— Lifecycle Email Specialist for Ecommerce & Retention Teams
I take retention briefs from strategy to Figma to Klaviyo-ready execution—without the handoff chaos.
Campaigns built around a customer action. I use strategy, merchandising, education, proof, and offer mechanics to give each send a clear job.
An end-to-end lifecycle system I built to demonstrate how I think across the full retention production loop—not just how I design individual emails.
The work is self-initiated, not client work.
I built the system across acquisition, lifecycle flows, campaigns, personalization, Klaviyo logic, design systems, and QA so the work could be evaluated as a production system.
Business goal: increase AOV by moving customers from single products to complete routines. Offer mechanic: free shipping unlocked at a 2-product threshold, chosen over a straight discount specifically to reward routine-building behavior without cutting margin on every order. Each email has a distinct job and visual identity — teach, prepare, celebrate, close — so the sequence reads as a story, not four reminders of the same thing.
Email 1 — Opener (Free Shipping In 2 Easy Steps)
Subject: “Free Shipping In 2 Easy Steps”
Preview: “Reserved for you... but not forever”
Introduces the offer as a reserved holiday perk, using a two-question flowchart (skin type → skin goal) that visually walks the customer to a routine recommendation and "FREE SHIPPING UNLOCKED," closing on "Build My Routine." Educational, zero urgency.
Email 2 — Pre-Event (Be Ready Before The Celebration)
Subject: “Be Ready Before The Celebration”
Preview: “The best routines are picked before the celebration begins”
Shifts from teaching the offer to helping the customer decide what to buy — four curated routine categories (Serum, Sunscreens, Face Wash & Moisturisers, Toner), closing on "Shop All Routines" so they're ready the moment the event goes live.
Email 3 — Event Live (It's Live: Free Shipping Starts Now)
Subject: “🎆 It's Live: Free Shipping Starts Now”
Preview: “Your reserved holiday perk is ready to claim”
Pure merchandising — no education, no explanation. Customer Favourites (four best-selling products) followed by Complete Your Routine bundles (Cleanser → Serum → Moisturizer), closing on "Shop All Routines."
Email 4 — Closing (Last Chance: Free Shipping Ends Tonight)
Subject: “Last Chance: Free Shipping Ends Tonight”
Preview: “Your reserved holiday perk disappears at midnight”
Maximum urgency, minimum new information — three featured routines only (to avoid decision fatigue), a large "FINAL HOURS — FREE SHIPPING ENDS TONIGHT" banner, single CTA.
Opener
Pre-Event — Be Ready
Closing — Last Chance
Extended
Eight self-contained microtopic campaigns, each isolating one sunscreen belief, habit, or decision point rather than repeating the same "buy sunscreen" message eight times — the format (One Benefit, Myths vs Facts, FAQ, How To Use, Us vs Them, Tips & Tricks, What's Inside) changes with the angle so the series reads as genuinely different emails, not eight variations of one template.
8 Microtopic Emails
One Benefit
“The Most Important Step In Your Routine ☀️”
Sunscreen isn't an optional last step — it's what protects every other product's results. "The One Step That Protects Every Other Step." One hero product, one idea, one CTA (Shop Sunscreen).
Myths vs Facts
“Think You're Safe Indoors?”
Myth: "I don't need sunscreen indoors." Fact: UV rays reach skin through windows. A simple Sun → Window → Skin visual carries the argument; the product is introduced only after the myth is resolved, not before.
FAQ
“Not All Sunscreens Are Made For The Same Skin”
"How do I choose the right sunscreen?" answered as a decision guide mapped to Dot & Key's actual range — Vitamin C + E (glow), Cica + Niacinamide (oil control), Barrier Repair (sensitive/barrier), Watermelon Cooling (combination), Strawberry Dew Tinted (natural coverage) — each with a "Best For" callout instead of a generic feature list.
