Night routine guide
Your AI retention strategist, in Slack
Phoebe does the 90%. Your strategists do the 10%.
An AI coworker that thinks like a senior email and SMS strategist. She knows every client account, finds what's holding each one back and hands your team the audit, the plan, the brief and the report.
# northbound-internal4 members, Phoebe
PhoebeAPP
Morning. Daily check on Northbound: 14 live flows all sending. One issue: email 3 of the welcome series has a broken product link since Friday's theme update. I've fixed it in Klaviyo and logged it in ClickUp.
Fixed and logged
S
Sam
@Phoebe repeat rate has been sliding since August. What's going on, and what should we do first?
PhoebeAPP
First-to-second purchase is the constraint. 90-day repeat rate is 14.2%, down from 17.8% a year ago, and almost all of the drop is first-time buyers of the Trail range. Fixing it is worth £96k to £148k a year.
Full review attached, with the three moves I'd make this month.
Northbound: constraint reviewPDF, 9 pages
S
Sam
That's exactly it. Taking this into Thursday's client call.
🔥 2🙌 1
Connects to the retention stack
KlaviyoShopifyHiroRechargeSkioFigmaAsanaClickUp
Your best strategists are buried in work a strategist shouldn't be doing
Audits, reports, calendars, briefs and checks eat the week. Senior thinking ends up spread across too many accounts, and great strategists are hard to hire. Phoebe takes the 90% so your people can spend their time on the part only they can do.
Phoebe
Your strategist
A strategist, not a chatbot
Phoebe works the way your best people do. She lives where the team talks, remembers everything about every account, works to a method and speaks up before anyone asks.
Lives in Slack
She works in your internal channels and listens in client channels to pick up context. Nothing new to open, nothing new to learn.
Remembers every account
Business model, goals, trading calendar, offer rules, history, every test run and what works creatively. The longer she works an account, the sharper she gets.
Finds the one thing worth fixing
Every account is diagnosed across the Seven Pillars of Retention. Phoebe finds the stage where improvement is worth most and sizes it in the account's own currency.
Speaks up first
She spots problems and opportunities and raises them without being asked.
Hands over finished work
Not answers to copy into a doc. Phoebe produces the audit, the forecast, the roadmap, the calendar, the brief and the client report, ready to use or send.
How she works an account
The same method, every account, from the day you connect it. Built and proven on live client work, and flexible enough to follow your agency's own processes.
- 1
Onboards
Connects the tools, pulls the data first, then builds an onboarding form tailored to what's missing. Out comes a full account profile.
Account profile - 2
Audits
History, deliverability, flows, campaigns, segmentation, list growth and testing, broken down by product and customer cohort.
Day-zero audit - 3
Finds the constraint
Diagnoses all Seven Pillars and finds the stage where improvement is worth most.
Constraint review - 4
Sets goals
Conservative, mid and stretch targets for each pillar, what each is worth and how long it will take.
Forecast - 5
Builds the roadmap
Goal, quarterly milestones, projects, monthly initiatives. Every piece of work traces back to a target.
Roadmap - 6
Prioritises against real capacity
Scores work on impact, confidence and effort, always makes room for quick wins and says plainly what to pause.
Priority list - 7
Runs and reviews
Calendars, briefs, builds, tests and QA, with daily checks, weekly and monthly reviews, quarterly milestones and a yearly audit.
The work, every week
See what she hands over
Real moments from a week of agency work, across three client accounts.
PhoebeAPP
Harlow's day-zero audit is done. The headline: 61% of email revenue comes from flows built in 2023 and untouched since, and four of them are under benchmark.
The 90-day fixes are on page 2. Nothing in there needs new creative.
Harlow Skin: day-zero auditPDF, 14 pages
DeliverabilitySpam rate and authentication healthyHealthy
Flows4 of 11 below benchmark, welcome series the worstFix first
CampaignsUnengaged profiles getting 3 sends a weekAt risk
SegmentationNo lifecycle or subscriber-stage segmentsAt risk
List growthPop-up converting at 1.9% of visitorsOpportunity
TestingNo tests run in the last 8 monthsOpportunity
3 monthsRebuild welcome and replenishment flows
6 monthsLifecycle segments and a testing rhythm
12 monthsSubscriber retention programme
PhoebeAPP
I've mapped Pell & Co across the Seven Pillars. The constraint is prospect conversion: 2.1% of new subscribers buy within 30 days, against 4% or more for comparable homeware brands.
Three targets below. I'd commit to mid with the client and work towards stretch internally.
| Target | Conversion | Worth a year | Time to hit |
|---|---|---|---|
| Today | 2.1% | n/a | n/a |
| Conservative | 2.8% | £41k | 3 months |
| Mid | 3.4% | £79k | 4 months |
| Stretch | 4.0% | £114k | 6 months |
Assumes sign-up volume holds at the 12-month median and first order value stays in line with this year. Q4 is excluded from the baseline so Black Friday doesn't inflate it.
PhoebeAPP
Q4 plan for Northbound is in Asana. With Sam on this account three days a week, I've cut it to what fits.
Do the Trail buyer post-purchase rebuild and the replenishment reminder. Pause the SMS welcome rebuild until January, because Black Friday needs the build time more.
Goal90-day repeat rate from 14.2% to 16.5% by March
Q4 milestoneFirst-time Trail buyers repeating at 15% or better
| Initiative | Impact | Confidence | Effort | Call |
|---|---|---|---|---|
| Trail post-purchase rebuild | High | High | Medium | Do |
| Replenishment reminder at day 45 | Medium | High | Low | Quick win |
| Black Friday segmentation | High | High | Medium | Do |
| SMS welcome rebuild | Medium | Medium | High | Pause |
PhoebeAPP
November calendar for Harlow is in Asana with briefs attached. Black Friday early access goes to subscribers first, then VIPs, and the week opens with an education send to warm the list up.
