Lifecycle Email Flow Build for DTC Launch (Retention Focused)

Brief: We’re preparing to launch a new direct-to-consumer product and need a solid email flow to maximise first-purchase conversion and drive retention from day one. The goal is to set up a complete, high-converting lifecycle automation that covers onboarding, cart recovery, and early repeat purchase triggers. This is a focused project with a timeline of less than 2 months, ideal for someone with hands-on experience in lifecycle email strategy and execution.

You’ll be responsible for building and optimising an initial automated email sequence, including:

• Structuring and writing onboarding emails to welcome new signups
• Setting up cart recovery and browse abandonment flows
• Creating early repeat purchase prompts
• Ensuring tracking and segmentation are correctly configured
• Advising on best practices for deliverability and engagement

We use a mainstream ESP (Klaviyo or similar), so experience with these platforms is a must. Please highlight any proven experience with DTC retention campaigns or automated flows. Strong copy and a data-driven approach to testing subject lines and CTAs are highly valued. There’s scope to iterate based on early performance data, so flexibility and a pragmatic mindset will help.

This is a mid-level role, so you should be comfortable owning the workflow but can ask for input if needed. Project motivation: We’re investing in lifecycle now to avoid missing out on repeat revenue as we scale. Looking forward to seeing examples of similar flows you’ve built. Quick turnaround appreciated.