Email Lifecycle
Every send in the system, rendered and vetted here before anything touches Klaviyo.
The pipeline is one-directional: built in this kit → approved on this board → pushed by API.
Per the capability-dial doctrine, the full direct-response surface gets built and
brand-voiced; intensity is a dial AXIS owns, not a limit set at design time.
Source of truth: /holy/04_content/email-system/master-lifecycle-map.md (canonical 2026-06-10) · KLVO live state §5b
58customer emails
10SMS
15internal
5footer modules
3flows live in KLVO
Status
LIVE · KLVO
DS PORT
BUILT · KIT
APPROVED
CONCERT
PEND
SPEC
GAP
A · Entry
Popup portfolio P1–P9 per map §5c. One orchestration layer: one slot per session, priority ladder, suppression shared with email. Only P1 is built; P2–P9 are planned slots.
| Send | Title | Trigger | Status | View |
|---|
| P1 popup_entry_3step |
email → matrix → sent |
First visit +5s / exit intent |
CONCERT |
Concert |
| P2–P9 |
locale switcher · consent · drop · back-in-stock · AOV · Finder · Bar geo · app |
map §5c ladder |
GAP · planned |
— |
B · Welcome — 6 slots · 21 days · 11 variants
Concert governs (ruling 3). Skin-signal branch at W3, proximity branch at W4/W5. W5 is the 30-day-repeat lever (Auto-Ritual™ setup).
| Send | Title | Trigger | Status | View |
|---|
| W1-A |
Welcome. Here's how this works. |
Popup submit, no recent purchase |
BUILT · KIT |
Kit · DS · Concert |
| W1-B |
Your first step is on its way. |
Order + opt-in, no recent popup |
BUILT · KIT |
Kit · Concert |
| W2 |
The Method, in one minute. |
D+2 |
BUILT · KIT |
Kit · Concert |
| W3·sensitive |
Where you are. — Sensitive |
D+5 · skin_signal |
CONCERT |
Concert |
| W3·dry-normal |
Where you are. — Dry/Normal |
D+5 · skin_signal |
CONCERT |
Concert |
| W3·oily |
Where you are. — Oily |
D+5 · skin_signal |
CONCERT |
Concert |
| W4a |
The Bar. |
D+9 · proximity (geo-gated) |
CONCERT |
Concert |
| W4b |
A note from your Ritual Guide. |
D+9 · non-proximate |
BUILT · KIT |
Kit · Concert |
| W5a |
Two paths. |
D+14 · proximate |
CONCERT |
Concert |
| W5b |
The Matrix. (Auto-Ritual™ setup) |
D+14 · non-proximate |
CONCERT |
Concert |
| W6 |
Three weeks. (PASS™ intro) |
D+21 · all |
CONCERT |
Concert |
C · Transactional — 16
The day-1 trust layer. S1 set ships at cutover; S2 set arms with continuity events (native Shopify Subscriptions — Skio refs swept per ruling 4).
| Send | Title | Trigger | Status | View |
|---|
| order_confirmation |
Received. It begins. |
Shopify order_created (non-service) |
CONCERT |
Concert |
| booking_confirmation |
Flow 6 · v6.35 — the house |
order_created w/ service_type |
LIVE · KLVO |
DS · Live tpl |
| shipping_confirmation |
On its way. |
Wonderment out_for_delivery |
BUILT · KIT |
Kit |
| delivery_confirmation |
It arrived. |
delivered event |
BUILT · KIT |
Kit |
| booking_cancelled |
Your appointment is cancelled. |
booking_slot.status=cancelled |
BUILT · KIT |
Kit |
| booking_rescheduled |
Your new time is set. |
booking_slot.status=rescheduled |
BUILT · KIT |
Kit |
| password_reset |
Reset your password. |
Shopify event |
BUILT · KIT |
Kit |
| account_created |
Your account is ready. |
Shopify event |
BUILT · KIT |
Kit |
| pass_renewal_charged |
Your PASS renewed. |
renewal charge (native Subs) |
BUILT · KIT |
Kit |
| pass_payment_failed |
Your PASS needs a moment. |
PASS renewal charge declined → dunning, before lapse |
BUILT · KIT |
Kit |
| pass_expired_reminder |
Your PASS has lapsed. |
renewal failed/expired (native Subs) |
BUILT · KIT |
Kit |
| auto_ritual_charged |
Your next arc is on its way. |
AR charge success |
BUILT · KIT |
Kit |
| auto_ritual_payment_failed |
Your next arc is waiting. |
Auto-Ritual charge declined → native Shopify Subscriptions dunning |
BUILT · KIT |
Kit |
| auto_ritual_skipped |
This cycle is skipped. |
AR portal skip |
BUILT · KIT |
Kit |
| auto_ritual_paused |
Auto-Ritual is paused. |
AR portal pause |
BUILT · KIT |
Kit |
| refund_issued |
Your refund is on its way back. |
Shopify refund event |
BUILT · KIT |
Kit |
| return_label_issued |
Your return label. |
Shopify return event |
BUILT · KIT |
Kit |
| gift_card_delivered |
A ritual, given. |
Shopify gift card issued → recipient email |
BUILT · KIT |
Kit |
D · DTC lifecycle — post-purchase rhythm
| Send | Title | Trigger | Status | View |
|---|
| pre_arrival |
Tomorrow morning. |
T-24h before delivery · email-led, SMS retained (ruling 8) |
CONCERT |
Concert |
| day3_cue |
Three mornings in. |
delivered +3d |
BUILT · KIT |
Kit |
| day21_arc_complete |
Twenty-one days in. — THE repeat lever |
delivered +21d |
BUILT · KIT |
Kit |
| day35_replenishment |
Your first bottle is running low. |
delivered +35d, no AR |
BUILT · KIT |
Kit |
| day90_pass_intro |
— |
+90d |
SPEC · S2 |
— |
| day180_pass_reintro |
— |
+180d, active non-PASS |
SPEC · S2 |
— |
E · Abandon — full build, AXIS-dialed
Ruling 1: built full, brand-voiced, shipped with an intensity dial (0 → single reshaped send → full cadence). Launch setting decided at vet.
