One job, one button, first screen.
Each email exists to do one thing, and the button for it shows before you scroll.
Browse abandonment: Still thinking? then Pick your color.
Case study · Lifecycle email
Splash Stache email program
I designed and built every email a Splash Stache customer gets, from the first welcome to the six-month reorder nudge, on one illustration-led system designed to sell a $26 product most people have never heard of.
18emails designed and built, every one a customer can receive
7customer journeys, from signup to reorder
2platforms on one design system: Klaviyo and Shopify
1shared module library behind every email
The brief
Make every email sell.
Splash Stache sells something most people have never seen: a mustache-shaped mesh guard that sits on the back rim of the toilet and catches splash before it leaves the bowl. Email had to explain it fast, answer the obvious questions and get people to the cart.
I designed the whole program as one system: the Klaviyo welcome, browse and checkout flows, the post-delivery, review and reorder emails, and all six Shopify order notifications. Every email looks like the same brand, pushes the same offer and draws from one shared library of modules.
The goal: one job per email, a button in the first screen, and Buy 2, save $6 + free shipping in front of every shopper.
The rules
Six rules every email follows.
The offer rides on top.
Every selling email opens with a strip for Buy 2, save $6 + free shipping and closes on a full offer card. Mixed colors count, and the welcome code stacks with it.
Two Staches for $46 instead of $52.
Illustrations do the explaining.
A splash guard is hard to photograph. Custom drawings show what it does in one look: splash everywhere without it, contained with it, and a glowing night shift.
Labels: day shift: catches splash / night shift: glows + catches splash.
Answer the objection before it comes up.
Social comments kept asking the same things, so the emails answer them: where it sits, why aim alone fails, which colors glow.
Out of the way. Tucked under the back of the seat.
Nothing that goes stale.
No review counts that need updating, prices and claims checked against the brand source of truth, and every guarantee links to the real returns policy.
Claims say less splash, never "no splash".
Built for real inboxes.
Table-based HTML that holds up in Gmail and Outlook, hand lettering exported as images since inboxes drop web fonts, and layouts that stack cleanly on a phone.
Tested on device before go-live.
Anatomy · the module library
One kit, every email.
Welcome 1 uses almost every module. The other 17 emails, plus a flagship master that new campaigns start from, are built from the same parts.
The journey
Every email, in the order a customer meets it.
Timing and skip rules as they run in Klaviyo. Select any email to open it.
Klaviyo flow emailShopify order notification
The full set
All 18 emails.
Thumbnails show the first screen, which is where each email has to win. Select one to scroll the full email. Order details are sample data.
Under the hood
Details that made it work.
Live cart in the checkout email
The cart card loops the shopper's real line items, with color, quantity and price, so the email shows exactly what they left behind.
Color cards that land on the right color
Tap Black and the product page opens with Black selected. Each card deep-links to its variant.
Glow rules hard-coded into the copy
Green and Blue glow. Black and Purple do not, and every email says so plainly. Purple carries a limited-edition label since it is being retired.
Smarter follow-ups
Welcome 2 and 3 skip anyone who bought. Review request 2 only goes to people who have not reviewed. The second reorder reminder only sends if no order came in.
Shopify notifications with real logic
Liquid handles partial refunds, missing tracking links and shipping discounts, so the numbers in the email always match the order.
A safe rollout
Every Shopify template change was backed up first, and test sends went to a phone before anything went live.
Live since October 7, 2026
Shipped across Klaviyo and Shopify in one rollout.
All 18 flow and order emails run on the new system today. Performance numbers will be added here once the flows have a full cycle of volume behind them.
- WatchingPlaced-order rate on the welcome and recovery flows
- WatchingShare of orders that take the Buy 2 offer
- WatchingReview rate from the two-step review request
- WatchingReorders from the six-month replacement reminder