Lumen Skin Co. · Beauty & Skincare · 6 weeks
Rebuilding the flow engine for a fast-growing skincare brand
A complete Klaviyo rebuild — from a single welcome email to a 9-flow lifecycle system that now drives nearly a third of store revenue.
+212%
Flow revenue in 90 days
31%
Of total store revenue from Klaviyo
54%
Welcome series open rate
The challenge
The brand had grown quickly through paid social, but Klaviyo was barely set up: one welcome email, a generic abandoned cart reminder and campaigns sent to the full list every time. Revenue from email had plateaued at around 9% of sales and unsubscribe rates were creeping up.
What I did
- Audited the account and benchmarked every flow against beauty-industry averages.
- Designed a 9-flow lifecycle system: welcome with quiz-based branching, browse abandonment, cart and checkout recovery, post-purchase education, replenishment reminders timed to product size, review requests, VIP, win-back and sunset.
- Built a master template with reusable blocks so the team could launch campaigns in minutes.
- Introduced engagement-based segments so campaigns only reached people likely to open, protecting deliverability.
"Our flows went from an afterthought to almost a third of monthly revenue."
The results
Within 90 days, flow revenue had more than tripled and email & SMS became the brand's highest-ROI channel. Replenishment reminders alone now recover a meaningful share of repeat orders every month.