Welcome
Turn a new subscriber into a first order with a short story about why the brand exists.
Email and SMS that bring customers back.
We build the lifecycle flows, campaigns, and segments that turn first orders into repeat purchases, on Klaviyo and Shopify.
A lifecycle system, not a string of campaigns.
Each flow is timed to a moment in the customer relationship. Together they run every day in the background, while campaigns add the planned moments on top.
Abandoned cart
Recover checkouts with a reminder, then proof, then a nudge, stopping once they buy.
Browse recovery
Follow up on products someone viewed, without treating browsers like buyers.
Post-purchase
Confirm, educate, and ask for a review, so the second order feels natural.
Winback
Reach lapsed customers with something new before offering a discount.
Campaigns
Launches, stories, and seasonal moments, planned on a calendar that respects the flows.
Every automation is mapped before it is built.
A flow is a set of decisions: what starts it, how long to wait, which channel speaks, and when to stop. Pick a flow to see how it runs.
Abandoned cart: Brings back shoppers who reached checkout and stopped.
trigger
Starts checkout
Leaves without paying
wait
Wait 1 hour
Not while they are still deciding
email
Your cart is saved
Items, images, one clear button
Condition
Purchased?
Checked before every step
Yes: stop the flow
email
Proof for their items
Reviews and fit answers
SMS
Final reminder
Short, with a direct link
goal
Checkout completed
Flow ends here
Example timings. Real waits are tuned to your product and buying cycle.
- Welcome flow: Introduces the brand to a new subscriber and earns the first order. Steps: Joins the list (Signup form or checkout opt-in), then Welcome email (Brand story and how to choose), then Wait 2 days (Give the first email room), then Ordered yet? (Checks for a first purchase), then Best sellers (Reviews and real use), then First-order reminder (Only with SMS consent), then First purchase (Flow ends here).
- Abandoned cart flow: Brings back shoppers who reached checkout and stopped. Steps: Starts checkout (Leaves without paying), then Wait 1 hour (Not while they are still deciding), then Your cart is saved (Items, images, one clear button), then Purchased? (Checked before every step), then Proof for their items (Reviews and fit answers), then Final reminder (Short, with a direct link), then Checkout completed (Flow ends here).
- Post-purchase flow: Makes the first order a good experience, so a second one follows. Steps: Order placed (Any first or repeat order), then What to expect (Delivery and support details), then Wait for delivery (Timed to the shipping event), then Care and use guide (Get more from the product), then Reorder product? (Consumables get a reminder), then Reorder reminder (Sent before they run out), then Second order (The retention milestone).
- Winback flow: Reaches customers who have gone quiet, before they are gone for good. Steps: Goes quiet (Past their usual buying window), then What is new (New products, not a discount), then Wait 7 days (See if interest returns), then Engaged? (Opened, clicked, or visited), then Customer favorites (Proof from similar buyers), then A reason to return (Offer only as a last step), then Returning customer (Back into the main audience).
Campaigns planned a month ahead.
Every send has a job. Mixing launches, education, proof, and offers keeps the list engaged without leaning on discounts.
An example month for an audio brand, with flows running underneath.
October campaign plan
11 sends
Week 1
- TueEmailNew: Over-Ear in Midnight
- ThuEmailHow noise cancelling actually works
- SatSMSMidnight is live for subscribers
- Tue
Week 2
- TueEmailWhat commuters say after a month
- FriEmailInside the lab that tunes the sound
- Tue
Week 3
- MonEmailSetting up spatial audio
- ThuEmailEarly access for returning customers
- FriSMSEarly access ends tonight
- Mon
Week 4
- TueEmailThe holiday travel guide
- FriEmailCustomer photos from the road
- SunSMSWeekend delivery cut-off
- Tue
Running underneath every day: welcome, abandoned cart, browse recovery, post-purchase, and winback flows.
Same brand, a different message for each customer.
A new subscriber and a loyal customer should never get the same email. Choose a segment to see how the message, timing, and channel change.
New subscriber
From Quietline
Welcome to Quietline
Why we build headphones to last
Built for quiet, made to be repaired.
