Klaviyo
FragranceX
Fragrance retailer carrying designer and rare scents, with a large list and no lifecycle coverage behind it.
- Email Marketing
- Fragrance
10
Flows built
welcome through winback
40+
Emails designed
across the flow library
Monthly
Reporting cadence
campaign and flow level
Overview
FragranceX sells designer and rare fragrance direct to consumer across a broad catalogue. The account had list size but no lifecycle programme, so revenue sat almost entirely in first-time purchases.
The Challenge
Every send went to the whole list, engaged and dormant alike, which suppressed deliverability and left repeat purchase behaviour entirely unprompted. There was no flow coverage at any stage of the customer journey.
What We Did
- 01Built a full flow library: welcome, abandoned site, browse abandonment, cart, checkout, thank you, sunset, winback, review and birthday, shipping notifications
- 02Designed every email to the brand's existing visual language rather than a separate email identity
- 03Rebuilt segmentation around engagement recency and purchase history
- 04Established a monthly campaign and flow reporting rhythm
Results
Ten lifecycle flows now cover the customer journey end to end, with over forty designed emails between them. Campaign and flow performance is reported monthly at the individual send level.
Proof
- 01
The flow library
Three of the ten flows built. Each row is the full email sequence as it sends, designed to sit inside the brand's existing look rather than beside it.
1-up stacked · email design
WELCOME FLOW 
PRODUCT FLOW 
BEST SELLERS FLOW - 02
Monthly reporting
Campaign-level reporting delivered monthly, tracking revenue, open rate and click rate per send.
1-up · reporting
MONTHLY CAMPAIGN REPORTING