How To Use
“You're Probably Using Less SPF Than You Think”
The "2-Finger Method" — dispense along two fingers, dot evenly, blend — as a memorable, named application habit. Closes by routing into the SPF range by need (glow / oil control / barrier care / cooling / coverage) rather than ending on a single product.
Us vs Them
“Sensitive Skin Or Lightweight Finish?”
Compares two real Dot & Key formulations — 100% Mineral Sunscreen (Zinc Oxide + Titanium Dioxide, built for sensitive skin, kids, pregnancy) vs. Watermelon Cooling Sunscreen (new-generation UV filters, Hyaluronic Acid, lightweight) — framed as "which fits your skin," not "which one wins."
Tips & Tricks
“Why Your Sunscreen Pills Under Makeup”
Removes a practical objection ("it ruins my makeup") rather than re-explaining UV protection — four tips: let each layer absorb, use the right amount, wait 1-2 minutes before makeup, pat instead of rub.
One Benefit
“Dark Spots Don't Appear Overnight”
Reframes Niacinamide from a reactive, after-the-fact treatment to a preventive one when paired with daily SPF — anchored to the Cica + Niacinamide Sunscreen SPF 50+ PA++++, which protects against UVA/UVB/blue light while Niacinamide targets sun-induced dark spots and CICA soothes exposed skin.
What's Inside
“What's Inside Your Perfect SPF?”
Structured as a sequence of reveals rather than a comparison table — each sunscreen "opens" to show what's inside (ingredients), how it feels (texture), and who it's for (skin type/concern), covering the full range: Vitamin C + E, Watermelon Cooling, Cica + Niacinamide, Barrier Repair, and Strawberry Dew Tinted as a bonus reveal.
MT #1
MT #2
MT #3
MT #4
MT #5
MT #6
MT #7
MT #8
Lifecycle and automation work across the customer journey. Each flow is approached as a production system: what happened, what should happen next, how the message changes, how it gets built in Klaviyo, and what needs to be checked before send.
Email 1
Email 2
Email 3
Email 4
Email 5
Objective
Convert a new subscriber into a first-time customer by building trust and urgency around the welcome offer.
Flow Progression
Outcome
Move the subscriber from "interested in the brand" to "confident enough to place a first order" before the welcome code expires.
Email 2 — Ingredient Education
Subject: “The science of the glow”
Preview: “Use code WELCOME15 for 15% off your first order”
Explains why Niacinamide + Strawberry work together as a formula, walked through as a 4-step visual (dull/uneven skin → Niacinamide brightens → Strawberry antioxidants protect → healthy hydrated glow), anchored to the Face Serum as hero product.
Email 3 — Social Proof + Best Sellers
Subject: “Real people. Real glow.”
Preview: “Don't forget — your 15% code is still waiting”
Customer photos and five-star reviews across multiple products, gentle skin/barrier callouts, then the two best sellers (Face Serum, Moisturizer) with review counts, closing on WELCOME15.
Email 4 — Urgency + Routine Build
Subject: “Your welcome gift ends tonight”
Preview: “Use code WELCOME15 at checkout”
Countdown timer on the expiring code, then a 4-step routine builder (Cleansing Balm → Gel Face Wash → Face Serum → Moisturizer) so the offer is framed around completing a routine, not just buying one item.
Email 5 — Founder Note + Final Extension
Subject: “Need help deciding?”
Personal, first-person note acknowledging that choosing skincare can feel overwhelming, invites a direct reply, and extends the welcome offer 24 hours as a genuine final opportunity rather than a manufactured deadline.
Trigger
Subscribes to the list (popup, footer form, or checkout opt-in)
Delay
Immediate → 24h → 48-72h → 96h → 120-144h
Flow filters
Re-entry
Not applicable — a profile only needs to go through Welcome once
Conditional splits
Segments
Exclusions
Dynamic product blocks
Personalisation
Top priority tests
Primary metric
Flow revenue per recipient + flow purchase rate
Testing order
Baseline → E1 offer → E1 angle/merchandising → E2 education → E3 proof → E4 urgency → E5 hesitation removal → flow architecture (timing, email count, sequence)
Email 1
Email 2
Email 3
Objective
Re-engage visitors who left the website early
Flow Progression
Outcome
Bring visitors back to the site, highlight popular products, and offer assistance before purchase intent disappears.
