Email Marketing
& Klaviyo Flows

You've paid Meta or Google to get someone to your store. A few buy, most don't. Email is how you get a second go at both groups without paying for the click again.

The money isn't in the big monthly newsletter. It's in flows: automated emails triggered by what someone does, like signing up, abandoning a checkout or going quiet. Set them up properly once and they work every day while you get on with running the business.

I use Klaviyo because it plugs straight into Shopify and sees every product view, checkout and order. That's what makes the useful flows possible. If you're on something else, I'll tell you honestly whether moving is worth the hassle.

Flows only work if people are on the list. A sign-up form on your store with a real reason to join, such as a first-order discount, free delivery or early access, is the start. I time it sensibly, not the second someone lands.

Consent matters. In the UK, people need to opt in to marketing emails, with one exception: customers who've bought from you can get emails about similar products, as long as they were given a clear chance to say no at checkout and in every email since. No bought lists, ever. They break the rules and wreck your deliverability.

Email and ads help each other too. Meta lead ads can feed Klaviyo, and Klaviyo can send segments back to Meta, so you're not paying to show ads to someone who bought yesterday.

Campaigns are the one-off sends: new products, sales, seasonal stuff, the odd bit of news. I plan them around your calendar, write and build them in Klaviyo, and send them to the right segment rather than the whole list every time.

Repeatedly emailing people who haven't clicked in months drags down your sender reputation for everyone else. Engaged people first, the rest now and again. Fewer emails to the right people beats more emails to everyone.

Here's the uncomfortable bit. Klaviyo counts a sale as email revenue if the buyer opened or clicked an email in the few days before. Apple Mail opens emails automatically for privacy reasons, so "opened" means less than it used to. Meanwhile Meta and Google are claiming the same sale. Add up every dashboard and your store made far more than what's in the bank.

So I measure it differently. Clicks, not opens. UTM tags on every link, so GA4 sees email as its own channel. Shopify's order data as the referee. And for the flows that matter, a holdout: a small group who don't get the email, so you can see what it really adds.

It's the same approach as my tracking audits. Dashboards are interpretations. I'd rather show you what email genuinely adds than let three platforms each claim the same sale.

Fixed monthly fee, quoted up front. It depends on how many flows need building, how many campaigns you want each month and whether there's a list to tidy first. No percentage of revenue, no long contracts. Month to month. If I'm not getting you results, you can leave.

Klaviyo bills you directly for the platform. It's your account, in your name. Full access from day one. If we part ways, you keep everything.