Boho Hippy Chic · Email Marketing Proposal
Turn a dormant list
into recurring revenue
What you get
35+
Emails in total
Spread across 7 automated flows and 2 monthly campaigns — built once, running continuously.
7
Automated flows
Welcome, intro offer, profile enrichment, post-purchase, review, win-back, and reactivation.
+320 / mo
New subscribers
The list is actively growing. Every new subscriber enters the welcome flow automatically — revenue scales with the list.
Expected results: Based on benchmarks for engaged lifestyle/boho lists — 35–45% open rates on flows, 15–25% click rates, 2% email-to-purchase conversion. At 1,500 active subscribers and A$117 AOV that translates to up to A$3,510 in additional monthly revenue from month 2 onward. With 320 new subscribers joining each month, that ceiling rises automatically — without a single extra dollar in ad spend.
3,103
Subscribers on the list
1,897
Have purchased before
5 yrs
Since last campaign
The situation: The last newsletter was sent on 20 April 2020. Since then, this list has generated A$0 — while nearly 1,900 people have already proven they want to buy from Boho Hippy Chic. Blasting a cold list without preparation will damage domain deliverability. The approach below solves that carefully and profitably.
Scope of work
1
Setup
one-time
A complete foundation to get the list healthy and automated — including onboarding and a soft handover so everything runs smoothly from day one.
List reactivation & clean-up — Segment active vs. dormant contacts. Build a 3-email re-engagement flow for cold subscribers. Remove hard bounces and permanently inactive addresses. Deliverable: a healthy, deliverable list ready to mail.
Automated flows — Welcome flow for new subscribers (3 emails), post-purchase flow (review request + upsell), and win-back flow for lapsed buyers. The existing abandoned cart flow will be reviewed and optimised.
Onboarding & handover — Kick-off call to align on tone of voice, brand preferences, and goals. A written handover document so Caron understands what's live, what to expect, and how to track results going forward.
List reactivation & clean-up — Segment active vs. dormant contacts. Build a 3-email re-engagement flow for cold subscribers. Remove hard bounces and permanently inactive addresses. Deliverable: a healthy, deliverable list ready to mail.
Automated flows — Welcome flow for new subscribers (3 emails), post-purchase flow (review request + upsell), and win-back flow for lapsed buyers. The existing abandoned cart flow will be reviewed and optimised.
Onboarding & handover — Kick-off call to align on tone of voice, brand preferences, and goals. A written handover document so Caron understands what's live, what to expect, and how to track results going forward.
A$1,050
one-time
2
Monthly campaign management
2 campaigns per month — new arrivals, seasonal moments, lifestyle content. Fully managed: copywriting, Mailchimp design, send, and monthly performance report. Priced per month as an ongoing package.
A$300
per month
A healthy e-commerce list of ~1,500 active subscribers typically generates A$0.15–A$0.40 per subscriber per month through basic flows and regular campaigns — with zero additional ad spend.
At 2% conversion and 1,500 active subscribers: up to A$3,510 in additional monthly revenue, structurally.
~A$3,510
avg. monthly potential
What I need from you
Mailchimp access ✓
Admin access to the existing account
Alignment call ∞
Monthly 30-min check-in to align on upcoming collections, campaigns, and priorities.
How we work together
Week 1
Onboarding
Kick-off call to align on tone of voice, brand story, and campaign priorities. I audit the existing Mailchimp account, map out the flow structure, and plan the build. You don't need to do anything except show up to the call.
Week 2–4
Build
I write and design every email — and handle the full technical setup in Mailchimp. Building a flow isn't just copy: it involves configuring audience segments, setting trigger conditions, adding if/else logic (e.g. purchased vs. not purchased), and defining wait times between emails. All of that is on me.
Before anything goes live, you receive each email for review and give a simple go or no-go. Nothing is sent without your approval. Once confirmed, I activate the flows and handle scheduling from within your existing account.
Before anything goes live, you receive each email for review and give a simple go or no-go. Nothing is sent without your approval. Once confirmed, I activate the flows and handle scheduling from within your existing account.
Monthly
Ongoing
Each month I write both campaigns and send them to you for sign-off before scheduling. We have a 30-minute alignment call to discuss upcoming collections and anything you want to highlight. You receive a short performance report after each send.
Email + ads
No overlap
Email and Facebook Ads work best together, not in competition. The list grows from ad traffic; email converts and retains. I coordinate with your ads specialist on timing so campaigns reinforce each other rather than competing for attention.
Your costs
No surprises
You're already on a paid Mailchimp plan — no new tools needed for now. The only additional platform cost would be if we migrate to Klaviyo later (from ~A$20/month depending on list size), which we'd discuss and agree on before taking any action.
Flexibility
Exit anytime
The monthly management runs on a rolling basis — no long-term contract. Cancel with 30 days notice at any time. Everything built during the setup (flows, templates, segments) stays in your Mailchimp account. You own it all.
The bigger picture
The Customer Lifecycle — and where Caron's list stands today
Email isn't just a broadcast tool. Every subscriber is in a different relationship with the brand — and the right message at the right stage of that journey is what separates a dead list from a revenue engine. Here's how the lifecycle works, and where the current situation maps onto it.
