MAC Energy — Lifecycle GTM Plan

1 Timeline Overview

Everything works backwards from June 11 (fight day demand spike) with cushion built in at every milestone.

Setup Sprint

May 11–15

Klaviyo account
DNS authentication
SMS setup
Form design brief

Capture & Warm

May 15–31

Signup form live
Welcome flow on
Warmup sends
Hype blasts (2–3x/wk)

Flows Go Live

June 1–8

All ecomm flows on
Abandoned cart
Post-purchase
Browse abandonment

Full Send

June 11

Fight day blast
Max volume SMS
All systems go

Detailed Milestones

May 12

Klaviyo account created, DNS records generated & sent

MH1

May 13

DNS verified (DKIM, SPF, tracking domain). SMS enabled.

Sparky/Zach • 2 days cushion

May 14

Signup form built and tested on staging

MH1 • 1 day cushion

May 15 — Placeholder site live

Form collecting emails + SMS opt-ins

Zach

May 16

Welcome flow live (pre-launch version)

MH1

May 17–19

First warmup sends & first hype campaign

MH1

May 22–29

Hype campaigns (3 sends), warmup scaling

MH1

May 28

All ecomm flows built in draft, ready for QA

MH1 • 4 days cushion

May 29–30

Shopify × Klaviyo integration tested. Transactional emails branded.

Zach + MH1 • 2–3 days cushion

June 1 — Ecomm site live

All flows activated

Zach

June 2–4

Verify abandoned cart + post-purchase flows with real orders

MH1

June 5

Fight day campaign sequence loaded and scheduled

MH1 • 6 days cushion

June 8

All flows QA complete, no known issues

MH1 • 3 days cushion

June 11 — Fight Day

Full send. Email + SMS at max volume. All systems go.

MH1

2 Account Setup & DNS

Klaviyo Account Setup (May 12)

Plan: Klaviyo Email + SMS plan. Free tier to start (250 contacts / 500 sends / 150 SMS). Upgrade as list grows past 250.

Create Klaviyo account Done
Update business name & physical address (need from Jordan by May 14)
Update phone number & sender email (need from Jordan by May 14)
Update brand styling section — logo, colors, fonts (need from Jordan by May 14)
Install Klaviyo × Shopify integration (once store is ready)
Set reply-to: monitored inbox (not noreply)
Create master email template matching brand guidelines

Sending Domain & Sender Identity

Website: drinkmac.com

Klaviyo best practice is to send from a subdomain of your main domain — not the root domain itself. This protects the main domain’s reputation: if email deliverability takes a hit during warmup or a high-volume send, it won’t affect drinkmac.com’s domain reputation for web, SEO, or transactional email.

The subdomain is what gets authenticated with DKIM/SPF and what shows after the @ in every email. It should feel on-brand — not generic mail. or send. nonsense.

Subdomain Options

Option	Sending Domain	Example Sender	Vibe
A (rec)	`fuel.drinkmac.com`	MAC Energy <team@fuel.drinkmac.com>	Action-oriented. “Fuel” = the product promise. Clean in inbox.
B	`rounds.drinkmac.com`	MAC Energy <team@rounds.drinkmac.com>	Fight culture nod. Rounds = energy rounds, fight rounds. Double meaning.
C	`camp.drinkmac.com`	MAC Energy <team@camp.drinkmac.com>	Training camp energy. Discipline, prep, grind.
D	`ring.drinkmac.com`	MAC Energy <team@ring.drinkmac.com>	Octagon / boxing ring. Where the action happens.
E	`corner.drinkmac.com`	MAC Energy <team@corner.drinkmac.com>	Your corner = your team. Fight corner. “We’re in your corner.”
F	`octagon.drinkmac.com`	MAC Energy <team@octagon.drinkmac.com>	Bold UFC tie-in. (Verify no trademark issues with “octagon.”)

Recommendation: fuel.drinkmac.com — it’s short, immediately says “energy,” and works in every context (marketing, flows, transactional). “Fuel” is brand-safe, won’t age poorly, and reads clean in an inbox preview.

For the sender name, use “MAC Energy” for all standard sends. For fight day, launch, and personal messages, switch sender name to “Conor × MAC Energy” — same subdomain, different display name. The contrast makes those sends feel special.

