# CLAIR — Email Platform Setup (Klaviyo)
**Version:** 1.0 | **Date:** March 2026 | **Status:** Active
---
## Platform: Klaviyo
### Why Klaviyo
- Best-in-class segmentation for batch-drop invitation mechanics
- Native A/B testing on subject lines, send times, and content blocks
- Robust flow builder for multi-touch sequences with conditional logic
- Direct integration with GA4 for email-to-signup attribution
- GDPR/CAN-SPAM compliance built in
- Scales from Early Access (hundreds) to full launch (tens of thousands)
---
## Domain Authentication
### Sending Domain
`mail.askclair.io` (subdomain dedicated to transactional and marketing email)
### SPF (Sender Policy Framework)
Add the following TXT record to the `askclair.io` DNS:
| Type | Host | Value |
|------|------|-------|
| TXT | `mail` | `v=spf1 include:_spf.klaviyo.com ~all` |
**Verification:** Send test email → check headers for `spf=pass`.
### DKIM (DomainKeys Identified Mail)
Add the CNAME records provided by Klaviyo during domain setup:
| Type | Host | Value |
|------|------|-------|
| CNAME | `kl._domainkey.mail.askclair.io` | *(provided by Klaviyo)* |
| CNAME | `kl2._domainkey.mail.askclair.io` | *(provided by Klaviyo)* |
**Verification:** Klaviyo dashboard → Settings → Domains → Status shows "Verified."
### DMARC (Domain-based Message Authentication)
Add the following TXT record:
| Type | Host | Value |
|------|------|-------|
| TXT | `_dmarc.askclair.io` | `v=DMARC1; p=quarantine; rua=mailto:dmarc@askclair.io; pct=100` |
Start with `p=quarantine` during Early Access. Move to `p=reject` once deliverability is stable (30+ days).
### Warm-Up Schedule
| Week | Daily Volume | Audience |
|------|-------------|----------|
| 1 | 50 emails/day | Internal team + early signups |
| 2 | 200 emails/day | Waitlist segment (most engaged) |
| 3 | 500 emails/day | Full waitlist, Batch 1 invitations |
| 4+ | Uncapped | Full send capability |
---
## List Architecture
### Master List
`CLAIR — All Contacts`
### Segments
| Segment | Definition | Use |
|---------|-----------|-----|
| **Waitlist — All** | Signed up via askclair.io waitlist form | Nurture sequence, batch drop announcements |
| **Waitlist — Miami** | Waitlist + city = Miami | City-specific batch drops and content |
| **Waitlist — NYC** | Waitlist + city = New York | City-specific batch drops and content |
| **Waitlist — LA** | Waitlist + city = Los Angeles | City-specific batch drops and content |
| **Batch 1 — Invited** | Received Batch 1 invitation email | Activation tracking, onboarding |
| **Batch 2 — Invited** | Received Batch 2 invitation email | Activation tracking, onboarding |
| **Active Members** | Activated Early Access account | Engagement, retention, upsell |
| **Influencer — Comped** | Micro-influencers with free access | Separate from paid segments |
| **Referral Source** | Signed up via referral link | Track referral program performance |
| **Highly Engaged** | Opened 3+ emails in last 14 days | VIP treatment, early batch access |
| **At Risk** | No opens in 21+ days | Re-engagement campaign |
| **Acquisition — Organic** | utm_medium = social-organic or direct | Channel attribution |
| **Acquisition — Paid** | utm_medium = social-paid | Channel attribution |
| **Acquisition — Influencer** | utm_source = influencer-* | Channel attribution |
---
## Automation Flows
### Flow 1: Waitlist Welcome (Immediate)
**Trigger:** Contact added to "Waitlist — All" segment
| Step | Timing | Subject | Content |
|------|--------|---------|---------|
| Email 1 | Immediate | "You're on the list." | Welcome confirmation. What CLAIR is. What happens next. "You'll be among the first to know when invitations drop in your city." |
| Email 2 | Day 5 | "2,847 people are ahead of you. Here's how to skip the line." | Referral mechanic: share with 3 friends to move up. Social proof with waitlist count. |
| Email 3 | Day 12 | "What CLAIR sees in 20 seconds" | Feature deep-dive: compatibility analysis, red flag detection, conversation starters. Link to walkthrough. |
| Email 4 | Day 18 | "Your city is almost ready." | City-specific anticipation. "Invitations for [Miami/NYC/LA] drop soon." Referral reminder. |
