Klaviyo for Shopify brands, straight from the inbox.
Straight answers on Klaviyo, email and retention for Shopify brands. Written by Jack White, founder of Bardown Digital.
Repeat purchase email strategy: how to make the second order automatic
The six flows and campaigns that get consumable customers to order again, with real numbers from a skincare brand rebuild and a 4-brand data sample.
Read the post → FLOWS · 11 MIN READEssential Klaviyo flows for CPG brands: the build order I use
The essential Klaviyo flows for CPG brands, in the order I build them, with per-flow data from 4 consumable brands and what each flow is for.
Read the post → BENCHMARKS & DATA · 11 MIN READCPG email marketing benchmarks 2026: what consumable brands earn per email
CPG email marketing benchmarks from 2,897 campaigns and $17.7M in email revenue: revenue per recipient by flow, open vs click rate and email's revenue share.
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STRATEGY · 8 MIN READ
BFCM email strategy for consumable brands: how hard to push and who to send to
A BFCM email strategy for consumable brands: how hard to push, which segments to send to, and why your restock email could be the biggest send of the year.
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STRATEGY · 6 MIN READ
Email marketing for a retail launch: what to tell your list when you land in stores
Email marketing for a retail launch: what to tell your list, store locator emails, keeping online buyers direct, getting in-store emails and what to measure.
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STRATEGY · 7 MIN READ
Email segmentation for ecommerce: the segments a consumable brand should start with
Email segmentation for ecommerce, explained with real numbers: an engaged send earned $0.19 per person vs $0.04 for a blast. The 5 segments to start with.
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STRATEGY · 6 MIN READ
Klaviyo flows not converting? 7 leaks that keep email revenue flat
Klaviyo flows live but revenue flat? Here are the 7 leaks I check first, from missing reorder flows to broken click tracking, with data from consumable brands.
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STRATEGY · 11 MIN READ
Repeat purchase email strategy: how to make the second order automatic
The six flows and campaigns that get consumable customers to order again, with real numbers from a skincare brand rebuild and a 4-brand data sample.
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FLOWS · 7 MIN READ
How long should a winback flow be? Longer than you think
Winback email #3 earns about 2x email #1. How long a winback flow should be, how to structure it for consumables, and where the offer should go.
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FLOWS · 8 MIN READ
Klaviyo back in stock emails: how to set them up so the restock actually sells
How to set up Klaviyo back in stock emails, from the flow to the restock campaign, plus why one restock email got double the clicks and made $0.
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FLOWS · 7 MIN READ
How to set up a Klaviyo replenishment flow
Replenishment flows earned about $2.23 per person across 4 consumable brands, 28x the best campaign. Here's how to set one up in Klaviyo, step by step.
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FLOWS · 8 MIN READ
Klaviyo sunset flow: how to cut unengaged subscribers without hurting revenue
How to set up a Klaviyo sunset flow that removes unengaged subscribers without cutting real buyers, and why clicks beat opens for deciding who goes.
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FLOWS · 8 MIN READ
What should a post purchase email flow send for a consumable brand?
What to send in a post purchase email flow for a consumable brand, with separate paths for first-time and repeat buyers, and how to hand off to the reorder.
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FLOWS · 8 MIN READ
Replenishment email timing: how to pick the reorder window for each product
How to time replenishment emails for each product: supply length, quantity bought and real reorder gaps, plus how to keep subscribers and multi-packs out.
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FLOWS · 7 MIN READ
Subscription churn emails: how to keep subscribers past order two
One pre-charge reminder made $47,321 in one month, 74% of flow revenue. How to use reminders, skip, swap, pause and cancel flows to cut churn.
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FLOWS · 6 MIN READ
Welcome email series: why email #1 does almost all the work
In a welcome email series, email #1 earns about 30x the rest. What to put in it, how many emails to send, and how to split customers from new subs.
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FLOWS · 11 MIN READ
Essential Klaviyo flows for CPG brands: the build order I use
The essential Klaviyo flows for CPG brands, in the order I build them, with per-flow data from 4 consumable brands and what each flow is for.
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BENCHMARKS & DATA · 7 MIN READ
Content emails vs promotional emails: which one actually pays?