Email 1 — Come Back + Best Sellers
Subject: “You left before the glow started”
Preview: “Still thinking about your skincare?”
A low-pressure reminder that finding the right skincare takes time, brand credibility markers (dermatologically tested, made for Indian skin and climate, active-ingredient-led), a simple cleanse → treat → hydrate → protect visual, then three best sellers (Face Serum, Moisturizer, Sunscreen) as an easy entry point.
Email 2 — Founder / Help + Need Assistance?
Subject: “Not sure where to start?”
Preview: “A quick note, just for you”
A first-person note from the team acknowledging that a first visit without a clear next step usually means uncertainty, not disinterest — "we'd rather help you find the right starting point than guess for you." Offers a direct reply option for skin-concern questions, then narrows the decision down to one low-commitment next step: "start with the one product that matches your biggest concern" (Everyday Routine visual: Cleanser → Serum → Moisturizer → SPF), closing on "Find My Match" rather than a storewide push.
Trigger
Active on Site
Delay
2-4 hours → 24-48 hours
Flow filters
Re-entry
Not within 30 days of a previous Site Abandonment entry
Conditional splits
Segments
Exclusions
Dynamic product blocks
Personalisation
Top priority tests
Primary metric
Revenue per recipient + purchase conversion rate
Note
Keep this flow lighter than Browse/Cart/Checkout — intent is lower here, so test whether each addition actually creates incremental revenue before adding urgency or product blocks.
Email 1
Email 2
Email 3
Objective
Move product viewers toward adding items to cart
Flow Progression
Outcome
Reinforce product value, resolve hesitation, and encourage customers to return and continue shopping.
Email 1 — Viewed Product + Social Proof
Subject: “Your next skincare favourite is waiting”
Preview: “Still thinking about this one?”
Dynamic reminder of the exact product viewed ({{ Product Image }}, {{ Product Name }}, {{ Product Price }}), why customers love it (lightweight, dermatologically tested, made for Indian skin), and a short review pulled in as social proof alongside the "Recently Viewed" block.
Email 2 — Education + Handle Objections
Subject: “Great skin starts with great ingredients”
Preview: “Here's why everyone keeps talking about it”
Ingredient spotlight on the viewed product's hero active (dynamic — Niacinamide, Vitamin C, or Ceramides depending on product), what it helps with, three more reviews addressing texture and absorption (the two most common hesitations), then a complementary product pairing to widen the consideration set.
Email 3 — Offer + Build Urgency
Subject: “Your welcome offer is still here”
Preview: “One step closer to your routine”
For eligible first-time visitors, resurfaces the WELCOME15 code tied specifically to the viewed product ("use your welcome code on the product you've already chosen") rather than a fresh discount — keeps the incentive consistent with the rest of the site instead of introducing a new one. Light urgency: "your code won't stay reserved indefinitely."
Email 4 — Last Chance + Final Push
Subject: “Better together”
Preview: “Complete your skincare routine”
Positions the viewed product as step one of a simple 4-step routine (Cleanse → viewed product → Moisturize → Protect with SPF), reinforces brand trust one final time, and closes with "Build My Routine" as the final push before the flow ends.
Trigger
Viewed Product
Delay
2-4 hours → 24 hours → 48 hours → 72 hours
Flow filters
Re-entry
Not within 30 days of a previous Browse Abandonment entry
Conditional splits
Segments
Exclusions
Dynamic product blocks
Personalisation
Top priority tests
Primary metric
Browsed Product Purchase Rate + revenue per recipient
Diagnostic split
Did they click the browsed product? No → relevance/creative/CTA problem. Yes but no purchase → investigate product page, price, offer, reviews, objections.
