The Modern Letter
E-COMMERCE BRAND – PET INDUSTRY
Full Klaviyo setup prior to product launch
This e-commerce brand specializing in pet products was in the pre-launch phase.
At the time of the intervention: the website had not yet opened for sales, no purchase data was available, and no exploitable email or CRM history existed.
The objective was clear: prepare the entire Klaviyo infrastructure beforehand, so that the brand could capture leads, track behavior, and automatically trigger the right messages as soon as products went live, without data loss or operational delays.
Mission accomplished
1. Klaviyo & Shopify technical setup
The entire Klaviyo account was configured prior to launch:
- creation and complete setup of the Klaviyo account
- advanced integration with Shopify
- DNS configuration and validation of the sending domain
- implementation of advanced behavioral tracking
- deliverability verification and technical testing
- complete data synchronization between Shopify and Klaviyo
This step ensured a healthy, reliable, and scalable technical foundation, ready to absorb traffic from day one.
2. Implementation of flows
All strategic flows were created, configured, and tested before the official product launch:
- welcome flow (3 to 5 emails)
- abandoned cart flow (2 to 3 emails)
- abandoned checkout flow (2 to 3 emails)
- product page view flow (3 emails) to convert visitors into buyers
- post-purchase flow (3 emails) to support initial customers
For each flow:
- precise triggers based on user behavior
- dynamic conditions to avoid unnecessary sends
- optimized sending times
- full integration with Shopify events
The goal was to have all automations operational from the very first visits to the site.
3. Capture forms
A capture strategy was implemented before sales opened:
- creation of a pop-up aligned with the brand's identity
- Klaviyo + Shopify integration
- addition of a birth date field
- setting of display rules (timing, pages, devices)
- testing on desktop and mobile
- implementation of a form directly on the site
This allowed us to build a qualified contact base even before the first sale.
4. Advanced audience segmentation
Full segmentation was anticipated so that data could be used immediately upon its appearance:
- segmentation by status (buyers / non-buyers / inactive)
- segmentation by browsing behavior
- segmentation by customer value (RFM, ready to be activated from the first orders)
- segmentation by product preferences
- segments dedicated to pre-orders
- dynamic rules for automatic segment updates
This structure allows the brand to fine-tune its communications from launch, without any catch-up phase.
4. Email writing
All emails were written in advance:
- texts based on the brand's persona
- tone adapted to the animal world, to education, and to building trust
- structure oriented towards conversion and reassurance
- email subject lines optimized to maximize open rates
5. Technical Design & Integration
- creation of templates respecting the visual identity
- responsive design optimized for mobile and desktop
- integration of product visuals
- use of dynamic variables (first name, viewed products, behaviors)
- code optimization for maximum deliverability
Results
- Klaviyo was fully operational
- all flows were ready to activate automatically
- lead capture was already in place
- segmentation allowed for immediate personalization
- no data loss or marketing delays were observed
The brand was thus able to focus on its commercial launch, with an email base and automation already structured for performance.
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