Klaviyo lifecycle for Kidsplaza.vn.
3 years, 12 flows, +38% email revenue.
A top-3 Vietnamese kids retailer hired LUMA-E to own their Klaviyo end-to-end. We architected the flows, ran the experiment cadence, built the dashboards their team actually opens.
Email was a $0.30 line item, not a channel.
Kidsplaza was running 1 welcome flow + occasional batch campaigns. List was 240k strong but engagement was dropping every quarter. Email-attributed revenue sat at <6% of total. The internal team owned the tool but didn't have the bandwidth to architect, segment, or experiment.
The brief was simple: own Klaviyo. Make it actually move revenue. Don't break what's already working.
12 flows, RFM segmentation, a dashboard.
We rebuilt the lifecycle from the ground up in the first 90 days, then ran monthly experiments and quarterly architecture reviews from there.
- Welcome series — 5 emails, 14-day arc, $7 first-purchase incentive
- Abandoned cart — 3-touch with SMS escalation on touch 2
- Browse abandon — gated to high-intent categories
- Post-purchase — 4-touch with replenishment ping at day 30
- Win-back — 3 segments × 3 offer tiers
- VIP — top 5% RFM with early access drops
- RFM segmentation rebuilt across 9 segments
- Looker Studio retention dashboard, refreshed weekly
+38% email revenue in 90 days. Held for 3 years.
The lift wasn't a campaign spike — it was an architecture change that compounded. We continued the retainer for the experiment cadence and the quarterly architecture reviews. Three years in, the model still ships.
Email-attributed revenue
First 90 days vs prior 90-day baseline.
Flow-attributed revenue
From 1 flow live to 12 flows in 90 days.
Active retainer
Still shipping experiments + monthly reviews.
Get the same Klaviyo audit.
$2,500. One week.
Same diagnostic we ran for Kidsplaza. Full account review, 90-day roadmap, decision-ready output.