This is a self-directed, complete Klaviyo email program for an invented DTC wellness brand. It has 11 emails across 4 lifecycle flows, written in HTML and CSS.
Lumé is an invented DTC wellness brand with three products, Sleep, Focus, and Calm. I created it to build a complete Klaviyo email program end to end, the kind of lifecycle system a real DTC brand runs. It covers the full customer journey, from the first welcome email through to winning back lapsed subscribers.
I built the brand identity before writing any of the flows. Lumé is premium and editorial, closer to a fashion label than a typical supplement company: dark, minimal, and typographic, with a defined palette, type system, and a consistent footer across every email. It keeps all 11 emails feeling like one brand.
Eleven emails across four flows, each triggered and timed to meet the customer at a different point in their journey.
Introduces the brand, walks through the three formulas, explains why most supplements fall short and what Lumé does differently, and delivers a welcome gift on day five. This is also where the A/B test lives.
A soft reminder a few hours after a cart is left, then a follow-up the next day with urgency and a discount. Built to recover the sale without nagging.
Confirms the order, then teaches the customer how to actually use the product and what to expect week by week, and finally asks for a review once there has been time to feel results.
Re-engages subscribers after 90 days of no activity with a warm note and an offer, then a respectful final goodbye if they still do not return.
The first welcome email runs a subject-line A/B test: a 50/50 split with click rate as the winning metric, set to run until it reaches statistical significance and then pick the winner on its own.
Every email was written in raw HTML in Klaviyo's HTML block, with table-based, mobile-aware layouts and personalization tags. That gave full control over the editorial look, the headlines, pull quotes, and numbered lists that carry the brand's voice, and consistent rendering across email clients.
This is a portfolio build, so there is no live store behind it. The welcome series runs on a real list-join trigger. The cart, post-purchase, and win-back flows use a simulated trigger in place of the Shopify events (Added to Cart, Placed Order) they would use in production. I documented exactly what would change in a live setup, including the filters needed to exclude recent purchasers from the cart flow.
To take this live: configure a custom sending domain with SPF and DKIM for deliverability, connect a store so the flows trigger on real behavioral events, add flow filters to keep recent purchasers out of the cart sequence, layer in segments like VIP buyers and at-risk subscribers, and monitor the A/B test to declare a winner once it reaches significance.