Welcome / Introduce the brand
Deliver the signup offer, explain the brand and help a new subscriber explore the range. A founder-style plain-text email adds a more personal touch within the sequence.
Selected work / FemFit
Building a customer journey
with strength & intention.
A Shopify and Klaviyo lifecycle email project for FemFit, a fictional premium women’s activewear brand.
Independent portfolio demonstration. FemFit is not a paying client or a trading store. This case study presents the work and design approach; it does not claim sales, revenue uplift or live campaign performance.
01 / The brief
One brand. A connected experience.
I created FemFit to practise building an ecommerce email programme from the foundations: a Shopify development store, a clear brand voice, signup forms and lifecycle flows in Klaviyo.
The design brief was confident, modern and empowering. “Stronger. Confident. You.” became the brand promise, supported by purple, black and white visuals.
02 / The build
From store setup to the inbox.
The project included a Shopify development store with activewear collections, a Klaviyo connection, event checks, a newsletter signup form and engagement segments.
Copy and visual consistency
I developed branded email designs and copy to connect the storefront experience with the inbox. The initial documented scope included 13 emails across four flows, designed at a 600-pixel email width.
The signup experience
The welcome incentive was delivered by email rather than displayed on the form’s success screen. This gave the first welcome message a clear purpose: deliver the offer and introduce the brand.
Audience planning
Engaged 60-day and 90-day segments were part of the account setup, providing a foundation for audience selection rather than treating every subscriber identically.
03 / The journeys
Different moments.
Different messages.
These four journeys anchor the initial portfolio build. The notes below explain their purpose and the decisions that shape the experience.
Cart recovery / Revisit the product
Bring attention back to the product and support the purchase decision. The documented design delays the discount until a later touch, instead of making the first reminder a promotion.
Post-purchase / Continue the relationship
Plan messages beyond the order itself. First-time and repeat buyers need different context, so the broader project includes a split between these groups.
Win-back / Reopen the conversation
Give an inactive customer a reason to return. The initial documented build uses a 90-day inactivity segment; a live store would need its timing checked against actual buying patterns.
04 / Evaluation
What this project demonstrates.
The outcome is a practical portfolio of lifecycle planning, copy, email design and Klaviyo setup. Because this is a development-store project, commercial performance has not been established.
Before a live launch
My review plan would check event data, consent and audience rules, purchaser exclusions, message overlap, links, personalisation and mobile rendering.
What I would measure
- Clicks and placed orders by flow and message.
- Unsubscribes, complaints and delivery issues.
- Repeat purchases over an appropriate buying cycle.
- Test results tied to a defined hypothesis and sufficient data.
05 / Portfolio
See the supporting work.
Open my full email and SMS portfolio to explore the project materials and examples.
Let’s work together
Give your next
customer a reason
to come back.
Need a Klaviyo audit, a flow build or support with your email programme? Tell me about your store and what you want to improve.
Book a 20-minute scoping call ↗hello@ifeomaautomation.com