Pregnancy & Women’s Wellness Brand
SERVICES PROVIDED:
Email Automations, Retention Strategy
The client offers expert-led courses and resources to support women through pregnancy, postpartum, and menopause. With a complex tech stack including a custom website, Stripe, Klaviyo, and an app—all linked via Zapier—their email automation setup was completely broken. They needed help streamlining their system so customers could receive relevant, timely emails based on their stage of life, while also ensuring all integrations worked seamlessly behind the scenes.
58%
Growth In Revenue
3.81%
Increase In Email Subscribers
N/A
Revenue Generated
"Letterbox Media spent time unpacking my confused and complicated Klayvio setup which involved a very different tech stack and required several custom workarounds. They broke down what they were doing in layman's terms with detailed reports and delivered on time. They even helped me after the job was done. They went above and beyond and offered a very competitive rate. I would recommend it again and again." - Octavia H., UK
Challenges
This brand supports women across major life stages—pregnancy, postpartum, and menopause—through expert-led courses, resources, and a dedicated app. But their email automation setup told a different story.
Their backend was a tangle of broken flows, inactive emails, mismatched triggers, and misconfigured delays. Crucial signup data wasn’t being captured. Emails were either never sent or sent to the wrong people at the wrong time. Stripe was used for purchases, but Klaviyo’s flow triggers were based on abandoned carts—despite the site not having a cart page.
They were missing out on leads, nurturing no one, and leaving revenue on the table.
Audit and Issues Found
- No active, working sign-up forms or popups
- Incorrect flow triggers (e.g. abandoned cart on a site with no cart)
- Smart sending with overlapping time delays preventing users from receiving key emails
- Broken or misconfigured conditional logic in flows
- Stripe and Zapier not syncing customer data to Klaviyo
- App sign-ups not entering the flows at all
- Multiple “dead” flows with inactive triggers still running in the backend
The Solution
We approached this with two goals: fix the chaos, and future-proof the system. Within one month, we rebuilt and optimised the entire email automation setup from the ground up, including tech integrations and conditional logic paths to deliver personalised, timely content.
Here’s How We Fixed It:
1. Flow Automation Overhaul
Rebuilt all core flows with correct triggers and logic
Disabled broken flows and cleaned out redundant or outdated ones
Created logic-based journeys based on customer life stage (pregnancy, postpartum, menopause) using custom properties captured at sign-up
2. Tech Integration Fixes
Integrated Stripe properly via Zapier to enable billing and subscription emails
Synced app data into Klaviyo using custom zaps
Set up transactional and behavioural automations based on Stripe activity (e.g. subscription started, billing reminders)
3. Sign-Up Journey Rebuild
Designed and launched targeted popups for specific use cases
Captured customer preferences at sign-up for better segmentation
Achieved a strong submit rate of 3.81%, up from 0%
Results:
The impact of these changes was transformational. After implementing the new setup, the brand went from a broken, disjointed system to a streamlined, intelligent customer journey that supports women across all life stages.
Key Highlights:
100% of Flows Repaired & Active: Every automation now has the correct trigger, delays, and logic—no more skipped or broken journeys.
Highly Targeted Journeys: Flows are tailored by customer life stage (pregnancy, postpartum, menopause), increasing relevance and engagement.
Stripe Integration Complete: Customers now receive timely emails about billing, subscription status, and onboarding.
3.81% Submit Rate: A new pop-up strategy replaced the previously non-existent forms and is now performing well above average.
Full Zapier Integration: App activity now feeds into Klaviyo for better tracking and segmentation.
Conclusion:
This was a full transformation—from broken automations to a fully functioning, high-performance email system. The client is now nurturing every lead that enters their funnel, sending personalised support content based on each customer’s journey, and finally able to rely on automations that work. All of this was done in under 30 days.