Intern
What you actually do
Run steps 01 and 02 this week. Do not add a feature. Match Shopify. No fake 'on the way' if it is not.
Library / Guides / Post-purchase has an order of operations
The order confirmation is not a relationship. Begging for a review on day zero — while the truck is still moving — is how you teach people you are a form, not a brand. Interns sequence the emails. CEOs stop asking for 'more UGC' until shipping emails tell the truth.
If shipping emails lie, retention work starts underwater. Fix the event and the delivery copy first.
If shipping emails lie, retention work starts underwater. Fix the event and the delivery copy first.
Use and care come after they have the thing. Second purchase is a path (replenish, attach, refill), not a generic 'you might also like' on day one.
Reviews after they have used it. Not at checkout panic.
Intern
Run steps 01 and 02 this week. Do not add a feature. Match Shopify. No fake 'on the way' if it is not.
Operator
Protect the sequence. Use and care come after they have the thing. Second purchase is a path (replenish, attach, refill), not a generic 'you might also like' on day one.
CEO
Do not fund more traffic or more seats until the scoreboard in this lesson is a number you will defend. Reviews after they have used it. Not at checkout panic.
Match Shopify. No fake 'on the way' if it is not.
Why: Lies destroy the second order before creative can help.
Done when: A test order's emails match reality.
Care, ritual, setup — after delivery.
Why: Returns and silence often start with confusion, not dislike.
Done when: A use email exists after delivery, not at purchase.
Refill clock, attach, size 2. Named.
Why: If you wait for a campaign, Amazon or a competitor's flow will take it.
Done when: A path you can name in five words.
Not day zero.
Why: A review ask on an empty box is noise.
Done when: The ask is timed to delivery + use.
Post-purchase is not lapse.
Why: Mixing them is how new buyers get 'we miss you' on day four.
Done when: States are named.
Day 3–14 is when they decide if they stay. A review ask on day 0 is how you miss the only week that matters.
They are excited about buying, not about using. You will get empty five-stars or annoyed silence. Wait until the product has a chance.
The order confirmation is the whole relationship.
Open the playbook ↗Working notes
Score your Klaviyo and lifecycle system the way an operator would. Request the file. It arrives by email — not a public dump, not a drip of slogans.
Email and WhatsApp stay open. A call is for installing the system.