Email & SMS MarketingLifecycle Flow Strategy

Novaya

Fashion

Rebuilt a Klaviyo account running on untouched default flows into a full lifecycle system, then iterated on the highest-leverage flows twice more once the data showed where they were leaking.

$300K+

Revenue from flows

43%

Welcome flow open rate

Lifecycle flows built

The challenge

Novaya had steady traffic and a loyal following, but their Klaviyo account was running on default flows that hadn't been touched since launch. A cart abandonment sequence existed but had never been revisited, and there was no coverage at all for browse abandonment, post-purchase, or win-back moments — some of the highest-leverage points in the customer lifecycle.

What we did

— Rebuilt the welcome series from scratch — it now drives the single largest share of flow revenue
— Iterated on the abandoned cart and checkout flows twice, rebuilding each into a higher-converting version once the data showed exactly where they were leaking
— Added full lifecycle coverage that didn't exist before: browse abandonment, post-purchase, and win-back flows
— Reviewed every flow against real revenue-per-recipient data, not just open and click rates

The work

The rebuilt Novaya welcome email, showing the discount offer, hero product photography, and best-seller product grid — The rebuilt welcome email — the single highest-revenue flow in the account

Bar chart showing flow-attributed revenue by lifecycle stage: Welcome $173,929, Cart and Checkout $88,179, Browse Abandonment $20,773, Post-Purchase $7,966, Winback $434 — Revenue by lifecycle stage, pulled directly from the Klaviyo flow performance report

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