Recurring revenue from contacts you have already won.

Revenue from customers already won

Every customer who arrives through an ad has been paid for once. Email marketing makes sure that contact isn’t lost after the first purchase. Dometrics builds a system on Klaviyo of automated flows, precise segments and planned campaigns that generates recurring revenue without click costs, with a contribution that can be measured.

What modern email marketing is about

The classic newsletter sent to everyone once a month is the smallest part of the channel. The real lever lies in automation that reacts to behavior. A product was viewed, a cart abandoned, a purchase is three months old: each of these events triggers a fitting message, at the right moment and for exactly that person.

Commercially, the two sides complement each other. Paid advertising buys attention per click. The owned list is an asset that grows with every sign-up and incurs no media cost with any send. The higher the share of repeat purchases, the lower the average acquisition cost across all channels.

The Dometrics flow architecture

Dometrics builds flows in order of their revenue impact. Each flow has its own target metric, its own variants and clear exit logic, so nobody receives abandoned cart reminders after they have already bought.

All flows run directly in Klaviyo and draw on events from Shopify. Dometrics handles review requests after delivery with Klaviyo Reviews, so reviews appear in the store without an additional tool and can be reused as content in emails. Recurring store processes such as tagging loyal customers are handled by Shopify Flow.

Which flows make sense, and in what form, depends on product range and purchase cycle. The guide to Klaviyo flows in eCommerce describes the seven most important automations in detail. This service page shows how Dometrics sets them up strategically, technically and measurably.

Segmentation instead of broadcasting

A list is not a homogeneous audience. Dometrics segments by purchase history, order value, product categories, engagement and the predictions Klaviyo calculates from order data, such as expected customer value or churn risk. Campaigns then reach the people they are relevant for. Someone who hasn’t clicked in months gets a different approach than a loyal customer, and the sending domain’s reputation stays protected.

Campaigns in step with the brand

Alongside the flows, a campaign calendar takes shape: launches, seasonal promotions, content and remaining stock. Dometrics aligns it with running campaigns in Paid Advertising so messages fit together across every channel. Promotions such as sweepstakes or advent calendars from Online Promotions run on a dedicated landing page with Klaviyo forms, so sign-ups move straight into the welcome flow.

List growth: sign-ups with consent

Every automation needs recipients. Dometrics builds sign-up forms that fit the moment: an unobtrusive form in the footer, a delayed pop-up for first-time visitors, an opt-in at checkout. Exit intent and scroll depth control when a form appears, so it doesn’t cover the content on the very first page view. Every sign-up runs through double opt-in and is documented with timestamp and source. Dometrics also asks for interests or product categories at sign-up. This zero-party data flows straight into segmentation and makes even the first message more relevant. For promotions, Klaviyo forms also offer playful formats such as a spin-to-win wheel, without any additional software.

Design and copy that work on every device

Most emails are read on a smartphone, in clients that render very differently. Dometrics works with a modular design system in your brand look: reusable blocks for hero, products, reviews and call to action. Before sending, Dometrics checks every template with test sends in common email clients such as Gmail, Outlook and Apple Mail, on smartphones and in dark mode. Copy follows the brand voice and each email has one clear goal. Subject line and preheader are written as a pair and tested against each other in flows and campaigns alike using Klaviyo’s A/B tests. Product recommendations are pulled dynamically from the store catalog so stock levels and prices are always current.

Deliverability: inbox, not spam

The best email achieves nothing if it doesn’t arrive. Since 2024, Gmail and Yahoo require bulk senders to have full domain authentication, one-click unsubscribe and low complaint rates. Dometrics sets up the technical foundation properly from day one:

• SPF and DKIM: prove that messages genuinely come from your own domain.
• DMARC: defines how receivers handle unauthenticated mail and delivers reports on abuse.
• Dedicated sending subdomain: separates marketing mail from the business mailbox and protects its reputation.
• Warm-up: increases sending volume gradually, starting with the most engaged recipients.
• List hygiene: sunset segments for inactive contacts and automatic removal of invalid addresses.
• Monitoring: delivery rates and complaints via Google Postmaster Tools and Klaviyo reports.

Measurement: revenue per recipient, not open rate

Since Apple Mail Privacy Protection, open rates have become an unreliable steering metric because content is preloaded automatically. Dometrics manages email by metrics tied to revenue: click rate, conversion rate, revenue per recipient, unsubscribe and complaint rates, and the share of email revenue in total revenue.

The data doesn’t come from Klaviyo in isolation. Through the server-side setup from Tracking & Data Analytics, events such as product views and checkout starts reach the platform reliably, even when browsers block cookies. GA4 adds the view from the store, and in the Dometrics dashboard built on Looker Studio, email sits next to every other channel, judged by the same yardstick.

Common causes of weak results

• Discounts as the only argument: every email with a coupon trains customers to buy only on discount and costs margin.
• Flows without exit logic: people who have already bought keep receiving cart reminders. That looks unprofessional and drives unsubscribes.
• Sending to everyone: unfiltered sends to inactive contacts drag down deliverability for the entire list.
• Open rates as the success metric: optimization targets a number that privacy features distort.
• No consent documentation: without proof of consent, every list becomes a legal risk.

How it fits into the Growth Engine

Email marketing is the retention module in the Growth Engine. Paid advertising and landing pages win new contacts; email turns them into recurring revenue. In a store context it is closely tied to eCommerce and conversion rate optimization. Segments from Klaviyo flow back into Meta Custom Audiences and Google Ads Customer Match, for example to exclude existing customers or as a basis for lookalike audiences.

It works the other way round as well: someone who saw a campaign on Meta but didn’t buy can be addressed with exactly that product after signing up. Paid reach and the owned list don’t run side by side; they interlock. What matters is the shared yardstick in the dashboard, which measures every channel by contribution margin.