Tracking Domain

Separate from the sending subdomain, Klaviyo also needs a tracking subdomain for branded click tracking URLs. This should be neutral:

trk.drinkmac.com or click.drinkmac.com — subscribers rarely see this, so brand flavor doesn’t matter here.

DNS Authentication

Once the sending subdomain is chosen, we need these DNS records added to drinkmac.com:

Record Type	Purpose	Where to Add
CNAME ×2	DKIM signing for the sending subdomain (e.g., `fuel.drinkmac.com`)	DNS provider for drinkmac.com
CNAME ×1	Tracking subdomain (e.g., `trk.drinkmac.com`)	Same DNS provider
TXT ×1	DMARC on root domain — `v=DMARC1; p=none;` (monitor mode to start)	Same DNS provider

Decision needed: GoDaddy access vs. Sparky
Option A (faster): Get GoDaddy login → MH1 adds records directly → verified same day.
Option B: Generate records from Klaviyo → send formatted list to Sparky → they add → we verify.

Recommendation: Option A. DNS is time-sensitive — every day of delay compresses warmup.

3 Domain Warmup Plan

New sending domains need warmup to build sender reputation with Gmail, Yahoo, Outlook. Sending too much too fast = spam folder.

Phase 1: Seed

May 17–19 (3 days)

Internal team + known contacts
50–100 emails/day
Generate opens/clicks for ISPs

Phase 2: Small List

May 19–25 (7 days)

Early form subscribers
250–1,000 per send
3x/week (Mon, Wed, Fri)

Phase 3: Growth

May 26–31 (6 days)

Scale to full list
3–4x/week
Countdown + flavor reveals

Phase 4: Full Volume

June 1+

All flows active
Campaigns at full cadence
Ready for fight day volume

Warmup Rules

Always send to most engaged first. Klaviyo’s “Engaged” segment goes first during warmup.
Monitor bounce rate every send. If bounce > 2%, pause and investigate.
Monitor spam complaints. If > 0.1%, reduce volume and check content.
No purchased/cold lists. Only send to opted-in subscribers.
Consistent sender identity. Same “from” name and address every time.

If warmup is compressed (DNS delayed): Skip Phase 1, compress Phase 2+3 into 10 days, accept slightly lower inbox placement for first sends, prioritize Gmail subscribers.

4 Email Capture & Forms

Primary Signup Form (Ready May 14)

Placement: Popup on placeholder site + embedded form in hero section

Element	Spec
Popup trigger	5-second delay (mobile) / exit-intent (desktop)
Headline	“Be First to Try MAC Energy”
Subhead	“Get early access, exclusive drops, and fight week deals.”
Fields	Email (required), Phone/SMS (optional, separate checkbox), First name (optional)
CTA	“I’m In” or “Get Early Access”
Incentive	Early access positioning (not discount). Optional: “First 1,000 get [X]”
Post-submit	Thank you + social links + “Share with a friend who trains”

TCPA-compliant SMS opt-in language (required on form):
“By checking this box, you agree to receive recurring automated marketing text messages from MAC Energy at the phone number provided. Consent is not a condition of purchase. Msg & data rates may apply. Reply STOP to unsubscribe.”

Secondary Capture Points

Location	Type	When
Footer	Embedded form	May 15
Blog / content	Inline form	When content exists
Checkout	Checkbox opt-in	June 1
Post-purchase	“Stay in the loop” CTA	June 1
Social bio links	Direct link to form	May 15

Referral Mechanic (Optional)

Add referral program to thank-you page: “Share your unique link — top referrers get [exclusive merch / free case / VIP access].” Tools: Viral Loops, KickoffLabs, or custom Klaviyo logic.

Recommendation: Only if there’s bandwidth. Don’t let referral complexity delay the May 15 form launch.

5 Pre-Launch Campaign Calendar

All May campaigns are warmup + hype. No selling (nothing to sell yet). Goal: build the list, warm the domain, create anticipation.

May 15–31: Hype Sequence

#	Date	Subject Line	Content
1	May 19	“Something big is coming”	Brand tease. McGregor silhouette. “You’re on the list.”
2	May 22	“Built for rounds. Built for reps.”	Voice intro. Confidence, craft, competition.
3	May 26	“The countdown starts now”	Flavor tease or product shot. “Launching [date].”
4	May 29	“Your first look”	Product reveal. Pack shots, flavor lineup.

