How Zettler Digital Rebuilt Maple Hill Golf's Klaviyo Flow Program
Maple Hill Golf's automated flows had gone quiet. Core lifecycle flows were missing or switched off, customer data wasn't reliably reaching Klaviyo, and a fragmented retail-and-ecommerce operation was leaving identifiable revenue uncaptured. Here's how Zettler Digital rebuilt the core lifecycle from the ground up across email and SMS.
A Golf Retailer Whose Automations Had Gone Quiet
Maple Hill Golf is a family-run, year-round golf operation that has grown into a major online golf retailer, selling across a busy ecommerce store and a physical retail location.
That kind of growth runs on systems working quietly in the background. Maple Hill's retention automation wasn't. The flows that should have been nurturing new subscribers and recovering lost sales had all but stopped.
A Program That Had Stopped Running
By the start of the engagement, the retention program had effectively stalled.
The lifecycle was down to one flow
The account was running a single browse abandonment flow with one message. The rest of the lifecycle had been deleted or switched off, so new subscribers and abandoning shoppers moved through with almost no automated follow-up.
Even that one flow barely sent
A misconfigured conditional split on the SMS side was suppressing delivery, so the little automation that remained was reaching almost no one.
Customer data wasn't reaching Klaviyo
A fragmented stack spread across the point-of-sale system, the product feed, and course operations meant reliable data wasn't piping into Klaviyo, which blocked targeted sends, audience exclusions, personalization, and post-purchase messaging.
The acquisition offer was broken
The sign-up discount wasn't redeeming correctly, quietly dampening new-subscriber capture.
Years of flow debt
Beneath the inactive program sat a pile of overlapping and obsolete flows, making the account hard to manage, audit, or trust, exactly the kind of foundation you don't want to carry into a platform migration.
The takeaway was simple: a meaningful amount of revenue was sitting in flows that simply weren't running.
Rebuilding the Core Lifecycle from the Ground Up
Rather than patch the existing setup, Zettler Digital audited the account against live data and rebuilt the core lifecycle from scratch.
Full account audit
Every flow was mapped against live data to see what was running, what was converting, and what was creating risk, before anything was rebuilt.
Core lifecycle rebuild across email and SMS
The essential flows were rebuilt as a clean, coordinated set: welcome, browse abandonment, checkout abandonment, cart, and on-site activity.
SMS delivery fixed and brought into the lifecycle
The conditional split that had been blocking sends was corrected, and SMS was built into the lifecycle as a real channel rather than an afterthought.
Acquisition mechanics fixed
The sign-up offer and pop-up were rebuilt so the discount works as intended and new subscribers are captured cleanly.
Legacy sprawl consolidated
Overlapping and obsolete flows were retired in favor of a single, documented system the team can actually manage and build on.
Rebuilt with list health in mind
The new-subscriber experience was tightened to protect deliverability and long-term engagement.
A Cleaner Foundation, Built to Scale
Doing the rebuild correctly from the start shows up right away. Maple Hill's automated program now runs on a single, documented set of live flows instead of stalled or deleted ones, with core lifecycle coverage across both email and SMS where it had been one barely-sending flow.
The rebuilt flows are already reaching far more of Maple Hill's subscribers than the previous setup did, and the new welcome experience is showing healthier list signals, with fewer early unsubscribes than before.
Marketing Manager, Maple Hill Golf
What's Next
With a clean flow foundation in place, the focus shifts to performance optimization and to supporting Maple Hill Golf through its upcoming ecommerce platform migration, keeping the lifecycle program intact and continuing to mature it through the transition.
