8 Foundational Flows
Every behavioral trigger covered. Welcome, Cart, Checkout, Browse, Site, Post-Purchase, Winback, Sunset.
EMAIL MARKETING · MEN'S SKINCARE
Skincare email. Built to compound.
Email + SMS retention for men's skincare DTC brands. Eight flows live in week one. Three campaigns a week, structured by a four-week rotation that never repeats an angle.
— 01 · THE PROBLEM
Most DTC brands treat email like a one-night stand.
Most brands either ignore email entirely or send promotional blasts every Friday. The result: dead lists, 12% open rates, no retention, no LTV. A list that was supposed to be the most personal channel in marketing becomes the noisiest.
I build the opposite — complete retention systems that treat email as the asset it is. Eight foundational flows that recover behavioral signal automatically. Three strategic campaigns per week built around a 3-pillar buying-objection framework, so every email solves one of the three reasons people don't buy. No blasts. No fluff. No discount-week churn.
— 02 · WHAT I BUILD
Complete systems. Not random emails.
Campaign Engine
3 emails per week rotating across the 3 buying objections. A 4-week cycle that never repeats an angle.
SMS Retention
Bi-weekly SMS in 5 proven formats. Punchy. Purposeful. Never spam.
Weekly Optimization
Monday KPI review + Friday Loom report. Surgical overrides when data demands it.
— 03 · THE SYSTEM
Email has a content problem. I built the engine.
Three pillars. Nine campaign types. One rotation that never runs dry. Here's the framework that powers every email I send.
PILLAR 01
Builds trust.
"I don't trust you"
The first reason people don't buy: they don't believe in who you are. Founder stories, radical transparency, raw customer voices.
- FOUNDER STORY
- TRANSPARENCY EMAIL
- UGC DUMP
PILLAR 02
Builds belief.
"This won't work for me"
The second reason: they don't see themselves succeeding. Transformation stories, identity reframes, education that destroys misconceptions.
- TRANSFORMATION STORY
- ENEMY EMAIL
- EDUCATION
PILLAR 03
Builds conviction.
"The product won't fix it"
The third reason: they don't believe the product works. Mechanism breakdowns, objection killers, specific result documentation.
- MECHANISM EMAIL
- OBJECTION KILLER
- RESULTS EMAIL
THE 4-WEEK ROTATION
12 emails, 14 touchpoints, zero repeated angles.
Every Monday is Pillar 1. Wednesday is Pillar 2. Friday is Pillar 3. SMS fires every other Thursday. The cycle resets at week 5 — same structure, new content. Built so your list never goes cold.
— 04 · RECENT WORK
See the work.
One client brand and two prototypes — each built brand-first from the same Design System pipeline. Click any email to open it full-size.
CLiYRA
Client
Welcome Flow
Founder Email
My own brand. The same six-email welcome flow ships with every engagement — built brand-first from the Design System layer up, so every email inherits voice and visual tokens automatically. Pulled the founder story and the positioning email because they show the system on opposite ends of the trust ladder.
Lab Series
Prototype
Browse Flow
Case Study
Built as a prototype — not a live engagement. Lab Series sits at the premium end of men's skincare, so the system was tuned for restraint: cleaner typography, harder edges, fewer adjectives. Same pipeline. Different brand profile.
Brickell
Prototype
Cart Flow
Campaign
Prototype run on Brickell's natural-positioning brand. A cart-recovery email and an objection-killer campaign, both built around the buying-objection framework. Both shipped from the same Design System file in under thirty minutes each.
— 05 · HOW IT WORKS
From signed to live in seven days.
-
DAY 01
Discovery + Intake
15-minute kickoff call. I pull brand assets, Klaviyo + Shopify access, customer profile, and your existing assets.
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DAY 02
Brand System Build
I build your Design System and brand profile. Every email going forward inherits these tokens automatically.
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DAY 03–04
Infrastructure
Klaviyo account audit. Universal components built. Attribution + UTM tracking configured. Flow shells created.
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DAY 05–06
Welcome Flow Live
All 6 Welcome emails shipped to Klaviyo. Flow triggers, smart sending, and quiet hours configured.
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DAY 07
First Campaign + Loom
First strategic campaign goes live. First weekly Loom delivered with KPIs and what's shipping next week.
— 06 · SELECTION
Who I take on.
Outreach focuses on men's skincare — but the system works for any qualified DTC brand that fits the profile below.
WHO I BUILD FOR
The fit.
- DTC brands
- Doing $30K+/month minimum revenue
- Brand owners who treat email as a real channel — not an afterthought
- Founders ready to commit to a 90-day system build
WHO I DON'T
The mismatch.
- Sub-$30K/month brands — too early for what the system delivers
- Founders chasing a 30-day spike, not a 90-day compound
- Brands that treat email as a Friday discount blast
- Anyone who wants 50 emails a month — volume isn’t the answer
— 07 · ABOUT
Why I do this.
I started in DTC by building my own brand — CLiYRA, men's skincare for guys who've tried everything. The product side was the easy part. What caught my attention was email: the highest-margin channel I had, sitting on a real list, doing nothing.
So I went deep on it. Built the flows for CLiYRA first. Then the campaign engine. Every email I sent taught me something I could systemize. The framework on this site is what came out of that work.
Other skincare founders are sitting on the same gap — great product, real customers, email list doing nothing. I take on a small number of brands at a time and run the same system for them that I run for mine.
— YUSEF · FOUNDER, CLIYRA ↗
— 08 · COMMON QUESTIONS
What people ask.
A small roster, intentionally. I cap capacity so every brand gets the strategic depth that produces results — not a queue of accounts ground through the same template. If a spot is open, the site is live. If it's not, you'll know.
Because I run a men's skincare brand myself. I know the customer, the objections, the buying language, the seasonal patterns. Outside this niche I'd be guessing — and you'd be paying for my learning curve.
Welcome Flow live by Day 7. First campaign live in Week 2. Revenue impact typically visible within 30 days. Full system compound effect in 90 days.
Fair question. The clearest answer is the work itself. The emails in Section 04 above are from CLiYRA — my own men's skincare brand — running on the same system I'd build for yours. Same pipeline, same standard, every send. Scroll up, look at what ships, and decide.
Klaviyo admin access, Shopify collaborator access, brand assets (logo, fonts, brand guidelines if you have them), and 15 minutes for the kickoff call. That's it.
After the 90-day initial term, it's month-to-month with 14 days notice. No long contracts, no exit fees. I'd rather you stay because the work pays for itself — if it doesn't, I want to know.
— 09 · NEXT
If your brand is ready.
Email is the only thing I do. If your skincare brand is ready, here's how to start.