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Email Automation & Lifecycle Marketing

The next message should know what happened.

Build email journeys around customer actions, not a calendar alone. Welcome, recovery and post-purchase flows with useful content, clear rules and deliberate stopping points.

Let’s talk email See the Rochford campaign

Strategy · Design · Implementation · Optimisation

IN THE INBOXRochford Wines / Spring Varietals
Rochford Spring Varietals campaign artwork
A clear idea. A useful next step.
On this page

Rochford Wines · Recovery in practice

Three journeys. The right reminder for the moment.

Explore how the Rochford setup coordinates browse, cart and checkout recovery in Klaviyo. Four emails across three flows help customers return to their selection, with existing savings and no new discount.

A diagram of the documented setup, not a live account view. Each branch is a separate flow. Checkout takes priority over cart, and cart over browsing, through the activity filters below.

Shopping activity

An identified customer takes a shopping action

The event must be ready for recovery and include eligible wine or packs. The customer must be subscribed and eligible for email marketing.

Shared entry and sending rules

In this setup, both custom event fields RochfordRecoveryReady and RochfordHasWine must be true. Profile filters combine marketing eligibility with the activity conditions for each flow. They are checked on entry and before each email sends.

Viewed Product

Browse recovery

1 email · after 48 hours

Help a subscriber return to a product they viewed.

Entry & re-entry rules

No Added to Cart, Started Checkout or Placed Order events in the previous 7 days.

Re-entry: At most once every 30 days.

  1. Delay

    Wait 48 hours

    Time from flow entry.

  2. Profile filter check

    Before sending

    No Active on Site, Viewed Product, Added to Cart, Started Checkout or Placed Order events since entry.

  3. Email · if still eligible

    Still considering this one?

    One product image, name, price and verified savings. The button opens the product page; it does not promise a saved cart.

When activity changes

A tracked return or further shopping activity cancels the pending reminder. The timer does not restart.

End after one reminder.

Added to Cart

Cart recovery

1 email · after 24 hours

Bring a subscriber back to the selection they added.

Entry & re-entry rules

No Started Checkout or Placed Order events in the previous 7 days.

Re-entry: At most once every 7 days.

  1. Delay

    Wait 24 hours

    Time from flow entry.

  2. Profile filter check

    Before sending

    No Started Checkout or Placed Order events since entry.

  3. Email · if still eligible

    Your Rochford selection awaits.

    The saved selection, quantities, order subtotal and total savings, with a “Return to your cart” button.

When activity changes

Starting checkout or placing an order prevents the pending cart reminder from sending.

End after one reminder.

Started Checkout · WooCommerce

Checkout recovery

2 emails · at 4 and 28 hours

Help a subscriber finish the order they started.

Entry & re-entry rules

Shared eligibility rules apply. This checkout setup has no separate recent-purchase lookback exclusion.

Re-entry: At most once every 7 days, measured from flow entry—not the latest purchase.

  1. Delay

    Wait 4 hours

    Time from flow entry.

  2. Profile filter check

    Before email 1

    No Placed Order events since entry.

  3. Email · if still eligible

    Pick up where you left off.

    Show the saved selection with a “Resume your order” button.

  4. Delay

    Wait another 24 hours

    28 hours from flow entry in total.

  5. Profile filter check

    Before email 2

    Check again: no Placed Order events since entry.

  6. Email · if still eligible

    A little reminder from Rochford.

    Show the selection again and offer help completing the order.

When activity changes

A recorded purchase after entry prevents the next checkout reminder from sending.

End after the second reminder.

Frequency and consent

Smart Sending was enabled with a 16-hour window in the Rochford account at setup. Another recent marketing email can therefore cause a reminder to be skipped. Emails include unsubscribe and preference links, alongside UTM tracking.

What appears in the email

Cart and checkout emails show up to three product lines, followed by “Plus X more items” when needed. Totals include the whole cart, including other products in a qualifying mixed cart. Savings come from the website, not calculations in the email template.

Where the button takes the customer

WooCommerce cart-rebuild links restore the selection on another device. Current prices and availability are recalculated on return; payment details and login are not restored. Browse reminders open the product page instead.

Adapting the rules to another store

Confirm tracked events, consent, product eligibility, savings and recovery links. Test purchases, repeat events, discounts, inbox rendering and cart restoration before launch. Browse cancellation relies on identified, tracked visits. A post-purchase cooldown can be scoped separately; it is not part of this checkout setup.

Different moments, different messages

Build the flows your store can support.

Prioritise the journeys that address a real customer need and have dependable data behind them. Cart activity, browsing and checkout are different events; they should not automatically trigger the same message.

  1. Welcome

    Set expectations, introduce a useful starting point and account for subscribers who have already bought.

  2. Browse, cart & checkout recovery

    Match content to the action actually captured. Prevent overlapping reminders and suppress recovery when an order is placed.

  3. Post-purchase

    Help customers use or enjoy what they bought. Time review requests or complementary product suggestions around the actual experience.

  4. Re-engagement

    Define what inactivity means for the business. Offer a relevant reason to return, with a clear end to the sequence.

Rules, content & implementation

A working flow is more than an email template.

We scope the journey map, event checks, audience rules, message copy, responsive templates, platform configuration and test scenarios together. Your team receives a record of what starts each flow, what stops it and who maintains it.

  1. Test the awkward paths

    Check a purchase during a delay, missing product data, repeated events, unsubscribed profiles and simultaneous flows.

  2. Agree ownership

    Identify who owns the store integration, message approvals and ongoing monitoring. Confirm access and account capabilities before building.

  3. Review after launch

    Look at entries, skips, exits and customer actions as well as revenue attribution. Ongoing support can refine content and rules as the store changes.

Start with your real journey

Show us where the conversation breaks.

Bring your store and email platform, existing flows, typical buying cycle and customer support questions. We’ll identify a practical first scope. The Rochford example shows how the rules work together; your journeys are scoped around the events and customer needs of your store.

  1. Keep operational messages clear

    Explore transactional email and website integration.

    Explore more

  2. Support the next campaign

    Give scheduled sends their own creative and strategic role.

    Explore more

Let’s build the next touchpoint

Give your next customer a reason to come back.

Tell us about your store, your email platform and the part of the customer journey you want to improve. We’ll scope the strategy, creative and implementation around it.

Let’s talk email

Let’s talk

Start the conversation.

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