Working plan · Companion to Grow Relaunch Plan (Move 4) · April 30, 2026
The Relaunch Plan sets the goal: lift Shopify repeat revenue from $1.46M (2025) to $1.80M+ (2026) — expressed in dollars, not share, so it doesn't pull against Move 1's new-customer revenue work. This document is the operational playbook for getting there. Structured as three phases run sequentially; we move to the next phase when the current one's deliverables are complete, not on a calendar.
Owner: Dan (plumbing) + Katelyn (content)
Frame the existing flow set against the seven essential e-commerce flows: welcome, browse abandonment, cart abandonment, checkout abandonment, post-purchase first-order, post-purchase repeat, and winback. For each, two questions:
Current state from the fresh Klaviyo MCP pull (90-day rolling):
| Flow | Recipients | Revenue | RPR | Read |
|---|---|---|---|---|
| Welcome | 13,945 | $20,788 | $1.49 | Working well |
| Cart | 11,086 | $13,464 | $1.21 | Working well |
| Checkout | 5,810 | $8,566 | $1.47 | Working well |
| Winback | 25,394 | $5,504 | $0.22 | Underperforming — rebuild |
| Browse | 5,914 | $4,776 | $0.81 | OK; benchmark says could be 2× |
| SMS Welcome | 5,939 | $3,190 | $0.54 | Investigate (vs. email Welcome $1.49) |
| Post Purchase 1st Order | 25,487 | $2,044 | $0.08 | The big cliff. The prize. |
| Post Purchase 2nd Order | 10,293 | $1,173 | $0.11 | Underperforming |
| Cross-Sell | 6,023 | $1,217 | $0.20 | Underperforming |
| Thank You | 8,069 | $303 | $0.04 | Likely dead — investigate |
The Post-Purchase 1st-Order flow is the biggest single conversion cliff in the data — and the v5/Letter framing is correct that it's the prize. Closing it from $0.08 to $0.50 RPR is roughly $50K/year of incremental retention revenue at zero variable cost.
Default Klaviyo attribution is last-touch with a 5-day window after an open or click. This setup is generous in two ways that matter:
Practical actions before we trust the $230K-attributed/year number:
This is a 30-minute audit in the Klaviyo UI. Dan and Claude will do this together so the settings work is visible and the resulting numbers are defensible to anyone who asks.
Current 90-day campaign data shows the bottom 10 sends average $0.036 RPR vs. the top 10 at $0.106 — a 3× performance gap that's all in format choice. The bottom is dominated by the "RIQ Hack" and "Feature" formats:
| Date | Campaign | Recipients | Revenue | RPR |
|---|---|---|---|---|
| Mar 10 | Weekly Hack: Linen Laundry | 103,208 | $3,319 | $0.032 |
| Mar 28 | Spring Candles Feature | 79,677 | $3,013 | $0.038 |
| Feb 12 | RIQ 12th February | 76,884 | $2,196 | $0.029 |
| Mar 27 | Green Tea Matcha Feature | 64,409 | $2,231 | $0.035 |
| Mar 2 | Vacuum Hack | 61,978 | $2,203 | $0.036 |
| Apr 30 | Hack: 5-Minute Guest Prep | 48,997 | $937 | $0.019 |
| … | (5 more in the same RPR band) | |||
Three actions:
This is the one place we want to use the Klaviyo UI directly. The deliverability dashboard, sender-reputation, and per-domain complaint rates live in the account view, not the report APIs. Specifically we'll check:
Schedule: 30-minute screen share with Dan so the levers are visible in real time.
Email_Audit_Report.md — written audit covering 1.1, 1.2, 1.3, 1.4 with screenshots from Chrome walkCurrently one Welcome Flow at $1.49 RPR doing three jobs:
Split into three paths, each tuned to context:
This is Klaviyo's #1 audited fix per the Common Ground newsletter and the data behind it (audit of 100+ DTC brands). Concrete, executable, doesn't require offer-design innovation.
Hypothesis on why the current flow is at $0.08: timing is wrong. Median time-to-second-order in our data is 85 days. Most post-purchase flows fire heavily in days 1-30. Customer is bombarded when they're not ready and silenced when they are.
If Wave 1 shows the organic ceiling (likely 2-5× the current $0.08 RPR), we'll know whether discount-based testing is even necessary. If we hit $0.30+ organically, the project is largely done. If we plateau at $0.15-0.20, then Wave 2 with discounts is warranted.
Run only if Wave 1 plateaus below the $0.50 target. Carry forward the winning organic configuration from Wave 1 as the new control, then test offer mechanics on top:
Discount code mechanics: when offers are introduced, use Klaviyo's dynamic unique codes (one-time-use, auto-generated per recipient via the Shopify integration). Prevents discount-hunter abuse and code-leakage to coupon sites.
