1. Client Overview

Dr Lamia (drlamia.co.uk) is a luxury skincare brand built on the medical background of Dr Lamia and a clinic on Harley Street in London. Its formulas bring together Egyptian beauty heritage and aesthetic medicine, from 24K gold formulas to hydration and targeted eye care, and are sold worldwide through a Shopify store with complimentary worldwide shipping.

The brand sits firmly at the premium end of its market. Every touchpoint has to feel like a clinic experience, not a promotion. In August 2026 Dr Lamia chose eCommerce Today to design and launch its lifecycle email marketing, with ETA acting as the strategic and delivery partner from setup to launch.

2. Challenges

Before we started, the account held a basic welcome email and a few unfinished drafts. Nothing covered the moments where a luxury shopper actually decides: browsing, carting, checking out, and coming back after a first order. The brief added three constraints that shaped the whole project:

• Protect the luxury positioning. Incentives had to convert without making the brand feel discount-led. The client did not want customers to learn that waiting earns a bigger discount, so the strongest offer was reserved for existing customers.
• Stay elegant, never excessive. A shopper moving from browsing to cart to checkout must never receive browse, cart and checkout emails at the same time. Timing, suppression and exit rules between flows were a hard requirement.
• Match a high visual standard. Product imagery, typography, logo usage and tone had to read as a premium house, on desktop and on mobile.

3. Phase 1: Technical Foundation

September 2026. We started with the data and deliverability layer, because email marketing is only as good as the signals feeding it. We set up the account on Klaviyo as the email platform and completed the following:

• Account and sender setup: Klaviyo account created and registered as a managed customer, dedicated sender address, and timezone, language and currency configured for the UK market (GBP).
• Domain authentication: sending domain authenticated with DNS records and DMARC, so emails reach the inbox and not the spam or promotions tab.
• Store integration: Klaviyo connected to the Shopify store, with the app embed and event tracking enabled for viewed product, added to cart, checkout started and placed order.
• Tracking and list hygiene: UTM tracking activated for clean attribution in analytics, and list and consent settings reviewed.

4. Phase 2: Strategy, Creative and Launch

September to October 2026. With the foundation in place we moved to strategy and build.

Blueprint and incentive ladder

We mapped the Dr Lamia customer journey into a business-adapted blueprint of 6 flows and 16 emails, then agreed an incentive ladder with the client: 10% off the first order for new subscribers, no discount for site, browse and cart abandonment, 10% in the final checkout email only, and 15% off the next order reserved for existing customers. One-time-use coupon codes were created for each offer.

Build, QA and client feedback

We built one reusable base template, then the flows, the desktop and mobile popups and the email graphics. Every flow passed three internal reviews: graphic design QA, email marketing QA and a supervisor QA. After the first round the client gave detailed visual feedback. We replaced product shots with more premium imagery, upscaled photography, switched to the stacked logo and a lighter typeface in the popups, and applied the all-caps headline style across emails.

Launch

The 6 flows and the popups went live on 13 October 2026, after a final QA pass and after switching off the older popups and automations so nothing overlapped. The previews below show how the finished emails look.

5. Functionalities and the Flows We Worked On

Beyond the emails themselves, the value is in the logic behind them. These are the functionalities we configured, followed by each flow as it runs in Klaviyo today.

• Cross-flow suppression and exit rules: each flow excludes shoppers who have moved further down the funnel, so only one message path is active at a time.
• Dynamic product blocks: browse and cart emails automatically show the product the customer viewed or left behind.
• Re-entry windows: every abandonment flow has its own cooling period (15, 14, 7 and 5 days) to avoid repeat sends.
• Coupon logic: one-time-use, time-limited codes sent only in the flows where an incentive is approved.
• Desktop and mobile popups: two popup versions feed the New Subscriber flow, styled to the brand typography and logo rules.
• Reusable base template: one responsive template with the brand banner, all-caps headlines and a built-in help section, so future campaigns launch faster and stay consistent.

6. Conclusion

Dr Lamia moved from a basic welcome email to a complete lifecycle system in about six weeks of build time. Every stage of the journey now has its own considered message: welcome, brand education, product reminders, a gentle cart nudge, a final checkout incentive, and a concierge-style post-purchase sequence that invites a second order.

Just as important, the system respects the brand. Discounts are used sparingly, flows never overlap, and the visual language stays consistent from popup to post-purchase email. The next step is a ramp-up campaign to grow sending volume gradually, followed by performance reviews and testing on subject lines and calls to action as the flows mature.

Want to see what a structured Klaviyo system can do for your brand? Visit ecommerce-today.com.