ALD Kitchen is a US-based eCommerce company selling professional kitchen equipment to restaurants, cafés, bakeries, dessert businesses, and other food-service operators.

The company needed to move its email marketing from Intercom to Klaviyo while preserving customer data and building a more structured system for acquisition, conversion, education, retention, and reactivation.

This was not simply a platform migration. The project required a complete lifecycle architecture that could support a longer and more considered buying journey typical of professional equipment purchases.

My role

I led the lifecycle strategy and implementation, including:

• Planning the migration from Intercom to Klaviyo • Preparing and structuring customer data • Developing the segmentation framework • Designing the lifecycle communication architecture • Planning automation logic and customer transitions • Creating email sequences and campaign content • Writing email copy • Coordinating email production • Configuring automated flows in Klaviyo • Planning educational and promotional campaigns • Monitoring campaign and flow performance • Identifying optimisation opportunities from Klaviyo data

The challenge

ALD Kitchen had customer and communication data in Intercom, but needed an email platform better suited to eCommerce automation, segmentation, revenue attribution, and campaign management.

The new system needed to:

• Preserve and organise the existing contact database • Separate customers according to engagement and purchase status • Introduce automated communication for key lifecycle stages • Recover abandoned checkout opportunities • Support customer onboarding and reactivation • Maintain engagement through educational content • Build loyalty after a purchase • Collect customer feedback • Support regular product and promotional campaigns • Connect email activity with revenue and order data

The main challenge was ensuring that contacts did not receive messages that conflicted with their current customer state.

The solution

I migrated the email marketing operation to Klaviyo and built a coordinated lifecycle system around four connected areas:

- Contact migration and database preparation

- Customer segmentation

- Automated lifecycle flows

- Educational and promotional campaigns

The resulting system combined revenue-focused automation with content designed to educate professional buyers and support considered equipment purchases.

1. Migrating from Intercom to Klaviyo

The first stage involved preparing ALD Kitchen’s existing contact data for migration.

Before importing contacts into Klaviyo, the database was reviewed and structured to preserve the information required for segmentation, consent management, automation, exclusions, and campaign targeting.

The work included:

• Preparing the existing contact database • Importing contacts into Klaviyo • Organising contact properties • Reviewing subscription status • Creating the necessary lists and segments • Preparing audiences for automated flows • Establishing the foundation for campaign and revenue tracking

This gave the company a centralised email platform structured around eCommerce behaviour and customer lifecycle stages.

2. Building the segmentation framework

Segmentation was used to prevent every contact from receiving the same communication regardless of their relationship with the brand.

The database was organised using signals such as:

• Subscription status • Email availability and consent • Previous purchases • Time since the last purchase • Engagement with previous emails • Participation in specific automated flows • Completion of a purchase • Eligibility for onboarding or reactivation communication

These conditions helped determine which messages each customer should receive and which automations or campaigns should be suppressed.

3. Creating the automated lifecycle system

The Klaviyo architecture included flows covering acquisition, conversion, engagement, feedback, loyalty, and reactivation.

Onboarding flow

A five-email onboarding sequence introduced new subscribers to ALD Kitchen and gradually moved them toward their first purchase.

The journey covered:

- Welcome and brand introduction

- Store benefits and bestselling products

- Answers to common customer questions

- Social proof and additional brand touchpoints

- A purchase-focused message for subscribers who had not yet converted

- The sequence combined education, product discovery, objection handling, and conversion support.

- Abandoned checkout flow

- The abandoned checkout automation targeted high-intent visitors who began the purchasing process but did not complete their order.

Its role was to:

• Return customers to the checkout • Remind them about the products they selected • Reduce hesitation and loss of demand • Recover revenue automatically • Stop recovery messages after a completed purchase

This became one of the strongest flows in terms of attributed revenue.

Educational content flow

Professional kitchen equipment often requires more consideration than a typical consumer purchase.

To maintain engagement between promotional campaigns, I developed an educational content flow covering topics such as equipment selection, product use, recipes, maintenance, and food-service business ideas.

Engagement-based logic determined whether a contact should receive the next article, helping the brand remain useful during a longer buying cycle.

Post-purchase and loyalty communication

Post-purchase automation extended the journey beyond the transaction by supporting customers after the order and creating opportunities for future engagement.

The system included:

• Post-purchase communication • Customer feedback and NPS requests • Educational content after purchase • Loyalty-oriented messaging • Reactivation of inactive customers

Each flow was designed around a specific customer state rather than operating as an isolated sequence.

4. Campaign strategy and optimisation

Alongside the automated flows, I planned and produced educational, product-focused, and promotional campaigns.

Campaign audiences were selected using customer status, engagement, purchase history, and eligibility rather than relying on broad sends to the entire database.

Klaviyo data was then used to evaluate:

• Campaign and flow engagement • Order activity • Attributed revenue • Flow contribution • Customer movement through the lifecycle • Opportunities for optimisation

Results

The connected lifecycle system generated measurable improvements across both revenue and engagement:

• $16.8K in attributed revenue • 54% growth compared with the previous period • 51.54% average flow open rate • 73.01% increase in fulfilled order rate

The project transformed ALD Kitchen’s email marketing from fragmented communication in Intercom into a centralised Klaviyo system connecting customer data, segmentation, automated journeys, educational content, campaigns, orders, and revenue.

Business impact

ALD Kitchen gained more than a new email platform. The company received a lifecycle infrastructure that could:

• Respond to customer behaviour • Support a longer buying journey • Recover high-intent demand • Educate professional buyers • Coordinate campaigns with automated flows • Continue the relationship after purchase • Connect email activity with measurable revenue

This project demonstrates how a platform migration can become an opportunity to redesign the entire customer communication system—not simply transfer contacts and rebuild individual automations.