Mute Email Flow Map — v3

Step 1 — Confirm Klaviyo-Shopify line-item data

Klaviyo's Placed Order event from Shopify includes Items as an array. Each item has Product Name, SKU, Quantity, ItemPrice. Verify this in Klaviyo:

1. Go to Profiles → search any past customer → click their latest Placed Order event.
2. Check the event payload for Items[].Quantity and Items[].SKU.
3. If quantity isn't there, the Shopify integration needs upgrading or a custom webhook.

Step 2 — Tag bulk buyers at trigger

Two ways:

1. Klaviyo flow only: trigger flow on Placed Order, first action is conditional split using Placed Order event dimension. Filter: Items contains where Quantity is greater than 2.
2. Profile property (recommended): add a flow that updates profile property bulk_buyer = true when the conditional fires. Persistent flag lets you segment them globally for the other 6 cross-program use cases.

Step 3 — Compute effective supply

Klaviyo can't do arithmetic in a flow split natively. Two workarounds:

1. Discrete flow per pack/quantity combo: 9 flows per region (the matrix in section 4). Cleaner but more to maintain.
2. Custom property via Shopify webhook → Klaviyo: on order paid, compute effective_supply_days server-side and POST to Klaviyo via Track API as a custom event. Use that as flow trigger. Most flexible but needs dev.

Recommend (1) for v2; consider (2) for v3.

Step 4 — Conditional split for tracks

Inside each flow, use Klaviyo's conditional split:

If: Items[].SKU starts with 'STARTER'
    AND total quantity = 1
Then: → Starter single-pack track
Else: → continue to next split…

Or use profile-level bulk_buyer property if step 2 set it.

Step 5 — Flow filters

Every replenishment flow needs three filters:

• What someone did/didn't do: NOT placed an order since flow start (auto-exit on reorder).
• Has consented to marketing: opted in to email channel.
• Is on suppression list: NOT on exclusion (no recent unsubscribe, no bounces).

Klaviyo refreshes filters at each step, so reorder mid-flow exits cleanly.

Step 6 — Regional fork (S&S)

Use Klaviyo's Location → Country profile property to vary content:

1. Build one template per email (B1, B2, B3, C1, C2, C3) with dynamic content blocks.
2. Inside template, conditional block: {% if person.location.country in ['AU','GB'] %} renders the S&S CTA; {% else %} renders US-specific pack-size upsize / waitlist link.
3. Alternative: split per region with 3 parallel flows (US/UK/AU). More flows, simpler templates. Recommended if regional copy diverges materially over time.

Step 7 — Subscribe & Save integration

For AU + UK:

• Confirm S&S app on Shopify (Recharge / Skio / Loop). Each has Klaviyo integration that adds Subscribed profile property.
• S&S subscribers should be excluded from replenishment flow (they're already on auto-ship). Add filter: subscriber_active = false.

For US: build a Klaviyo signup form for "S&S waitlist" — tag profile ss_waitlist = true. On US S&S launch, run dedicated campaign to that segment first.

Step 8 — SMS layer

Replenishment is the highest-ROI SMS use case. For each email (B2, B3, C3 especially), build a parallel SMS variant:

Hey {{first}}, your Mute strips are
running low. Reorder + save 10%:
mutesnoring.com/r/abc Code MUTE10
Reply STOP to opt out

Klaviyo flows support multi-channel — add SMS send block after email send block. Will only fire for profiles with SMS consent + phone number.

Step 9 — A/B testing

Klaviyo supports A/B at the message level. Set up:

• B1: test "Almost out" vs "Running low" subjects (50/50).
• B2: test 10% off vs free shipping vs both (33/33/33).
• C2: AU/UK test "Lock it in" vs "Never run out" framings.

Run each test for at least 4 weeks or 200 recipients per arm, then promote winner.

Step 10 — Build order in Klaviyo

Don't try to build everything at once. Sequence:

1. Pause existing replenishment flows.
2. Build single-pack Track A + Track B for Mute Nasal Dilator standard pack only, AU region first (smallest list, fastest learning).
3. Validate timing, copy, conversions for 30 days.
4. Clone to UK, US.
5. Clone to other products (Mouth Tape, Turbine, Starter).
6. Build bulk flow (Track C) as separate flow, again AU first.
7. Layer SMS once email is stable.

Total build: ~3 weeks if focused. Iterate from there.