Klaviyo email + Klaviyo SMS
A quiz that shaped the next conversation.
Quiz answers helped tailor Laura Geller’s email and SMS in Klaviyo. Total email and SMS revenue grew 36% year over year.
Jake Bauman · Lifecycle strategy and flow implementation
Read the full 10-page case studyExplore the strategy in depth, plus research-backed implementation and measurement frameworks.
Carry customer context beyond the quiz.
I built more than eight post-purchase flow types, five abandoned-cart types and five browse-abandonment types. Laura Geller used a quiz to tailor these touchpoints. The answers called for different flow types across the customer journey.
More than eight post-purchase flow types
A purchase starts a new conversation. I built more than eight distinct post-purchase flow types so the lifecycle program could reflect customer context after checkout.
Five abandoned-cart flow types
I built five types of abandoned-cart flows in the quiz-based program. A cart shows intent to buy. Relevant customer context can help answer the questions that remain.
Five browse-abandonment flow types
I built five types of browse-abandonment flows. This extended the personalized approach to shoppers earlier in their decision, before an abandoned-cart journey would apply.
How the strategy connects.
Learn from the quiz
Customer answers provide context for personalization.
Respond to the journey
Browse abandonment, cart abandonment, and post-purchase each call for a different conversation.
Personalize the follow-up
Multiple flow types carry the quiz-informed approach into Klaviyo email and SMS.
Strategic overview, not an account configuration map. Flow counts describe types of flows, not individual messages. Exact quiz fields, branches, and triggers are not specified here.
The thinking behind the build.
These strategy principles explain why the approach matters. Public brand and platform resources are linked below.
Translate answers into relevance
Laura Geller’s public Foundation and Shade Finder uses a quiz to guide product choice. A stated preference can shape a later recommendation or helpful message. These are examples of how to use the data, not a list of the old quiz fields.
Separate entry from treatment
Klaviyo separates flow triggers and filters from the logic inside a flow. First decide when a customer belongs in a journey. Then choose the message that fits that person.
Make each variation earn its place
Klaviyo can split paths using profile data and behavior. Add a path when it changes the next useful message. Check for overlap as people move from browsing to buying.
The results.
- automated revenue
- +26%
- total email and SMS revenue, year over year
- +36%
Results and engagement details supplied by Jake Bauman, October 6, 2026. Public sources explain the strategy and do not independently verify the reported results.
Measurement notes and sources
The year-over-year comparison applies to the 36% increase in total email and SMS revenue. A comparison period for the 26% automated-revenue increase was not supplied.