Rebuilding the Klaviyo Customer Journey to Drive More Revenue From Lifecycle Flows
Full lifecycle rebuild completed in 30 days
The Challenge
Barks & Brownies came to eCora with an opportunity to turn Klaviyo into a much stronger lifecycle marketing channel.
The brand's existing automated flows were incomplete and no longer reflected its more elevated visual identity. That meant customers moving through key stages of the buying journey were receiving an inconsistent experience, while important opportunities to convert new subscribers, recover abandoned purchases, and drive repeat orders were being left on the table.
The goal was to completely rebuild the lifecycle program around the customer journey while creating an email experience that felt consistent with the Barks & Brownies brand.
Previously, Barks & Brownies used image-only email templates from Canva. They looked OK but didn’t reflect a premium brand. We fully rebranded their emails, bringing a crisp-yet-playful look while further differentiating them from competitors.
Our Approach
1. Rebuilt the entire lifecycle program
Rather than optimizing individual emails in isolation, we rebuilt the automated customer journey from the ground up. In just 30 days, the team designed, wrote, built, and launched 7 Klaviyo flows containing 26 emails, giving Barks & Brownies a much more complete lifecycle foundation.
2. Redesigned flows around the new brand identity
The existing automations did not reflect Barks & Brownies' updated look and feel, so creative was a major component of the rebuild. Emails were redesigned to create a more cohesive branded experience while balancing product education, merchandising, and conversion-focused messaging. The Welcome Flow, shown in the design example included in the source document, introduced customers to the brand, highlighted product categories, communicated key benefits, and created multiple paths toward purchase.
3. Optimized flows around the customer journey
Each automation was developed with a specific role in the lifecycle rather than treating every subscriber the same. The program was designed to capture demand at important moments throughout the customer journey, giving Barks & Brownies an always-on system that could convert customers without relying entirely on scheduled campaigns.
4. Built the program to improve both conversion and list health
Scaling lifecycle marketing is only valuable if the audience remains healthy. Alongside the creative and strategic rebuild, the program maintained strong deliverability performance. Spam complaints reached 0%, while unsubscribe rate decreased 26.2%, showing that the increased lifecycle activity did not come at the expense of subscriber experience.
The Results
In the first full reporting period after the new flows went live, the lifecycle rebuild produced meaningful improvement across the Klaviyo program. Klaviyo-attributed revenue increased 76.2% month over month, while overall account revenue increased 111.2%. More importantly for the lifecycle program itself, flow revenue per recipient increased 113% and flow conversion rate increased 45.3%.
Lifecycle Flow Performance
The rebuilt flows quickly became an important contributor to the account's performance. Flow conversion value increased 128% month over month, even as total flow recipients grew only 8.7%. That gap is particularly important: performance did not improve simply because significantly more people entered the automations. The value generated from those recipients increased substantially after the rebuild. Flow revenue per recipient increased 113%, while the overall flow conversion rate improved 45.3%, demonstrating a stronger ability to turn lifecycle traffic into customers.
Welcome Flow Performance
The rebuilt Welcome Flow emerged as the strongest individual automation in the new lifecycle program. The flow achieved an 8.2% placed-order rate, giving Barks & Brownies a highly effective mechanism for converting new subscribers soon after they joined the list. While the Welcome Flow was a standout performer, the broader result came from rebuilding the complete lifecycle system rather than relying on a single automation.
Deliverability & List Health
Deliverability remained healthy as the rebuilt flows began generating more customer activity. Spam complaint rate was 0%, earning an Excellent rating and placing the account in the 75th percentile against industry benchmarks. At the same time, unsubscribe rate decreased 26.2%. This gave Barks & Brownies a stronger lifecycle program without sacrificing list health as the new automations went live.Performance Snapshot
| Area | Metric | Results |
|---|---|---|
| Overall | Attributed revenue | +76.2% |
| Overall | Total revenue | +111.2% |
| Lifecycle | Revenue per recipient | +113% |
| Lifecycle | Flow conversion value | +128% |
| Lifecycle | Conversion rate | +45.3% |
| Lifecycle | Flow recipients | +8.7% |
| Welcome Flow | Placed-order rate | 8.2% |
| Deliverability | Unsubscribe rate | -26.2% |
| Deliverability | Bounce rate | -56.7% |
| Deliverability | Spam complaint rate | 0% |
| Deliverability | Spam complaint benchmark | 75th percentile |
Key takeaway: Barks & Brownies didn't simply add more automated emails. By rebuilding the customer journey across 7 flows and 26 emails, the brand increased the value generated from lifecycle marketing while maintaining strong list health. Flow conversion value increased 128% while flow recipients grew just 8.7%, showing that the biggest improvement came from stronger automation performance rather than simply more volume.
The Outcome
By rebuilding its Klaviyo lifecycle program from the ground up, Barks & Brownies created a stronger owned marketing engine designed to support customers throughout the buying journey. The project gave the brand 7 fully rebuilt flows and 26 emails in just 30 days, while bringing lifecycle creative in line with the company's more elevated brand identity.
More importantly, the new system performed. Klaviyo-attributed revenue grew 76.2%, flow revenue per recipient increased 113%, and flow conversion rate improved 45.3% in the first full reporting period after launch.
Instead of relying on incomplete automations, Barks & Brownies now has a more cohesive lifecycle foundation designed to consistently convert new subscribers, capture customer intent, and drive repeatable growth.
