Lifecycle Marketing

Klaviyo

Klaviyo is the platform most ecommerce email runs on, and the reason is the data — it plugs into the store, sees what every customer bought and browsed, and lets you act on it. Scope is running the client's Klaviyo: the account, the integrations, and the flows and campaigns inside it.

We work in the client's Klaviyo account, keep the store and catalog integrations healthy, and use the segmentation and event data most agencies leave switched off. The predicted-value and churn signals Klaviyo generates only matter if someone builds sends around them, which is the job.

You get a Klaviyo account that earns its subscription — flows firing on real behavior, campaigns targeted by more than “everyone who hasn't unsubscribed.” For an agency, this is how email becomes the highest-margin line on the retainer instead of the one you keep meaning to fix.

MailChimp

Not every client belongs in Klaviyo. MailChimp fits the ones with a simpler stack, a lighter budget, or a business that isn't ecommerce, and it still does list, campaigns, and basic automation well. Scope is running the client's MailChimp end to end.

The account gets managed in full — audience, the campaigns and automations MailChimp supports, and the list hygiene that keeps it deliverable. You get a program sized to the client's actual business instead of an over-tooled platform they pay for and never use. Knowing which platform a client should be on — and not pushing them off one that works — is part of the service.

Email Strategy

Before a single send goes out, someone decides what the program is for — that's Email Strategy: the lifecycle map, the calendar, and the call on what a customer should hear at each stage and how often. It's the thinking, not the building, and it's what keeps a program from being a stream of random promos.

A strategist audits what's running, maps the customer lifecycle against the gaps, and hands back a calendar and flow plan your team or ours can execute. The plan is specific to the client's business — a subscription brand and a one-time-purchase brand need opposite programs, and a generic “send more email” helps neither.

You get a documented strategy a client will sign off on and a team can build against, not a slide that says “nurture.” This is the senior thinking that usually only shows up once an agency can afford a dedicated email lead — available per project instead.

Campaign Management

Campaigns are the one-off sends — the promotion, the launch, the newsletter — as opposed to the flows that run on their own. Scope is running that calendar: building, scheduling, and reporting on the broadcasts a client sends week to week.

The calendar comes in and the sends go out — each one built, segmented, scheduled, and reported — so the weekly drumbeat happens whether or not your team had the hours this week. You get campaigns out on time and a plain read on what each earned. This is the steady execution that keeps a program alive between the big strategic pushes.

Flow Development

The automated email that runs without anyone touching it is Flow Development — welcome series, abandoned cart, browse abandonment, post-purchase, winback. Scope is building and maintaining these flows, the ones that quietly produce a large share of email revenue while nobody watches.

They're also the work agencies most often skip, because a good flow takes hours to map, build, and wire to the right triggers, and there's always a campaign due sooner. So the flows sit half-built, or built once two years ago and never revisited.

We map each flow to the customer journey, build it with the conditional splits and timing that make it feel sent rather than blasted, and wire it to the events and segments that should trigger it. Then we go back and improve the ones already running, because a two-year-old welcome series is leaving money on the table.

You get flows that fire on real behavior and keep earning between campaigns, documented so the client's team understands what's live. This is usually the highest-return fix available to an email program, and the hardest to find the hours for — which is exactly why you'd hand it over.

SMS Marketing

What you add is a second, faster channel that reaches a client's customers where they actually look — a text read within minutes, paced to complement the email program rather than double it.

Scope is the SMS program: list growth with proper consent, the compliance that keeps a client out of trouble, and the campaigns and automations that run over text. Done right it's a companion to email, not a louder copy of it.

Consent and opt-in — the part most agencies get nervous about — are handled by people who do it daily, alongside the flows, the campaigns, and the timing that keeps email and SMS from colliding. The whole channel ships under your brand, compliance included.

Segmentation

Under every good email program is data work nobody sees — that's Segmentation: turning a flat list into audiences worth sending to, and keeping that list clean enough to stay in the inbox. Scope is building the segments and the hygiene, not the sends that use them.

The segments a program actually needs get built — engaged, lapsing, high-value, never-purchased — with suppression and sunset rules maintained so the list doesn't quietly wreck the client's deliverability. You get an audience structure the whole program can target against, and a sender reputation that stays healthy. It's invisible work until it's missing, at which point every send suffers.

A/B Testing

A/B Testing turns opinions about email into evidence — subject lines, creative, send times, offers, tested one variable at a time so the result actually means something. Scope is the testing program, not a one-off “try two subject lines” when someone remembers.

A test only counts if it's set up honestly: one variable, a sample big enough to trust, a metric that maps to revenue rather than opens. Tests run that way here, with a record of what won and lost, and the winners rolled into the templates and flows so the program compounds instead of relearning the same lesson.

You get a program that improves measurably over time and a documented reason behind each choice — which is also what makes a client trust the invoice. Structured testing is the difference between an email program that gets better and one that just stays busy.