Before & After - Email Lifecycle Redesign

Revenue Generated $5K in 30 days

Submit Rate 4.28% (above industry avg)

Total Submits 494 qualified subscribers

Form Views 12K across desktop and mobile

Mobile Orders 81 of 82 total orders

Baby Blues had a single, linear welcome sequence. Every subscriber, regardless of where she was in her journey, received the exact same emails. No segmentation, no zero-party data, no personalization. The messaging was generic for an audience that is anything but.

Rebuilt the entire lifecycle starting at the sign-up form. A 4-step quiz asks one question: "Where are you in your motherhood journey?" The answer routes each subscriber into one of five fully personalized welcome paths via Klaviyo conditional splits.

Every path has unique subject lines, preview text, body copy, and CTAs written for that specific stage: prenatal, postpartum, daily support, gifting, or browsing.

A full-page Klaviyo form that captures life stage before collecting contact info. Five options map directly to five flow paths, creating a zero-party data engine that personalizes every email from day one.

🤰 Pregnant (Prenatal)

💪 Mom looking for daily support

🧒 Shopping for my child

👶 Recently had a baby (Postpartum)

👀 Just browsing / learning

Asking the right question at sign-up does not reduce conversions. It increases them, because subscribers feel understood rather than sold to. The quiz data now powers every downstream flow: abandoned cart, post-purchase, browse abandonment, and win-back.