Pepperoni
made properly.
Marketed the same way.
A focused retention strategy built around how customers actually buy, D2C, Grocery, Trade, and Low-Intent. Fewer, sharper plays. Measurable commercial impact in ninety days.
Executive summary.
The thesis, the shape of the work, and the outcome we'll prove in ninety days.
PROPERONI sells to four different customers through one database. We'll treat them as four, with a focused retention engine that lifts D2C revenue, strengthens grocery pull-through, and protects trade relationships.
A growing list, mixed intent, and inconsistent consent are diluting performance and risking deliverability. The window to build foundations is before scale, not after.
A tightly scoped 90-day programme: four audiences, eleven priority flows, one consent framework, and one calendar, paced by intent, not volume.
Measurable lift in D2C revenue, trade re-engagement and list health , and the evidence base to decide whether to scale.
Four audiences.
One database, four customers. Each gets its own intent, cadence and outcome.
Direct Consumer
Why · Buys from the website. Revenue and retention live here.
Plan · Welcome, replenishment, winback. Personalised offers and content.
Outcome · Higher repeat rate and customer lifetime value.
Retail Shopper
Why · Buys Properoni in store. Engagement supports sell-through.
Plan · Recipe content, where-to-buy, retailer-aware updates.
Outcome · Stronger pull-through and category visibility.
Trade Buyer
Why · Chefs, operators, distributors. Relationships, not blasts.
Plan · Seasonal opportunities, account-level care, considered cadence.
Outcome · Larger, more frequent account orders.
Low Intent
Why · Unknown or disengaged. Risk to deliverability if mis-sent.
Plan · Re-permission, qualification, sunset.
Outcome · A cleaner, more contactable list.
Content & calendar.
A monthly rhythm paced by audience intent, not arbitrary send quotas.
Best sellers · Bundles · Recipes · Brand stories
→ Revenue & retention
Recipe inspiration · Where to buy · Seasonal moments
→ Retail pull-through
Seasonal menus · Product & category updates
→ Account growth
Re-permission · Preference confirmation
→ List hygiene
5 Midweek Pizza Recipes
→ Retail sell-through
Best Sellers Collection
→ Revenue
Summer Menu Inspiration
→ Account orders
Where to Buy This Month
→ Retailer purchases
Bundle & Save Collection
→ AOV uplift
New Recipe Drop
→ Engagement & repeat purchase
Seasonal Recipe Feature
→ Retail engagement
Weekend Offer
→ Conversion spike
Re-permission Prompt
→ List hygiene
Product & Category Update
→ Trade relationships
Brand Storytelling
→ Brand affinity
Month-End Recipe Roundup
→ Retail pull-through
Plan to audience intent, not to a channel quota. Every send should earn its place by audience, moment and commercial purpose.
Automation strategy.
Eleven priority flows in Phase 1, focused where commercial impact is highest.
Automation should support customer relationships and commercial objectives, not simply increase message volume.
Six D2C, three Grocery, two Trade. Built once, audience-aware, with governance in the foundation rather than bolted on.
- 01Welcome
- 02Cart Abandonment
- 03Browse Abandonment
- 04Post Purchase
- 05Replenishment
- 06Winback
- 01Retail Welcome
- 02Recipe Nurture
- 03Retail Updates
- 01Trade Welcome
- 02Seasonal Opportunities
- 03Trade Reactivation
Consent & data.
Compliance and list quality treated as a foundation, not an afterthought.
We build on the audience we can legitimately reach, protecting deliverability, trade trust and the brand's long-term right to the inbox.
Stronger deliverability, higher engagement, and a sustainable lifecycle foundation that withstands future growth.
Contactable, not total
Strategy and forecasts are built on subscribers with valid marketing consent, not raw database size.
Audit & cleanup
Consent audit, suppression logic, and database hygiene before scale.
Re-permission
Targeted campaign to reconfirm dormant contacts, keep the willing, retire the rest.
Governance
Clear rules, documented ownership, and ongoing deliverability monitoring.
Ways of working.
A collaborative, transparent partnership. PROPERONI owns the brand; we deliver the engine.
- →Strategy, planning and reporting
- →Copy, design and Klaviyo build
- →QA, deliverability, governance
- →Commercial priorities and brand
- →Product launches and trade context
- →Final approvals and strategic direction
| Submission | 5 days before send |
| Feedback | Within 2 days |
| Revisions | Within 1 day |
| Final approval | 1 day before launch |
PROPERONI owns brand, messaging and strategic direction. Our role is the strategy, execution and technical expertise to deliver it.
90-day roadmap.
Foundations, activation, proof. A scaling decision based on evidence.
Foundations
- ●Consent audit & cleanup
- ●Fix signup forms & suppression
- ●Audience architecture in Klaviyo
Activation
- ●Launch 11 priority flows
- ●Re-permission campaign
- ●First audience-led calendar
Proof
- ●Optimise on live performance
- ●Reporting & deliverability review
- ●Decision on scale
Success metrics.
Four pillars. Reviewed at 90 days against agreed targets, set together at kickoff.
D2C revenue
Attributed revenue, repeat rate, LTV
Trade engagement
Account reactivation and enquiry quality
Grocery relevance
Recipe & where-to-buy engagement
List health
Contactable rate, deliverability, complaint rate
Performance is reviewed against agreed KPIs before any decision to expand frequency, add automations, introduce SMS, or scale scope. Evidence first.
From strategy to
live execution.
You already have the full Klaviyo audit and a clear view of what's working, what's leaking revenue, and what needs to be improved.
The next step is simply execution. If you decide to move forward, we take the audit recommendations and immediately begin implementation across your email system, starting with the highest-impact fixes first, then building out a structured retention engine designed to increase repeat revenue and campaign performance.
There's no additional discovery phase or rework of what's already been reviewed. Everything is already mapped. We now just move into building and optimising.
The audit is complete. Everything is already mapped, no rework, no repeated questions.
We start with the fixes that recover revenue fastest, then build out the retention engine.
Once confirmed, we agree on start timing and move straight into building and optimising.