Klaviyo agency, Sydney

Beyond Open Rate is an Australian Klaviyo agency working with e-commerce, SaaS, and direct-to-consumer brands across Sydney and the rest of Australia. We build lifecycle flows, run monthly campaigns, and manage Klaviyo accounts end to end, with reporting tied to revenue per recipient rather than engagement metrics.

Sydney's direct-to-consumer market is one of the most developed in Australia. The city's e-commerce sector spans fashion and apparel, health and wellness, homewares, and specialty food and beverage, all categories where customer lifetime value is high and the difference between a well-run email program and a neglected one compounds quickly. Outside e-commerce, Sydney's SaaS, subscription, and professional services businesses increasingly use Klaviyo and ActiveCampaign as lifecycle tools, running behaviour-triggered sequences to nurture leads and reduce churn rather than broadcasting to unengaged lists.

Klaviyo is the dominant platform for the e-commerce segment, and its data model is built for brands with a product catalogue and purchase history worth acting on. But most Sydney brands on Klaviyo are not getting close to what the platform is capable of.

What most Klaviyo accounts are missing

The typical account we inherit has a welcome series and an abandoned cart flow, both set up at launch and untouched since. Campaigns go to the full list. Segmentation is minimal. The default Klaviyo dashboard shows open rate and click rate rather than revenue per recipient.

That pattern represents a significant amount of revenue sitting uncaptured inside an account that is technically live.

A well-run Klaviyo account looks different. Five or six active flows covering the full customer journey. Campaigns segmented by engagement tier and purchase behaviour. Suppression logic keeping the list clean and deliverability protected. Reporting that shows exactly what email contributes to total revenue every month.

The gap between those two states is almost never about the platform. It is about how the platform is being used.

The benchmarks that matter

Abandoned cart recovery: Brands with a single poorly timed cart email recover 3–5% of abandoned carts. Brands with a correctly built 2–3 email sequence, starting within 60 minutes of abandonment, recover 12–22%. The difference is flow construction, not the platform.

Welcome series conversion: A single welcome email driving 3–4% first-purchase conversion is common. A 3–5 email sequence, built correctly and tested over time, consistently drives 10–18% first-purchase conversion on the same traffic.

What we do

Flow builds and optimisation. We build or rebuild the core flows — welcome series, browse abandonment, abandoned cart, post-purchase, win-back — with correct trigger logic, audience exclusions, and copy written for the specific moment in the customer journey. We test sequences, timing, and subject lines, then tune based on what the data shows.

Campaign management. A planned monthly calendar of broadcast campaigns: written, designed, segmented, and sent. Every campaign goes to an engagement-appropriate segment, not the full list. We own the cadence.

Segmentation strategy. Engagement tiers to protect deliverability. RFM segmentation to identify high-value customers, at-risk buyers, and lapsed purchasers. Product category segments for more relevant campaigns.

Deliverability. SPF, DKIM, and DMARC configured correctly. List hygiene on a regular cadence. Sunset automation for long-inactive subscribers. Complaint rate monitoring.

Reporting. Monthly reporting built around revenue per recipient, contribution to total revenue, and flow-level performance. Not opens. Not clicks. The numbers that tell you whether the program is working.

Klaviyo migrations. Full migrations from Mailchimp, ActiveCampaign, Omnisend, and other platforms. We handle data export and cleaning, segment recreation, flow rebuilding, domain authentication, and a phased warm-up plan.

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