Sample size discipline: each cell gets ~6,000 recipients at 90-day flow volume — enough to detect a 30% lift on a base conversion of 0.5% with 80% power. Document the win/no-win call before the wave starts; don't move the goalpost mid-test. Plan A/B with Klaviyo's built-in randomization.
Current winback: $0.22 RPR, 25K recipients touched, 0.4% conversion. That's underperforming for a flow with this much eligible volume. The current flow appears to be generic ("we miss you, here's 15% off"). Replace with scent-specific personalization:
This is a content lift (Katelyn) plus a flow-logic build (Dan). Plumbing-wise it requires a scent-tag on every customer's purchase history, which we already have via fact_orders and could surface to Klaviyo via a profile property feed.
Currently Browse $0.81 / Cart $1.21 / Checkout $1.47. Test loss-framing in subject lines:
Tight A/B — these flows have enough volume that 2-week cycles can call winners reliably.
Email Welcome RPR $1.49; SMS Welcome RPR $0.54. Three hypotheses:
Action: pull the SMS Welcome content and offer mechanics, compare to email Welcome, identify the gap, fix the obvious deltas. Cost-cutting consideration: SMS is more expensive per send than email; if SMS Welcome ROI is genuinely thin, restrict SMS to higher-intent moments (cart, exclusive launches) and stop running it as a parallel channel for everything.
Currently no birthday flow. Per industry data, birthday emails run a 481% higher transaction rate than promotional, $744 AOV, 43.3% open rate. ~2 hours of build work; the gating constraint is having birthday data collected.
Klaviyo has built-in RFM (Recency / Frequency / Monetary). Auto-sorts every customer into 6 groups: Champions, Loyal, Recent, Needs Attention, At Risk, Inactive. Updates every 24 hours.
What we'd actually do with it:
This is also our segmentation answer that doesn't require a multi-week project — Klaviyo computes the segments automatically and we use them in flows and campaigns.
Current Browse Flow at $0.81 RPR. Per the benchmark, Browse Abandonment is the second-highest ROI flow when properly built. Audit our current setup against best practice — likely improvements: tighter trigger window, scent-specific browse-to-purchase logic (not generic "you looked at something"), product-stock messaging where relevant.
For the "Hack" / "Feature" sends we paused in Phase 1 — instead of killing outright, redesign as plain-text-style emails before retiring. The HubSpot research suggests text-forward emails get 42% more clicks for non-product content. Test version: same content, plain-text styling (single text column, no hero image, no styled buttons — just inline links). If RPR moves from $0.03-0.04 to $0.10+, the format may be salvageable. If not, kill.
Per the Relaunch Plan Move 3: the diffuser launch needs a dedicated email path. Build during Phase 3 in time for Q3 launch:
This integrates the email project directly into the Move 3 launch.
Treated as a parallel cost workstream — does not gate any of the strategy above.
Klaviyo charges on three axes that combine to form the bill:
There's a fourth lever that controls everything: the upgrade preference. Klaviyo gives you two mutually-exclusive options:
The default auto-upgrade is the "aggressive" behavior — once it's on, your bill can only ratchet upward, never downward, no matter how clean your list is. Switching to auto-downgrade flips that dynamic.
| Line item | Monthly | Limits |
|---|---|---|
| Profiles + email | $1,725 | 130,000 active profiles, 1,300,000 sends |
| Mobile messaging | $630 | 125,000 mobile credits |
| Reviews | Free | 50 review orders |
| Subtotal (base) | $2,355 | |
| Recent monthly invoices | $2,790 | (delta = ~$435/mo of overages or top-ups — needs investigation) |
Trajectory check: monthly base went from $1,970 (Sep 2025) to $2,790 (Apr 2026). That's +42% in 7 months. The driver is the "Auto-upgrade on sends" preference.
Send volume reality check: 90-day Klaviyo data shows ~944K sends/month average against a 1.3M allowance — we're at 73% of capacity. After Phase 1's kill-list (which removes ~25% of campaign volume from the bottom-10 underperformers), we'll be closer to 700K/month — well under the 1M tier limit.
SMS volume reality check: combined SMS sends across the welcome, review-ask, and 3 SMS campaigns total ~30K/month against the 125K credit allowance. We're paying for ~4× the SMS capacity we use.
| Move | Monthly | Annual |
|---|---|---|
| Profile sunset (130K → ~100K) | $300-360 | $3,600-4,320 |
| SMS tier downgrade (125K → 50K credits) | $45-90 | $540-1,080 |
| Cut recurring extras (after audit) | $100-200 | $1,200-2,400 |
| Annual prepay on remaining bill | $200-300 | $2,400-3,600 |
| Total | $645-950/mo | $7,740-11,400/yr |
Floor of the range is the safe bet. Ceiling depends on what the recurring-extras audit surfaces and how much the sunset can prune.
