Confidential
Confidential
Email and SMS are owned channels — every dollar they generate is essentially free growth vs. paid advertising. This playbook is designed to drive 20%+ of Doc & Glo’s total revenue from these channels. Intelligent flows. Segmented campaigns. Data-driven timing.
Doc & Glo has 23K email subscribers and a proven product line — but email should contribute more to revenue. The biggest churn driver isn’t product quality. It’s a lack of education.
64% of subscribers cancel after just one order — but those who reach order #4 have virtually zero churn. The gap between order #1 and #4 is where email does its heaviest lifting.
26% of subscription cancellations cite “not satisfied with quality.” But this isn’t a product problem — it’s an education and expectation-setting problem.
Aluminum-free deodorant and hair care products need an adjustment period. Without guidance on what to expect, customers judge too early and churn.
The fix: Post-purchase flows with usage tips, expected timelines, and “how to get the best results” content. Milestone emails that reinforce the value of sticking through the adjustment period.
Email & SMS aren’t just revenue channels — they’re the retention infrastructure. Every flow in this playbook is designed to move customers past the loyalty cliff at order #4.
Automated sequences that work 24/7, triggered by customer behavior. Each flow has a specific role in the customer lifecycle.
5-email nurture sequence: brand story, founder journey, hero products, social proof, first-purchase incentive.
Product-specific retargeting with dynamic content for visitors who browsed but didn’t add to cart.
3-email recovery: friendly reminder, social proof with reviews, urgency with incentive.
Product-specific branches: deodorant gets adjustment education, hair care gets a results timeline, body gets usage tips. Then reviews, cross-sell, and subscription conversion.
Powered by Klaviyo predictive analytics and cohort data — not fixed timers. Triggers when each customer is actually likely to need a restock.
Celebrate order #2, reward at #3, VIP at #4+ — guiding subscribers past the churn cliff.
Auto-notifications when replenished SKUs return. Critical given current inventory constraints.
Product-specific sequences: deodorant → mist, hair → supplements, bundles → VIP fast-track.
3-touch reactivation at 30, 60, and 90 days. Escalating offers, then sunset for deliverability.
Every email, every trigger, every timing decision — mapped out and ready to build in Klaviyo.
The first impression. Five emails over 8 days that introduce the brand, build trust, and drive the first purchase.
Catch interested visitors before they forget. Dynamic content pulls in the exact products they viewed.
The highest-intent recovery flow. Three-touch sequence escalating from reminder to social proof to incentive.
The most important flow in the stack. A single entry point that immediately branches by product category — because a first-time aluminum-free deodorant buyer needs a very different education track than a hair-care customer.
Branch: Aluminum-Free Deodorant
Branch: Hair Care
Branch: Supplements
Branch: Lotions & Topicals
Common Steps (All Branches)
No fixed-day timers. We use Klaviyo’s predictive analytics and our own cohort purchase data to determine when each customer is likely running low — then trigger the sequence at the right moment for that individual.
How Timing Works
The churn killer. Celebrate progress, reward loyalty, and guide subscribers past the critical order #4 threshold.
Auto-notifications when replenished SKUs return to inventory. Critical given current supply chain constraints.
Intelligent product pairing based on purchase history. Every SKU has a natural next-step in the Doc & Glo lineup.
Last-resort reactivation for lapsed customers. Three escalating touches before sunset for deliverability protection.
Flows handle automation. Campaigns handle the conversation — building brand affinity and driving timely revenue.
| Segment | Definition | Strategy |
|---|---|---|
| VIP | 3+ orders, high AOV | Early access, exclusive offers, referral program, loyalty perks |
| Active | Purchased in last 90 days | Regular campaign cadence, cross-sell flows, subscription nudges |
| At-Risk | No purchase in 90–180 days | Win-back flows, re-engagement campaigns, special incentives |
| Lapsed | No purchase in 180+ days | Aggressive win-back, then sunset for deliverability protection |
SMS is the high-urgency complement to email. Reserved for time-sensitive moments that demand immediate attention.
Black Friday/Cyber Monday is the single biggest revenue event of the year. Preparation starts in September.
Aggressive subscriber acquisition. Segment cleanup. Deliverability warm-up. Set the stage.
Teaser campaigns to build anticipation. VIP early access setup. Curated gift set pages built.
Pre-built email sequences tested and queued. Landing pages live. SMS campaigns staged.
Teaser → early access → main event → extended → last chance → Cyber Monday → thank you.
Email & SMS subscribers get 24–48 hours before the public sale opens.
Dedicated landing pages with holiday bundles and gift-ready packaging options.
Synchronized across Meta, Google, Amazon, email, SMS, and organic social.
Clear KPIs with quarterly milestones. Every metric ties back to the $50K/month revenue goal.
| Metric | Q1 | Q2 | Q3 | Q4 |
|---|---|---|---|---|
| Klaviyo Revenue | $5K/mo | $8K/mo | $10K/mo | $12K+/mo |
| Email % of Revenue | 15% | 20% | 22% | 25%+ |
| Flow Revenue | $2K+/mo | $4K+/mo | $5K+/mo | $6K+/mo |
| SMS Subscribers | 1,500 | 2,000 | 3,000+ | 4,000+ |
| Deliverability | 95%+ | 95%+ | 98%+ | 98%+ |
| Subscription Churn (1–3) | < 55% | < 50% | < 45% | < 40% |
This playbook is a living document. Review monthly, optimize weekly. Every flow and campaign ties back to one goal: turning Doc & Glo’s 23K subscribers into a revenue engine.
Flows build the foundation. Campaigns keep the conversation going. Together, they drive 20%+ of total revenue from owned channels.