We're an established DTC brand in the premium dog space, selling primarily across Nordic markets via Shopify. We do strong volume through paid acquisition but have underinvested in email. We have some existing flows in Klaviyo, but they're years old and extremely outdated — this is essentially a full rebuild from the ground up. Important context about our business model: Our core product is an affordable premium, considered purchase — most customers buy once, and if they return, it's typically years later. This is not a consumable/replenishment business. We have about seven products total, but all ad traffic goes to a single hero product. Of the remaining products, one is closely related to the hero product (strong cross-sell), one is semi-related, and the rest are loosely connected. Our email strategy needs to be built around this reality — a long purchase cycle, a dominant hero product, and cross-sell as the primary revenue lever for email. We're also planning to put significant focus on a new product soon — if this project goes well, we'll likely want dedicated flows built for that product as well. We do not run an email signup popup and won't be adding one — nearly all email list growth comes through checkout. SCOPE We have very little in place today, so this isn't an optimization project — it's a ground-up build. We need you to lay out a strategic plan for which flows we need, why, and then execute on it end-to-end — copy, design, and implementation inside Klaviyo. High-priority flows: 1. Abandoned Checkout 2. Post-Purchase (review requests, brand reinforcement, referral, cross-sell into related products) 3. Cross-Sell (this is likely our biggest email revenue lever — we need smart sequencing across our product catalog) 4. Win-Back / Re-engagement (given our long repurchase cycle, this may look different than typical DTC) Lower-priority flows (still needed, but lower volume since we don't collect emails pre-purchase): 5. Abandoned Cart 6. Browse Abandonment 7. Sunset / List Hygiene Flows we want your recommendation on: 8. Welcome Series — we don't collect emails pre-purchase and we won't be adding an email signup popup. Nearly all list growth comes through checkout. Given that, does a separate welcome flow make sense, or is this effectively handled by the post-purchase flow? 9. VIP / Repeat Buyer — given low repeat purchase rates, is this worth the effort? 10. Anything else you think we're missing For each flow, we expect: 1. Strategic rationale for why it belongs in our stack (not just "every brand needs this") 2. Conversion-focused copywriting that matches a premium, trust-driven brand tone 3. Designed email templates where appropriate — but we also want plain text emails where they make sense strategically (e.g., post-purchase, personal-feeling touchpoints). You should plan and recommend the right format for each email. 4. Ideally, full implementation in Klaviyo (triggers, splits, conditional logic, live and tested). If you only deliver copy and designs, that can work too, but implementation is a strong plus. WHAT WE'RE LOOKING FOR 1. Proven experience building Klaviyo flows for DTC / e-commerce brands — not just campaigns, we want someone who thinks in systems 2. Strong portfolio showing both copywriting and email design (let us know if you handle both yourself or subcontract design) 3. Strategic thinker who adapts to the business model rather than applying a cookie-cutter playbook — we're not a supplements brand doing monthly replenishment, and we need someone who understands that