The Klaviyo agency for Australian & New Zealand ecommerce brands.

Questions

Frequently asked questions

What does Flow Butler actually do?

We build and run email and SMS retention programs for ecommerce brands in Klaviyo. That covers two things: the automated flows that run in the background of your store, and the campaign calendar that goes out to your list each month. Most brands come to us for one and end up wanting both.

Who do you work with?

Ecommerce brands, mostly on Shopify, across beauty, apparel, homewares, toys and wellness. We are based in Sydney and work with brands across Australia and New Zealand.

Are you a Klaviyo partner?

Yes. Flow Butler is listed in the Klaviyo partner directory at Gold Advisor tier.

What is the difference between a flow build and campaign management?

A flow build is a project. We audit what you have, map the strategy, design the architecture and build the automated flows: welcome, abandoned checkout, abandoned cart, browse abandonment, post purchase, plus sign-up forms and the segments underneath them. It has a start and a finish.

Campaign management is ongoing. We plan the monthly calendar, write and design the emails, build them in Klaviyo, schedule them and report on what happened. Depending on where you are, we might do one, the other, or start with the build and move into campaigns.

What does it cost?

It depends on the size of your list, the state of your existing setup and how much you want built. A brand with nothing in place and a migration to run is a different job to a brand with solid foundations that needs the flows rewritten.

We scope it properly before quoting, so the number you get is the number you pay. Book a call and we will walk you through what your setup needs and what it would take to build it.

Do I need to be on Klaviyo already?

No. If you are on another platform we will handle the migration, including segmenting your existing audience, rebuilding your flows, setting up your sending domain and running a warm-up strategy so your deliverability survives the move.

Platform migrations often get quoted at 60 days. In our experience it can move considerably faster than that when the groundwork is done properly, though we will never rush the warm-up. Deliverability is difficult to recover once it slips.

What happens after I sign?

You complete an onboarding form covering your brand, your customers and your goals, and we book an onboarding call. In parallel we set up a shared Slack channel, get access to Klaviyo and your store platform, and collect your brand assets.

From there the work goes into a project board you can see. You always know what is being worked on and what is coming next.

How long before flows are live?

The first flows are typically live within weeks, not months. Exact timing depends on how quickly we get platform access, brand assets and approvals back from you, since nothing goes live without your sign-off.

Who writes the copy and does the design?

We do. Copy, design, build and QA all sit with us. You review and approve.

Every email is presented in a shared Figma board organised into flows and campaigns, with a section for work awaiting approval and a section for work already approved. You leave comments directly on the design, we revise, and you approve when you are happy. The board is the single source of truth, so nobody is hunting through message threads for the latest version.

Do I have to approve everything?

Yes, before anything goes live. We build to a schedule that runs two to four weeks ahead of send dates, so there is room for a round of revisions without anything getting squeezed.

How do we communicate?

A shared Slack channel for day-to-day work, so you can ask a question and get an answer without booking a meeting. Approvals happen in Figma. Project status lives in your board.

We also run a monthly meeting to go through the previous month's report, your strategic focus for the month ahead and how the working relationship is tracking.

What reporting do I get?

A monthly report covering revenue attributed to email and SMS, the split between flows and campaigns, what we worked on, what we learned and what we recommend next.

We will also tell you when a number is flattering you. Klaviyo's default attribution window credits email with purchases made days after an open, which inflates the picture. We prefer to tighten that window so you can see which levers are actually working, and we will talk you through the trade-off before changing anything.

Do you do SMS as well as email?

Yes, including the setup and the compliance requirements that come with it. SMS is built into the flows rather than bolted on afterwards, so the two channels are timed against each other rather than competing for the same customer on the same morning.

Who owns the Klaviyo account?

You do. It is your account, your data and your list. We work inside it.

My list is old and unengaged. Can you help?

Yes, and it is usually one of the first things we look at. Sending to people who never open damages your sender reputation, which then costs you inbox placement with the people who do.

The approach is a re-engagement sequence first, giving unengaged subscribers a genuine reason to come back, and suppression only for those who still do not respond. We never suppress anyone without your explicit sign-off.

Do you replace our in-house marketing team?

No. We work alongside whoever you have, whether that is an in-house marketer, a founder doing it themselves, or another agency running paid and social. Retention is the piece we own.

What do you need from us to get started?

Access to your Klaviyo account and store platform, your brand assets, and a decision-maker who can approve creative. That last one matters more than people expect. Projects move at the speed of approvals.

How do I get started?

Book a call. We will look at your current setup, tell you what we would prioritise and why, and give you a scoped proposal. No obligation to proceed.