Laya Consulting builds the retention and lifecycle system behind 7, 8 and 9-figure ecommerce brands. Email, SMS and the data underneath, pointed at the metrics that decide whether you scale at a profit: repeat purchase rate, LTV and churn.
No obligation to sign up. We audit your account first, and if email isn't your biggest lever we'll tell you that on the call.
Share of buyers placing another order, by month
Both cohorts cost the same to acquire. The shaded area is the difference, and it is the only part of the curve you still own after the ad spend is gone.
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Sound familiar?
CAC climbs every quarter and you cover it with more spend. Meanwhile the people who already bought from you sit in the list, untouched, and get re-acquired at full price.
Attributed revenue hovers around a fifth of the store and stops. The flows were built in year one, nobody owns them, so nothing compounds.
It works, so it gets repeated, and the list is trained to wait. Revenue holds while margin quietly leaves the business.
The idea came from your team. It shipped two weeks later, off-brand, after the promo window had already closed.
None of those are copywriting problems. They're system problems.
The difference
You've probably lived the first column. The calendar got filled, the sends went out, the deck showed opens and clicks, and repeat purchase rate, the number that decides whether you can afford to scale, never moved.
You can't out-send a broken lifecycle. So we fix the lifecycle.
The retention system
Most agencies set up flows, then start campaigns three months later. We run both in parallel from week one, which is why accounts hit a baseline fast, and then keep climbing. Open each phase to see what's inside.
Before anything ships, we go through your existing data and build the plan of attack: which KPIs we're moving, what the honest baseline is, and the timeline we expect to hit them by. You get the findings whether or not we end up working together.
Flows and campaigns get built at the same time, not one after the other. The flow layer catches the customers already in motion; the campaign layer starts producing revenue in week one. Copy, design, deployment and QA all sit with us. You approve, you don't produce.
Once the account is at a solid baseline, the job changes: fresh content every week, split tests running continuously on flows, and reporting that tracks the macro numbers (LTV, repeat purchase rate, churn), not just what Klaviyo claims credit for. This is the part most partners never get to.
Scope of work
Full-spectrum email and SMS, specific to ecommerce. Not a retainer for "four emails a month".
Native English writers, trained specifically on DTC. Your tone of voice, matched, not an approximation of it.
Senior email designers who know the building blocks of a layout that converts. We output over 100 campaigns a week across verticals, so we know the DNA of what works.
What gets sent is decided by where customers actually drop off: the first 30 days, the repurchase window, subscribers versus one-time buyers. Not a calendar filled for the sake of being full.
We work inside your account and handle the nitty-gritty: builds, segments, QA, scheduling, send windows. Nothing lands back on your team.
Sending reputation, sunset rules, re-engagement and hygiene. A bigger list that lands in spam is worth less than a smaller one that lands in the inbox.
Weekly tests tracked, and macro KPIs reported honestly: lifetime value, repeat purchase rate, churn, cohort behaviour. The numbers you can take to a board meeting.
We audit everything, including the parts we don't sell. If your biggest problem is your offer, your product margin or your paid acquisition, the audit will say so and we'll point you at the right fix rather than sell you the wrong one. We turn away clients every month for exactly this reason.
Client results
Pet treats
Health and beauty
Yerba mate
Period care
Drinks marketplacePet products
A high-ticket pet brand with a strong first purchase and no second one. We rebuilt the post-purchase path and ran a weekly campaign engine alongside it, both from week one. Attributed revenue grew 64.7% to $3.47M, and email and SMS now carry 34.6% of the store.
Health and beauty
Almost all of this year's growth came from customers who had already bought once. The channel went from a rounding error to a third of the business, $923,494 out of $2.83M, with flows alone contributing 36.5% of that.
Subscription box
A subscription box losing subscribers about as fast as it won them, with no lifecycle programme behind the signup. Three months after the rebuild, total revenue was up 117% and email and SMS carried 33.7% of it.
Bakery
The highest channel share in our book. Short shelf life and a genuine reason to reorder every few weeks, so the replenishment programme does the heavy lifting: CA$383,407 attributed against CA$681,343 total, up 89% year over year.