Move 1 (sunset rule) — the rule targets profiles with no engagement in 12+ months and no orders in 18+ months. Both conditions have to be true. That double-condition is the safety net: a customer who ordered 14 months ago but hasn't opened an email since stays in the active list. The customer who opens emails periodically but hasn't bought yet stays. Only profiles that show no signal on either dimension get suppressed. Those profiles aren't deleted — they're moved to a "suppressed" segment. We can re-engage them later with an exception campaign (e.g. a major product launch). They just stop counting toward the active billing tier. Sender reputation actually improves with sunset; ISPs penalize repeated sends to unengaged inboxes, so cutting deadweight makes our delivered-to-inbox rate go up for the customers who DO engage. Net positive for the retention engine.
Move 2 (SMS tier downgrade) — we're paying for 125K credits and using 30K. We'd downgrade to ~50K, which still leaves 60% headroom over current usage. If SMS volume ever spikes, the auto-upgrade behavior would kick back in (or we'd manually upgrade — one click). Phase 2 includes an SMS Welcome diagnosis, and if SMS doesn't pull its weight there, we'd shrink further. Either way, paying for unused capacity now is wasteful.
Move 3 (recurring extras audit) — this is information-gathering before any cost cut. We're not removing anything until we know what those $45/$55/$110 charges are for. Could be SMS overages, could be add-on features, could be one-time top-ups. Risk: zero, because no action is taken until we understand.
Move 4 (annual prepay) — the only tradeoff is locking in 12 months of payment up front. The risk is reduced flexibility (if we wanted to leave Klaviyo or significantly change our plan we'd be partly committed). Cash position dependent. No operational risk.
Switching to auto-downgrade-on-profiles means:
In practice this means growth is paid for in proportion to actual scale, not on the aggressive default of "bumped up by send volume that may or may not represent real list growth." More predictable, more cost-efficient.
For send volume specifically: Phase 1 kill-list cuts ~25% of send volume immediately. Phase 2 work mostly reduces sends-per-recipient (more targeted, less broadcast). Phase 3 birthday flow adds modest volume (maybe 3K sends/month). RFM segmentation is net-down on volume because we'd send fewer campaigns to everyone (Champions get suppressed from discount-led sends) and more targeted ones to smaller segments. Net trajectory for sends: flat-to-down for the next several months. Even if list grows, send volume per profile drops as we get more disciplined.
Before any cost-cutting move, confirm:
Recorded so they don't get pulled in mid-project:
Brief reference list for Katelyn and any agency partners:
Dan and Claude design the flow logic and produce a brief per email. Katelyn produces the actual copy and design from those briefs. This keeps content production fast (Katelyn doesn't have to design strategy from scratch) and keeps strategy concrete (we're not handing off vague intent).
Brief format, half-page or less, one per email per flow:
Flow: [Welcome — Never Bought / Post-Purchase 1st-Order Wave 1 Cell B / etc.]
Email #: [1 of 3 / 2 of 4 / etc.]
Timing: When this fires (day, hour, post-trigger event)
Customer: Who they are at this moment, what they just did,
what they want, what objections they have
Purpose: The single conversion or movement this email is trying to produce
Levers: Behavioral econ angles, subject line directions,
format notes (HTML or plain-text)
Content: Text-based summary of what the email needs to say
Avoid: What this email should NOT doBriefs will be produced as part of Phase 2 deliverables — one per email per flow we touch. Estimated total: ~40-50 briefs across Phase 2 (welcome split, post-purchase wave 1, winback rebuild, browse/cart/checkout loss-framing). Each brief is short; the work is in the per-email thinking, not the formatting.
| # | Question | Status |
|---|---|---|
| 1 | Katelyn involvement timing | Resolved — solo work for now, Katelyn layers in at Phase 2 content rebuilds |
| 2 | Klaviyo plan tier / RFM add-on status | Dan to grab from latest Klaviyo invoice and share |
| 3 | Discount test budget | Resolved — organic-first sequencing (Wave 1), discount-based Wave 2 contingent on Wave 1 results |
| 4 | Time frame | Resolved — phases run sequentially, advance when each phase's deliverables are complete; no calendar deadline |
| 5 | Klaviyo customer-success benchmark audit | Recommendation: yes, request during Phase 1. 30-minute call. Dan to confirm. |
| 6 | Attribution settings change (Phase 1.2) | Pending Katelyn discussion. Klaviyo's 2-week lock on attribution changes means we want her input before flipping. Other Phase 1 deliverables can proceed without this. |