I spent some time going through Bloom Build. Found a few opportunities I'd be looking at if I were running your email marketing.

The first thing I noticed when visiting Bloom Build was that I couldn't find anywhere to join your email list.

I checked the homepage, product pages and footer.

Nothing.

Which surprised me a little because Klaviyo appears to be installed.

Now, maybe you have something configured that wasn't showing for me. I can't see what happens inside your account.

But assuming other visitors are having the same experience, this is one of the first things I'd fix.

Here's why.

Someone lands on Bloom Build looking for bathroom tiles.

They browse a few collections, find something they like, and then get distracted.

Maybe their builder calls. Maybe the kids need something. Maybe they decide to think about it tomorrow.

They leave.

And unless they started checkout or gave you their email address, you've got no straightforward way to follow up with them.

That's a shame, particularly when you already have a pretty attractive offer:

3 tile samples for $5.

I'd use that offer to build a two-step popup.

First, ask visitors what they're renovating.

Bathroom, kitchen, living area or outdoor.

Once they answer, ask for their email address and introduce the sample offer.

That gives you two useful things: a way to contact them again and some idea of what they're shopping for.

Someone renovating a bathroom can receive relevant bathroom inspiration.

Someone planning an outdoor renovation can see outdoor collections.

And both can be encouraged to order samples before committing to a much larger purchase.

Here's how I'd design it.

There's something particularly interesting about your $5 sample offer.

Someone who orders three samples is doing more than browsing.

They've found tiles they like enough to pay for, and they're considering putting them somewhere in their home.

That's a pretty good indication of buying intent.

But the $5 transaction isn't where the real money is.

It's what happens afterward.

I'd build an email sequence specifically for sample buyers, timed around when their samples arrive.

The emails would help them compare what they've received, answer the questions that come up before placing a large order, and give them a reason to come back and buy the tiles they liked.

Here's an example of one of those emails.

I also went through your checkout process and received your abandonment emails.

You're already doing something right here: you're following up.

I received four emails after leaving my order unfinished.

One of them explained why Bloom Build can sell tiles for less than traditional showrooms.

I like that selling point.

But I think there's an opportunity to make the email more persuasive.

Because someone who has already added a few thousand dollars' worth of tiles to their cart probably knows what they cost.

The more interesting question is what's stopping them from completing the purchase.

Maybe they're unsure about quantities. Maybe they have delivery questions. Or maybe they're still wondering whether ordering that much tile online is a good idea.

I'd test an email that deals with those concerns and makes it easier to finish the order.

Here's what I mean.

Those are just two examples, but they illustrate how I'd approach the rest of your email marketing.

Look at what the customer is trying to do, work out what might be stopping them, and write something that helps move them toward the next purchase.

And then test whether it actually works.

Now, here's where things get interesting.

You don't need someone manually sending an email every time a customer orders samples, leaves a cart behind or receives a delivery.

Klaviyo can handle all of that.

The important part is getting the timing and the messaging right.

For Bloom Build, I'd concentrate on the journey from first visit to full tile order.

Someone discovers your website.

They join the list.

They order samples.

They find something they like.

And eventually, they place a much larger order.

Along the way, there are several opportunities to follow up automatically.

I'd start with the five automations below, then introduce the remaining two once the main customer journey is working properly.

Priority: Build and optimise flows 1–5 first, then introduce flows 6–7 as the program develops.

Here's something else I'd do.

I'd start emailing your subscribers regularly.

And no, I don't mean sending everyone a 10% discount every Tuesday.

You've got an entire catalogue of tiles, customers renovating different parts of their homes, and plenty of opportunities to give people reasons to visit the website.

Take October, for example.

Christmas is about ten weeks away.

There are probably quite a few Australians looking at their backyards right now and remembering the outdoor renovations they promised themselves they'd finish before summer.

That's an opportunity to send an email featuring your outdoor tiles.

In January, the angle might be completely different.

And throughout the year, there are customer renovations to showcase, products to introduce, design ideas to share, and questions worth answering.

I'd plan 5–15 campaigns each month around those opportunities.

But I wouldn't send all 15 to everyone.

Someone who bought samples last week needs different information from someone who finished their bathroom renovation six months ago.

The goal is to keep the broader audience interested in Bloom Build while making the more targeted emails relevant to what each person is actually doing.

Here's how I'd split the audience.