Content emails vs promotional emails: one brand's campaign revenue fell 96.5% in a month of content-only sends. Here's how to write content emails that sell.
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BENCHMARKS & DATA · 6 MIN READ
Does sending more emails increase unsubscribes?
Does sending more emails increase unsubscribes? At 3 of 4 consumable brands I looked at, no. Here's how to send more without burning your email list.
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BENCHMARKS & DATA · 7 MIN READ
What percentage of revenue should come from email?
About 32% of revenue comes from email across the brands I work with. Here's how to calculate your share and when a high number is actually a warning sign.
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BENCHMARKS & DATA · 11 MIN READ
CPG email marketing benchmarks 2026: what consumable brands earn per email
CPG email marketing benchmarks from 2,897 campaigns and $17.7M in email revenue: revenue per recipient by flow, open vs click rate and email's revenue share.
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METRICS & DELIVERABILITY · 6 MIN READ
Email subject line best practices: why most of them were written for someone else's list
Email subject line best practices flip by audience. Emoji helped 2 brands and hurt 2. Here are my starting rules and a simple way to test on your own list.
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METRICS & DELIVERABILITY · 7 MIN READ
The Klaviyo audit checklist I use (and you can run yourself)
A 32-point Klaviyo audit checklist for Shopify founders: setup, list health, flows, campaigns, deliverability and reporting, with data on where money leaks.
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METRICS & DELIVERABILITY · 7 MIN READ
Klaviyo emails going to spam? How I'd find the cause
Klaviyo emails going to spam? Check authentication, list hygiene, unengaged sends, volume spikes and content, plus what Gmail and Yahoo now require of senders.
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METRICS & DELIVERABILITY · 7 MIN READ
Open rate vs click rate: which one actually tracks revenue?
Across 2,897 campaigns, click rate tracked revenue at 0.65 and open rate at 0.32. Here's why Apple Mail broke opens and how to judge emails instead.
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METRICS & DELIVERABILITY · 7 MIN READ
Revenue per recipient: what it is and why it beats open rate
Revenue per recipient shows which emails actually earn. How to find it in Klaviyo, why it beats open rate, and real numbers from welcome #1 ($4.50) and more.
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PRICING & HIRING · 6 MIN READ
How much does a Klaviyo agency cost in 2026?
Retainers start around $1,200 a month and climb into five figures. What you actually pay for, the 4 ways to buy help, and the red flags to watch.
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PRICING & HIRING · 7 MIN READ
Klaviyo agency vs freelancer vs in-house: which one fits your brand?
Klaviyo freelancer vs agency vs in-house: when each one makes sense for a Shopify brand, what each costs you in skills and risk, and the questions to ask first.
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PRICING & HIRING · 7 MIN READ
Klaviyo vs Omnisend: an honest take for Shopify brands
Klaviyo vs Omnisend for Shopify brands: free plans, billing, support and SMS compared from each company's own pages, plus when switching platforms helps.
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PRICING & HIRING · 7 MIN READ
Why did my Klaviyo bill go up?
Your Klaviyo bill likely rose because active profiles passed your plan tier. Here's how Klaviyo billing works now and how to stop paying for unengaged people.
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BY BRAND TYPE · 7 MIN READ
Beverage brand email marketing: timing reorders by the bag, the case and the subscription
Beverage brand email marketing built on how fast a bag or case runs out: reorder timing by size, subscriber reminders, welcome email #1 and longer winbacks.
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BY BRAND TYPE · 7 MIN READ
Email marketing for food brands: restocks, flavor drops and the second flavor
Email marketing for food brands: how one snack brand made $48,771 from a restock email, plus flavor drops, bundles and getting buyers to a second flavor.
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BY BRAND TYPE · 7 MIN READ
Skincare email flows: what to build, how to teach the routine and when to ask for the reorder
Skincare email flows that drive the second order: reorder timing by product size, routine-building post-purchase emails and why education needs a reason to buy.
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BY BRAND TYPE · 7 MIN READ
Supplement email marketing: reorder timing, subscriptions and what you can say
Supplement email marketing that gets the second bottle ordered: reorder timing for 30, 60 and 90-day supplies, subscriber reminders and FTC claim basics.
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