Every touchpoint explained
| Touchpoint | # Emails | Goal |
|---|---|---|
| Welcome programme | 4 | Make a strong first impression, introduce the brand story and values, and guide the new subscriber toward their first purchase. |
| Intro offer | 3 | Convert a new subscriber into a first-time buyer with a time-limited incentive — discount, free shipping, or a curated starter bundle. |
| Profile enrichment | 1–2 | Invite new subscribers to share their preferences (style, size, wishlist) so future emails become more relevant — increases engagement and conversion over time. |
| Campaigns / newsletters | 2 / mo | Keep the brand top-of-mind, showcase new arrivals and seasonal collections, and drive regular repeat purchases. |
| Abandoned cart ✓ live | 2–3 | Recover lost revenue by reminding shoppers of items left in their cart — typically the single highest-ROI flow in e-commerce. |
| Transactional emails | 2–3 | Confirm orders, share shipping updates, and build trust through reliable post-purchase communication. High open rates — use them strategically. |
| Review email | 3 | Request a product review 7–10 days after delivery. Builds social proof, feeds the website, and surfaces product feedback for Caron. |
| Cross-sell / upsell | 4 | Suggest complementary items or an upgrade based on what the customer just bought — increases average order value without additional acquisition cost. |
| Loyalty / birthday emails | 2–4 / yr | Reward repeat buyers and celebrate milestones (birthday, anniversary). Creates emotional brand connection and drives high-intent purchases. |
| Birthday & anniversary | 1–2 / yr | Celebrate personal milestones with a personalised message and exclusive offer — one of the highest open-rate emails in any lifecycle programme. |
| Inactivity notice | 1 | Alert a previously active customer that they've gone quiet — a gentle nudge with a reason to return before they become fully disengaged. |
| Reactivation campaign | 3 | Re-engage subscribers who haven't opened or clicked in 90+ days. Combines a value reminder, an offer, and a final opt-in confirmation to protect list health. |
| Win-back | 2–3 | Last attempt to bring back a lapsed buyer who hasn't purchased in 6–12 months. If no response, the contact is removed to keep the list clean and deliverability high. |
Where Caron's list sits today
Segment
Cold subscribers (est. 1,200)
Signed up but never bought. No contact since 2020. At risk of marking emails as spam.
Needs reactivation first
Segment
Lapsed buyers (est. 1,897)
Proven buyers who haven't been communicated with in 5 years. High potential, medium risk.
Win-back opportunity
Already live
Abandoned cart flow
The one automation in place. Will be reviewed and optimised as part of Project 2.
Working — needs review
Goal
Active customer lifecycle
Full lifecycle coverage: welcome → nurture → purchase → retention → loyalty. Built to run automatically.
Where this proposal takes you
Phased roadmap
Month 1
List reactivation & flows (Projects 1 + 2)
Clean the list, build the core automations. Foundation that makes every future send more effective.
Month 2+
Regular campaigns start (Project 3)
2 campaigns/month. New arrivals, seasonal moments, lifestyle content — aligned with the collection calendar.
Month 4–6
Scale: segmentation & advanced flows
Loyalty sequences, birthday emails, VIP segment. Consider migration to Klaviyo for richer WooCommerce data.
Return on investment
When does email pay for itself?
Based on a conservative scenario: 1,500 active subscribers post-cleanup, average order value of A$117, and a 2% email-to-purchase conversion rate — in line with industry benchmarks for engaged boho/lifestyle lists.
1,500
Active subscribers
A$117
Avg. order value
2%
Conversion rate
2×
Campaigns/month
Month-by-month projection
| Month | Activity | Est. email revenue | Your investment | Cumulative balance |
|---|---|---|---|---|
| Month 1 | List clean-up + flows built. No campaigns yet. | A$702 (flows only) | −A$1,000 | −A$348 |
| Month 2 ✓ | First 2 campaigns + flows running. | A$1,755 | −A$300 | +A$1,107 ← break-even |
| Month 3 | 2 campaigns + flows. Full 2% conversion active. | A$3,510 | −A$300 | +A$4,317 |
| Month 4 | List warming up. Higher open rates expected. | A$3,861 (list warming) | −A$300 | +A$7,878 |
| Month 6 | Segmentation active. Loyalty flows added. | A$4,096 (growing list) | −A$300 | +A$15,340 |
| Month 12 | Full lifecycle active. Email as core channel. | A$4,212 (1,800+ subscribers) | −A$300 | +A$38,752 |
Cumulative return over 12 months
Month 1
Month 2
Month 3
Month 4
Month 6
Month 12
* Revenue attributed to email only (flows + campaigns). Excludes organic/ad-driven orders. Assumes 2% conversion rate throughout — in line with industry benchmarks for engaged lifestyle/boho e-commerce lists. All figures are estimates — actual results depend on list quality, seasonal demand, and product availability.
At 2% conversion rate, the total setup investment of A$1,050 is already recovered in month 2. From month 3 onward, every A$300 spent on monthly management returns an estimated A$3,510–A$5,265 in email-attributed revenue — a 12–18× monthly ROI.
Year-1 email revenue
A$43,102
vs A$4,350 invested