Here is how to choose the right model, and what happens if it is not for you.
Find your model- Who they are
- Joined the list, has not bought yet.
- What they need
- Trust and a clear first step.
- Timing and channel
- Right after signup
First-time buyer
From Quietline
Getting the most from your Over-Ear
Three settings worth changing first
Your headphones, tuned to you.
A short guide to the app settings, plus the case customers pair them with.
Read the setup guide- Who they are
- Placed one order recently.
- What they need
- A good experience with the first product.
- Timing and channel
- After delivery
Repeat customer
From Quietline
You are first to see the autumn range
Early access before it goes public
New colors, picked for your last order.
Recommendations based on what you already own, not what we need to clear.
See your early access- Who they are
- Two or more orders.
- What they need
- Recognition and relevant new products.
- Timing and channel
- 48 hours before launch
- EmailSMS
Cart abandoner
From Quietline
Your cart is saved
Free returns if they are not right for you
Still thinking it over?
Your cart is saved. Here is what other buyers said about comfort.
Return to checkout- Who they are
- Reached checkout, did not pay.
- What they need
- An easy way back and an answer to their doubt.
- Timing and channel
- One hour later
- EmailSMS
High-value customer
From Quietline
A thank you from the workshop
Free repairs on everything you own
Repairs are on us, for life.
Send any Quietline pair back for repair. We will cover the shipping both ways.
Book a repair- Who they are
- Top spenders across the last year.
- What they need
- Service and access, more than discounts.
- Timing and channel
- After their third order
Dormant customer
From Quietline
A lot has changed since your last order
A lighter model, and the color you asked about
Worth a second look.
The lighter model many customers asked for is here.
See what is new- Who they are
- No order past their usual buying window.
- What they need
- A reason to look again, not a pushy offer.
- Timing and channel
- When the buying window passes
- EmailSMS
One customer, five well-timed messages.
This is what a lifecycle feels like from the inbox. Swipe or use the arrows to follow the journey.
1 of 5
Email, minutes after signup
Welcome email
Sets expectations, tells the brand story, and points to one easy first product.
- Welcome email, Email, Minutes after signup: Sets expectations, tells the brand story, and points to one easy first product.
- Product recommendation, Email, A few days later: Shows products based on what they browsed, with reviews doing the persuading.
- Checkout recovery text, SMS, An hour after they stop: A short, personal reminder with a link straight back to the saved checkout.
- Thank-you and care, Email, After delivery: Confirms a good decision, teaches product care, and asks for a review at the right moment.
- Reorder reminder, SMS, Before they run out: Brings back consumable buyers at the right time, so the second order happens without a discount.
A retention engine that closes the leaks.
Most stores lose revenue in the same three places. The lifecycle system is built to catch customers at each one and move them toward the next order.
The repeat purchase path
- 1
First order
Welcome and cart flows get them here
- 2
Second order
Post-purchase and education earn it
- 3
Loyal customer
Recognition and early access keep them
Where revenue leaks, and what catches it
Before the first order
Carts left at checkout
Cart and browse recovery
After the first order
One-time buyers who never return
Post-purchase and replenishment
Over time
Customers who drift away
Winback and sunset rules
Abandoned cart recovery
Checkouts that stall get a timely, helpful way back.
Repeat purchase paths
Replenishment and cross-sell timed to real product use.
Customer education
Setup, care, and use content that reduces returns and builds trust.
Campaign consistency
A steady rhythm of useful sends, not bursts of discounts.
Retention visibility
Repeat rate and lifecycle revenue tracked by flow, not guessed.
Lifecycle optimization
Flows reviewed and tested, so they improve instead of going stale.
Reporting that tells you what to change next.
Every month we review the same six areas and turn them into specific changes to flows, campaigns, and segments.
