BOTANICA – Klaviyo Flow Architecture

BOTANICA – Klaviyo Flow Architecture & Smart Segmentation

While high-converting email design attracts subscribers, the underlying backend logic is what actually drives automated revenue. This case study highlights the strategy and technical setup built for BOTANICA.

WHAT I DESIGNED & CONFIGURATED:

Conditional Splits & Routing: Segmenting initial flows based on purchase history (buyers vs. non-buyers) to deliver hyper-relevant messaging.

Smart Personalization: Dynamic tags (First name OR friend) and dynamic content blocks to boost open rates and retention.

Time Delays & Frequency Capping: Optimizing touchpoints so subscribers aren't spammed while going through parallel flows.

Core Segments Built: Engaged 30/60/90 days, VIP Customers, Lapsed Buyers, and Unengaged Cleanup.

THE STRATEGIC APPROACH:

Rather than sending a single generic email, each flow is mapped out using logical branching to ensure every recipient gets the exact message suited to their stage in the customer lifecycle.