Marketing Automation Agency for E-commerce

Marketing automation is not a tooling question. Every platform on the market can trigger an email four hours after cart abandonment. What separates a program that earns from one that idles is the data feeding the trigger and the exclusion conditions around it.

We build flow architectures that rest on real behaviour, not on generic rules copied from a template.

The problem we meet most often

A brand comes to us with eight live flows and a vague sense that "automation doesn't work for us". The diagnosis is nearly always the same.

The flows exist, but they were built from the platform's templates. They trigger on conditions that are too broad, do not exclude recent buyers, send the same message to a first-time buyer and a loyal customer, and overlap with each other : the same contact gets a cart abandonment and a browse reminder on the same day.

Revenue attributed to automation is then artificially high, because the platform credits flows with sales that would have happened anyway, and artificially low in real incrementality.

The work is not adding flows. It is removing some, tightening conditions, and measuring what is left.

What we handle

Auditing what exists

The systematic starting point. We map live flows, their entry and exit conditions, their overlaps, and we measure each one's incrementality by holdout.

The deliverable is an ordered list: what to cut, what to tighten, what is missing. In eight cases out of ten the gain sits there rather than in a change of tool.

Flow architecture

Seven flows cover the bulk of automated revenue, and the order matters:

1. Checkout abandonment, the most profitable flow in all of Klaviyo. We run no account without it live: every day without it is lost revenue.
2. Welcome, the most-opened email in a customer's entire lifetime. We always build a sequence, never a single email : see the Klaviyo welcome flow.
3. Cart abandonment, with a basket threshold and strict exclusions : see Klaviyo abandonment flows.
4. Browse abandonment. A visitor who viewed a product without adding it is your largest volume of intent, and this is also the flow that saturates fastest : see Klaviyo browse abandonment.
5. Post-purchase, which we treat as a repeat-purchase channel rather than a confirmation: thanks, product education, cross-sell. A customer who just bought is the easiest to make buy again : see the Klaviyo post-purchase flow.
6. Replenishment, on products with a predictable consumption cycle.
7. Win-back and sunset, installed together on any mature account. Without them the list ages and deliverability degrades : see the Klaviyo win-back flow and the Klaviyo sunset flow.

The data behind the flows

This is what separates an average program from a strong one, and what brands underestimate most.

A replenishment flow needs consumption cycle by product. A post-purchase recommendation needs category affinity. A gift-buyer exclusion needs checkout to pass the information through. None of this arrives by default.

We scope the events and properties to send, and we wire them : see Klaviyo custom properties and the Klaviyo events API.

Flows versus campaigns

One question always comes up: should we send fewer campaigns if the flows are working?

The answer depends on overlap. A contact receiving three flows and four campaigns in one week receives seven emails, however elegant the architecture. We set a global frequency cap applied to both, and a priority rule when they conflict. Covered in Klaviyo flows vs campaigns.

Deployment, in order of return

We never switch on eight flows at once. The order follows expected gain, and each stage is measured before the next opens.

Weeks 1 to 3 : welcome and cart abandonment. These two carry most of the automated revenue on their own. Activating them first produces a measurable result before the rest of the work starts, which matters when a budget has to be defended internally.

Weeks 4 to 6 : post-purchase and browse abandonment. Post-purchase decides the second order, which is the real profitability lever for an e-commerce brand. Browse abandonment needs more care: it is the flow that saturates a list fastest.

Weeks 7 to 10 : replenishment, win-back, sunset. They depend on purchase-cycle data that often has to be built, which explains their later position.

Weeks 11 and 12 : measurement and tightening. Every flow goes through a holdout, and anything not producing incremental revenue gets cut or rebuilt.

What we do not do

We do not stack flows to fill a report. A fifteen-flow program with six overlaps produces less than a seven-flow program with correct exclusions.

We do not measure performance on the platform's native attribution. It credits the last clicked email with sales that would have happened without it, which produces flattering numbers and wrong decisions. Covered in email marketing attribution.

And we do not recommend a platform migration before exhausting what the current tool allows.

Platforms

Klaviyo first, for the richness of its data model and the simplicity of the Shopify connection. Brevo for brands already there, Braze and Customer.io for more complex stacks or SaaS models.

Platform choice comes after architecture, never before. See our CRM agency page for upstream scoping.

How we measure

Revenue per flow, incremental. Not platform-attributed revenue, which systematically overstates. Measurement runs on holdout: a sample excluded from the flow, compared against the exposed group.

Conversion rate by step. A five-email flow whose fourth email does not convert does not need five emails.

Overlap rate. The share of contacts receiving more than one flow within 48 hours. This is the saturation metric, and the one nobody tracks.

Plus three alarm thresholds from our reference framework: above 0.1% spam complaints, Gmail and Yahoo start degrading reputation, we treat that as a fire alarm. Above 2% bounce, the list is dirty. Above 0.5% unsubscribes per campaign on average, commercial pressure or targeting need revisiting.

The general framework is in lifecycle email marketing KPIs.

Getting started

Entry is the audit: mapping what exists, measuring incrementality, and a rebuild plan ordered by expected gain.

Request an audit

FAQ

What is the difference between marketing automation and email marketing?

Email marketing names the channel, marketing automation the trigger logic. The second needs data.

How many flows should we run?

Six to eight cover the bulk of automated revenue, starting with checkout abandonment.

What share of revenue does marketing automation represent?

We target roughly fifty-fifty between flows and campaigns. Across total revenue, the floor for a healthy account is 20% from email, the target zone 25 to 30%.

Do we need to change platform?

Rarely. In eight cases out of ten the gain comes from misconfigured flows.

How long before we see results?

Cart abandonment and welcome are live within three weeks; a full deployment takes eight to twelve.

Talk to Deliver about your programme