Email and SMS marketing that earns from the list you already paid for.
Owned channels are the cheapest revenue you’ll ever earn. Built right, email + SMS keep earning from a list you already paid for, at near-zero marginal cost. Built wrong, they’re noise in an inbox.
The eight core flows every brand needs.
If these aren’t running, the list you already paid for is sitting idle.
Welcome series
3-5 emails over 7 days. First impression. Brand story. Best-seller intro. Conversion offer. Usually the highest revenue-per-send sequence in the whole account.
Abandoned cart + browse
SMS + email combo within 1 hour, 24 hours, and 72 hours. Recovers carts that would otherwise vanish: the highest-intent audience you already own, sent back to a checkout built to close.
Post-purchase
Order confirmation → shipping → delivery → review request → cross-sell. Turns one-time buyers into repeat buyers, the cheapest repeat revenue in the business.
Winback / churn recovery
30/60/90/120-day lapsed customers. Tiered offer escalation. Recover customers cheaper than acquiring new ones.
VIP / high-LTV nurture
Top 10% by LTV get early access, exclusive offers, and personal touch. Keeps your best customers from churning to a competitor.
Replenishment
For consumables: time-based reminders calibrated to your product cycle. Captures repeat purchase intent the moment it forms.
Cross-sell / upsell
Triggered by SKU. Customers who bought X get sequenced to Y within 14 days. More revenue from a customer you already paid to acquire.
Weekly campaigns
Segmented broadcast emails: new arrivals, restocks, education, founder content. The cadence that keeps the list warm without burning it out.
Platform stack Kova runs.
Not platform-agnostic. Platform-opinionated. These are the tools the work runs on.
Klaviyo (email)
Deep segmentation, predictive analytics, integrated SMS. The standard for serious DTC. Full migration support if you’re on Mailchimp or Active Campaign.
Postscript (SMS)
Compliance-first SMS for North America. Welcome SMS, cart recovery, broadcast campaigns. Higher click rates than email when used surgically.
Attentive (alternative SMS)
For larger lists where Postscript economics flip. Kova migrates when it makes sense.
The build, by the numbers.
The lifecycle build, piece by piece.
Everything below ships inside your Klaviyo account, owned by you and compounding for you.
- 01
Full account audit
Deliverability, list health, flow coverage and revenue attribution scored, with every gap named before anything gets built.
- 02
7 core flows, rebuilt
Welcome, browse abandonment, cart abandonment, checkout rescue, post-purchase, winback and sunset, written to convert in the same brand voice as your ads.
- 03
Campaign calendar
4-8 revenue campaigns a month, planned around launches, inventory and seasonality, using the creative angles already winning in paid. Never spray-and-pray blasts.
- 04
Segmentation architecture
VIPs, fence-sitters, category buyers, at-risk cohorts, so the right message reaches the right person automatically.
- 05
Deliverability hardening
Domain warm-up, engagement pruning and sunset policies so your revenue channel never lands in spam.
- 06
Monthly revenue-share report
Exactly what share of total revenue email and SMS drove, flow by flow, measured against your own last month, not a benchmark.
Why this changes your math.
Revenue from a list you already paid for
Every address on it was bought once. Lifecycle keeps that acquisition spend earning after the first order.
LTV that funds acquisition
Post-purchase and winback flows raise repeat rate, and brands with strong LTV can outbid everyone for the first sale.
Calmer CAC, calmer founder
When owned revenue carries a real share of the month, a rough week on paid stops being an existential event, and your ad budget decisions get calmer too.
Questions, answered.
Which platforms do you build on?
How much revenue should owned channels drive?
Will this hurt our deliverability?
Where this discipline does the most work.
The mechanism is the same everywhere, but what breaks first is not. Each playbook below sets out what actually goes wrong in that vertical and what gets built to fix it.
Sitting on a cold list?
Apply, and Kova reviews your flows and your list health before any call, then names what is switched off that should be earning.