Email marketing frequently asked questions

We work with premium and mid-market D2C ecommerce brands across fashion, beauty, wellness, and food & beverage, such as REFY Beauty, Daniel Wellington and Grown Alchemist. The brands we work with are typically established in their industry and looking to scale retention marketing, email flows and overall Klaviyo performance. We’re generally not the right fit for early-stage startups or brands looking for a quick fix.

Yes. We're a fully remote international team working with D2C ecommerce brands across the UK, Europe, the US and the Middle East. Our EMEA market experience is a particular strength.

We're boutique, so your account is managed by senior strategists, not juniors. Our founder previously worked in-house for luxury brands, including Stella McCartney, so we understand how premium brands operate. We treat Klaviyo and email marketing as revenue channelswith real commercial accountability, not design exercises.

We start with the three highest-impact flows: welcome series, abandoned checkout, and post-purchase. These alone can account for 30-50% of Klaviyo flow revenue when built properly. From there, we layer in browse abandonment, winback and replenishment flows.

Being a Platinum Master Partner means we're recognised by Klaviyo as one of their top agency partners in Europe for our expertise in managing email and CRM for ecommerce brands. Partnership tiers are based on platform experience, successful client implementations, and proven results within Klaviyo accounts. Platinum status signals deep experience with Klaviyo, retention marketing, segmentation, email flows and deliverability for D2C brands.

We review your full Klaviyo setup, covering flow architecture, segmentation, campaign history, list health, deliverability and revenue attribution. You receive a detailed report with a prioritised action plan to improve retention marketing performance, whether you continue with us or not.

Every email touchpoint, from newsletters to automated lifecycle flows, needs to reflect the brand aesthetic, tone of voice and customer experience. We build Klaviyo campaigns and lifecycle flows that feel like a natural extension of the brand. Restraint, quality and relevance always matter more than send frequency.

We handle everything from strategy, copywriting and design to Klaviyo build, scheduling and reporting, all under one roof for a diverse range of D2C ecommerce brands. Most of our clients are hands-off by choice.

Our primary metric is revenue per recipient (RPR), the amount of revenue each email generates per contact. We also track flow revenue as a percentage of total store revenue, repeat purchase rate, list growth, and deliverability health inside Klaviyo.

Retention marketing is everything you do to keep existing customers buying again, covering email, SMS, loyalty programmes, personalisation and lifecycle automation in platforms like Klaviyo. Acquiring a new customer costs five to seven times more than keeping an existing one. A strong retention programme increases lifetime value, reduces churn and makes acquisition spend go further for D2C ecommerce brands.

RPR measures how much revenue a single email generates per contact on your list. Open rates can be inflated by Apple Mail Privacy Protection and tell you nothing about sales. RPR keeps you focused on what matters for retention marketing performance.

For a well-optimised email marketing programme, email should contribute 25-40% of total revenue. If you're below 20%, there's almost certainly significant revenue being left on the table.

Flows are automated sequences triggered by customer behaviour, such as a welcome series, abandoned cart reminder, or post-purchase sequence. Campaigns are one-off sends, such as product launches or seasonal promotions. A strong retention marketing programme needs both: flows to capture revenue around the clock, campaigns to drive spikes in sales.

Melusine Studio is a boutique retention marketing agency exclusively focused on D2C ecommerce brands. Retention is what we do, spanning email, SMS, WhatsApp, loyalty and Klaviyo CRM automation, with a specialism in premium and mid-market brands.

Look for an agency that leads with retention marketing strategy, not just campaign execution. Ask for case studies with real revenue numbers, check their Klaviyo partnership tier, and find out who will actually manage your account day-to-day. A good agency should be able to diagnose gaps in your email and lifecycle marketing programme before you've signed anything.

Klaviyo is built specifically for B2C ecommerce. It connects directly to your store data, covering purchase history, browsing behaviour, and product preferences, and uses it to power highly targeted email flows and lifecycle automations. As a Klaviyo Master Platinum Partner, we work exclusively within the platform and know how to get the most out of it for retention marketing.

The biggest improvements come from fixing your flow architecture, improving segmentation, and sending campaigns consistently. Most D2C ecommerce brands we audit have gaps in all three. SMS and WhatsApp add extra layers when used as high-intent touchpoints rather than broadcast channels.

Look for recognised Klaviyo partner tiers such as Silver, Gold, or Platinum, which indicate that Klaviyo has vetted the agency for expertise and results. Beyond the badge, ask who manages your account day to day and whether they can explain your segmentation logic and revenue attribution in detail. At Melusine Studio, senior strategists own every client relationship.

Core email flows can be live within two to three weeks and start generating revenue immediately. Most clients see meaningful revenue attribution within the first 60 days. Full email and lifecycle marketing programme optimisation typically takes three to six months.

The fastest wins are almost always in your flow architecture. Most brands we audit are missing high-value email flows or have flows that are live but poorly built. After flows, the next lever is segmentation, followed by a consistent campaign cadence. Our audit will identify exactly where your programme is leaking revenue.

Deliverability determines whether your emails land in the main inbox rather than spam. It's affected by sender reputation, list hygiene, engagement rates and technical setup. Poor deliverability can silently destroy your retention marketing programme. We monitor it proactively for every client account.

Most clients come to us for a standalone Klaviyo account audit or an ongoing retention marketing retainer. The audit is a fixed-scope project delivering a prioritised action plan. The retainer is a fully managed service that covers strategy, copywriting, design, scheduling, and reporting for your Klaviyo account. Onboarding takes one to two weeks, with core flows live within the first month. Communication is async-first, with a monthly strategy call.