LIFECYCLE CASE STUDY

Make the audience context shape the campaign.

SuperKilometerFilter’s retention work combined audience-specific campaigns, pop-up testing and lifecycle monitoring, with later consultancy kept distinct from account execution.

Selected account work: February–October 2024

LIFECYCLE CASE STUDY

Three decisions behind the work.

Selected account work: February–October 2024

01 · THE CONTEXT

The starting point

The account involved different languages, customer types and product interests. The useful task was to reflect that context in the communication and keep the underlying events working.

02 · THE WORK

The decisions behind the journey.

Use relevant audience distinctions

The February review recorded activity in the French segment and welcome, browse and post-purchase journeys. June updates discussed brand- and car-type-specific campaigns.

Refine capture and timing

The work included pop-up tests and changes to flow timing. German SMS-flow expansion was discussed as a separate delivery item rather than being assumed complete.

Monitor the data connection

When post-purchase and winback stopped receiving events in October, Thrivelia flagged the issue and asked the client to check the website and Klaviyo integration. The relationship later included consulting support.

INSIDE THE DECISIONS

Language and product interest are separate decisions.

SKF’s programme used customer language alongside brand and car-type interests. Translating the same campaign is only part of that job. The message also needs to point to the relevant product context and a destination the customer can understand. A French-speaking subscriber with one vehicle interest should not be treated as interchangeable with every other contact in the account.

For a multi-language programme, review the full route together: segment definition, subject line, product block, offer and landing page. Keep the language value consistent between the form, profile and campaign audience. This explains why the recorded French segmentation and product-focused campaigns were operating decisions as well as copy work.

The event decides whether the creative can help.

The later post-purchase and winback discussions exposed an important dependency: journeys need reliable purchase and stopping events. If the account does not recognise an order, the customer can remain eligible for communication that no longer fits. Improving the email design alone cannot repair that relationship.

Use a test order and a representative customer profile to follow entry, purchase recognition and exclusion. Then monitor real entrants after launch. Keep planned channel expansion separate from confirmed execution: the German SMS discussion provides roadmap context, while the published delivery story concerns the work actually established in the records.

03 · THE OUTCOME

What the work delivered.

The records support campaign, lifecycle and account-monitoring work for SuperKilometerFilter. They do not provide a clean financial comparison for the selected scope. No results from Smart Keyless Keeper or other related brands are combined with this story.

WHAT TO APPLY

Take the lesson into your own programme.

Use the customer attributes that materially change product relevance. Then monitor whether the events still reach the marketing platform after a website change. Accurate segments need an accurate data connection.

Selected account work: February–October 2024. This case study covers the specific work described. Journey diagrams explain the approach.

QUESTIONS ABOUT THE WORK

What this case study shows.

How should customer context change campaign planning?

SuperKilometerFilter’s documented work combined audience-specific campaigns, pop-up testing and lifecycle monitoring. Later consultancy is distinguished from account execution. The practical lesson is to translate audience differences into the message and offer, then keep ownership of recommendations, implementation and reporting explicit.

How do campaigns and automated flows work together?

Campaigns give a timely reason to engage, while flows respond to customer actions and lifecycle stages. Coordinate the calendar, offer and exclusions so both serve the same customer journey. Evaluate campaign and flow performance separately before combining the picture; growth in one can hide weakness in the other.

YOUR NEXT CHAPTER

What could your email programme do next?

Find the opportunities in your customer journey.

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