Turning the store's growth into repeat revenue
The Shopify rebuild gave us a strong foundation. The next opportunity is to make more of what happens after someone visits, buys, or interacts with the brand. The goal is to build a system that keeps generating value from the customers we're already bringing in.
Improve the store
Improve the customer journey
Get more out of the existing audience
Build a consistent email engine
Optimise what actually works
No need to overcomplicate it.
Where we're focusing.
A few areas prioritised on where the biggest opportunity sits.
Store experience
Small improvements to the buying experience that can have a direct impact on revenue. The immediate one is the cart upsell: a relevant offer with a clear customer benefit, without making checkout feel cluttered or pushy.
The email engine
This is the bigger opportunity over the next few months. Rather than a few campaigns here and there, we build a proper rhythm around the customer lifecycle: fundamentals first, then consistent testing of what drives revenue.
After the order
The relationship shouldn't stop once someone places an order. Customers get the right communication after buying, to educate, build trust, introduce relevant products and bring them back for the next purchase.
Ongoing improvement
The plan isn't to build everything once and leave it alone. We look at what's actually happening each month and use that to decide what to improve, what to repeat and what to stop doing.
Shopify improvements.
The previous store work showed how much upside there was. The next round is more focused.
A relevant upsell positioned around the customer's existing purchase.
We'll also keep an eye on anything else in the store that can improve conversion or average order value as we go.
Select the right app
Configure the offer
Define the customer benefit
Match the existing store experience
Test mobile and desktop
QA the full cart journey
Monitor performance after launch
Increase the value of orders that are already happening.
Email marketing.
A consistent programme that feels useful to the customer and commercially meaningful to the business.
Approximately. The exact mix changes depending on what's happening in the business.
The idea isn't to send eight emails because eight is the number. It's to have enough consistency that we're always creating opportunities to generate revenue, without burning out the list.
During Black Friday / Cyber Monday the sending roughly doubles. Around 16 campaigns that month instead of the usual 8, sequenced across the peak trading window.
16
Campaigns during BFCM, up from the standard 8.
Post-purchase experience.
The first purchase gives us a new customer. The post-purchase journey is where we start working towards the second.
Order reassurance
Product education
Getting the most from the purchase
Review / feedback
Relevant product recommendations
Replenishment
Repeat purchase
The exact timing and content will be based on the products and actual customer behaviour.
The aim is to make the next purchase feel natural rather than forcing an offer immediately after the first one.
The monthly rhythm.
The programme runs continuously through the end of the year.
Plan
Look at what's happening in the business, products, promotions and customer behaviour.
→Build
Create the campaign calendar, copy, creative and Klaviyo builds.
→Launch
QA, schedule and send.
→Review
Look at revenue, engagement, conversions and customer behaviour.
→Improve
Use what we learn to shape the following month's campaigns and flows.
Then repeat.
How we'll approach the audience.
Not everyone on the list needs the same message.
Make the emails feel more relevant while also making the marketing more commercially useful.
3-4 month roadmap.
Start with the highest-impact improvements, then keep improving based on what we see.
Clean up & rebuild
- ●Email account / existing setup review
- ●Campaign strategy
- ●Customer segmentation
- ●Email template / creative direction
- ●Cart upsell implementation
- ●Priority automation work
- ●First campaign calendar
- ●Begin regular campaign cadence
Build consistency
- ●Approximately 8 campaigns
- ●Post-purchase sequences
- ●Lifecycle improvements
- ●Testing different content and offers
- ●Review campaign performance
- ●Identify early winners
Optimise
- ●Continue campaign cadence
- ●Improve winning campaigns
- ●Refine segmentation
- ●Optimise flows
- ●Improve repeat-purchase opportunities
- ●Use performance data to guide content
Build on what's working
- ●Continue campaigns
- ●Double down on proven themes
- ●Refine customer journeys
- ●Review retention performance
- ●Identify the next opportunities
- ●Decide what makes sense to build next
What I'll handle.
Taking ownership of the execution rather than just providing recommendations.
- →Strategy and planning
- →Campaign calendar
- →Email copy
- →Email builds
- →Klaviyo setup
- →Automation / flow work
- →Segmentation
- →Shopify cart upsell
- →QA and testing
- →Performance review
- →Ongoing optimisation
- →Product / business updates
- →Promotions and launches
- →Brand direction
- →Anything coming up that I should know about
- →Final approval on campaigns
Keep it simple. You tell me what's happening in the business, and I'll translate that into the email and customer journey.
What we're looking for.
The main things we'll watch aren't vanity metrics. The numbers tell us where to put more attention.
- Email-attributed revenue
- Campaign revenue
- Flow revenue
- Revenue per recipient
- Repeat purchases
- Purchase frequency
- Customer value
- Replenishment
- Clicks
- Conversions
- Active subscribers
- Campaign engagement
- Average order value
- Cart upsell performance
- Conversion opportunities
Investment & scope.
Broken down based on the actual work involved, rather than charging separately for every small task along the way.
Cart upsell & implementation
- →App setup and configuration
- →Upsell strategy and offer positioning
- →Cart integration
- →Styling / frontend adjustments
- →Mobile + desktop QA
- →Launch and initial monitoring
$500
Initial revamp & setup
- →Email strategy
- →Klaviyo structure and cleanup
- →Segmentation
- →Campaign framework
- →Template / design direction
- →Lifecycle strategy
- →Priority flow planning
- →Initial implementation
$1,500
Ongoing management
- →Approximately 8 campaigns per month
- →Campaign planning
- →Copy + creative
- →Klaviyo builds
- →Scheduling
- →Segmentation
- →Testing
- →Performance review
- →Ongoing optimisation
$1,500 / month
Customer retention sequences
- →Post-purchase journey
- →Product education
- →Cross-sell opportunities
- →Review / feedback touchpoints
- →Replenishment opportunities
- →Repeat-purchase messaging
- →Winback / reactivation improvements
Included in setup & ongoing
Email revamp + lifecycle setup + Shopify cart upsell
$2,000
Email campaigns + optimisation + ongoing support
$1,500 / month
$6,000
Initial build ($2,000) plus four months of management ($1,500 / month). One simple price for the full engagement.
Warm-up campaigns
Shopify cart implementation
Warm-up campaigns and the Shopify cart implementation are added at no extra cost when you commit to the full engagement.
The monthly scope flexes around what's happening in the business. Launches, promotions and important moments take priority over a rigid formula.
The bigger picture.
The Shopify work already proved there was significant upside in the store. The next step is making sure growth doesn't end with the first purchase.
Someone visits.
They buy.
They receive the product.
They hear from the brand.
They come back.
They buy again.
Better store experience → better customer experience → more repeat purchases → more value from every customer.
That's the part we're building now.
Next step.
We've already done the hard part of understanding the business and the store.
There's no reason to spend months talking about what could be done. We'll start with the highest-impact improvements, get the campaigns moving, build out the key customer journeys and then keep improving based on what we see.
By the end of the year, we'll have a much clearer picture of what's actually driving repeat revenue and where the next opportunity is.
Build.
Launch.
Measure.
Improve.
Repeat.