Email Program AuditSample
Klaviyo email & SMS marketing for ecommerce brands
Aurelia Skin Co.
Sample report
Skincare & Beauty · 18,400 subscribers · 6 sends / month · Klaviyo
Executive summary
Aurelia's email program has real momentum — consistent campaigns, a growing list and a strong brand voice — but automation is doing far less than it should. Flows currently drive roughly 18% of email revenue; for a skincare brand at this list size, 35-45% is the benchmark. Closing that gap is the single biggest revenue opportunity in the account, and most of it comes from three builds: a proper abandoned checkout series, a replenishment flow timed to product usage, and a post-purchase journey that turns first orders into routines.
What's working
- Campaigns go out consistently (≈6/month) with strong creative and a recognisable voice.
- The list grew 14% last quarter with healthy engagement on new-subscriber cohorts.
- Sign-up forms convert at 3.1% — above the ecommerce median — so the top of funnel is not the problem.
- Domain authentication (SPF, DKIM, DMARC) is correctly configured.
Revenue opportunities
- Abandoned checkout is a single email sent 24 hours late — the highest-intent moment in the funnel is nearly unmonetised.
- No replenishment flow, on products that empty on a 45-60 day cycle. This is the definitive skincare automation and it is missing entirely.
- The welcome series is one email with a discount — no education, no routine-building, no second-purchase bridge.
- Campaigns go to the full list every time; engagement-based segmentation would lift opens and protect deliverability.
- SMS is captured at checkout but never used — cart recovery and back-in-stock texts are sitting idle.
Prioritised actions
Email at 1 hour and 24 hours, SMS at 26 hours for opted-in profiles. Dynamic product block, one objection-handling email, free-shipping nudge on the closer.
Trigger 40 days after purchase of core SKUs, tuned per product size. This is recurring revenue on autopilot for a consumable product line.
Brand story → routine education → social proof → offer close. Delay the discount to email 4 and A/B it against the current immediate-offer version.
Send campaigns to engaged-60 by default, with a monthly full-list send. Protects sender reputation as volume grows.
The consent is already collected. One well-timed text at the 26-hour mark typically converts at 2-3x the email equivalent.
Build these flows first
- Abandoned checkout
- Replenishment
- Welcome series
Quick wins (this week)
- Move campaign sends to the engaged-60 segment this week.
- Add a preheader to the current welcome email — it renders blank in the inbox today.
- Set the abandoned-checkout trigger delay from 24 hours to 1 hour.
- Run a subject-line split on the next campaign (benefit-led vs curiosity-led).
Benchmark: Skincare brands at 15-25k subscribers typically see 35-45% of email revenue from flows, with replenishment and abandoned checkout the top two earners. Aurelia's 18% flow share implies roughly a third of the channel's potential is currently unrealised.