Callum Richardson Retention & CRM Strategy

Klaviyo & email programme

Own your email programme, end to end.

Underperforming flows, low email-attributed revenue, a list you are not earning from. Usually the strategy is missing, not the tooling. I architect the full Klaviyo strategy - lifecycle, segmentation, suppression, campaign calendar - and oversee the build and design through a trusted production layer, so it ships to a high standard without you having to manage it.

EngagementOne-off or owned
Operator-built£30M+, four storefronts
One rebuild3.5× flow revenue
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A focused 30 minutes on where your email programme is underperforming and what to fix first.

Lifecycle architecture Segmentation Suppression logic Campaign calendar Flow rebuilds Deliverability Email-attributed revenue
01
The cost
The cheapest revenue you have, uncollected.

When email underperforms, brands buy more tools. The tool was rarely the problem.

  • Revenue left in the list. A list you are not earning from is the cheapest revenue you have, sitting idle while you pay to acquire the next customer.
  • Flows that do not connect. Short, isolated sequences with no suppression hierarchy send the wrong message at the wrong time and train people to ignore you.
  • Sending against best practice, not your customers. Generic timing and triggers that ignore how your customers actually buy and when they actually return.
  • Tooling blamed for a strategy gap. New apps, same results, because the architecture underneath never changed.
Klaviyo is a capable platform. Underperformance is almost always a strategy and architecture problem wearing a tooling costume.

The tooling is rarely the problem. The strategy is.

A connected, suppression-aware lifecycle, sequenced to how your customers actually buy and built to a high standard - so your email programme becomes the most reliable revenue line you own.

Book a call
02
How I approach it
Strategy-led, with execution overseen to a high standard.
What I architect
  • The lifecycle architecture. Every core flow, how they connect, and a suppression hierarchy that holds across all of them, sequenced to your real customer cycle.
  • Segmentation and the list. Engaged, lapsed and high-value segments, list structure, and who should and should not receive each send.
  • Suppression and deliverability. The hygiene and sending discipline that keeps you in the inbox and protects sender reputation.
  • The campaign calendar. A repeatable rhythm of campaigns mapped to your commercial calendar, not ad hoc sends.
  • Measurement. Email-attributed revenue read honestly, so you know what is actually working and what to do next.
I stay the strategic lead. I architect the programme and oversee the build and design through a trusted production layer, so it ships to a high standard - without you having to manage briefs, flows or QA. This is strategy-led work with overseen execution, not a done-for-you flow service.
How it runs
Audit and strategy. The full account and data reviewed, and the lifecycle architecture designed against how your customers buy.
Build, overseen. Flows, segments and templates built and designed through a trusted production layer, to brief and to a high standard.
Suppression and QA. Inter-flow suppression, deliverability and rendering checked before anything goes live.
Calendar and campaigns. The campaign rhythm set up and running against your commercial calendar.
Hand over or run it. Take it in-house, or I stay on and own the programme.
03
Where it leads
Want it once, or want it owned.

A one-off rebuild

The full Klaviyo strategy designed and the programme built to a high standard, ready to hand to your team. Scoped per project.

An embedded retainer

Ongoing ownership of the email programme and retention, month to month. Strategy, calendar and oversight, run for you.

Selected work The operator behind it
3.5×
Flow revenue in the first 30 days after a Klaviyo rebuild
£10M+
Annual revenue driven by retention on a brand I rebuilt
£30M+
Net sales of that brand, across four storefronts

I run the Klaviyo programme in-house for the brand above, and have rebuilt accounts for DTC brands across the UK, Europe and the US, in English and German. See the rebuilds in Projects →

04
Who runs it
C
Callum Richardson
Retention & CRM Strategy

I run the Klaviyo programme in-house for a premium fashion brand turning over £30M+ across four storefronts, and I have rebuilt accounts for DTC brands across the UK, Europe and the US, in English and German, with flow revenue up 3.5× in the first 30 days on one rebuild. You get senior strategy with execution overseen to a high standard - once, or owned.

05
Questions

Both, but the line matters. I own the strategy and architecture, and I oversee the build and design through a trusted production layer so it ships to a high standard. You get senior strategy plus execution, without managing a junior to deliver it.

No. This is strategy-led work from someone who runs a Klaviyo programme in-house at scale, with execution overseen rather than outsourced and forgotten. If you want the cheapest flows possible, I am not the right fit.

Almost never the first move. The platform is rarely what is holding you back. We fix the strategy and architecture first; switching tools without that just moves the problem.

Yes. I can lead the strategy and direct your existing production, or bring my own trusted layer. Either way I stay the strategic lead.

Email is the spine the rest runs on. Start with the Retention Audit for the full diagnosis, or see Loyalty and LTV and Returns and post-purchase for the layers it carries.

Start

Turn your email programme into your most reliable revenue line.

Book a call

A focused 30 minutes on where your email programme is underperforming and what to fix first.

Book a call