Five moments decide your email revenue. Most stores leak at three of them.
This is the walkthrough I run on every store — the same one behind the De:maf teardown. Hover each stage for what leaking looks like.
Customer journey — audit mapFrom a live storefront walkthrough
01
Signup
Leaking
Asks for an email, hands over a code, stops. The single best moment to capture intent — left empty.
02
Browse
Missed
No browse-abandonment follow-up. High-intent visitors who never reach the cart are never brought back.
03
Cart
Leaking · Priority
One email, generic product, then weeks of silence. The highest-intent audience in the funnel, talked past.
04
Purchase
Missed
Checkout works — but the post-purchase moment is never used to set up the second order.
05
Retention
Leaking
Buyers and non-buyers get identical broadcasts. No message can do a specific job.
The P&L frame
Email is a line item, not a channel.
8–12% → 25–30%
Email's share of store revenue: where most Shopify brands sit vs. where strong retention programs run.*
*Industry benchmark ranges — direction to steer by, never a promise of results.
Lever 01
Flow share of revenue
How much of email runs itself. Flow-led revenue compounds; blast-led revenue resets to zero every Monday.
Lever 02
Repeat purchase rate
The health of the retention engine — the number a consumable brand actually lives on.
Lever 03
Subscription take rate
One-time buyers converted onto a schedule. LTV gets decided in the first thirty days, not year two.
Lever 04
Discount dependency
The share of revenue sold on a code. High means email is renting sales instead of earning them.
Who this is for
Built for brands where the second purchase decides everything.
Right fit
DTC on Shopify + Klaviyo — supplements, skincare, wellness, food
Traffic and first orders exist; repeat revenue runs on hope and codes
You want flows that sell while you sleep, reported in your own dashboard
You'd rather see findings before paying for anything
Wrong fit
You want more blasts — the plan is never "send more email"
Discount-first brands unwilling to break the code habit
No product-market fit yet — email amplifies demand, it can't invent it
You need a yes-person, not an operator with a point of view
How I work
Find the leak. Seal it. Prove it.
01
Revenue Leak Audit
A customer's-eye teardown of your email system. I walk your funnel like a first-time buyer — signup, browse, cart, purchase — and rank the three highest-impact fixes.
02
Flow Rebuild
Welcome, cart, post-purchase — rebuilt inside your Klaviyo, in your brand's own voice, built to run without me.
03
Ongoing Retention
Segmentation, dynamic content, and testing that compound month over month — reported against the four levers, in your dashboard.
Flagship teardown
De:maf — Revenue Leak Audit
A complete teardown of a live Korean skincare brand: three ranked leaks, two flows rebuilt inside a live Klaviyo account, every fix tied to a metric.
LEAK 01
The cart flow shows the wrong product — then sixteen days of silence.
LEAK 02
Buyers and non-buyers get the same emails — no send can do a specific job.
LEAK 03
The welcome ignores what people tell it — intent is never captured at signup.
Read this firstDe:maf is not a paying client. This teardown was self-initiated — a real audit of a real brand — so you can watch how I work before any engagement. Every screenshot is a working build inside Klaviyo. Nothing is a mockup of an invented store.
Objections answered from the brand's own site — sensitive skin, pregnancy, ingredients — placed at the moment of hesitation. Still no discount.
Scroll the email ↓
De:maf · Cart Email 3 — Day 3
The incentive held to the end, paired with a verified review matched to the product — so carts aren't abandoned just to earn a code.
Scroll the email ↓
Selected email design
Spec rebuilds, in each brand's own language.
Concept work — cart recovery designed the way I'd build it for the brand. Every subject names the moment; every email carries one job.
Wildcraft · Cart 01Spec
Recognition first — the exact cart item, benefit-led subhead, a single CTA.
Wildcraft · Cart 02Spec
The quiz turns an abandon into zero-party data — the email earns something even if the sale waits.
Ancestral · Cart 01Spec
Founder-voice plain text — reads like a person, not a promo — with a free-shipping nudge doing quiet math.
Arrae · Cart 02Spec
Names the skepticism out loud before selling past it — trust bought first, pitch second.
Arrae · Cart 03Spec
The final touch — reason restated, small code, hard 24-hour expiry. Then silence.
Spec work — concept rebuilds created independently in each brand's design language. Not commissioned by, or affiliated with, the brands shown.
Start here
Two findings from your funnel. Free.
Send your store URL. I'll go through your funnel as a real customer — signup, browse, cart, inbox — and reply with the two biggest leaks I find. No call, no deck, no obligation. If they're worth fixing, the full audit comes next.
