Creative Refresh Complete
All flow creative redesigned with fresh templates. Sent to client for review on April 17, 2026.
This is a complete creative refresh of the lifecycle system. Every flow has been redesigned from scratch with new templates, updated copy, and a cohesive visual system built for Klaviyo. All 9 flows are ready for review.
Status: All creative delivered via Air. Pending client review and approval to begin building in Klaviyo.
Priority 1 Get Live First
| # | Flow | Emails | Review Link |
|---|---|---|---|
| 1 | Welcome Series | 5 emails | Review in Air |
| 2 | Cart Abandon | 3 emails | Review in Air |
| 3 | Browse Abandon | 2 emails | Review in Air |
Priority 2 Next Tier
| # | Flow | Emails | Review Link |
|---|---|---|---|
| 4 | Replenishment Reminder | 2 emails | Review in Air |
| 5 | Subscription Nurture | 3 emails | Review in Air |
| 6 | Post-Purchase Education | 4 emails | Review in Air |
| 7 | Cross-Sell Series | 1 email | Review in Air |
Priority 3 Additional
| # | Flow | Emails | Review Link |
|---|---|---|---|
| 8 | VIP Series | 2 emails | Review in Air |
| 9 | Review Request | 2 emails | Review in Air |
VIP Series serves as a proof of concept to evaluate broader loyalty program potential.
Reference Documents
Strategic briefs and operational plans that guide the lifecycle program.
| Document | Link |
|---|---|
| Lifecycle Brief Full lifecycle strategy, flow architecture, segment definitions |
sbf-lifecycle-brief.vercel.app |
| Blast Briefs Creative briefs for all 16 planned blast campaigns |
shepherd-boy-farms-blast-briefs.vercel.app |
| Full Lifecycle Ops Plan Operational plan, naming conventions, Klaviyo setup |
sbf-lifecycle-ops-q1-2026.vercel.app |
Blast Campaign Calendar
16 campaigns planned across 8 weeks. 2 sends per week cadence. Fresh creative being designed.
Campaign Categories
| Category | Campaigns |
|---|---|
| Product Spotlights | Classic Topper, Premium Recipes, Treats |
| Educational | Why Freeze-Dried, FAQ, Feeding Guide |
| Seasonal | Spring, Easter, National Pet Day |
| Subscription | Subscribe & Save 15% |
| Cross-Sell | Complete the Bowl |
| Loyalty | VIP Exclusive |
| Winback | We Miss You |
Creative is in progress. Blast campaign designs will be delivered in batches as flow creative is approved and built. Full briefs for all 16 campaigns are available in the Blast Briefs document.
Week 1-2: Priority 1 Flows Live
Pending creative approval. These flows drive the most immediate revenue impact.
Welcome Series (5 emails)
Build in Klaviyo, configure triggers, set timing delays, QA across devices.
Cart Abandon (3 emails)
Configure Shopify cart event triggers, set escalating discount logic, build dynamic product blocks.
Browse Abandon (2 emails)
Set up browse tracking, configure product recommendation blocks, set suppression rules.
Begin Blast Calendar
First blast campaigns go out as flow builds are completed. 2 sends per week cadence starts.
Week 3-4: Priority 2 Flows
Expanding lifecycle coverage. Retention and repeat purchase focus.
Replenishment Reminder (2 emails)
Configure purchase-based timing triggers. Dynamic product and reorder logic.
Subscription Nurture (3 emails)
Build subscriber-specific flows. Highlight savings, manage expectations, reduce churn.
Post-Purchase Education (4 emails)
Product education series: storage, portioning, feeding guides, transition tips.
Cross-Sell Series (1 email)
Recommend complementary products based on purchase history.
Blast calendar continues. 2 sends per week cadence maintained throughout the build.
Week 5-6: Priority 3 Flows + Optimization
Final flows go live. Begin performance-based optimization.
VIP Series (2 emails)
Identify VIP segment criteria, build exclusive content flow, evaluate loyalty program potential.
Review Request (2 emails)
Post-purchase timing, platform-specific review links, incentive testing.
Initial Flow Optimization
Review open rates, click rates, conversion data from P1 flows (4+ weeks of data). Adjust subject lines, send times, and content based on performance.
A/B Testing Program Begins
Set up A/B tests on highest-traffic flows: Welcome E1 subject line, Cart Abandon E1 timing, Browse Abandon discount vs. no discount.
Week 7-8: Full System Optimization
All flows live. Focus shifts to performance and planning ahead.
Full System Performance Review
Comprehensive analysis across all 9 flows and blast campaigns. Revenue attribution, engagement metrics, segment performance.
Optimization Cycle
Apply learnings from A/B tests. Refine segments, adjust timing, update underperforming creative.
Next Quarter Recommendations
Roadmap for remaining 3 planned flows, advanced segmentation, expanded A/B testing, and revenue scaling strategies.
What We Need From You
Three items to keep the timeline on track.
| # | Action Item | Priority | Details |
|---|---|---|---|
| 1 | Review and approve flow creative | Highest | Sent 4/17 via the Air links above. Start with Priority 1: Welcome, Cart Abandon, Browse Abandon. These three unblock the first two weeks of Klaviyo builds. |
| 2 | Confirm Klaviyo plan tier | Important | Verify the current Klaviyo plan supports the blast sending volume we need (2 sends/week to the full list). We can check this together if needed. |
| 3 | Blast creative feedback | Ongoing | As blast campaign designs are delivered, provide feedback so we can maintain the 2/week cadence without gaps. |
The creative approval is the critical path. Everything else is ready to go. Once P1 flows are approved, we start building in Klaviyo immediately.
How We Keep You in the Loop
Proactive, structured communication so you always know where things stand.
| Channel | Frequency | What You Get |
|---|---|---|
| Slack Updates | Daily | What was delivered, what we're working on, anything blocked, anything we need from you |
| Performance Reports | Weekly | Flow metrics, blast metrics, A/B test results, recommendations |
| Strategy Calls | Regular | Alignment on priorities, creative direction, campaign planning |
| Call Notes | Every call | Notetaker on all calls, action items tracked and followed up on |
| Blocker Alerts | As needed | Proactive communication on anything that could affect the timeline, with proposed solutions |
Dedicated lifecycle operator managing your account day-to-day. You have a single point of contact who knows your account, your flows, and your goals.