The Problems We Solve
Six problems define underperforming eCommerce email programs. Every brand we audit has at least four of them.
Abandonment flows underconfigured or broken
Abandoned cart, abandoned checkout, and abandoned browse are the three highest ROI flows in eCommerce email. Most brands have one crude abandoned cart email sent 4 hours after abandonment. Meanwhile brands with proper multi touch abandonment flows recover 15 to 28 percent of abandoned revenue.
Post purchase sequences non existent
Customer purchases. They receive a shipping confirmation. Nothing else happens. Meanwhile brands with proper post purchase flows drive repeat purchase rates 40 to 60 percent higher through education, review requests, cross sell recommendations, and loyalty enrolment.
Segmentation based on purchased or not, nothing else
The database is segmented into customers and non customers. No frequency segmentation. No monetary value segmentation. No recency segmentation. No product category segmentation. No predictive segmentation. Content blasted to all with no personalisation.
Campaign emails that feel like batch blasts
Weekly newsletter sent to the entire list. Same content. Same offer. Same tone for the VIP who spent $2,400 last year and the casual who bought a $45 item 18 months ago. Engagement drops. Deliverability suffers. Revenue per send stagnates.
SMS deployed as second email
SMS used as a duplicate of email content. Same subject. Same offer. Same timing. Burning subscribers fast. Meanwhile brands with proper SMS strategy use it for time sensitive triggers, exclusive offers, and conversational opt in workflows that drive 20 to 45 percent incremental revenue.
No predictive or behavioural segmentation
Klaviyo has predictive segmentation features. Most brands never activate them. Customers likely to churn, customers ready to buy, customers most valuable for winback all remain undifferentiated. Revenue opportunity evaporates.
Why Generic Agencies Fail eCommerce
What generalist eCommerce email agencies commonly miss:
- Klaviyo advanced segmentation and predictive features
- Shopify integration depth beyond basic connector
- Abandonment flow multi touch architecture
- Post purchase sequence design for repeat purchase
- SMS strategy integrated with email, not duplicated
- Australian Privacy Principle compliance for eCommerce data
- Reviews and UGC integration with Yotpo, Okendo, Judge.me
- Loyalty program integration with Smile.io, LoyaltyLion
The eCommerce Email Framework
Six pillars for Australian brands.
Lifecycle Flow Architecture
- Welcome series with segmented paths
- Abandoned browse, cart, checkout flows
- Post purchase education and engagement
- Win back, churn prevention, VIP tiers
- Birthday, anniversary, replenishment flows
Segmentation and Personalisation
- RFM segmentation (recency, frequency, monetary)
- Predictive churn and predictive CLV segments
- Product category and preference segmentation
- Behavioural and engagement segmentation
Campaign Strategy
- Weekly campaign cadence aligned to product launches
- Seasonal campaign architecture (Black Friday, EOFY, Christmas)
- Segmented campaign content rather than batch blasts
- A B testing discipline for continuous optimisation
SMS Integration
- SMS for time sensitive triggers not email duplication
- Conversational opt in workflows
- Exclusive offer and VIP SMS tiers
- Integration with email flows for multi channel reliability
UGC and Social Proof
- Review request flows with Yotpo, Okendo, Judge.me
- UGC collection and distribution workflows
- Social proof integration in campaigns and flows
- Referral program integration
Compliance and Commercial Reporting
- Australian Spam Act compliance
- Australian Privacy Principle alignment
- Revenue attribution and incrementality measurement
- LTV and retention metric tracking
From Audit to Ongoing Programs
The four phases of your brand's email engagement.
Phase 01: Email Audit (Weeks 1 to 3)
Klaviyo audit covering flows, segments, campaigns, deliverability, attribution. Shopify data review. Written audit identifying opportunities ranked by revenue impact.
Phase 02: Strategy and Design (Weeks 3 to 5)
Flow strategy prioritised by revenue opportunity. Campaign calendar aligned to product and promotional schedule. Template design matching brand identity. Segmentation architecture.
Phase 03: Build and Deployment (Weeks 5 to 9)
Flow build and testing. Template development. Segmentation setup. Integration with Shopify, Yotpo, reviews, loyalty. Staged rollout starting with highest revenue flows.
Phase 04: Launch and Optimisation (Month 3 onwards)
Coordinated rollout. Weekly optimisation in first 90 days. Monthly reporting on revenue attribution. Continuous testing and refinement. No lock in.
Service Deliverables
- Lifecycle Flow Development: Welcome, abandonment, post purchase, winback, VIP, birthday, replenishment flows.
- Segmentation Architecture: RFM, predictive, behavioural, preference segmentation. Klaviyo advanced features activated.
