Anthony McGrathWhat does Klaviyo email and SMS marketing involve?
Klaviyo email and SMS marketing covers flows, campaigns, list growth, segments, deliverability and reporting. Flows do the heavy lifting: welcome series, abandoned cart and checkout, browse abandonment, post-purchase and win-back. Anthony McGrath does the work himself, with 22 years in digital marketing, for businesses in the UK, the US, Dubai and Australia.
- Best for
- Businesses that rely on their data for ads, reporting and decisions
- What you get
- Flows, Campaigns, List growth, Segments, Deliverability, Reporting
- First step
- Audit: what fires, what is missing and what is counted twice, across every platform.
- Where
- The UK, the US, Dubai and Australia, working remotely across time zones
- Who does the work
- Anthony McGrath, hands-on, with 22 years in digital marketing
Where the easy money is
Flows do the heavy lifting: welcome series, abandoned cart and checkout, browse abandonment, post-purchase and win-back. Many stores have only one or two of them running, or run the defaults untouched.
Getting flows, forms and segments right usually lifts email revenue quickly, and it keeps growing because every new subscriber and customer moves through them automatically.
What's included
Set-up, flows, campaigns and reporting.
Flows
- Welcome series
- Abandoned cart, checkout and browse
- Post-purchase and reviews
- Win-back and sunset
Campaigns
- Campaign calendar
- Design and copy
- Segments for each send
- Send-time and subject line tests
List growth
- Sign-up forms and pop-ups
- Quizzes and offers
- SMS consent
- Fewer fake sign-ups
Segments
- Engaged versus unengaged
- VIP and repeat buyers
- Product interest
- Predicted next order
Deliverability
- Domain authentication
- Google and Yahoo sender rules
- List cleaning
- Inbox placement
Reporting
- Revenue per recipient
- Flow and campaign revenue
- List growth
- Monthly summary
Before and after
An example of rebuilding the core flows and forms in a store's Klaviyo account.
- Share of revenue from email and SMS: 11% before, 27% after
- Sign-up rate on the store: 1.2% before, 4.6% after
- Abandoned checkouts recovered: 4% before, 12% after
An example of the kind of change this work aims for, based on typical starting points. It is not a promise or a specific client result: every business starts somewhere different.
How it works
- AuditWhat fires, what is missing and what is counted twice, across every platform.
- PlanA tracking plan: every event, where it goes and why.
- BuildSet up in Google Tag Manager, server-side and the ad platforms, with clean naming.
- Test and hand overTested end to end and documented, so you know exactly what is tracked.
Platforms and tools
Questions
Which flows should every store have?
Welcome, abandoned cart, abandoned checkout, browse abandonment, post-purchase and win-back. Together they usually earn most of a store's email revenue.
Do you write and design the emails?
Yes. Copy and design in your brand, built to work well on phones.
Is SMS worth adding?
For many stores, yes, especially for abandoned carts and launches. It needs separate consent and careful frequency.
Can you fix deliverability problems?
Yes. Domain authentication, list cleaning and sending habits that keep you out of spam folders.
About Anthony McGrath
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A UK-based freelance digital marketer with 22 years across Shopify, WordPress, WooCommerce, Magento, conversion rate optimisation, funnels, Google, Meta and TikTok ads, SEO and tracking. He works directly with businesses in the UK, the US, Dubai and Australia, so the person who plans the work is the person who does it. More about Anthony or connect with him on LinkedIn.
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