Email 1
Email 2
Email 3
Email 4
Objective
Recover abandoned carts before intent fades
Flow Progression
Outcome
Address buying concerns, strengthen purchase motivation, and recover abandoned carts.
Email 1 — Cart Ready + Reminder
Subject: “Your glow routine is waiting”
Preview: “Oops... you left something behind”
Straightforward reminder that the cart is saved, dynamic cart contents, brand credibility markers, and a simple cleanse → treat → hydrate → protect visual — no pressure yet.
Email 2 — Benefits + Objections
Subject: “Don't let great skincare wait”
Preview: “You're one step away from healthier skin”
Reinforces the specific benefit of what's in the cart (Niacinamide brightens, Ceramides strengthen the barrier, Vitamin C boosts glow — whichever applies dynamically), addressing the most likely hesitation ("will this actually work for my skin") before it gets asked, then the dynamic cart again with a direct return-to-cart CTA.
Email 3 — Offer + Added Incentive
Subject: “Customer approved. Skin loved.”
Preview: “See why thousands keep coming back”
Leads with real reviews to build confidence, then — for eligible first-time customers only — introduces the WELCOME15 code as the added incentive to finish checkout, framed as "your welcome offer is still active" rather than a new discount created specifically for cart recovery.
Email 4 — Last Chance + Urgency
Subject: “Final reminder”
Preview: “Your cart won't wait forever”
Direct urgency — the saved cart may not hold indefinitely — dynamic cart contents, a final reminder of the WELCOME15 code for new customers, and a closing line on how consistency (not perfection) is what actually gets results, tying the purchase to the outcome rather than just the transaction.
Trigger
Added to Cart
Delay
1 hour → 20-24 hours → 48 hours → 72 hours
Flow filters
Re-entry
Not within 30 days of a previous Cart Abandonment entry
Conditional splits
Segments
Exclusions
Dynamic product blocks
Personalisation
Top priority tests
Primary metric
Cart Recovery Rate (recovered orders ÷ eligible cart abandoners)
Job map
E1 = get them back to the cart. E2 = remove the hesitation. E3 = prove other customers made the right choice. E4 = give a legitimate reason to act now.
Email 1
Email 2
Email 3
Email 4
Objective
Help customers complete checkout
Flow Progression
Outcome
Remove final barriers to purchase and encourage customers to complete their order.
Email 1 — Order Ready + Finish Checkout
Subject: “You're almost there”
Preview: “You're only one step away”
Dynamic checkout contents, a simple "your checkout has been saved" reassurance, and a direct return-to-checkout CTA — no persuasion needed yet, since intent at this stage is already at its highest pre-purchase level.
Email 2 — Objections + Reassurance
Subject: “You've picked great products”
Preview: “Need a little reassurance?”
"The hard part is already done" framing, three reviews addressing product quality and everyday wearability, then trust markers specific to completing an order (secure checkout, easy order tracking, dedicated support) — resolving logistics-based hesitation rather than product-based hesitation, since by checkout the product decision is already made.
Email 3 — Incentive + Urgency Begins
Subject: “Don't forget your welcome offer”
Preview: “It's still waiting for you”
For eligible first-time customers, a direct nudge that the WELCOME15 code is still available and applies to what's already in checkout — framed as a reminder, not a new offer — with the first mention of gentle urgency ("your selected items may not stay reserved").
Email 4 — Final Call + Last Chance
Subject: “Last chance to complete your order”
Preview: “Your checkout is about to expire”
Pure urgency, no new information — dynamic checkout contents, one closing line on why now is the right moment ("your journey to healthier skin starts with one simple click"), and a single CTA.
Trigger
Checkout Started
Delay
30 minutes → 12-18 hours → 36 hours → 60 hours
Flow filters
Re-entry
Not within 30 days of a previous Checkout Abandonment entry
Conditional splits
Segments
Exclusions
Dynamic product blocks
Personalisation
Top priority tests
Primary metric
Checkout Recovery Rate (purchases ÷ checkout-abandonment recipients)
Diagnostic
High clicks + low checkout completion → the email did its job, investigate checkout UX/payment/shipping/fees, not the copy.
