Email & SMS flows

After leading Singular Sound’s move to Klaviyo, I built our automated email flows and manage our text flows in Attentive. Since the email flows went live in April 2026, they’ve brought in about $65K in revenue.

Role: Email and SMS flow strategy, copy, design, and testing
Company: Singular Sound
Timeline: 2026, ongoing
Tools: Klaviyo, Attentive, Canva

The welcome series earns the most

Welcome series · Three emails over seven days

The idea

Everyone who joins our email list gets the same three emails, so they have to do a lot. The first says thanks, hands over a discount code, and points people to our forum, blog, and social channels. The second, “Our Greatest Hits,” is a quick tour of the gear. The third, sent on day 7, shows our gear in action with artists who use it.

Welcome email: Singular Sound header, a WELCOME banner with the line “We’re glad you’re here,” a thank-you for signing up with code WELCOME10 for 10% off the next order, and a “Join the Community” box linking to the forum, blog, and social accounts — Email 1, sent right away: welcome and 10% off

Welcome email 2, “Our Greatest Hits”: a rundown of the BeatBuddy 2, Aeros, and MIDI Maestro with Shop now buttons — Email 2, sent on day 3: “Our Greatest Hits”

The results

Our top-earning flow: $45,059 in revenue from 131 orders
The welcome offer email, which includes the 10% code, brought in $39,238 from 100 orders, or $11.30 per recipient
Email #2 (“Our Greatest Hits”) brought in $1,746 and email #3 brought in $4,076

The takeaways

The 10% sign-up discount had been turned off in 2025. I suggested bringing it back, and it returned in January 2026. It greatly helped our flow revenue: journeys went from $4.2K in December to $20.4K in January and $45.0K in February.

A coupon-timing test on cart abandonment

Cart abandonment flow · Two emails, two versions

The idea

Shoppers who start checkout and don’t finish get two emails. The test started in May 2026, and the question is: does the 10% off code work better in the first email, or saved for the second? A random 50% of shoppers get the coupon in email #1, and the other 50% get it in email #2. Email #1 goes out after a 4-hour wait, and email #2 follows two days later. Anyone who buys in the meantime drops out of the flow. Smart sending is on for every email, so both groups are treated the same.

Version A: coupon first

Email #1 includes the 10% off code, which expires in 72 hours. Email #2 is a last reminder that the cart and discount are about to expire, with no new offer.

Cart abandonment email #1 with the coupon: “Wait up! You forgot this!” Your cart is still here, use the code below for 10% off your order, it expires in 72 hours — Email #1: the 10% off code

Cart abandonment email #2, no code: “Did you forget something?” This is your last reminder, your cart and your discount are about to expire — Email #2: a last reminder, no new offer

Version B: coupon second

Email #1 is a simple “we saved your cart” nudge with no discount. The code waits until email #2.

Cart abandonment email #1 with no coupon: “Wait up, you forgot this!” We saved your cart for you, return to your cart to complete your order — Email #1: a nudge, no discount

Cart abandonment email #2 with the coupon: “Did you forget something?” The items in your cart won’t stick around forever, use the code below for 10% off, it expires in 72 hours — Email #2: the 10% off code

The early read

Coupon first: email #1 went to 51 people and brought in $718 (a 3.9% placed-order rate). Email #2 went to 54 people and brought in no orders.
Coupon second: email #1 went to 46 people and brought in $471 (6.5%). Email #2 went to 45 people and brought in $34 (2.2%).
Clicks: the email #1 with the coupon had a 13.7% click rate, versus 4.3% for the no-discount nudge.

It’s too early to call. Each email has only about 50 sends, and the results point in different directions: coupon second has the higher placed-order rate on email #1 (6.5% vs. 3.9%) and placed orders from both emails, while coupon first has more revenue ($718 vs. $505). My working theory is that holding the code back keeps shoppers interested longer, while a reminder with no new offer gives people little reason to come back — the coupon-first version’s second email drove no orders. I’m letting the test run until there’s enough volume to trust the result.

Klaviyo flow map for the cart abandonment test: a 50% random split, a 4-hour wait, then email #1 and, two days later, email #2 for each version, with open, click, and placed-order rates under each email — The flow in Klaviyo, with the random split at the top

Browse abandonment runs a similar coupon test, but smart sending was only on for half of its emails, so I’m not reporting those results.

The flows overall

Cart abandonment: $14,037 in revenue from 44 orders, a 4.3% conversion rate and $15.24 per recipient
Browse abandonment: $5,694 in revenue from 21 orders, a 0.5% conversion rate and $1.42 per recipient

Flow totals come from Klaviyo’s flow report for April through October 26, 2026. Klaviyo counts an order if it was placed after someone opened or clicked the email. The test figures come from the flow map, which shows each email’s delivered count and placed-order rate.

Three text flows run in Attentive

Welcome, browse abandonment, and cart abandonment texts

The emails aren’t the only thing running. Three automated text flows go out alongside them.

Welcome text flow in Attentive: 1,256 sent, 30.8% click-through rate, “Welcome to the family! Your 10% off code is WELCOME10” — Welcome text

Browse abandonment text in Attentive: 1,138 sent, 21.4% click-through rate, “Looks like you spotted something great. Tap here to take a second look” — Browse abandonment text

Cart abandonment text in Attentive: 184 sent, 34.8% click-through rate, “Your gear is waiting! We saved your cart so you can pick up right where you left off” — Cart abandonment text

Welcome: it starts when someone signs up for texts. The welcome text includes the 10% off code and has a 30.8% click-through rate across 1,256 sends.
Browse abandonment: two hours after someone views a product, anyone who hasn’t added it to their cart gets a text. New subscribers are skipped. It has a 21.4% click-through rate across 1,138 sends.
Cart abandonment: it starts when someone adds an item to their cart. An hour later, anyone who hasn’t bought gets a text that says their cart is saved. New subscribers are skipped. It has a 34.8% click-through rate across 184 sends.

The results

$279,228 in revenue from the three text flows, January 1 through October 27, 2026
$229,779 over the same stretch of 2025 — that’s about $49,400 more, or 21.5% growth

Click-through rates come from Attentive’s journey view, covering January 2026 through October 27, 2026. Revenue comes from Attentive’s journey report, comparing January 1 through October 27 in both years.

← Back to all work