Independent Klaviyo consultant for retention and lifecycle

A Klaviyo consultant who has run CRM

In a Klaviyo account, marketing automation usually starts with a welcome series and an abandoned cart. What runs after the first order decides whether customers buy again. I come to Klaviyo from the Head of CRM’s seat, the one flows report to. I was Head of CRM at IKEA Ingka Group and at Bauer Media Group.

Now I build in Klaviyo hands-on: flows, segments, campaigns, email and SMS, and the profiles and events underneath them. The receipts come from those two Head of CRM roles and from Tibber, where I built the referral program and Spark on Braze.

I bring that seat’s questions to a Klaviyo account: what should run, for whom, when it should stop, and how you’d know it worked.

What I check first in a Klaviyo account

When I open an account, these are the first things I look at, in this order:

• Events and profiles. Which events reach Klaviyo from your store or app, and whether profiles carry what a flow needs to decide anything. A flow can only branch on data that arrives.
• Flows after the first order. I look past the welcome and the abandoned cart, at what happens once someone has bought, and whether each flow stops when the customer has done what it was asking for.
• Campaigns against flows. Whether campaign sends land on people a flow is already mailing, and who ends up getting the most email.
• Segments. Whether they’re built on behaviour, or on a list someone imported once.
• Consent. For email and SMS, in each market, and whether suppression keeps out the people who should be out.
• Measurement. Whether anything is read against a holdout, so a flow is judged against customers who didn’t get it.

In the 20-minute call, we start with those.

Retention on Klaviyo, after the first order

Klaviyo integrates with ecommerce platforms such as Shopify, so the obvious first flows follow the checkout. The lifecycle after that is where retention lives, and it’s the part I build:

• Onboarding. From a first order to a second, or from a subscription sign-up to first use, triggered on what the customer does.
• Retention. Segments built on what customers do, with campaigns and flows planned together so the same people aren’t hit from both sides.
• Win-back. Keyed to the expected next order date Klaviyo predicts, in place of one fixed gap for everyone.
• Referral and loyalty. Customers bringing customers, and a reason to stay that isn’t only a discount code.

Klaviyo’s predictive analytics (predicted CLV, churn risk, expected next order date) earn a place where a flow or segment changes because of them.

Which way in fits your Klaviyo account

• Someone to own Klaviyo and the program on it. That’s the Fractional Head of CRM: part-time, inside your team, deciding what runs next and building it.
• One program built properly in Klaviyo. If you’re looking for a Klaviyo implementation consultant for onboarding, retention, win-back, referral or loyalty, that’s a lifecycle marketing program, built to a fixed scope.
• Where Klaviyo’s predictive features would pay off. That’s the AI marketing audit, which ends in a ranked build list.