Stop leaking revenue on broken lifecycle flows. Rebuild welcome, cart-abandon, post-purchase, and win-back with proper segmentation.
Flashy platform audit, segmentation by box type and recipient relationship, rebuild of all 4 core lifecycle flows, platform-spend rationalization (~32K NIS/year), founder handoff so the program runs without me.
+15% projected email revenue uplift on top of the 98K NIS/year baseline. Every customer segment now covered by at least one lifecycle flow. Retention spend rationalized against what it actually drives.
The challenge
The brand was producing 98K NIS/year in email-attributed revenue on a Flashy platform running broken flows. Welcome was firing late. Cart-abandon had segmentation errors. Post-purchase wasn't triggering on half the SKUs. Win-back was missing entirely. Every month the program leaked revenue that the business had already paid to acquire on the front end.
Platform spend (~32K NIS/year) was going out the door whether or not the flows worked. Retention is the cheapest growth a DTC brand has — and this one was paying for the infrastructure and getting a fraction of the output.
What I did
Audit & segmentation
- Audited all active flows against the actual customer journey. Documented every break: missing triggers, mis-tagged segments, duplicate sends, wrong-language templates.
- Rebuilt segmentation by box type and recipient relationship — a couples box to the recipient reads differently from the same box to the gift-buyer.
Rebuilt 4 lifecycle flows
- Welcome — triggered correctly, segmented by first-touch source, copy matched to the box type browsed.
- Cart-abandon — 3-touch sequence with escalating urgency, segmentation by box price tier.
- Post-purchase — thank-you, experience redemption prompt, review ask, cross-sell window.
- Win-back — new flow from scratch, triggered on 90-day dormancy with segmentation by past purchase behavior.
Leaking revenue on broken email flows? Book your free 30-min slot →
Platform rationalization
- Benchmarked the ~32K NIS/year Flashy spend against what the flows were actually producing post-rebuild.
- Handed the program off to the founder so it runs without me.
Shani brought structure and clarity where I had neither — and the strategic insight to turn that into real revenue. She helped me sharpen my focus, scale my operations, and tie every move back to the business. The impact was immediate.
The outcome
Conservative projected uplift: +15% email-attributed revenue on top of the 98K NIS/year baseline. Every customer segment is now covered by at least one lifecycle flow. Platform spend is pegged to output, not to "we already pay for it so let's keep it." And the program is self-serve for the founder — no agency retainer, no dependency on me.
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