo email programme built from zero across multiple Shopify brands.
The brief: take a brand with an email list and no real system, and build everything correctly in the right order — technical foundation first, flows second, campaigns third.
What was built:
Technical foundation:
SPF, DKIM, DMARC authentication. Dedicated sending subdomain. Shopify integration with full historical data sync. Added to Cart metric installation. UTM capture JavaScript for avatar tracking. Hidden fields on all opt-in forms. Deliverability baseline verified at 9+/10 on mail-tester.com.
Opt-in system:
Form copy, design brief, and success page. Two-list system for offer testing. Preferences page with reduced-frequency option (reduces unsubscribes by giving subscribers a middle path). Primary Tab Footer block to ensure Gmail Primary inbox placement.
Flows (11 total):
Welcome Series (standard + avatar-specific per UTM tag), Abandoned Checkout, Abandoned Cart, Browse Abandonment, Site Abandonment, First Time Buyers Series, Customer Winback, Repeat Buyers Series, VIP Flow, Sunset Unengaged.
Segmentation:
12 core Klaviyo segments with correct OR logic. Avatar UTM segments auto-populated by ad traffic. Organic catch-all segment. In Welcome Series property to exclude active welcome subscribers from all campaign sends.
Campaigns:
Monthly calendar built on a 5-type campaign rotation. 80% design, 10% plain text, 10% hybrid format ratio. Every campaign tracked by Revenue Per Recipient.
Outcome: Email contributing 35–50% of total store revenue within 90 days of full deployment.
Niches: supplements, B2B industrial, kratom, skincare, fashion.
The network for creativity
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