Section 1:
Overview
This mock case study from the previous GA4 study explores how an upcycling slow-fashion brand, Growling Stitch, uses email and SMS at different stages of the customer lifecycle to support thoughtful decision-making, recover intent respectfully, and re-engage lapsed customers without relying on urgency or excessive incentives.
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Rather than applying one-size-fits-all automation, each message is designed based on user intent, timing, and relationship stage, aligning with the brand’s slow fashion values.
Section 2:
Flow Map Overview
The flow map illustrates how Growling Stitch responds to customer intent after a product view, balancing timely reminders with respect for thoughtful decision-making. The flow adapts based on user behavior ,distinguishing between purchasers, non-purchasers, and communication preferences, to ensure follow-up feels relevant and supportive.
Klaviyo flow showing abandoned cart recovery, post-purchase acknowledgement, and SMS eligibility branching.
How this flow works
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Triggered after a product view rather than checkout abandonment alone
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Allows time for consideration before follow-up
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Splits based on purchase behavior within 3 days
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Respects channel preference by separating SMS-eligible users
Section 3:
Abandoned Checkout: Supporting Considered Decisions
Objective
To support customers who showed clear purchase intent but did not complete checkout, without creating pressure or over-messaging.
Rationale Behind the Abandoned Cart Flow Trigger
This abandoned cart flow is triggered when a user views a product and does not complete a purchase within a 4-hour window, after which the first email is sent.
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This strategy captures early purchase intent, including users who actively explore product pages but leave before adding items to their cart. For a slow fashion brand, product consideration often begins at the viewing stage, where users evaluate material, fit, and design uniqueness.
The 4-hour delay allows sufficient time for users to continue exploring the site, compare options, or step away briefly without feeling immediately chased. Sending the email too quickly could feel intrusive, while waiting too long risks losing relevance and emotional connection to the product. This strategy supports users who may need reassurance or clarity, rather than forcing urgency prematurely.​​
A/B test: Urgency-led framing vs reassurance-led framing
To evaluate how different emotional framings influence checkout recovery, this flow includes an A/B test comparing urgency-led and reassurance-led email approaches.
Variation A: Urgency-Led Framing
This version emphasises scarcity and potential loss.
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Headlines such as “Make it yours before it is gone!” highlight the limited availability of each piece, reinforcing that Growling Stitch garments are produced in small quantities from reclaimed textiles.
The visual hierarchy places the product and call-to-action prominently, encouraging quicker decision-making while still avoiding aggressive discounting.
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This approach tests whether light urgency can motivate action without conflicting with the brand’s slow fashion values.
Variation B: Reassurance-Led Framing
This version centres reassurance.
Messaging such as “Your checkout is still saved, and shipping is on us” focuses on support, flexibility, and ease. Free shipping is positioned as a gentle incentive rather than a countdown-driven push, while copy reinforces that thoughtful decisions are respected.
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This approach aligns closely with Growling Stitch’s brand philosophy, testing whether trust, calm, and clarity lead to stronger long-term conversion and brand affinity.
Section 4:
Post-Purchase Reinforcement: Email vs SMS
Objective
This post-purchase reinforcement flow is specifically triggered only for customers who complete a purchase after receiving the abandoned cart email, as indicated by the conditional split in the flow map (“Placed Order at least once in the last 3 days”). Customers who purchased before entering the abandoned cart flow are intentionally excluded.
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The objective of this stage is to acknowledge the customer’s decision after hesitation and reinforce brand trust at a critical emotional moment. These customers have demonstrated renewed intent after a period of consideration, making them more receptive to thoughtful follow-up communication.
Channel differentiation logic
After purchase confirmation, the flow splits based on whether the customer can receive SMS.
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SMS recipients receive a short thank-you message with a future-use incentive
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Non-SMS recipients receive an email containing the same reward, alongside an invitation to join the SMS list
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This approach ensures that no customer is excluded from post-purchase appreciation, while still respecting consent and communication preferences.
Why SMS?
SMS is used selectively due to its high immediacy and personal nature. For customers who have opted in, SMS serves as a lightweight, conversational thank-you that reinforces emotional connection without requiring additional effort from the customer.
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Email is used when SMS is unavailable to:​
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Deliver the incentive in a visually richer format
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Provide context around the brand’s values
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Encourage voluntary SMS opt-in without pressure
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Both channels deliver the same core message, but the format adapts to user preference and permission status.
Strategic intent
The incentive is framed as a future-valid reward (six months), aligning with Growling Stitch’s slow fashion philosophy. This reinforces trust, rewards commitment, and extends the customer relationship beyond a single transaction.
