Client
Andrea Maack
Industry
Luxury Fragrance
Goal
Full Klaviyo retention engine rebuild
Delivered
Ongoing partnership
The brand had the product. The flows weren't keeping up.
Andrea Maack makes luxury fragrance. The kind of brand where a single bottle carries a story, and the customer who finds it usually stays. The problem wasn't the product. It was what happened after the sale.
The Klaviyo setup was incomplete. A welcome series existed but it wasn't telling the brand story. There was no post-purchase flow, no win-back sequence, no browse abandonment. Customers who showed interest and left were getting nothing. Customers who bought once weren't being brought back.
Campaigns were going out without a calendar behind them. No Valentine's Day, no Mother's Day, no Earth Day tied to the brand's Icelandic, nature-connected identity. The list was also showing deliverability issues. Bounce rate was sitting above where a brand like this should be.
Built the full stack. Flows, campaigns, and a calendar.
01.
5 Core Flows
Built the welcome series, abandoned checkout, browse abandonment, post-purchase thank you, and win-back from scratch. Each one was written and designed to sound like Andrea Maack, not a generic automation template.
02.
Seasonal Campaign Calendar
Built a monthly campaign calendar around the brand's identity and the moments that matter to their customer. Valentine's Day, Women's Day, Earth Day, and Mother's Day each got a dedicated send built around the fragrance story, not a discount.
03.
SMS from Scratch
Built SMS consent capture into flow entry points and set up SMS as a companion channel. Transactional for order and shipping updates, promotional for launch moments where immediacy matters.
04.
List Health and Segmentation
Cleaned the inactive list to protect sender reputation and rebuilt segments around VIP customers and early churn signals. Bounce rate dropped 27.1%. Open rate stabilized at 40.1% across 279,832 recipients.
Every flow, built for this brand.
Welcome Series
Brand introduction timed to the first discovery moment. Who Andrea Maack is, what the brand stands for. Fragrance storytelling first, conversion second.
Abandoned Checkout
Recovery for high-intent shoppers who left before completing. Balances urgency with the brand tone so it feels like service, not a chase.
Browse Abandonment
Triggered 2 days after a product page view without purchase. Intercepts fading interest before the customer moves on.
Customer Thank You
Post-purchase sequence that follows up after the sale. Sets expectations, introduces the wider collection, and opens the door for a second purchase.
Win-Back
Re-engagement sequence for customers who have gone quiet. Brings them back with the brand story before the relationship is lost.
Other Flows
Valentine's Day, Women's Day, International Earth Day, and Mother's Day. Each send was built around a moment in the brand's world, not a generic seasonal template.
“The brand has always been about the art of fragrance. What we needed was a way to bring that experience into email and SMS without it feeling like a newsletter. The flows now feel like they belong to the brand.”
Andrea Maack
Founder, Andrea Maack
