Gavin: what to build in Klaviyo

Updated 28 September. What changed since Saturday:

• Everything is implemented now, not over the next few weeks. Subscription cancelled and Trustpilot are approved and off hold.
• Yearly renewal reminder moves up. It now goes 15 and 3 days before renewal, and must be live by 16 October so the first November renewals get 15 days' notice. Stripe doesn't send one today, so ours is the only one.
• One-off activation guardrails are approved (item 3 below). No regular campaigns until everything here is live.

Everything is being implemented now. Account setup first:

1. Smart Sending on for every marketing flow and campaign.
2. The standing segments for one-off activations, from the email plan ("One-off activations"). Default exclusions on every campaign: on trial, new or leaving payers, anyone in a flow or emailed in the last 14 days, unsubscribed or bounced.
3. Guardrails for every one-off activation: one email, no reminder. Paying customers at most once every 60 days, everyone else once every 30. Never to anyone in a flow or emailed in the last 14 days. Engaged people first (opened or clicked in 90 days); the rest only if that send stays under 0.3% unsubscribes and 0.1% spam. Stop any send above 0.5% unsubscribes or 0.1% spam. Sends to paying customers hold back 10%.
4. Fix the segment IB // Paid & Cancelled users: cancelled in the last 90 days and Successfully Paid zero times in the last 35 days. Today it includes people who are paying.
5. Successfully Paid as the conversion metric on the account and every flow.
6. Sender name "Austin from Hypertune" on every flow.
7. Delete the 13 draft flows that never sent.
8. Switch off the old account-created flow before anyone is unsuppressed.
9. Unsuppress every paying customer the team suppressed (about 480). Never touch an unsubscribe, bounce or spam complaint.
10. Request transactional status from Klaviyo for the failed payment, trial ending and renewal emails.
11. Confirm the June and August suppressions were about the plan limit, and price a temporary plan step up for the trial users win-back.

Then build all of these now, in parallel as Kamil's data arrives. The order is priority if two compete. Each link has the full copy, timing, trigger and build notes.

Trustpilot, how it runs. Kamil sends one list: settled yearly and monthly payers, with a random 10% marked held back. Upload it as "Trustpilot · send" and "Trustpilot · held back" without changing consent, and set trustpilot_asked = true on everyone in both. Send yearly first, monthly a week later, leaving out anyone with a failed-payment email in the last 30 days. After 30 days we compare cancellations; if there's no lift, the held-back group gets it once. Then turn on the flow. No reward for a review, and don't filter by how happy anyone seems.

Subscription cancelled, how it runs. Triggered when they press cancel, not when the plan ends, with a 1-hour wait so the survey answer lands. Two emails per person: the email for their survey answer, then "Your plan ends on (date)" 3 days before the plan ends, with their code again if unused. Skip the second email if the plan ends within 4 days of cancelling. Exit if they pay or undo the cancel.

Trial users win-back, how it runs. About 21,000 people who tried Hypertune were suppressed and never unsubscribed. A list-triggered flow, about 1,000 unsuppressed a day, three emails offering 50% off the first month, a 50/50 split test of a short design against plain text, and non-clickers suppressed again at day 14. Stop a wave if bounces pass 2% or spam 0.1%. Kamil sends the lists and the discount code.

Links: Kamil posts every URL that goes into an email in one pinned Slack message, labelled by button. Build from that list only.

How to build: follow the build rules for sender, links, tracking, Smart Sending and transactional settings. Build every email from the design team's new templates, not the old designs. Put a test profile through every flow and send Vinson desktop and mobile screenshots before anything goes live.

Every Friday: what shipped, what's blocked and on whom, and hours used.