Oksana Hranovska
Lifecycle Marketing Consultant |Customer Retention
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Oksana is ready for their next project!
Lifecycle Anatomy is my independent publication exploring customer journeys, retention systems, behavioral signals and CRM strategy. I turn recurring lifecycle challenges into practical frameworks that help marketing teams build more coordinated and customer-centered communication systems.
Read the publication: https://oksanahranovska.substack.com/
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Signals Over Metrics: Measuring Lifecycle Marketing Performance
Short description
An expert article exploring how behavioral signals can provide a clearer understanding of lifecycle marketing performance beyond traditional email metrics.
Project overview
Lifecycle marketing performance is often evaluated through isolated metrics such as open rates, click rates, and campaign revenue. While useful, these numbers do not always explain whether customers are progressing through their journey, building engagement, or showing early signs of disengagement.
In this article, I explore a more strategic approach to lifecycle measurement that focuses on customer behavior, progression signals, and the broader relationship between marketing activity and customer experience.
The article reflects my work in lifecycle strategy, retention, customer journey analysis, and behavioral segmentation
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Scaling Email Revenue Through Lifecycle Marketing for Ayana Crystals
Short description
Developed a coordinated Klaviyo lifecycle marketing system that increased total email revenue by 133.75% and automated flow revenue by 78.38%.
Project overview
Ayana Crystals is an eCommerce brand offering crystals, jewelry, and spiritual products. The company needed a more structured approach to email marketing that could convert new subscribers, recover abandoned purchases, engage different audience segments, and increase revenue from automated customer journeys.
I developed the lifecycle marketing strategy, planned and optimized automated flows, created campaign concepts and copy, and connected different subscriber acquisition paths with relevant customer journeys in Klaviyo.
The challenge
The brand had several opportunities to acquire subscribers through its store, blog, and crystal quiz, but these entry points needed coordinated follow-up experiences.
The main objectives were to:
- Turn new subscribers into first-time customers.
- Create separate journeys based on subscription source and customer intent.
- Recover abandoned purchases.
- Re-engage inactive customers.
- Increase revenue from automated email flows.
- Maintain a consistent brand voice across campaigns and automations.
My role
- Lifecycle Marketing Strategist & Email Marketing Consultant
I was responsible for:
- Lifecycle and email marketing strategy.
- Customer journey planning.
- Automated flow architecture.
- Segmentation and targeting.
- Campaign concepts and planning.
- Email copy and content structure.
- Performance analysis and optimization.
- A separate designer created the final email visuals based on my strategy, copy, and content direction.
What I delivered
- Main Welcome Flow for new subscribers.
- Abandoned Checkout Flow.
- Reactivation Flow for inactive customers.
- Dedicated Welcome Flow for crystal quiz participants.
- Dedicated Welcome Flow for blog subscribers.
- Website discount signup form.
- Blog subscription form.
- Promotional and educational email campaigns.
- Audience segmentation and personalized messaging.
- Ongoing analysis and optimization of Klaviyo performance.
Strategic approach
Instead of sending every subscriber through the same generic welcome sequence, I created journeys based on how and why each person entered the database.
Quiz participants received communication connected to their expressed interests, while blog subscribers entered a more educational journey. Store subscribers received a conversion-focused welcome experience, and inactive customers were moved into a dedicated reactivation flow.
This created a more relevant customer experience across acquisition, conversion, and re-engagement stages.
Results
- 133.75% increase in total email revenue.
- 78.38% increase in automated flow revenue.
- 101.41% increase in the placed order rate generated by automated flows.
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Building a Klaviyo Email Acquisition & Conversion System from Scratch
Short description
Built an email acquisition and automation system for an eCommerce brand, generating 608 subscribers and achieving a 12.8% welcome email placed order rate.
Project overview
Aloe Detox needed a structured email marketing system to capture website visitors, welcome new subscribers, recover abandoned shopping journeys, and generate sales through targeted campaigns.
Before the project, the brand had no established subscriber acquisition process, welcome automation, abandoned cart sequence, or coordinated promotional email strategy.
I developed and implemented a connected email marketing foundation using Klaviyo and WooCommerce, combining subscriber acquisition, automated customer journeys, and campaign communications.
What I delivered
- Designed a website popup to convert visitors into email subscribers.
- Created a two-email welcome sequence introducing the brand and encouraging first purchases.
- Developed a two-email abandoned cart sequence.
- Planned promotional campaigns for existing customers and subscribers.
- Created educational and promotional email communications.
- Established a connected workflow between website acquisition, email automation, and customer conversion.
Project results
- 6.52% popup submission rate.
- 117 orders attributed to the popup.
- 38.6% open rate for the first welcome email.
- 17.6% click rate for the first welcome email.
- 12.8% placed order rate for the first welcome email.
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