LIFECYCLE CASE STUDY

Seven journeys. One considered customer experience.

A seven-flow Klaviyo build connected sign-up, shopping intent and post-purchase communication, with an offer test at the start of the journey.

Launch milestones: 21–25 July 2025

LIFECYCLE CASE STUDY

Three decisions behind the work.

Launch milestones: 21–25 July 2025

01 · THE CONTEXT

The starting point

The project needed more than a welcome email. Different shopping signals required different follow-ups, while existing customers and in-store activity needed appropriate exclusions.

02 · THE WORK

The decisions behind the journey.

Cover the key lifecycle stages

Post-purchase, cart, checkout, site abandonment, browse abandonment and winback were confirmed live on 21 July. The welcome flow followed with the pop-ups on 25 July.

Explore the value exchange

The pop-up work compared a 10% discount with a free ring wallet. Those were test options, not a declared winner.

Handle overlap deliberately

The launch work included a point-of-sale exclusion and a request to disable duplicated Shopify flows. Those checks matter when several systems can message the same customer.

INSIDE THE DECISIONS

A discount and a useful accessory offer different reasons to join.

Manuel Dreesmann’s popup work considered a 10% discount and a free ring wallet. That is a meaningful value-exchange question for the brand: does the customer respond to a lower price or to an additional product? The welcome needs to carry through whichever promise acquired the subscriber.

The seven-flow launch extended that first interaction into shopping recovery, post-purchase and winback. Six journeys were confirmed live on 21 July, followed by welcome and the popups on 25 July. Retaining both dates makes the rollout understandable without pretending every part began at once.

Retail activity belongs in the exclusion rules.

The point-of-sale exclusion and request to disable duplicated Shopify flows addressed the context beyond the new Klaviyo emails. An in-store customer or someone already receiving a store notification can otherwise encounter follow-up intended for a different state.

For a similar programme, assign one owner to each customer event and test online and retail scenarios separately. Evaluate the incentive comparison on downstream orders and offer cost as well as signups. The evidence confirms the seven-flow launch; it does not establish which popup incentive won or how much incremental revenue the build generated.

03 · THE OUTCOME

What the work delivered.

By 25 July 2025, the delivery update listed all seven flows as live. The outcome is a documented lifecycle launch; the records used here do not establish an incremental revenue effect or an offer-test winner.

WHAT TO APPLY

Take the lesson into your own programme.

Map each customer event to one responsible journey. Then check which other platform might send at the same point. A complete flow library needs exclusions and ownership as much as it needs creative.

Launch milestones: 21–25 July 2025. This case study covers the specific work described. Journey diagrams explain the approach.

QUESTIONS ABOUT THE WORK

What this case study shows.

How can a luxury brand test its welcome offer?

Manuel Dreesmann’s seven-flow Klaviyo build connected sign-up, shopping intent and post-purchase communication, with an offer test at the start. The case documents testing a discount against a free ring wallet. Evaluate the commercial outcome and cost of each incentive while preserving the brand experience; a launched test does not establish a winning offer.

Which metrics should decide an email or sign-up test?

Start with the business decision and choose the primary metric before launch. Evaluate conversion or revenue alongside recipient counts, offer costs and guardrail metrics, rather than declaring a winner from opens or clicks alone. Confirm the comparison is fair and the available sample supports the conclusion; short reported tests may remain directional.

YOUR NEXT CHAPTER

What could your email programme do next?

Find the opportunities in your customer journey.

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Explore the service and a related guide

For a similar customer journey, explore our Klaviyo agency services and the jewellery and accessories retention guide. Use the case's scope and measurement context to decide which lessons fit your account.

Review the available engagement scopes and pricing before choosing a delivery model.