Email 1
Email 2
Email 3
Email 4
Email 5
Objective
Turn first-time buyers into repeat customers
Flow Progression
Outcome
Help customers get better results, strengthen brand loyalty, and naturally introduce the next purchase.
Email 1 — Thank You + Founder Email
Subject: “Thank you for choosing Dot & Key”
Preview: “Your glow journey starts now”
Order confirmation blended with a first-person note — not a generic receipt — reducing any buyer's-remorse moment by confirming the choice was a good one, setting expectations for what happens next (packed → shipped → arriving), and closing on one piece of advice worth remembering: consistency beats complexity.
Email 2 — Product Usage + Education
Subject: “Let's make every drop count”
Preview: “Here's how to get the best results”
A simple 4-step routine order (Cleanse → Serum → Moisturize → SPF), with pro tips on consistency, applying to clean skin, and giving the skin time to adjust — genuinely useful, not another sales pitch.
Email 3 — More Value + Social + Community
Subject: “Small steps. Big glow.”
Preview: “How's your skin feeling?”
A gentle check-in on early progress (hydration, softness, glow), reinforcing that results build gradually, a simple AM/PM routine breakdown, and light community framing — the customer isn't doing this alone, thousands are following the same routine.
Email 4 — Cross Sell + Complementary Products
Subject: “Great products work even better together”
Preview: “Complete your routine”
Conditional cross-sell based on what was purchased (serum → moisturizer + sunscreen; moisturizer → face wash + serum; sunscreen → Vitamin C serum + moisturizer), framed as routine-completion rather than an unrelated upsell.
Email 5 — Founder Check-In + Soft Reorder
Subject: “How's your Dot & Key routine going?”
Preview: “We'd love your feedback”
A founder-voice check-in on whether the routine has become a genuine daily habit, an invitation to leave a review, and a soft nudge toward replenishing or trying the next product based on what's already been loved — framed as "ready for your next glow upgrade," not a hard reorder push.
Trigger
Placed Order
Delay
Immediate → 2-3 days post-delivery → 10-14 days → 21-30 days → 35-45 days
Flow filters
Re-entry
A new entry per new order, so a repeat customer experiences the relationship-building sequence again after each purchase
Conditional splits
Segments
Exclusions
Dynamic product blocks
Personalisation
Top priority tests
Primary metric
Repeat Purchase Rate + revenue per post-purchase recipient
Core logic
Optimize for satisfied customers who engage, review, and buy again — not for clicks alone.
Email 1
Email 2
Email 3
Email 4
Objective
Re-engage inactive customers
Flow Progression
Outcome
Reconnect with inactive customers using multiple messaging angles before they become permanently inactive.
Email 1 — Check In + Offer #1
Subject: “We miss your glow”
Preview: “It's been a while...”
An emotional reconnection — acknowledging the routine has gone quiet, reminding them why they chose Dot & Key in the first place (gentle, ingredient-led, made for Indian skin and climate) — closing with a first, low-key reactivation code ("something to make coming back easier") rather than leading with the discount.
Email 2 — Reminder + Same Offer
Subject: “Your next favourite might be here”
Preview: “See what's new at Dot & Key”
Curiosity-led — new launches and current best sellers since their last visit — with a simple reminder of the same reactivation code from Email 1, kept consistent rather than escalated.
Email 3 — Offer #2 + New Angle
Subject: “Because you loved…”
Preview: “Picked just for you”
Personalized product recommendations based on their previous purchase, paired with a second, differently-angled offer tied specifically to that recommended product — a product-specific incentive rather than a repeat of the storewide code, giving them a fresh reason rather than the same one twice.
Email 4 — Last Chance + Final Reactivate
Subject: “Your skin will thank you”
Preview: “Let's get your routine back on track”
Final, direct urgency on the Email 3 offer specifically — "still thinking?" framing, a reminder that consistency (not perfection) is what rebuilds results, and one last clear CTA before the flow ends.
