Hi Gavin, this is one list in place of the two you had (the 26 September build list and the 1 October check). Everything below was checked in Klaviyo on 2 October and is still open.
How we work, as agreed on the 1 October call. Austin's team owns the copy, design and links. You build, test and advise on what performs. Austin is sending the final email copy and designs and the full spec; once you have them, send him the quote. The copy pages linked below are the agreed content and timing, so you can start on the structure now.
Done since the last list, thanks:
Failed payment: re-entry is now once every 14 days, and Smart Sending is on for its emails (1 October).
The Checkout Abandoned event reaches Klaviyo from 1 October, with email, plan, price and a recovery link.
The discount codes exist: 50% off the first month, GAMER and FREEMONTH.
Part 1: account setup
Smart Sending on for every marketing flow and campaign. On in failed payment now; still off in the other live flows.
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.
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%. No regular campaigns until everything here is live.
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.
Successfully Paid as the conversion metric on the account and every flow.
Sender name "Austin from Hypertune" on every flow. The live flows still say "Hypertune".
Delete the 13 draft flows that never sent. All 13 are still there.
Switch off the old "IB // Account created" flow before anyone is unsuppressed. It's still live.
Unsuppress every paying customer the team suppressed (about 480). Never touch an unsubscribe, bounce or spam complaint.
Request transactional status from Klaviyo for the failed payment, trial ending and renewal emails.
Confirm the June and August suppressions were about the plan limit, and price a temporary plan step up for the trial users win-back.
Attribution. The attribution window is one day. Recommend whether to change it, and agree the success measure for each flow before we judge it.
Part 2: data Klaviyo needs
Most of the flows in Part 4 are waiting on these. If any needs a change on the site or in the backend, tell us who you need and we'll line them up.
Account Created event at every sign-up, with the sign-up source. Today only about 65% of new sign-ups reach Klaviyo at all, and there's no Account Created event. Send it the moment an account is made, with the source the site already records. Done when a test sign-up shows the event on the profile within a minute, with the source filled in.
Subscription fields on every profile: status, plan, first paid date, payment count, set to cancel, plan end date, early-bird flag and sign-up source. For trials, also trial end date, price and billing period. None are there yet. Done when a test monthly, a test yearly and a test trial each show every field correctly, and the fields change when the subscription changes.
Plan and amount on the first payment event. It reaches about 97% of new payers now, but can't tell monthly from yearly, so the after-purchase and Trustpilot emails can't time themselves. Done when one monthly and one yearly test payment each show the right plan and amount.
Event when someone undoes a cancel (for example Cancel Undone), as an exit condition on both cancel flows. Today the cancel emails keep going to people who switch their plan back on. Done when a test that cancels and then undoes it stops getting cancel emails.
Renewal date and amount on yearly subscribers' profiles, kept up to date. Early birds renew at $47.88. The renewal reminder runs from these and must be live by 16 October. Done when a sample of yearly profiles matches Stripe.
Part 3: lists and rules
Trustpilot list. Active yearly subscribers who first paid over 10 days ago, and active monthly subscribers with 2 or more payments. Not set to cancel, not past due. Email, plan, and a random 10% marked as held back. Upload as "Trustpilot · send" and "Trustpilot · held back" without changing consent, and set trustpilot_asked = true on both.
Trial win-back lists. Trial users who never became customers, with trial month, how the trial ended, and whether they ran the optimizer. Wave 1 is 4,805 people.
Unsuppress automatically when someone the team suppressed starts a trial or pays. About 21,000 people were suppressed by the team, not by their own choice; if one comes back and pays, they'd miss the failed payment and renewal emails. Never override an unsubscribe, a bounce or a spam complaint. Done when a test profile suppressed by the team is emailable again after a test payment, and an unsubscribed test profile stays unsubscribed.
Send Vinson the counts once the lists are in Klaviyo.
Part 4: flows to build
Build these in parallel as the data arrives. The order is priority if two compete. Each link has the full copy, timing, trigger and build notes.
Failed payment, what changes. The current emails are the old ones: "Ugh oh, your payment declined" and "Some ways you can still enjoy Hypertune" (no way to update the card, only Discord links), then the free month email for insufficient funds. Over 90 days they had 31 clicks from about 26,700 sends. The new version: four emails on day 0, 3, 7 and 14, matching Stripe's 14-day retry window. Email 1 has two versions by decline reason (card declined or expired, and insufficient funds). Only people who have paid before (flow filter: Successfully Paid at least once, all time); a trial whose first charge fails stays in the trial flow. Every button goes to the card-update link. Exit on Successfully Paid, and keep the 14-day re-entry rule. Tell Vinson the go-live day, so Stripe's own failed-payment email is switched off that same day.
Trustpilot, how it runs. 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. Kamil writes the cancel survey answer to the profile as Reason Left before the cancel event; agree the field name with him. The flow triggers when they press cancel, not when the plan ends, with a 1-hour wait so the answer lands. Two emails per person: the email for their answer ("bug" and "didn't give me performance" get a free month, everyone else the general email), 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. A list-triggered flow, about 1,000 unsuppressed a day, three emails offering 50% off the first month, a 50/50 split test of the short design against plain text, and non-clickers suppressed again at day 14. Stop a wave if bounces pass 2% or spam 0.1%.
How to build
Links: Kamil posts every URL that goes into an email in one pinned Slack message, labelled by button. Build from that list only.
Rules: 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.
Testing: where we split test, it's the designed version against a genuinely plain-text one, with the success measure agreed before the send. 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.