Functional beverage
Peak season handled on segmentation and timing rather than margin. Attributed revenue up 41% and total revenue up 32%, or $281,777 of $586,113 across the quarter.
Home and lifestyle
Total revenue moved 3.7%, which is what a hard market looks like. The channel grew five times faster than the business and now holds 33% of revenue, $677K of $2.05M. This is exactly what retention is for.
Designs
The reaction the design is built for. These are real sends from real client accounts, not concepts.
Every one of these was written, designed, built and shipped by our team inside the client's own Klaviyo account.
How it works
A consultative conversation, not a pitch. No obligation to sign up, come prepared with questions. If email and SMS won't move the needle for you, or we're not the right fit, we'll say so on the call and explain the logic.
We review your existing email data carefully and formulate a plan of attack: the accurate KPIs to look for, and precise timelines for when we expect to hit them.
Unlike most agencies, which set up flows first and get to campaigns months later, we execute on both in parallel. That's why we're fast to a result you can actually see.
Once the account is at a solid baseline, we produce fresh content consistently and run split tests on flows to drive long-term performance, not a one-month spike.
Beyond micro-level metrics, we improve the macro KPIs: LTV, repeat purchase rate and churn rate. That's what separates us from most retention partners, and it's what true retention marketing actually is.
Run your numbers
Drag the sliders to your numbers. The scenarios below are modelled on the attributed-revenue share our own accounts sit at today, the conservative end of them, not the best month we ever had.
Your Klaviyo attributed revenue as a share of total store revenue. A rough guess is fine. The audit finds the real number.
Additional attributed revenue over 12 months
$816,000
An illustrative model, not a promise. Every account is different, and the range of results varies widely between DTC verticals, which is exactly why we won't sell you a service we're not certain you'll ROI on.
Discover our content
More than 100 videos on the exact work we do for clients: flows, deliverability, design, zero-party data, and the Klaviyo builds behind the numbers above. Click any one to watch it here.
Meet the founder
Founder, Laya Consulting
I started Laya because I kept watching good brands pour everything into acquisition and nothing into the customers they already had. Since then my team and I have built the retention and lifecycle systems behind 7, 8 and 9-figure ecommerce brands, and those systems have generated more than $50M in tracked sales.
I also publish the whole method on YouTube: flows, deliverability, design, zero-party data, and the actual Klaviyo builds behind the numbers further up this page.
Fair questions
Not any more. We have enough social proof at this point that it's unreasonable to doubt us, and it's genuinely impossible to write a guarantee that makes sense across every account, because the range of results varies so widely between DTC verticals. What we will say: we won't sell you a service we're not 110% sure you'll ROI on, and we turn away clients every month on exactly that basis.
Yes. And if it won't, or we're not confident we're the right fit, we'll tell you upfront and explain the reasoning behind it. You'll leave the call knowing what your biggest lever is either way.
No. No 90-day minimums, no six-month terms, no annual commitments. Our ecom partners fight cashflow battles constantly, so we don't want to make it hard to leave. The only condition is 30 days' notice, the same as you'd give an employee.
We've generated $50M+ in revenue for brands, our design portfolio covers pretty much every industry, and our YouTube channel has 100+ videos teaching the exact thing we do. If you still have doubts, book a call, and twenty minutes will tell you how deep the expertise goes.
Full-time, in-house strategists, all native English speakers, hired and trained through our own systems. We don't poach from other agencies or use external recruiters, because people carry habits over from wherever they were before. You will never be handed a freelancer you've never met.
Same-day replies, always. Flows and campaigns get built in parallel from week one rather than sequentially, and we adapt to your marketing timelines rather than asking you to adapt to our sprint cycle.
No. Existing flows keep sending while we audit and rebuild behind them. Nothing gets switched off until the replacement is live and QA'd, and the campaign calendar carries on uninterrupted through the handover.
That's the baseline, not a feature. Our writers are native English speakers trained specifically to write for DTC brands, and the tone-of-voice work happens during onboarding, before a single campaign goes out.
Where to start
We'll go through your existing email data, find where customers are dropping off, and show you the honest baseline plus the first lever worth pulling. If the biggest fix isn't something we sell, we'll tell you that too.
No obligation to sign up, come prepared with questions.
