CRM & Retention
Make more of the customers you already have.
I help ecommerce brands improve lifecycle journeys, automation, segmentation and repeat purchase, with retention tied back to commercial performance.
Every stage has a job to do.
Most of the value in email and SMS sits in a handful of automated journeys. They run every day whether anyone is looking at them or not.
- Subscribe Welcome series
- Browse Browse abandonment
- Checkout Abandoned checkout
- First order Post-purchase
- Running low Replenishment
- Repeat Loyalty and VIP
- Lapsing Win-back
What I work on.
Lifecycle strategy
A plan for each stage between first visit and fifth order: what the customer needs to hear, when, and what it is worth to the business if they act on it.
Klaviyo and CRM
Klaviyo set-up, audits and clean-up: the Shopify integration, events, profiles, consent and the data that segmentation depends on.
Flows and automation
The core flows built or rebuilt, then improved: timing, content, offers and the logic that decides who gets what.
Segmentation
Segments built on behaviour and value, so the best customers are not sent the same discount as a one-off bargain hunter.
Campaign planning
A campaign calendar that follows the trading calendar, with launches, peak and quiet months planned rather than filled.
Replenishment
For products that run out, reminders timed to real reorder intervals rather than a guess.
Subscriptions and repeat purchase
Subscriber onboarding, save journeys and the offers that turn a second order into a habit.
Measured against revenue.
Open rates flatter almost everything. Retention work is judged on whether customers come back and what they are worth when they do.
- Revenue per recipient, not open rate
- Repeat purchase rate by first-order cohort
- Time between first and second order
- Customer lifetime value by acquisition source
- Incremental revenue from holdout groups
- Unsubscribes and complaints, watched as closely as revenue
Retention, done in-house.
At CafePod I have end-to-end responsibility for DTC ecommerce, including CRM, subscriptions and customer lifetime value. At Naturewall I led growth across channels including CRM.
Both are in-house roles, not Blueprint Yorkshire client work.
Questions
Do you work in Klaviyo?
Yes. Klaviyo is the main platform for this work, alongside its Shopify integration.
We already have flows set up. Is there still work to do?
Usually. Flows are often set up once and left: timings, content and offers written for a different stage of the business. An audit shows which ones are worth the most to improve.
Do you write the emails as well as build them?
Yes, including the copy, the build and the logic behind it, in your brand’s voice and to your brand guidelines.
How do you measure whether retention work is working?
Against revenue and repeat purchase, not opens and clicks. Where there is enough volume, holdout groups show what the email caused rather than what it was credited with.
Improve retention.
Tell me which platform you use, what is set up already and where you think the gaps are. I’ll tell you where I’d start.