AquaSafe GuardSocks makes a 100% natural latex protective sock designed for shared wet surfaces, protecting swimmers against verrucas and foot infections. As the brand shifted its main selling channel to DTC, a strong flow system became essential: a retention program that could do the work of keeping customers coming back on its own.

When AquaSafe came to me, they had no email infrastructure beyond the basics. The goal was to build a complete Klaviyo program from the ground up: acquisition through to winback, plus a seasonal layer tied to the swim calendar, all in a voice that's direct and confident rather than salesy.

Klaviyo setup and full flow architecture

Welcome series with a incentive

Abandoned cart flow, split by new vs. returning customer

Post-purchase flow, including product education

Review request flow

Winback flow, split by purchase history

Two recurring seasonal campaigns (September back-to-school, January new term), built as fully automated annual flows

The build covered the full customer lifecycle: welcome and acquisition, abandoned cart recovery, post-purchase and product education, review requests, and winback, each written and designed as a distinct sequence rather than a single generic template. On top of the core lifecycle, two recurring seasonal campaigns were built around the swim calendar (back-to-school in September, new term in January), fully automated to trigger year over year without manual scheduling.

The result is a full lifecycle system, from first email to long-term re-engagement, built specifically around how and when AquaSafe customers actually need the product.