Lifecycle Email Flows & Automation for DTC Brand (Retention Focus)

We're aiming to build out a high-performing email and lifecycle automation setup for our DTC brand, with a specific focus on driving retention and maximising LTV. The project is scoped for less than a month, but we need someone who can quickly understand our business, audit our current flows, and implement improvements that have a measurable impact on revenue and engagement. This is an extended brief, so please read the details carefully before applying.

Project context: Our product line is established in the market, and we've seen solid initial traction, but our email revenue is lagging behind industry benchmarks. Our current flows include basic welcome and order confirmation emails, but there's no abandoned cart recovery, reactivation, or post-purchase nurturing in place. We're moving into a busy sales period soon, so getting these automations live is a priority. We use Klaviyo for email, and all core integrations with Shopify are set up, but segmentation and dynamic content usage are minimal at the moment.

Scope of work:

• Audit existing email flows, identify gaps and underperforming touchpoints (welcome, post-purchase, browse abandonment, cart recovery, winback, reactivation).
• Map the customer lifecycle and propose a set of automated flows to address key drop-off points and increase repeat purchase rates.
• Set up or refine at least 3 priority automations: abandoned cart recovery, post-purchase sequence, and a reactivation flow for lapsed customers. Each should include 2–4 emails with tested copy, dynamic personalisation (where possible), and logical triggers based on user behaviour.
• Implement segmentation logic to differentiate new, active, and at-risk customers, allowing for tailored messaging and offers.
• Work with our creative assets (or suggest improvements) to ensure emails are visually on-brand and mobile-optimised.
• Configure tracking/UTM parameters so that each email’s revenue impact can be measured clearly in our analytics.
• Optional but valued: brief us on best practices for deliverability, frequency, and compliance (GDPR, unsubscribe flows, etc.).

Who we’re looking for: Someone with proven experience building and optimising lifecycle email programmes for e-commerce brands (ideally in Europe). You should be comfortable with Klaviyo (or similar ESPs), segmentation, and automation logic. A solid grasp of revenue attribution and reporting is key—we want to see which flows are actually moving the needle. Mid-level experience is preferred: you should be able to work independently, but we’ll provide support with product details and creative assets as needed.

Success metrics: Clear improvement in email-attributed revenue, higher open and click rates, and at least 2 new flows launched within the project window. We’re especially interested in seeing a lift in repeat purchase rate and reactivation of lapsed customers. You’ll be expected to provide a short summary report at the end with key results and next-step recommendations.

Timing: We’d like to kick off as soon as possible, with the first automation live within 10 days and the rest rolled out over the following weeks. The full project should be wrapped up in less than a month.

If you’ve implemented similar flows before and can show clear results, we’d love to hear how you’d approach this. Please include a short note on your typical workflow and any relevant examples if possible. Quick turnaround appreciated. In short: we need emails that drive retention and real revenue, not just pretty templates.