This flow treats conversion not as an endpoint, but as the beginning of a longer, values-driven relationship
Section 5:
Winback Campaign: Re-Engaging Lapsed Customers
Objective
To re-engage customers who have previously purchased but have been inactive for an extended period. The campaign focuses on rebuilding emotional connection first, then offering a gentle incentive to re-enter the shopping journey.
Audience definition (Lapsed Customer)
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Has placed an order in the past
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Has not purchased in the last 90+ days
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Subscribed to email
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Winback messaging is not applied to users who have never purchased, as they are prospects rather than lapsed customers. This campaign acknowledges a past relationship. Applying the same messaging to non-buyers would misalign intent and tone.
Message Structure & Rationale
The opening visual and headline function as a non-transactional re-entry point.
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Acknowledges time and distance without pressure
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Signals warmth and familiarity
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Matches the tone of a slow fashion brand that values intention
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This approach reduces resistance from lapsed users who may feel overwhelmed by promotional emails.
The body briefly reiterates Growling Stitch’s core values:
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Reclaimed textiles
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Small-batch rebuilding
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Natural variation in colour and texture
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This section re-anchors the brand in meaning. For lapsed customers, reminding them why the brand exists is often more effective than showcasing what is new.
The discount code is positioned as a small thank-you.
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The incentive is optional, not time-pressured
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The validity window (2 months) supports slow decision-making
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This aligns with Growling Stitch’s positioning and avoids undermining brand value through excessive discounting.
The product grid serves a secondary, supportive role.
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It provides visual inspiration without demanding action
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Products reflect the brand’s aesthetic consistency
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Pricing is transparent, reinforcing trust
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The grid helps shorten the path back into browsing while allowing the customer to remain in control.
Section 6:
Summary
This case study connects customer lifecycle messaging decisions with observed behavioural patterns from GA4 funnel analysis. The GA4 dataset highlights where users disengage, hesitate, or convert, and each communication strategy is designed to respond to those moments with appropriate tone, timing, and channel choice
GA4 Insight: High Drop-Off After Product Viewing
Observed pattern (GA4 Funnel Exploration)
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A significant volume of users progress from Session Start → Page View
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A sharp drop occurs at View Item → Add to Cart
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This suggests hesitation rather than technical friction, especially for first-time or exploratory users
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Strategic response: Abandoned Cart / Re-Engagement Email
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Triggered after product view + short delay, not immediate checkout abandonment
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The 4-hour wait allows space for natural consideration before intervention
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Messaging avoids urgency and instead:
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Reassures availability
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Reinforces product uniqueness and craftsmanship
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Reduces cognitive pressure during early decision-making
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GA4 Insight: Conversion Improves Once Checkout Is Initiated
Observed pattern
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Users who reach Add to Cart → Shipping → Payment show progressively higher completion rates
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Intent strengthens once commitment begins​​​​​
Strategic response: A/B Tested Abandoned Checkout Emails
Two framing approaches tested:
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Urgency-led: Scarcity and limited availability
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Reassurance-led: Saved checkout, support availability, free shipping​​
This A/B test reflects GA4’s indication that late-stage users are closer to conversion, allowing tone testing without risking abandonment.
GA4 Insight: Post-Purchase Is a Distinct Behavioural State
Observed pattern
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Purchase completion marks a clear behavioural transition
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Post-purchase users should not be treated as standard browsers or prospects
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Strategic response: Post-Purchase Reinforcement via Email vs SMS
Conditional split ensures messaging only reaches users who:
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Purchased after receiving the abandoned cart email
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Did not purchase earlier in the session
Channel selection logic:
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SMS for customers opted in to mobile communication
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Email for those without SMS consent
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This reflects on event sequencing and avoids misaligned messaging.
GA4 Insight: Long Inactivity Signals Relationship Distance
Observed pattern
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GA4 identifies a segment of previous purchasers who have not returned to complete another purchase after an extended period of inactivity.
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These users have demonstrated high historical intent, but their absence from recent sessions suggests a weakened relationship rather than lost interest.
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Strategic response: Winback Campaign for Lapsed Customers
The winback campaign specifically targets lapsed customers with prior purchase history, excluding first-time browsers or non-purchasers.
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Triggered by time-based inactivity, not by recent on-site actions
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Designed to re-establish emotional connection, not to interrupt active consideration
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Reinforces brand values and craftsmanship before introducing incentives
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Uses a soft, optional discount to reduce re-entry friction without urgency
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Includes a curated product grid as inspiration rather than a conversion push