Monthly lifecycle review
- Klaviyo
- Shopify
- GA4
| Area | What we read | Healthy looks like | What we change |
|---|---|---|---|
| Opens and clicks | Click rate first. Opens are inflated by Apple Mail privacy, so they are a weak signal alone. | Clicks hold steady as the list grows. | Subject lines, send times, and what goes above the fold. |
| Revenue attribution | Attributed revenue by flow and campaign, checked against Shopify orders and attribution windows. | Email and SMS credit that matches real order patterns. | Attribution settings and how results are reported to you. |
| Flow performance | Revenue per recipient for each flow, and where people drop off between steps. | Every step earns its place in the sequence. | Timing, message order, and steps that add nothing. |
| List health | Unsubscribes, spam complaints, bounces, and SMS opt-outs after each send. | Complaints stay low and deliverability stays strong. | Frequency, suppression of unengaged contacts, and sunset rules. |
| Segment behavior | How customers move from first order to repeat, and which segments stall. | More customers moving up, not just more emails sent. | Segment rules and the offers each group receives. |
| Campaign learnings | What each test taught: themes, formats, offers, and timing. | A written list of lessons that shapes next month. | The next calendar, planned on evidence instead of habit. |
Opens and clicks
- What we read
- Click rate first. Opens are inflated by Apple Mail privacy, so they are a weak signal alone.
- Healthy looks like
- Clicks hold steady as the list grows.
- What we change
- Subject lines, send times, and what goes above the fold.
Revenue attribution
- What we read
- Attributed revenue by flow and campaign, checked against Shopify orders and attribution windows.
- Healthy looks like
- Email and SMS credit that matches real order patterns.
- What we change
- Attribution settings and how results are reported to you.
Flow performance
- What we read
- Revenue per recipient for each flow, and where people drop off between steps.
- Healthy looks like
- Every step earns its place in the sequence.
- What we change
- Timing, message order, and steps that add nothing.
List health
- What we read
- Unsubscribes, spam complaints, bounces, and SMS opt-outs after each send.
- Healthy looks like
- Complaints stay low and deliverability stays strong.
- What we change
- Frequency, suppression of unengaged contacts, and sunset rules.
Segment behavior
- What we read
- How customers move from first order to repeat, and which segments stall.
- Healthy looks like
- More customers moving up, not just more emails sent.
- What we change
- Segment rules and the offers each group receives.
Campaign learnings
- What we read
- What each test taught: themes, formats, offers, and timing.
- Healthy looks like
- A written list of lessons that shapes next month.
- What we change
- The next calendar, planned on evidence instead of habit.
Klaviyo is our main platform for Shopify brands, including Klaviyo SMS. We also work with Postscript and Attentive for SMS, and Omnisend or Mailchimp when a store already runs on them.
Yes. Setup covers the Shopify integration, product catalog sync, signup forms, sending domain authentication, and the events flows depend on, such as started checkout and placed order.
Yes. We set up the SMS number, consent collection at signup and checkout, quiet hours, and the first flows. SMS is added where it helps customers, not as a copy of every email.
Usually welcome, abandoned cart, browse recovery, and post-purchase, because they reach customers at the moments with the most intent. Winback, replenishment, and VIP flows follow once those are running well.
We plan a month ahead around your launches, stock, and seasonal moments, mixing education, proof, stories, and offers. Each send has a clear job and a segment, so the list is not emailed with the same message every time.
Yes. We write the copy, design mobile-first templates in your brand style, and build reusable modules in the platform so future campaigns are faster to produce.
A monthly review covers clicks, revenue by flow and campaign checked against Shopify orders, list health, segment movement, and what we learned. Each report ends with the changes planned for the next month.
We collect clear opt-in for email and separate consent for SMS, honor unsubscribes instantly, respect quiet hours, and follow the rules for the markets you sell in, such as CAN-SPAM, GDPR, and TCPA. We are not a law firm, so we recommend your own legal review for specific questions.
Make your next customer a returning one.
We start by reviewing your current flows, list health, and campaigns, then map the lifecycle system your store is missing.
Start your email and SMS enquiry
Tell us what needs to move.
Share the bottleneck, the timing, and what a useful outcome looks like. We review the context and reply with a useful next step.
Prefer email? hello@eaglexor.com