More value from existing traffic
Visitors who do not buy the first time can still be nurtured through relevant flows and campaigns.
EMAIL MARKETING & KLAVIYO
Email marketing that follows the customer through the entire buying journey
I help e-commerce brands build and optimise a complete email marketing setup in Klaviyo. Flows, campaigns, segmentation and list growth are gathered into one system that creates more value from both new subscribers and existing customers.
The goal is not to send more emails for the sake of it. The goal is to send the right messages to the right people at the right time.
- Shopify
- Email marketing
4,5/5
Certified Klaviyo PartnerBronze partner — official access to Klaviyo support and resources.
Why email marketing?
Get more out of the traffic you already pay for
Meta Ads and Google Ads can create traffic and new customers. Email marketing helps maintain the relationship, follow up on the interest and get more value out of every subscriber and customer.
Stronger retention
Automated emails and relevant campaigns can increase the likelihood of repeat purchases and longer customer relationships.
More relevant communication
Segmentation makes it possible to send different messages to new subscribers, active customers, VIP customers and inactive recipients.
A system that keeps working
Flows can react automatically to customer behaviour, while campaigns are used for current stories, launches, offers and relationship building.
Email ecosystem
Automations, campaigns and segmentation throughout the customer journey.
The specific setup is adapted to the brand’s products, purchase cycle, customer data and existing customer journey. The goal is a coherent structure where new subscribers, potential customers and existing customers receive relevant communication at the right time.
Paid AdsOrganicSEODirect traffic
TrafficPaid ads · Organic · SEO · Direct
WebshopVisits & behaviour
SignupForms & pop-ups
FlowsBehaviour-based follow-up
CampaignsPlanned sends
PurchaseOrder completed
RepeatRetention & winback
GrowthMore revenue over time
Attract and convert
- Signup and welcome
- Interest and browsing
Towards the purchase
- Product consideration
- Cart and checkout
A strong post-purchase experience
- Order experience
- Product guidance
- Feedback
Re-activate existing customers
- Repeat purchase
- Loyalty
- Reactivation
The final structure is defined after analysing the brand’s data, products and customer journey.
Flows and campaigns
Flows and campaigns have different roles
Automated flows
Always on and behaviour-based
Flows are triggered by the customer's actions and ensure relevant communication without every email being sent manually.
- Welcome
- Browse abandonment
- Cart abandonment
- Checkout abandonment
- Post-purchase
- Winback
- Back in stock
- Review request
- Repeat purchase
Campaigns
Current and planned sends
Campaigns are used to communicate launches, product news, guides, stories, offers and current messages to selected segments.
- Product launches
- Promotions
- Guides and inspiration
- Brand stories
- Seasonal content
- Customer stories
- Bestseller focus
- VIP communication
- Re-engagement
In short
Flows capture customer behaviour. Campaigns create ongoing relevance. Together they form the foundation of a strong email marketing setup.
List growth
More subscribers only create value if they are relevant
An effective signup form is not just about showing a discount code. Placement, timing, design, message and targeting must be adapted so that more relevant visitors choose to sign up without harming the user experience.
Strategy and offer
What does the visitor actually get out of signing up?
Timing and placement
When and where should the signup form appear?
Mobile and desktop
Forms must be adapted separately to different screen sizes.
Segmentation from the start
Answers and behaviour can send the subscriber's data into the right segment or flow.
- Popup
- Flyout
- Embedded form
- Landing page
- Exit intent
- Quiz or preference form
Segmentation & personalisation
Not every subscriber should receive the same email
Relevance becomes more important as the list grows. Recipients are therefore divided by behaviour, purchase history, engagement and relationship with the brand.
- New subscribers
- Engaged subscribers
- First-time customers
- Returning customers
- VIP customers
- Product interests
- Inactive subscribers
- Potential winback customers
- High-frequency customers
- Subscribers who have not purchased yet
Personalisation
Personalisation is more than a first name. It is about adapting content, timing and offers to what the customer has actually shown interest in.
Our approach
Three disciplines working together.
01
Foundation and tracking
We make sure Klaviyo receives the right events and data from the webshop before anything else is built on top.
Methods
- Klaviyo audit
- Shopify integration
- Event tracking
- Data quality
- Consent status
- List and segment structure
- Deliverability review
02
Flows and customer journey
We map the customer journey and prioritise the flows with the greatest relevance for the brand.
Methods
- Flow mapping
- Triggers
- Timing
- Conditions and filters
- Copywriting
- Email design
- Personalisation
- A/B tests
03
Campaigns and development
We develop an ongoing campaign plan that combines commercial messages with relevant and valuable content.
Methods
- Campaign calendar
- Segmentation
- Product focus
- Content plan
- Sending frequency
- Performance analysis
- New hypotheses and tests
The process
Five steps from audit to ongoing optimisation.
A transparent process where you always know what is happening — and why.
01
Analysis and audit
We review Klaviyo, Shopify, lists, flows, campaigns, signup forms, tracking and historical performance.
- Account audit
- Tracking review
- Flow review
- Campaign analysis
- Segments
- Deliverability
- List growth
- Data quality
02
Strategy and prioritisation
We prepare a roadmap and prioritise the initiatives that should be built or improved first.
- Customer journey
- Flow map
- Campaign plan
- Segment structure
- Signup strategy
- KPIs
- Roadmap
03
Setup and production
We build flows, forms, segments and templates and produce copy and design for the individual emails.
