A post-sign-up sequence introduces the brand, offer and product choice, moving from education to the next step.
Project 01 · client project
Holivica.
Campaigns, automation and segmentation in Klaviyo.
01 / About the brand
Holivica connects equipment with the daily work of nail artists.
A brand for professional manicure workstations.
Holivica sells equipment and accessories for professional workstations: dust collectors, ultrasonic cleaners, lamps, bits and supporting products.
The audience needs more than a product listing. They compare specifications, check what fits their workstation and want to understand how the equipment works in practice.
At the start of the project, the brand did not yet have an organised email marketing system. The work began with the offer, the audience and the moments when email could support a purchase decision.
Offer
Equipment, accessories and supporting products.
Audience
Nail artists and manicure salon owners.
Starting point
Email marketing that needed structure.
02 / Automations & communication
Automations built around real customer moments.
As part of the project, I organised and prepared Klaviyo automations from the first contact through to a return to the store. For each one, I defined the entry moment, message goal, sequence and conditions for the next step.
The message responds to the viewed product and uses an appropriate delay, product context and exclusions.
After a product is added to cart, the reminder brings the recipient back to the unfinished purchase.
A separate path reminds someone about a purchase started at checkout, without repeating the earlier message.
It reminds customers to reorder products that wear out with use, such as filters and bits, based on a previous purchase and an estimated usage cycle.
After a first or repeat order, the sequence covers a thank-you, support, dynamic recommendations and a review request.
A post-purchase sequence helps identify the customer’s next need by exploring different work areas without immediate sales pressure.
I regularly selected the topic, product, audience, timing and one clear goal, then prepared the design, implementation and QA.
Scope: planning, creative direction, quality review and coordination of AI-assisted implementation. Some scenarios were prepared and tested as drafts, so they are not described as active production sends.
03 / Materials
Selected Holivica emails.
Five emails from August and September. Open a card to see the full HTML version.
