Barton Springs Mill · Fluid IQ Digital
A re-run of the August 12 audit against live data. The three stuck August campaigns resolved themselves — sent on their own. The flows didn't move at all, and this time each one comes with the specific mechanical reason it's underperforming.
The open question from the first audit — what was holding the three August drafts — answered itself. All three sent. Flows are a different story: same five live, same two abandoned in draft, same numbers to the dollar.
| Campaign | Aug 12 status | Current status |
|---|---|---|
| August Mill Digest | Draft | Sent Aug 18 |
| August BOGO Class Sale | Draft | Sent Aug 13 |
| August BOGO Class Sale Ending | Draft | Scheduled Aug 20 |
BSM sent 6 campaigns in August through the 19th, against a normal cadence of 11–20 a month.
Trailing-12-month revenue pulled fresh from Klaviyo matches the August 12 numbers exactly — nobody has touched a flow in a week.
| Flow | Recipients/yr | Revenue | Per recipient | Status | Last edited |
|---|---|---|---|---|---|
| Abandoned Cart Reminder | 17,754 | $32,505 | $1.83 | live | Jun 2023 |
| Browse Abandonment | 5,526 | $20,541 | $3.72 | live | Feb 2025 |
| Customer Thank You | 17,180 | $9,796 | $0.57 | live | Jun 2022 |
| Welcome Series | 645 | $2,082 | $3.23 | live | Sep 2024 |
| Customer Winback | — | $0 | — | live | Oct 2023 |
| Customer Thank You — New vs. Returning | — | — | — | draft | Jun 2022 |
| Test flow: hits 5 orders | — | — | — | draft | Jun 2022 |
~11,100 people subscribed to email marketing over the trailing 12 months; only 645 ever entered the flow. The account has 204 lists, and this flow's trigger is almost certainly scoped to one of them. A subscriber landing on a different list than the one the flow watches simply never enters it. The flow itself works fine — the trigger's list scope is too narrow. Fix: confirm which list(s) actually receive site sign-ups (test every form, don't trust the settings screen) and widen the trigger.
A flow returning literal $0 while switched on for 12 months means its entry trigger or delay window isn't matching real behavior — most likely a fixed time-since-last-order window that either never fires, or fires on people who already repurchased through another channel first. Fixed-window winback is a known weak pattern for a repeat-purchase consumable business. Fix: trigger off each customer's own historical repurchase interval instead of one flat number for everyone.
Its intended successor — "Customer Thank You – New vs. Returning" — already has the branch logic and delay timing built and live in Klaviyo. The only missing piece is that the final email's content was never written, so the whole flow sat in draft and the older, weaker version kept running in its place. This is a content gap on one email step, not a technical rebuild.
A single unfinished automation step created June 2022 and never built out. Not an underperformer — it simply never launched.
Flour is a consumable with a natural repurchase cycle, and there's no automation tied to it at all today. This is a gap to fill, not something broken to fix.
Highest dollar impact of anything in this review — closing the gap between 645 recipients and ~11,100 eligible subscribers, at the flow's existing $3.23/recipient, is worth roughly $36,000/year off an email that already exists and needs no new content.
Currently $0 in 12 months live. Replace the fixed window with logic keyed to each customer's own order history.
Branch and delay steps are already built — only the final email needs to be written. Archive the unfinished 5-orders test flow in the same pass.
No reorder automation exists today. Klaviyo already has the order history to key off of.
Unchanged since August 12 — 7 existing segments are solid and under-used; add lapsed/at-risk and one-time-buyer segments; the ~41,800-profile newsletter segment supports real A/B testing.