WDNN
Email retention for founder-led DTC brands

Your hero product brings them in. We sell them the rest of the shelf.

Retail and drops win the first order. We build the email flows that earn the second, inside your Klaviyo.

See the 12 flows
  • Klaviyo email flows
  • Shopify DTC
  • Written in your voice
  • Live in 30 days
Inboxmaya.okafor@example.com
    Fig. 1: Dewlit, a sample brand
    Brands we worked with
    • Starface
    • KNC Beauty
    • Ugly Drinks
    • Skio
    • CHNGE
    • Echelon
    • JapanCrate
    • and more
    (02) The problem

    Every drop brings new faces. Most leave with one product.

    1. 01Retail sells the hero SKU and keeps the customer data.
    2. 02Collab buyers get the same welcome email as everyone else. Then silence.
    3. 03The next drop goes to the whole list with a code attached.

    We build the email flows that fix all 3. No discount needed.

    (03) What we build

    Hero to routine. Order 2, no code attached.

    The email flows that take a hero-product buyer to the second product, the refill and the bundle.
    Hero to routineKlaviyo · Dewlit
    TriggerBought Cloud Balm
    Wait3 days
    EmailThe pea-sized trick
    Wait9 days
    EmailWhat pairs with it: Night Veil Serum
    SplitBought Night Veil Serum?
    Yes → the Glow Routine setNo → Serum sample in the next order
    Fig. 2: The flow after the hero productLive
    (04) What we build

    Drop buyers. Their own path after the collab.

    So they come back for the brand, not just the next drop.
    Drop buyers, 1 orderSegment · Dewlit
    Profiles who match all of these
    Entered throughisthe Peach Fuzz drop
    and Ordersequals1
    and Days sincemore than21
    4,280
    profiles, updated live
    Send the drop path
    Fig. 3: Drop buyers, kept apartSample data
    (05) What we build

    Loyalty that feels like you. Not a points table.

    Rewards built around order 2, announced by email, written in your voice.
    Dew ClubMembers · Maya
    dewlitGlow
    Maya Okafor
    1,240points
    260 points to Radiant
    Recent
    Bought Night Veil Serum+200
    Posted their shelfie+50
    Early access to Peach Fuzz drop+100
    Fig. 4: The member view customers seeGlow tier
    (06) What we build

    One view. Who came back, who is drifting.

    And which product leads to the next one. Your team checks it weekly.
    RetentionDewlit · Cohorts
    33%
    bought a 2nd product, 90 days
    Up since flows went live
    M0M1M2M3M4M5MayJunJulAugSepOct
    Fig. 5: One view, all the answersSample data
    (07) The offer

    The Second Product Sprint. Hero-product buyers into routine buyers, live in 30 days.

    Teardown the day you reply. First email flows live in 14 days. One 30-minute call from your side. We write, your team approves.

    No revenue promise, ever.

    Second Product Sprint30 days
    1. 1Shelf TeardownFree
    2. 2Audit and roadmap, run by MichalPriced in writing
    3. 3The build: 12 flows, 37 emails in your voiceCore
    4. 4Drop Path: a post-collab journey for every dropBonus
    5. 5Loyalty launch emailsBonus
    6. 6One retention view, checked weeklyBonus
    7. 7Handoff doc + training call for your team or agencyBonus

    Guarantee. Every flow in the roadmap is live in 30 days, or the retainer is free until it is.

    Fig. 6: What you get2 brands a quarter
    (08) A note from Michal

    20+ brands. All had a good welcome. Then silence after shipping.

    The second product is where the economics turn. That is the only thing I build.
    Michal HlavacekFounder
    Michal Hlavacek, founder of WDNN
    Fig. 7: The person who opens your Klaviyo
    Brno, Czechia
    (09) How we work

    From teardown to handoff. Priced in writing first.

    We work inside your Klaviyo, next to your in-house team or agency. When we leave, everything is documented and yours.
    dewlit.comProject

    1. Fit review

      Send the store and your top priority.

      Done

    2. Scope in writing

      Deliverables, dates and price before anyone logs in.

      Done

    3. Build

      Written in your voice, QA tested, live inside your accounts.

      Done

    4. Handoff

      Your team owns every flow and keeps running it.

      Done
    Fig. 8: How a project runs4 / 4 done
    (10) Notes

    Retention notes. What the flows tab keeps showing.

    All notes
    Illustration of a wooden rack of tagged subscription boxes on a shop counter, with one empty box, one box with a bank card leaning on it, and one box tied with a ribbon bow, next to an amber pump bottle.
    NoteOct 30, 2026

    Subscription Churn: Count Who Didn't Pay, Not Who Cancelled

    Illustration of a shop counter with a row of open parcels, each with a blank note, leading up to a red ribbon across the counter, with a single blank coupon on the far side of the ribbon and an amber pump bottle in front.
    NoteOct 28, 2026

    Churn Prevention: 6 Moves Before the Discount

    Two rows of parcels on a sunny shop counter, slim parcels and wide parcels, each row with its own blank wooden marker post at a different distance
    NoteOct 26, 2026

    Customer Churn Analysis: Set the Line Per Product

    (11) Questions

    The hard questions, before you hire.

    Still unsure? Ask in the fit review. You'll get a straight answer.
    Questions10 answered

    A small list is the best time to build. The flows run on every new buyer from day 1, so the system grows with the list. List size is 1 input of 7 in the fit review. Order volume, reorder window, margin, catalog, data quality and team capacity are the other 6.

    Most accounts we open run 2 of 12: a welcome and an abandoned cart. We audit what runs, keep what works, and build the missing flows around it. The scope names each one.

    The scope sets a launch date for every flow before work starts. Repeat purchase becomes measurable once those flows are live and writing data into Klaviyo. We won't attach a dollar figure to a date. Product, traffic, offer and margin still sit with you.

    No. Nobody honest can. We don't control your product, traffic, offer or margin. What we do guarantee is delivery: every flow in the roadmap is live in 30 days, or the retainer is free until it is.

    Setup is priced in writing after the fit review, then a monthly retainer. Flow count, data quality and your stack set the scope. Nothing starts until you approve the number.

    Yes, for 1 flow or a campaign pack. Order 2 breaks when flows, loyalty, SMS and reporting sit with 4 people who never see each other's work. We put all of it in 1 scope, so order 2 has 1 owner.

    No. Nothing migrates. We build inside the 7 tools you already pay for: Klaviyo, Attentive, Okendo, Yotpo, Recharge, Gorgias and Triple Whale. No new logins. You keep the data.

    Access to the store, Klaviyo, loyalty and analytics, plus 1 person who can approve work. One 30-minute call from your side. We write, your team approves. Work stalls when that approver goes quiet.

    You own it. Every flow, segment and report sits in your accounts, documented, with a handoff doc and a training call for your team or agency. It keeps running whether we talk again or not.

    Send the store and your top priority, or ask for the free Shelf Teardown. If it fits, you get a written scope with dates and price. The form does not book a call.
    (12) Start here

    Retail wins the first order. Let us win the second.

    Send the store and your top priority. If it fits, you get a written scope with dates and price.
    New messageDraft
    Tomichal@wdnn.com
    Edit anything. Reply within 2 business days.