Klaviyo Agency for DTC Brands That Pay for Every New Customer

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Brand Scaling works as a Klaviyo agency for DTC brands that grow through paid ads. When every customer costs money to acquire, what happens after the first order decides how hard you can push on Meta and TikTok. Email and SMS are where that second, third and fourth order comes from, at almost no media cost.

We set up Klaviyo flows and campaigns as part of the same growth system as the ads and the store. The offers in your welcome series match what your ads promise, the post-purchase flow builds on the product people actually bought, and the reporting ties back to customer lifetime value rather than open rates.

What does a Klaviyo agency do?

A Klaviyo agency builds and runs your email and SMS programme inside Klaviyo: automated flows such as welcome, abandoned cart and post-purchase, regular campaigns, audience segmentation and deliverability. The goal is more repeat orders and higher customer lifetime value, which lets your paid acquisition spend more per new customer and still be profitable.

Why retention decides how much you can spend on ads

The maximum you can pay to acquire a customer is set by what that customer is worth over time, not by the first order alone. If a first order makes you $30 in contribution margin and a typical customer orders again twice within a year, the customer may be worth well over double that first order. That gap is the room your ads have to scale.

In practice, a stronger email and SMS programme means you can accept a higher first-order CAC on Meta, bid into more expensive audiences and placements, and still hit your profit target over 60, 90 or 180 days. We report new-customer CAC and repeat revenue side by side so you can see that trade clearly. You can model it with our LTV calculator at /tools/ltv-calculator.

The Klaviyo flows we build first

Flows run automatically on customer behaviour and do most of the work in a healthy Klaviyo account. We build or rebuild these, with email and SMS steps coordinated so people are not hit twice with the same message.

Welcome series: the first-order offer, the brand story, the key reasons to buy and the objections your ads raise, sent over the first days after sign-up.
Abandoned checkout: people who entered checkout and left, with reminders and, only if margin allows, a light incentive later in the sequence.
Abandoned cart: shoppers who added a product but did not start checkout, using product images and reviews.
Browse abandonment: viewers of a product page who did not add to cart, kept short and helpful.
Post-purchase: order confirmation, how to use the product, what to expect, a review request and cross-sells that fit.
Replenishment: timed to when a consumable product runs out, which suits skincare, supplements and similar categories.
Win-back: customers who have not ordered for longer than your normal repeat cycle, with a reason to return.

Campaigns and segmentation

Flows catch behaviour; campaigns create demand. We plan a monthly calendar of product launches, education, social proof, restocks and promotions, with BFCM and Q4 planned well ahead.

Segmentation decides who gets what. Engaged subscribers who have never bought get different messages from repeat customers. VIPs see launches first. People who bought one product get content about the products that pair with it. Sending to fewer, more engaged people usually earns more revenue per send and protects your sender reputation.

Deliverability and list health

None of this matters if emails land in spam. We check that your sending domain is authenticated, warm up new sending domains gradually, suppress subscribers who have stopped engaging, and watch bounce and spam complaint rates. Pop-ups and sign-up forms are set up to collect real addresses and SMS consent properly, rather than filling the list with people who never open.

For SMS, we keep frequency lower than email and use it for messages that are time-sensitive or high value, such as cart recovery, launches and limited offers.

Measuring email and SMS honestly

Klaviyo's default attribution credits a sale to an email if the customer opened or clicked within a set window before buying. That is useful, but it overlaps with paid ads. A customer can click a Meta ad, get a cart reminder, then buy, and both channels will claim the order.

We report email and SMS in three ways so the numbers are not flattering by accident. First, flow and campaign revenue inside Klaviyo, read against Shopify orders. Second, repeat purchase rate and time between orders by cohort, which show whether customers are actually coming back more. Third, a holdout on key flows where traffic allows, so a small group does not receive the flow and the difference shows the real lift. The last one is the number that should change how much you let your ads spend per new customer.

How a Klaviyo engagement runs

Our wider approach to keeping customers, beyond email and SMS, is covered on our retention marketing page at /retention-marketing-agency.

Weeks 1 to 2: account audit covering flows, segments, forms, deliverability settings and how Klaviyo revenue compares with Shopify orders.
Weeks 2 to 6: core flows rebuilt in order of revenue impact, starting with welcome and abandoned checkout.
Month 2 onward: campaign calendar running, flow tests on timing, offers and content, and segmentation refined.
Ongoing: retention reporting on repeat purchase rate and LTV, shared with the paid team so CAC targets reflect it.

Pricing and fit

Klaviyo agencies usually charge a monthly retainer, a project fee for the initial flow build, a share of email and SMS revenue, or a mix. Klaviyo's own subscription is billed separately by Klaviyo. We quote after a Brand Growth Audit with Gaurav.

This service fits brands with a product people buy more than once, or a range wide enough to cross-sell, typically doing about $20K to $2M+ a month. We have not published email or SMS case studies, so we will not promise you a percentage of revenue from Klaviyo. In the audit we show you what your current flows are missing and what we would build first.

Proof from real accounts

12+ Years in ecommerce: Founder-led by Gaurav Kapoor (see the proof)
$50M+ Meta ad spend managed: Agency-wide, the acquisition that retention has to pay back (see the proof)
150+ Verified case studies: Agency-wide results across our client accounts (see the proof)
30+ Ecommerce niches: Across our client accounts

Frequently asked questions

Which Klaviyo flows should a Shopify store set up first?

Start with the flows closest to a purchase: welcome series, abandoned checkout and abandoned cart. Then add post-purchase, browse abandonment, replenishment for consumable products and win-back. These cover the main points where a shopper is about to buy or about to drift away, and they keep running without weekly effort.

Should I use email or SMS for abandoned carts?

Use both, coordinated. Email can carry more detail, images and reviews, while SMS gets seen quickly and suits a short reminder. Send them at different points in the sequence and stop both as soon as the customer buys. Keep SMS frequency lower, since subscribers are less tolerant of frequent texts.

How does email marketing help my Meta ads?

Email and SMS raise how much a customer is worth over time through repeat orders. When lifetime value goes up, you can pay a higher cost per acquisition on Meta and still be profitable, which lets ads scale further. We share retention data with the paid team so CAC targets reflect real repeat revenue.

Why are my Klaviyo emails going to spam?

Common causes are an unauthenticated sending domain, sending to large numbers of unengaged subscribers, a sudden jump in volume, or high complaint rates. Fix authentication, suppress people who have not opened or clicked in a long time, increase volume gradually and segment campaigns toward engaged subscribers.

How often should a DTC brand send email campaigns?

There is no single right number. Many DTC brands send several campaigns a week to engaged subscribers and less often to the wider list. The rule we use is to send as often as you have something useful to say, segment by engagement, and watch unsubscribes and spam complaints as the limit.

See what your Klaviyo account is missing

Book a Brand Growth Audit. We will review your flows, segments and deliverability and show you how retention changes the CAC your ads can afford. Book a Brand Growth Audit.