01 The Idea
The full email strategy is sound, but it is a large program and a fair question sits underneath it: will email actually produce real results for BEA, or is it effort for its own sake? The right way to answer that is not a leap of faith. It is a small, measured first step.
This 90-day sprint builds the part of the program that captures the most certain revenue, measures it against a documented baseline, and ends in a clear decision point. BEA commits to one defined, time-boxed piece of work. At day 90 we look at the numbers together and decide whether to scale to the full program. Low risk in, real evidence out.
02 What We Build
The sprint focuses on the flows and foundations with the highest certainty of return, the ones that capture intent that already exists, plus the list growth and content needed to feed them.
Foundation flows
- ✓Email Welcome Flow, five emails, with the DTC and B2B branch
- ✓Abandoned Checkout Flow, activate and refine the existing draft, three emails
- ✓Abandoned Cart Flow, new build, three emails
- ✓Post-Purchase Flow, four emails across 60 days with cross-sell logic
Foundations and content
- ✓Dual-capture sign-up form, email and mobile, to grow the list
- ✓Tracking check: confirm the flows have the events they need (Klaviyo is already live and tracking)
- ✓Two campaigns per month with full content, six in total
- ✓Baseline and monthly reporting, plus the day 90 review
Welcome, checkout recovery, cart recovery and post-purchase are the proven core of any program. Across Klaviyo's 2026 benchmarks, abandoned flows carry the highest revenue per recipient of any email type. They recover revenue BEA is currently losing in full, which is why they come first and do not need testing to justify building.
03 How We Measure Success
This is what makes the sprint results driven. Before anything sends, we record a baseline. Every month we report against it. At day 90 the numbers, not opinions, decide the next move. The full framework lives in the strategy document; the headline targets for the sprint are below.
Headline target by day 90
Add a steady A$5K to A$8K per month of flow revenue, lifting total email toward 15 to 20%. This is always-on revenue that runs every day, independent of campaigns, which is exactly what BEA does not have today.
What we report each month
Email share of revenue, flow vs campaign revenue, revenue per recipient, list growth, sign-up capture rate, and deliverability. Built to be read in five minutes.
At the end of the sprint we compare results against the target and decide together whether to roll out the full program. If the foundation is performing, scaling is an evidence-based decision. If it is not, BEA has spent a defined, contained amount and learned exactly where the gaps are. Either way, no money is committed on a promise.
04 Timeline
Three months, structured so the highest-value work goes live first and content runs alongside from week one.
05 What BEA Provides
The sprint is collaborative. Phil Moore Studio handles the strategy, writing, design, build, scheduling and reporting. To make the content work as hard as it can, BEA supplies the raw material:
We already have Klaviyo and Shopify access and the account is set up and tracking, so the baseline and flow build can begin straight away. The only theme touch still needed is installing the dual-capture sign-up form.
06 Investment
The sprint is a fixed-scope project, separate from and in addition to the existing monthly retainer. A build of this size cannot fit inside the retainer without slowing it to a crawl, so it is priced and run as its own piece of work. The estimate below is based on BEA's standard rate.
If the sprint hits its target at the day 90 review, the full program rolls out as a larger project, with ongoing campaign management, optimisation and reporting folded into an expanded retainer. Scope and pricing for that stage are confirmed at the review, on the back of real results.