- Flow setup
- Email copy
- Design
- Templates
- Signup forms
- Segments
- Tracking
- QA and testing
04
Campaigns and activation
We plan and send relevant campaigns to the right segments.
- Campaign calendar
- Product launches
- Seasonal content
- Guides
- Offers
- Brand stories
- Segmentation
- Sending
05
Analysis and optimisation
We continuously analyse the results and develop flows, campaigns and segments based on data.
- A/B tests
- Flow performance
- Campaign performance
- Deliverability
- Engagement
- Revenue attribution
- Segment development
- New initiatives
Reporting
From sends to concrete decisions
- Revenue attributed to email
- Flow revenue
- Campaign revenue
- Click rate
- Conversion rate
- Engagement
- Unsubscribe rate
- Spam complaints
- Bounce rate
- Deliverability
- Subscriber growth
- Flow drop-off
- Segment performance
- Product performance
How it is used
The numbers are not only used for reporting. They are used to decide which flows should be expanded, which campaigns should be repeated, which segments should be prioritised and where the customer journey can be improved.
Collaboration model
A steady rhythm — week by week, month by month.
Operational
- Performance review
- Campaign planning
- Flow optimisation
- New tests
- Fast sparring
- Segment and list checks
Strategic
- Reporting
- Performance review
- Plan for next month
- Campaign calendar
- Prioritising new flows
- New opportunities
Development
- Long-term retention strategy
- Expanding the flow ecosystem
- New segments
- List growth initiatives
- Deliverability review
- New focus areas
Ongoing communication primarily takes place in Slack, allowing questions, feedback and new opportunities to be handled quickly.
Selected results
Results from email marketing collaborations
Almost 4x email revenue
Retention and automation in focus
An e-commerce brand in cleaning products already had Meta Ads and Google Ads under control. Focus was therefore placed on Klaviyo. We reviewed the entire setup, optimised existing flows, implemented new automations and planned campaigns for both subscribers and existing customers. The result was almost a quadrupling of monthly email revenue in a short time.
Email marketing as a growth engine
+70% email revenue · higher overall revenue
An established tech webshop used large ad budgets to maintain revenue. After reviewing the Klaviyo setup we identified significant opportunities among existing customers. Focus shifted to retention, flows and campaigns, which created markedly higher email revenue and a stronger overall business.
Klaviyo dashboard
DKK 188,110 attributed · +362%
We helped the brand build a real email marketing ecosystem with flows covering several stages of the customer journey — from new visitors to returning customers. It strengthened both retention and the overall sales strategy.
4,5 / 5Excellent on Trustpilot
Reviews
What clients say about working with us.
Certifications
Documented Klaviyo expertise
JLDigital is an official Klaviyo Partner and certified in strategy, deliverability, sales and practical use of the platform. It documents expertise from technical setup and data foundation to flows, campaigns, segmentation and ongoing retention work.
Klaviyo Partner
Official partner status with access to Klaviyo’s partner resources, support and best practices. The partnership supports the work of building and optimising complete email marketing ecosystems.
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Klaviyo Deliverability Certified
Documented expertise in sender setup, list quality, deliverability and the work of getting emails safely into the recipient’s inbox.
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Klaviyo Sales Certified
Certified understanding of how the platform is used for relevant communication, stronger customer journeys and more value from both subscribers and existing customers.
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Klaviyo Practitioner Certified
Practical expertise in setting up, running and optimising flows, campaigns, segments, forms and integrations.
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Klaviyo Strategist Certified
Strategic expertise in retention, customer lifecycle, segmentation, campaign planning and building a complete email marketing ecosystem.
FAQ
Frequently asked questions about email marketing
I primarily work with Klaviyo because the platform is built for e-commerce and integrates closely with Shopify, customer data, product data and behaviour-based events.
Yes. The collaboration can start with an audit of the existing setup, after which flows, segments, signup forms and campaigns are prioritised based on the biggest opportunities.
Yes. I can both build a new flow ecosystem and optimise existing flows. The exact number and order depend on the brand's customer journey, product and data foundation.
Yes. The work can include strategy, copywriting, design, setup, segmentation, testing and quality assurance before sending.
It depends on the list, the engagement, the products, the season and the amount of relevant content. The frequency is set based on data rather than a fixed universal rule.
No. Smaller webshops can also get great value from a strong welcome flow, abandonment flows and relevant follow-up. The scope simply has to match the size of the business and the data available.
Yes. I work with signup forms, offers, placement, timing, segmentation and ongoing testing with a focus on attracting relevant subscribers.
SMS can be included as a supplement if it makes sense for the brand, the audience and the consent basis. The main focus is email marketing and Klaviyo.
We track revenue, clicks, conversions, flow and campaign performance, list growth, engagement and deliverability, among other things. Results are assessed in the context of the overall customer journey.
It depends on list size, traffic, existing data and how much of the setup is already in place. Some flows can start creating value shortly after launch, while a complete ecosystem is developed and optimised over time.
Usually not. Email marketing and advertising have different roles. Advertising can attract new visitors and customers, while email marketing helps follow up, maintain the relationship and create more value from the existing traffic.
Ready to get more out of your email marketing?
Book a free strategy call and get a concrete assessment of your Klaviyo setup, flows, campaigns and biggest opportunities for growth.
Book a free strategy call