### Flow 2: VIP Invitation Sequence (Batch Drop)
**Trigger:** Contact added to "Batch [N] — Invited" segment
| Step | Timing | Subject A | Subject B (A/B) | Content |
|------|--------|-----------|-----------------|---------|
| Email 1 | Immediate | "Your CLAIR invitation is ready." | "You've been selected." | Invitation with 72-hour expiration. CTA: Activate your Early Access. 50% lifetime discount prominently featured. |
| Email 2 | +24 hours | "48 hours left on your invitation." | "Don't let this expire." | Urgency reminder. Reiterate 50% lifetime discount. Social proof: "X members activated in the first 24 hours." |
| Email 3 | +48 hours | "Final 24 hours." | "Your invitation expires tomorrow." | Last-chance email. One clear CTA. "After this, you're back on the waitlist." |
| Email 4 | +72 hours (if not activated) | "Your invitation has expired." | — | Empathetic close. "We'll hold your place. Next batch drops [date]." Option to rejoin priority waitlist. |
### Flow 3: Onboarding (Post-Activation)
**Trigger:** Contact marked as "Active Member"
| Step | Timing | Subject | Content |
|------|--------|---------|---------|
| Email 1 | Immediate | "Welcome to CLAIR. Here's your first move." | Quick-start guide: upload your first screenshot, what to expect in your dossier. |
| Email 2 | Day 3 | "Your first dossier, decoded." | Tips on reading your dossier: compatibility score, red flags, conversation starters. |
| Email 3 | Day 7 | "3 things CLAIR members discover in week one." | Feature education: social media discovery, Big 5 personality analysis, coaching. |
| Email 4 | Day 14 | "You're part of something early." | Community building. Referral program: "Share with 3 friends — they get Early Access, you get [reward]." |
### Flow 4: Re-Engagement (At Risk)
**Trigger:** No email opens in 21+ days AND is Active Member
| Step | Timing | Subject | Content |
|------|--------|---------|---------|
| Email 1 | Immediate | "We miss your dossiers." | Gentle nudge. New feature highlight or product update. |
| Email 2 | +7 days | "Is CLAIR still right for you?" | Honest check-in. Link to feedback form. Option to pause or cancel. |
---
## A/B Testing Protocol
### What to Test
| Element | Test Frequency | Minimum Sample |
|---------|---------------|----------------|
| Subject lines | Every flow email | 200 per variant |
| Send time | Monthly | 500 per variant |
| CTA button text | Per flow | 200 per variant |
| Email length (short vs. detailed) | Quarterly | 500 per variant |
| Personalization (city, name) vs. generic | Once, early | 300 per variant |
### A/B Test Setup in Klaviyo
1. Navigate to Flows → select email step → Enable A/B test
2. Set variant split: 50/50 for subject lines, 20/80 for riskier content tests
3. Winning metric: Open rate for subject lines, click rate for content/CTA
4. Auto-select winner after 4 hours (for time-sensitive batch drops) or 24 hours (for nurture)
5. Document results in weekly performance dashboard
### KPI Targets
| Metric | Target | Action Threshold |
|--------|--------|-----------------|
| Open rate | 45%+ | Below 35%: review subject lines, check deliverability |
| Click rate | 12%+ | Below 8%: review CTA placement and copy |
| Unsubscribe rate | < 0.5% | Above 1%: review send frequency and content relevance |
| Spam complaint rate | < 0.1% | Above 0.05%: audit list sources, review content |
| Bounce rate | < 2% | Above 3%: clean list, check domain auth |
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## Compliance
| Requirement | Implementation |
|-------------|---------------|
| CAN-SPAM | Physical address in footer, unsubscribe link in every email, accurate "From" name |
| GDPR | Double opt-in for EU contacts, data deletion on request, privacy policy link in footer |
| CCPA | "Do not sell" link in footer for California contacts |
| Unsubscribe | One-click unsubscribe in header (RFC 8058), link in footer |
| Consent record | Klaviyo stores timestamp, source, and IP for every opt-in |
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*CLAIR — Dating, Decoded. | askclair.io | Early Access 2026*