Trigger
Last order reaches roughly 60 days old (approximately 2x the average buying cycle)
Delay
Day 0 → Day 3 → Day 7 → Day 10
Flow filters
Re-entry
Not applicable within the same lapse period — a customer only needs to go through one winback attempt per period of inactivity
Conditional splits
Segments
Exclusions
Dynamic product blocks
Personalisation
Top priority tests
Primary metric
Reactivation rate + revenue per recipient
Timing rule
Average time to repeat purchase × 3 = Win-Back entry point — establish the lapse window before testing send-day variations.
Email 1
Email 2
Email 3
Objective
Make one final attempt before suppressing inactive subscribers
Flow Progression
Outcome
Give inactive subscribers one final opportunity to re-engage before removing them from future marketing communications.
Email 1 — Stay With Us? + Re-engagement
Subject: “We miss seeing you”
Preview: “Still want skincare tips and exclusive launches?”
A direct, low-guilt permission check — "we'd love to keep sharing tips, new launches, and offers, but only if you still want them" — paired with a clear list of what staying subscribed continues to include (early access, expert tips, exclusive offers, community favourites), closing on a single "Keep Me On The List" action.
Email 2 — Suppression + Remove Inactive
Subject: “Should we say goodbye?”
Preview: “This is our last email... unless you say otherwise”
The final notice before suppression — clearly states that without a response, they'll be quietly removed from future sends, framed with "no hard feelings" rather than a guilt-driven last-chance discount. This email is itself the suppression trigger, sent to the still-subscribed profile before removal — not a message sent after suppression, which wouldn't reach anyone.
Trigger
No email open in 120 days
Delay
Day 0 → Day 7-10
Flow filters
Re-entry
Not applicable — once suppressed, the profile exits future sunset cycles
Segments
Exclusions
Dynamic product blocks
Personalisation
Exit logic
Top priority tests
Primary metric
Re-engagement rate + suppression rate — not clicks alone
Note
The winner isn't the version with the most clicks — it's the version that keeps genuinely interested subscribers and confidently suppresses the rest.
Email 1
Email 2
Objective
Collect authentic customer reviews once there's been enough time to actually form an opinion, without relying on an incentive to get there.
Flow Progression
Outcome
Higher-quality, more detailed reviews than an incentivized or too-early request would produce, while reinforcing that feedback genuinely shapes the brand rather than existing as a formality.
Email 1 — Gratitude Request + Product Recap
Subject: “We'd love to hear what you think”
Preview: “How's your glow going?”
Warm, gratitude-led ask — no discount attached to the request, since a bought review is a weaker asset than an honest one. Recaps the exact product purchased ({{ Product Image }}, {{ Product Name }}, star rating), explains simply why the review matters (helps others choose the right skincare, gives the team real feedback, helps improve future products), and closes on a single "Write My Review" CTA.
Email 2 — Community Reminder + Final Ask
Subject: “Have you shared your experience yet?”
Preview: “One minute. A big difference.”
A gentler reminder framed around community contribution rather than obligation — "your story could be the one that helps someone start theirs." Prompts specific angles to comment on (texture, results, hydration, glow, overall experience) and closes with "Join Thousands Of Happy Customers" before the final CTA.
Trigger
Placed Order, offset by the expected product-experience window (enough time to have actually used it and formed an opinion, not triggered off delivery day)
Delay
Once the product-experience window has passed → 5-7 days after Email 1
Flow filters
Re-entry
Not applicable within the same order cycle — one review request sequence per purchase, not per session or email open
Personalisation
Top priority tests
Primary metric
Review Submission Rate (reviews submitted ÷ recipients)
Note
Email CTR ≠ review conversion — a great CTR with poor completion means the review process itself has friction, not the email.
Acquisition and signup experiences — welcome popups, exit intent, multi-step forms, and offer capture.