| Send | Title | Trigger | Status | View |
|---|
| browse_abandon |
You were reading about {{ event.Name }}. |
PDP view, no ATC, +24h |
BUILT · KIT |
Kit · Concert |
| cart_abandon_1 |
Your cart is saved. |
abandon +1h |
BUILT · KIT |
Kit · Concert |
| cart_abandon_2 |
What the steps compound into. |
+24h |
BUILT · KIT |
Kit · Concert |
| cart_abandon_3 |
Last note about your cart. |
+72h |
BUILT · KIT |
Kit · Concert |
F · Booking lifecycle — Ritual Bar · most critical (ruling 6)
House-stencil background CSS preserved through every port. Open design problem: dark mode must not read Halloween. post_visit_day3_bridge is the Bar→DTC bridge — highest-leverage conversion moment (12 KLVO template iterations exist as reference).
| Send | Title | Trigger | Status | View |
|---|
| pre_arrival_t48 |
Two mornings from now. |
booking T-48h |
BUILT · KIT |
Kit |
| pre_arrival_t24 |
Tomorrow, then. |
booking T-24h |
BUILT · KIT |
Kit |
| pre_arrival_t12 |
This morning. |
booking T-12h |
BUILT · KIT |
Kit |
| post_visit_day3_bridge |
Renewal at home. |
visit +3d |
BUILT · KIT · from KLVO v6.4 |
Kit · Raw v6.4 |
| post_visit_day10_reminder |
— |
visit +10d |
SPEC · S2 |
— |
| post_visit_walkout_integration |
— |
walkout purchase |
SPEC · S2 |
— |
| intake_flagged_guide_outreach |
One question before your visit. |
Intake flagged → Guide outreach within 24h (site promise) |
BUILT · KIT |
Kit |
G · Continuity — Auto-Ritual™ + PASS™
| Send | Title | Trigger | Status | View |
|---|
| auto_ritual_onboarding |
Auto-Ritual is set. |
first AR setup |
BUILT · KIT |
Kit |
| pass_welcome |
Your PASS is active. (+24h card follow-up still PEND) |
PASS purchase |
BUILT · KIT |
Kit |
| course-in-PASS surfaces |
— |
account opt-in |
GAP · needs spec |
— |
H · Forthcoming systems + drops
| Send | Title | Trigger | Status | View |
|---|
| aftercare_waitlist_confirm |
— |
waitlist join |
CONCERT |
Concert |
| system_waitlist_template |
— |
Union · Vital · Release™ deployments "Touch" → Release™ at port |
CONCERT |
Concert |
| provision_drop |
— |
Tiana-manual drop |
CONCERT |
Concert |
| tier2_join_the_ritual |
— |
ko/ja/pt buy-block swap |
GAP |
— |
L · Winback — editorial, never discount
| Send | Title | Trigger | Status | View |
|---|
| winback_60d |
It's been a while. |
60d inactive |
BUILT · KIT |
Kit · Concert |
| winback_180d |
— |
180d inactive |
SPEC · S3+ |
— |
I · Studio — B2B
Studio canon docs are empty stubs — these sends derive from the studio.html prototype (trade terms, aftercare cards, Reorder-by-Friday). Application path per studio-login: reviewed, not registered, reply within two days.
| Send | Title | Trigger | Status | View |
|---|
| studio_application_received |
Received. Every Studio is reviewed. |
Studio application submitted (reviewed, not registered) |
BUILT · KIT |
Kit |
| studio_approved_welcome |
Your Studio account is open. |
Studio application approved |
BUILT · KIT |
Kit · Concert |
| studio_outreach_intro · _followup |
— |
outreach sequence |
SPEC · S2 |
— |
| studio_reorder_cue |
Reorder by Friday. |
Weekly cue · Thu AM · low-stock aware |
BUILT · KIT |
Kit |
| studio_cards_issued · studio_credit_statement |
— |
card batch shipped · monthly house-credit statement |
SPEC · S2 |
— |
J · K · M · N · Modules
| Family | Contents | Status |
|---|
| J · Course |
~20 emails (7 Steps × 5 Method) × ALL7 locales — Learn Ritual Care, free funnel into PASS™ |
GAP · post-launch lane |
| K · Campaigns |
launch_announcement · quarterly_founders_letter (plain-text) |
SPEC · S3+ |
| M · Internal (15) |
10 notifications (guide_booking_alert is S1 · LIVE in KLVO) + 5 reports |
SPEC · 1 live |
| N · SMS (10) |
order/pre-arrival/day21/booking ×3/post-visit + S2 continuity — per-market regulatory pass needed |
SPEC · S1 set first |
| Footer modules (5) |
bar_invitation_state_a · rc_continuation_state_c (both S1) · bar_footer_always_on · pass_courtship · system_over_individual_ar |
SPEC |