Klaviyo
Email e SMS
Plataforma de email e SMS para eCommerce com foco em dados de cliente e segmentação
- To verify
- Free plan
Retain · Planning
Email strategy for WooCommerce stores
Before a single email is written, I work out what the channel should achieve for your business, who it should speak to and how often. You get a plan your team can actually run and measure.
In short
An email strategy is the plan that sets the channel’s goals, segments, message types, sending rhythm and metrics. I build one for WooCommerce stores that send email without a clear direction or are about to switch platform. You receive a practical document with priorities, segments and a baseline calendar.
What happens without a strategy
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Sends driven by impulse
Campaigns go out when there is stock to clear or a date on the calendar, with no link to store goals or to what each customer has bought.
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Everyone gets everything
Yesterday’s buyer and someone who hasn’t opened in months receive the same message. Your best customers tire of it and sender reputation suffers.
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Metrics that don’t inform decisions
Opens and clicks get attention, but revenue per recipient, repeat purchase and unsubscribes don’t. Without those, it is hard to know what to change.
How I build the strategy
I start from your WooCommerce order history and list behaviour to see where revenue comes from and where customers are slipping away. From there I define the job of each message type and the order in which they are worth building.
- RFM segmentation based on real orders, not assumptions
- A clear split between automated flows and one-off campaigns
- Frequency and suppression rules that protect deliverability
- A short set of metrics that tie email back to revenue
What you receive
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Channel diagnosis
A review of your list, recent sends, live flows and WooCommerce integration, with weak spots ranked by impact.
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Segment map
Segments defined by recency, frequency, value and category purchased, with the exact rules to build them in your platform.
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Flow architecture
The flows you need, the trigger for each, number of messages, objectives and build priority.
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Baseline campaign calendar
A sending structure for the coming months, aligned with the trading dates that matter to your store and a pace your team can sustain.
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Measurement plan
Metrics per message type, where to find them and how often to review them, so decisions rest on data rather than hunches.
How it runs
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Data gathering
I ask for read access to your email platform, WooCommerce and GA4, plus a short conversation about goals, margins and team capacity.
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Analysis
I cross-reference orders and sends to understand who buys, how often, and which messages have contributed.
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Strategy proposal
I present segments, flows, calendar and metrics in a working session and refine the plan with your input.
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Handover
I deliver the final document and, if you wish, move straight into implementation or support your team as they execute.
Tools I use
- WooCommerce
- Klaviyo
- Omnisend
- Brevo
- GA4
- Google Looker Studio
Does the strategy include implementation?
Not necessarily. The strategy is a standalone deliverable your team can execute. If you prefer, I can also handle implementation as a separate service.
Should strategy come before choosing a platform?
Yes, and it is often the best moment for it. Knowing which segments, flows and channels you will use makes choosing the right platform easier and avoids unnecessary migrations later.
What is RFM segmentation?
It groups customers by how recently they last bought, how often they buy and how much they spend. It lets you tell loyal customers apart from those at risk of lapsing, for example, and treat each group differently.
How often should the strategy be revisited?
I recommend a light review every quarter, based on the agreed metrics. A deeper review makes sense once a year, or whenever your catalogue, audience or platform changes significantly.
Related tools
Omnisend
Email e SMS
Plataforma de email e SMS para eCommerce com automações pré-configuradas
- To verify
- Free plan
Sender
Email e SMS
Plataforma de email e SMS marketing orientada para pequenas empresas e lojas online
- To verify
- Free plan
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Give your store’s email a clear direction
Book a discovery call to find out whether your store needs strategy, implementation or both.