Client
Living in Sunshine
Industry
Surf & Outdoor Lifestyle
Goal
Full Klaviyo flow build and BFCM strategy
Delivered
Ongoing partnership
Good product, loyal customers, no retention system.
Living in Sunshine makes surf storage that people actually recommend. Patented board racks, eco-friendly hammocks, wetsuit dryers, the kind of product that sells on word of mouth. The brand had 50,000 customers and a genuine community behind it. Klaviyo wasn't doing anything with any of that.
There were no lifecycle flows. Customers who bought came back only if they remembered to. Browsers who visited and left got nothing. The welcome series wasn't built. BFCM, early holiday, high-spend periods: none of it was being captured through email.
The list existed. The audience was there. The infrastructure just wasn't built.
Built every flow, then built the seasonal stack on top.
01.
Core Flow Build
Built the welcome series, checkout abandonment, abandoned cart, and browse abandonment from scratch. Copy written around the surf lifestyle, not generic e-commerce language. Each flow reflects who the Living in Sunshine customer actually is.
02.
VIP and High-Spender Flow
Identified the customers driving the most revenue and built a dedicated flow for them. A personalized experience for the people most likely to buy again and refer others.
03.
BFCM and Seasonal Campaign Stack
Built dedicated flows and campaigns for Early Holiday Season, BFCM Early Access, and Black Friday and Cyber Monday. The highest-value window of the year for a lifestyle brand. Each period had its own strategy, not a repurposed template.
04.
Deliverability and List Health
Cleaned the list and rebuilt segmentation from the ground up. Spam complaint rate fell 56.6%. 112,705 total recipients reached with a 35.5% open rate and click rate up 74.8%.
Every flow, built for this brand.
Welcome Series
Brand introduction built around the surf lifestyle. Sets the tone for who Living in Sunshine is and why the products exist, before asking for the next purchase.
Checkout Abandonment
Recovery for customers who made it to checkout and left. High intent, short window. Built to bring them back without feeling like a chase.
Abandoned Cart
Triggered when items are left in the cart. Reconnects the customer with the product they were already interested in.
Browse Abandonment
Triggered after product page views without a cart add. Catches fading interest early before the customer moves on.
VIP / High-Spender
Dedicated flow for the brand's highest-value customers. Personalized experience for the people most likely to buy again and refer others.
Other Flows
Shipment Confirmed, Early Holiday Season, BFCM Early Access, and Black Friday and Cyber Monday. Each one built for its specific moment, not repurposed from a template.
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“We had the customers but we weren't staying in touch with them. Now every flow feels like it was written for a surfer, not a generic email list. The BFCM results alone made the whole thing worth it.”
Lior Zimmerman
Founder, Living in Sunshine
