Email Marketing & Automation System — Klaviyo

Two brands, two industries, one shared gap: no email infrastructure. Customers were coming in through paid ads and organic, converting once, and disappearing. No welcome sequence, no post-purchase nurture, no recovery flows. Every lost touchpoint was lost revenue.

The brief was clear: build a system that turns one-time buyers into repeat customers, runs on autopilot, and looks like the brand — not like a template.

I handled everything end to end: strategy, flow architecture, segmentation logic, email design, copywriting direction, Klaviyo configuration, and analytics setup. Two parallel builds across fashion and coffee, each with its own brand language but sharing the same structural framework.

The backbone of the system. Each flow was mapped to a specific moment in the customer journey:

Welcome Series — Progressive brand introduction. First email delivers value, second builds trust, third drives first purchase.

Abandoned Cart — 3-step recovery with urgency triggers and dynamic product blocks.

Post-Purchase — Review requests, cross-sell recommendations, and loyalty nudges timed to delivery windows.

Win-Back — Re-engagement sequence for customers inactive 60+ days, with a sunset suppression at 90 days to protect deliverability.

Browse Abandonment — Triggered by product page views without add-to-cart, personalized by category.

Segmentation was built around behavior, not demographics. The goal: send fewer emails, but make every one count.

Engaged Subscribers — Opened or clicked in the last 30 days

VIP Customers — 3+ purchases or top 10% by AOV

At-Risk — Purchased once, no engagement in 45+ days

Window Shoppers — High browse activity, zero conversions

Sunset List — No opens in 90 days, suppressed from campaigns to protect sender reputation

Dynamic lists update in real time based on Klaviyo event data. Every campaign targets a specific segment with tailored messaging.

Every template was designed from scratch in Figma, then built as modular Klaviyo blocks. The design system prioritized:

Brand consistency — Typography, color palette, and photography style matched each brand's identity system

Mobile-first layouts — 70%+ of opens come from mobile; every email was designed for thumb-scrolling first

Modular architecture — Reusable content blocks (hero, product grid, testimonial, CTA) that the team can remix for future campaigns without a designer

Built a reporting framework inside Klaviyo to track what matters:

Open rate, click rate, and conversion rate by flow and campaign

Revenue attribution per email and per flow

Unsubscribe rate monitoring by segment

A/B testing cadence for subject lines, send times, and CTA placement

The dashboard was designed so the brand team could self-serve insights without needing to dig through Klaviyo's native reporting.

Klaviyo — Flow builder, segmentation engine, campaign management

Figma — Email template design and component library

HTML/CSS — Custom email code for responsive layouts

E-commerce integration — Product feeds, event tracking, dynamic content blocks

A fully operational email marketing system: 5 automated flows, a segmentation framework, a modular design system, and a reporting dashboard. Built to run without daily management while still feeling personal at every touchpoint.