Building a Bilingual Email Lifecycle System From the Ground Up
Perspectives on marketing, branding, performance, and digital experiences - from the that&co team and industry leaders.
Client Winthera — premium health & recovery brand (Europe)
Industry Health, Wellness & Recovery Technology
Platform Klaviyo + Shopify | Sending domain: sales@winthera.com
Languages English + German (full bilingual implementation)
Services Email Strategy, Copywriting, Design, Klaviyo Build, Segmentation, QA & Reporting
The Brief
Winthera is a European health and recovery brand offering cold therapy, heat therapy, and light therapy systems for health-conscious consumers. Their audience spans both English and German-speaking markets across Europe, with products positioned at a premium price point requiring considered purchase decisions.
Winthera had no email marketing infrastructure in place — no lifecycle flows, no segmentation, no automated customer journey. They needed a complete retention marketing system built from scratch: strategy, copywriting, design, bilingual implementation, and a Klaviyo environment configured for long-term scalability.
What We Delivered
- Full lifecycle strategy — Mapped the complete customer journey from first subscription through winback. Defined 7 core flows (Welcome, Browse Abandonment, Abandoned Cart, Abandoned Checkout, Post-Purchase, Cross-Sell, Winback), each with trigger logic, send timing, sequencing, and KPIs.
- 30 emails written — Created all subject lines, preview texts, and full body copy for every email across all 7 flows. Copy was built around a health-education-first approach: building trust, addressing objections, delivering social proof, and guiding conversion — not hard selling.
- Bilingual design & build — Designed all 30 emails in Figma (Version 1: English), then created Version 2 with client-provided German translations. Both versions were built end-to-end in Klaviyo with identical flow logic, timing, and triggers.
- Klaviyo infrastructure — Set up the full ESP environment from scratch: DNS configuration for sales@winthera.com, flow triggers, suppression logic to prevent over-messaging, event validation, and deliverability best practices including list warming.
- 15 audience segments — Built a complete segmentation framework: suppression segments, engagement-based send tiers (30/60/90-day), purchase-based segments (first-time, repeat, VIP), and winback/sunset targeting. Every segment has a defined purpose and use case.
- Campaign framework — Delivered a campaign strategy with send cadence and four reusable templates (Promo, Education, Launch, Soft-Sell) so the Winthera team can run ongoing campaigns independently.
- QA & reporting — Verified all 60 emails (EN + DE) for trigger logic, links, merge tags, responsive rendering, and language accuracy. Built flow revenue tracking documentation and scheduled a 30-day post-launch performance review.
The Result
30 Emails Written | 7 Lifecycle Flows | 60 Emails Built (EN + DE) | 15 Segments
Winthera went from zero email infrastructure to a fully operational, bilingual retention marketing system. Seven automated flows now guide customers from first touch to repeat purchase and winback — in both English and German — without the team lifting a finger.
The segmentation framework ensures the right message reaches the right audience at the right time, while suppression logic protects sender reputation and prevents fatigue. The campaign templates and reporting infrastructure give the Winthera team everything they need to scale their email program independently from here.
Winthera now has a retention marketing engine that works around the clock in two languages — educating prospects, recovering abandoned revenue, nurturing customers post-purchase, and reactivating lapsed buyers. Every email, every segment, and every flow was built to convert.
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