Education sends drove Harlow's best repeat rate last quarter, so I've kept one a week throughout.
Mon
Tue
Wed
Thu
Fri
Sat
Sun
23
24
Early access: subscribers
25
Early access: VIPs
26
Serum restock
27
Black Friday
BF SMS
28
Founder note
29
Last chance
ProductOfferEducationCommunity
PhoebeAPP
The replenishment timing test has finished. Day 21 reminders beat day 30, and the result is proven, not directional.
I'll switch the flow to day 21 tonight unless you'd rather wait.
Switch tonightWait
Proven
Directional
Inconclusive
Control
Reminder at day 30
11.8%reorder rate, 4,312 recipientsVariant
Reminder at day 21
14.6%reorder rate, 4,288 recipientsWhy it's proven: it needed 4,200 recipients per arm at Harlow's volume and got there. Median order value didn't move, so the lift isn't a handful of big baskets.
J
Jo, Northbound
Heads up, the Trail jacket in black is out of stock until 20 November.
PhoebeAPP
Thanks Jo. It features in three places this week. Thursday's campaign now leads with the Ridge jacket, and the other two are handled. Full detail is with the team.
Thursday campaign heroSwapped to the Ridge jacket. Same price point, in stock in all sizes.
Browse abandonment, email 2Product block now filters out of-stock variants.
Winback test, variant BPaused. It's built around the black jacket. Resume on 20 November or reshoot?
Resume on 20 NovBrief a reshoot
PhoebeAPP
Browse abandonment v2 is built in Klaviyo as a draft. Three emails, split by first-time and returning visitors, using Ella's designs from Figma.
QA passed 26 of 27 checks. The one to look at: the discount in email 3 expires before the flow's last send window. Want me to extend it to 7 days?
Extend and go liveReview first
26/27
Pre-send QA
Links, UTMs, alt text, dynamic content, sender, timing and discount rules checked.
Links, UTMs, alt text, dynamic content, sender, timing and discount rules checked.
J
Jo, Northbound
How did last week's Black Friday preview email do?
PhoebeAPP
£12,480 from 31,914 recipients, the best preview send this year. One £1.9k order is in there, so the typical result is closer to £10.6k.
I'm Phoebe, the team's AI strategist. Ask me for numbers any time and Sam will pick up anything bigger.
Weekly update, 16 to 22 November
Performance for the week
> Email and SMS revenue £61.3k, 34% of total
> Flows 58%, campaigns 42%
> Median campaign revenue per recipient £0.14, up from £0.11
Done last week
> Trail post-purchase flow live
> Black Friday segments built and checked
This week
> Early access Tuesday, full launch Friday
> Replenishment test reads on Thursday
Approve and postEdit
She does the work. You make the calls.
Phoebe is confident, not reckless. She'll push back when the data says so, and anything that reaches a customer waits for a person to approve it.
Approval before anything goes liveFlows, campaigns and changes to customers wait for a yes.
Always open that she's an AIShe sounds like a teammate, and never pretends to be one.
Only the channels she's invited toNo invite, no access.
Every account kept separateOne client's data never informs another's.
E
Ella
@Phoebe send the Black Friday early access to the whole list tomorrow morning.
PhoebeAPP
I'd hold off on the whole list. Gmail spam complaints are at 0.24% this week, close to Google's 0.3% limit, and 82k of the list hasn't opened in 180 days.
Send to engaged 90 days tomorrow, then widen on Thursday if complaints hold?
Do thatSend to everyone
E
Ella
Good catch. Do that.
Built for teams running retention
Agencies
10 accounts or 50, every one gets senior thinking
Strategy quality stops depending on how many senior people you have. One Phoebe seat per client account, working alongside the team you already have.
In-house
A senior strategist for the CRM team
For ecommerce brands of any size that need sharper retention thinking without another senior hire.
Built on live client work, not theory
Phoebe's retention method was built and proven on live accounts at Titan, a Klaviyo Platinum Partner agency. Every audit, forecast and test read follows the way senior strategists actually work, adapted to each agency's own processes.
JJakeRetention strategy and the method behind Phoebe
RRakaEngineering and the platform Phoebe runs on
Questions
Is Phoebe a person?
No. She works like a member of the team and writes like one, but she never pretends to be human. If a client asks, she tells them she's an AI.
Does she replace our strategists?
No. She takes the audits, reporting, planning, briefs and checks so your strategists can focus on clients, judgement calls and creative bets. Your team's capacity still decides how much gets delivered. Phoebe decides where the focus should go.
Which tools does she connect to?
Slack, Klaviyo, Shopify, Hiro, subscription platforms like Recharge and Skio, sign-up form tools, Figma, Asana and ClickUp.
Will she follow our agency's way of working?
Yes. Her methods are defaults, not rules. She adapts to your processes, templates, naming and reporting formats.
How does she get to know a new account?
She connects the tools and pulls the data before asking anyone anything, then sends a short onboarding form for what the data can't tell her. From there she builds the account profile and keeps it current as she works.
Can she build in Klaviyo?
Yes. She builds flows and campaigns as drafts, runs pre-send QA and waits for approval before anything goes live.
How is it priced?
Per client account. Book a demo and we'll walk you through it.
Give every account a senior strategist
See Phoebe work one of your accounts. Leave your email and we'll set up a demo.