- Campaign Strategy and Execution: Weekly campaigns aligned with product and promo calendar. Seasonal campaigns for Black Friday, EOFY, Christmas.
- SMS Integration: SMS strategy integrated with email. Time sensitive triggers. Conversational opt in.
- Reviews and UGC Integration: Yotpo, Okendo, Judge.me review flows. UGC collection and distribution.
- Commercial Reporting Dashboard: Revenue attribution by flow, by campaign, by segment. LTV and retention tracking.
Commercial Context for Australian eCommerce
Australian eCommerce has unique email marketing characteristics. Paid acquisition costs have risen 20 to 40 percent year on year since 2022. Repeat purchase windows vary materially by category (beauty 30 days, fashion 90 days, homewares 180 days). Black Friday, EOFY, and Christmas drive 40 to 55 percent of annual revenue concentration.
What this means for your brand:
- Email drives higher ROI than any paid channel for repeat purchase
- Lifecycle flows produce 60 to 80 percent of email revenue
- Campaign sends produce 20 to 40 percent
- SMS adds 20 to 40 percent incremental revenue when integrated properly
- Seasonal architecture must support revenue concentration
- Segmentation drives 2 to 4 times higher revenue per send
Case Studies
Fashion Brand, DTC
Direct to consumer fashion brand. Basic email program with welcome flow and abandoned cart only. Klaviyo underutilised.
- Email attributed revenue up from 12 percent to 34 percent of total
- Flow revenue up 287 percent year on year
- Post purchase sequence drove repeat purchase rate from 19 percent to 43 percent
- Black Friday email revenue up 184 percent year on year
Beauty Brand, Multi Channel
Established beauty brand across Shopify and physical retail. Needed email that handled online and in store customers without confusion.
- Customer lifetime value up 146 percent
- Replenishment flow drove 28 percent of email revenue
- VIP segmentation grew top customer revenue by 87 percent
- SMS integration added 24 percent incremental revenue
Why Australian Brands Choose Us
- Klaviyo specialists, not generalists: Klaviyo certified with deep platform expertise. Predictive features, advanced segmentation, and flow architecture all leveraged.
- Shopify integration done properly: Shopify and Shopify Plus data flows reliably into Klaviyo and out to campaigns.
- Senior specialists writing and managing: Your strategist writes, reviews, and manages the program. Consistent quality.
- Revenue attribution, not vanity metrics: Monthly reports show attributed revenue by flow, campaign, segment. Open rates supporting data.
- No lock in contracts: We earn your business every month.
Frequently Asked Questions
Questions Australian eCommerce brands ask before engaging.
Engagements range from $3,500 per month for single brand DTC operations to $12,000 per month or more for multi brand operators. Platform costs separate.
Flow revenue improvements within 30 to 60 days after deployment. Full commercial impact 3 to 6 months as segmentation matures and campaigns optimise.
Klaviyo primary. Also Mailchimp, Omnisend, Bronto. SMS through Attentive, Postscript, Klaviyo SMS. Review integration with Yotpo, Okendo, Judge.me.
Yes. Klaviyo migrations from Mailchimp, Shopify Email, Omnisend, Campaign Monitor, and others. Data migration, flow recreation, list hygiene all handled.
Yes. We work with brands on Shopify Plus, BigCommerce, Magento, WooCommerce. Integration depth varies by platform. Shopify offers the deepest Klaviyo integration.
Yes. Attentive, Postscript, Klaviyo SMS integration. SMS strategy integrated with email, not duplicated.
We coordinate with order tracking providers, review platforms, and loyalty programs for post purchase experience. Email is central but not exclusive.
Seasonal campaign architecture built 60 to 90 days ahead. Multi touch sequences, progressive reveals, VIP early access. Revenue concentration events handled properly.
Only if deployed poorly. Proper SMS strategy uses it for time sensitive triggers not duplication. Customers who opt in specifically for SMS want high value communication. Churn rates stay low when strategy is right.
Yes. Cross channel creative coordination so ads, email, and SMS tell consistent stories. Most clients see incremental lift when channels coordinate rather than operate independently.
Yes. Australian brands expanding into New Zealand, Singapore, US, or UK need localised email programs with appropriate compliance, currency, and shipping considerations. Region specific segments and content.
Shopify Plus brands benefit from advanced features including Launchpad automation, Shopify Scripts integration with Klaviyo flows, and B2B wholesale channel separate email programs. All supported.
Yotpo, Okendo, Judge.me integration for review collection. Review content used in campaigns, product pages, and trust signal automation. UGC distribution through email increases engagement materially.
Why Work With Us?
The trusted web development partner for 300+ Australian businesses. 300+ Successful Projects