Guest Posts
Pip Savaris
We know acquisition gets your customers in the door and loyalty builds strong brand advocates, but how do you turn seasonal traffic into lasting revenue? That’s where we come in.
So let’s chat EOFY.
EOFY is one of the loudest acquisition moments of the year, and it's also where retention quietly makes or breaks your BFCM and beyond.
Most of the customers you just acquired on sale will never come back. Not because your product isn't good or your creative isn’t hitting the mark, but because you treated them like everyone else on your list.
If you’re time poor and can only optimise a few things in your Klaviyo account before June 30, make it these three.
Build a welcome flow specifically for sale buyers
Sale-period first-time buyers behave nothing like full-price first-time buyers. The pattern holds across BFCM and EOFY consistently: sale-acquired customers don't return at the same rate as everyone else.
Industry benchmarks put the average ecommerce repeat purchase rate around 28%, meaning roughly 7 in 10 first-time buyers never return.
In Andzen's own work across BFCM and EOFY, we see 60 to 70% of first-time sale buyers never come back unless you nurture them differently from day one.
Build a parallel welcome flow in Klaviyo that acknowledges the discount context, leads with brand story and product education rather than another offer, and sets the expectation for full price.
Pip's Tip:
Just as importantly, resist rolling every new buyer into the same discount loop for their second purchase.
If you do need to incentivise again, vary the reward. A free gift or tiered bonus works better than another cash discount, because another cash discount just trains this cohort to sit on their hands and wait for the next code.
Use Klaviyo's AI features for repeat purchase, and let ProfitPeak handle identity
The jump from one purchase to two is the single biggest compounding lever in CLV. Most brands miss the window entirely.
Klaviyo's Predicted Date of Next Order lets you trigger a flow in the days leading up to each individual's predicted reorder moment, rather than relying on a static 30, 60 or 90-day delay that fits no one properly.
This is where the ProfitPeak and Klaviyo integration earns its keep.
Klaviyo's Extended ID has raised the ceiling on cookieless identification, but ProfitPeak's tracking goes further, particularly for returning traffic that's been gone six to twelve months and that Klaviyo would otherwise miss entirely. ProfitPeak re-identifies those customers and feeds a cleaner first-party signal into Klaviyo, so your flows know they're talking to a returning customer and can route them accordingly. The two products work together: ProfitPeak on identity and profitability, Klaviyo on AI decisioning and sending.
Sherpa and the LTV and Retention Agent inside ProfitPeak surface which SKUs drive the strongest second purchases, so the cross-sell in that flow features products that actually build LTV rather than just clearing inventory.
Pip's Tip:
ProfitPeak also feeds product blocks to Klaviyo, based on your product classes. Using the right product feed at the right time will surface the products that are working.
Re-tier your list on RFM, layer in engagement tracks, and sunset the rest
After a sale event, your list is full of noise. One-time discount buyers, dormant re-activators and your actual VIPs all sitting together in the same segments. Klaviyo Marketing Analytics has RFM analysis built in that sorts every customer into champion, loyal, at-risk or lost based on recency, frequency and monetary value.
Use those tiers to branch your abandonment, post-purchase and winback flows. A champion with an abandoned cart probably needs urgency messaging, not a discount. An at-risk customer is where a harder incentive is justified. A one-and-done buyer who's been inactive for months probably isn't worth a code at all.
On top of RFM, layer engagement tracks based on how often a given profile actually wants to hear from you, so campaign volume is dialled to preference rather than to what feels like an average.
Pip's Tip:
Cross-check all of this against ProfitPeak's customer retention dashboard so you're measuring repeat behaviour and margin together, not just revenue.
Then run a sunset flow on anyone who hasn't engaged in 90-plus days. Unengaged profiles drag your sender reputation down and quietly tax the customers who do want to hear from you.
EOFY retention isn't a campaign, it's a system. Get these three right and one sale becomes a year of repeat purchases.
Pip Savaris
Client Success Director (Andzen)
Pip Savaris is Andzen’s Client Success Director, a Customer Journey and AI CRM agency, APAC's first Klaviyo Master Elite Partner (fifth globally) and 2025 Klaviyo Agency Partner of the Year for APAC.