Objective
Convert an anonymous visitor into an email and SMS subscriber with minimal friction, using progressive commitment instead of a single upfront form.
Flow Progression
Outcome
Higher completion rate than a single-field signup form, because each step asks for only one small decision instead of one large one.
Trigger
Step 1 "Yes" click starts profile creation; Step 2 email submission is the actual subscribe event
Flow filters
Conditional splits
Segments
Top priority tests
Primary metric
Email Opt-in Rate (email submissions ÷ popup impressions)
Testing order
Offer → mechanism → angle → framing → friction → SMS → CTA → design. Sequential, one variable at a time — each winner becomes the new control.
Colours
Typography
H1: Poppins · 600 · 40px/1.1 · #2D2D2D
H2: Poppins · 600 · 28px/1.2 · #2D2D2D
H3 / Section Title: Inter · 600 · 15px/1.2 · #2D2D2D
Eyebrow: Inter · 700 · 11px/1.2 · Uppercase · 0.08em tracking · #E62F6C
Badge Text: Inter · 600 · 13px/1.2 · Uppercase · #C21E58
Body — Large: Inter · 400 · 18px/1.5 · #6B6B6B
Body — Medium: Inter · 400 · 16px/1.55 · #2D2D2D
Body — Small: Inter · 400 · 14px/1.5 · #6B6B6B
Fine Print: Inter · 400 · 12px/1.4 · #999999
Link / Button Label: Inter · 600 · 15px/1.2 · Uppercase tracking · #1F1F1F
Buttons
Hero Layouts
Section Dividers
Footer Component
Skincare Icon System
150+ icons across trust, ingredients, concerns, benefits, SPF, routine, and packaging.
Brief → Strategy → Copy → Design → Klaviyo → QA → Optimize
I review the brand, product range, customer, visual language, competitor activity, and existing customer journey before making design decisions.
I map customer moments, select the right flows, define the objective of each email, and identify the action the customer should take next.
I shape the message through subject lines, preview text, hooks, headlines, body-copy direction, and clear calls to action.
I turn strategy into a focused brief covering audience, objective, message, offer, required sections, visual direction, and mobile needs.
I use reusable Figma components to create on-brand, mobile-first email flows and campaigns that are efficient to produce and easy to update.
I prepare the flow logic, triggers, delays, filters, conditional splits, segments, product blocks, and template requirements for clean implementation.
I check audience, logic, links, offers, personalisation, visuals, mobile rendering, legal requirements, and test-send details before launch.
I define what success should look like, which metrics to review, and what should be tested next.
I'm Yash.
I specialise in lifecycle email production for ecommerce and retention teams—the point where a good retention strategy has to become a finished, client-ready email.
My work sits across strategy interpretation, copy direction, email design, Klaviyo logic, and QA.
Dot & Key is one of those self-initiated systems: built to demonstrate how I think, how I structure lifecycle work, and how I move a brief toward execution.
I'm looking for teams that care more about the quality of the work and how independently it gets done than about a padded résumé.
If you have a retention brief that needs someone who can take it further without constant handholding, I'd like to see it.
Core Strengths
Additional ecommerce builds that show how I approach email beyond one brand or one lifecycle system.
A lifecycle email system for a premium portable fire pit brand, taking customers from first product discovery to confident purchase while increasing repeat revenue through post-purchase education, cross-sells, and seasonal outdoor campaigns.
A fintech lifecycle email system built to guide new users from account creation and identity verification to confidently spending crypto in the real world, while increasing long-term engagement through product education, feature adoption, security updates, and transactional journeys.
Available for lifecycle email production with ecommerce and retention teams.
yvyashvarma@gmail.com
Figma Portfolio
Time-Zone Overlap
US & UK Time Zone Compatible
My offer to you (free trial)
Get a popup and welcome flow for free — or any 5 emails for free, with strategy, A/B testing, and optimizations. If you like what I do, we can proceed with the rest of the foundational builds and campaigns / campaign calendars.