June 1–11: Ecomm Launch → Fight Day

#	Date	Subject Line	Content
5	June 1	“We’re live. Shop now.”	Launch announcement. Hero product. Shop CTA.
6	June 3	“What’s in the can”	Ingredients, formulation, trust-building.
7	June 5	“Fight week is coming”	McGregor content. June 11 countdown.
8	June 8	“[Name], have you tried it yet?”	Social proof. Targeted at non-buyers.
9	June 10	“Tomorrow changes everything”	Fight day eve. Maximum hype.
10	June 11	“Fight day. Fuel up.”	Fight day blast. Full send. Email + SMS.

SMS Campaigns

#	Date	Message
1	May 19	MAC Energy: You’re on the list. Something big drops soon. Stay tuned.
2	June 1	MAC Energy is LIVE. Shop now → [link] Free shipping on launch orders.
3	June 11	It’s fight day. Fuel up → [link] MAC Energy — co-founded energy.

6 Shopify × Klaviyo Triggered Flows

Every flow must be built by May 28 and live by June 1 when ecomm launches.

Flow 1: Welcome Series Live May 16

Trigger: Added to “MAC Energy Newsletter” list | Filter: Has NOT placed an order | 4 emails + 1 SMS over 7 days

SIGNUP Immediately → Email 1: “Welcome to MAC Energy” Confirm they're in. Incentive if post-launch. CTA: social / shop. +1 hour → SMS 1: “Welcome. You're on the inside.” +2 days → Email 2: “Why MAC Energy exists” Brand story. Co-founded, not endorsed. Irish craft meets discipline. +4 days → Email 3: “What's in the can” Product education. Ingredients, caffeine, flavors. Social proof. +7 days → Email 4: “Your move” Conversion push. Split on Email 3 engagement. Exit to campaign list.

Flow 2: Abandoned Cart Live June 1

Trigger: Shopify Started Checkout | Filter: No order in 4h, NOT in Welcome | 3 emails + 1 SMS over 3 days

STARTED CHECKOUT → No purchase in 1 hour +1 hour → SMS 1: “Left something behind? Your MAC Energy is waiting.” +4 hours → Email 1: “You left this behind” Cart contents + product image. No discount yet. +24 hours → Email 2: “Still on your mind?” Social proof, reviews, objection handling. +72 hours → Email 3: “Last call” SPLIT: Cart ≥$75 → 10% off. Cart <$75 → urgency only.

Expected recovery: 5–12% of abandoned carts. Should drive 25–35% of total flow revenue.

Flow 3: Browse Abandonment Live June 1

Trigger: Klaviyo Viewed Product | Filter: No add-to-cart in 2h | 2 emails over 2 days. No SMS.

VIEWED PRODUCT → No add-to-cart in 2 hours +2 hours → Email 1: “Caught your eye?” Dynamic product block. “Take Another Look.” +24 hours → Email 2: “Here's why people love it” Social proof + cross-sell recommendations.

Flow 4: Post-Purchase — First-Time Buyers Live June 1

Trigger: Shopify Placed Order | Filter: Order count = 1 | 5 emails + 1 SMS over 30 days

FIRST ORDER PLACED Immediately → Email 1: “Order confirmed — you made a good call” Order details + brand personality. “Welcome to the roster.” +3 days → SMS 1: “Your MAC Energy just landed. Let us know what you think.” +5 days → Email 2: “How to get the most out of MAC Energy” Usage tips. Cross-sell other flavors / subscription. +14 days → Email 3: “How's your MAC Energy?” Check-in. Review request. Huge for social proof. +21 days → Email 4: “Your next order is calling” Cross-sell or reorder. Singles → variety pack. Pack → subscription. +30 days → Email 5: “Running low?” Replenishment. Free shipping on reorder or loyalty intro.

Flow 5: Post-Purchase — Repeat / VIP Live June 1

Trigger: Shopify Placed Order | Filter: Order count ≥ 2 | 3 emails over 14 days

REPEAT ORDER PLACED Immediately → Email 1: “You're back. We like that.” VIP tone. Refer-a-friend CTA. “You're officially a regular.” +7 days → Email 2: “Insider access” Early access to new flavors, limited editions, fight week specials. +14 days → Email 3: “Keep the momentum” Subscription pitch. “Never run out. Save X%.”

Flow 6: Replenishment / Reorder Live June 1

Trigger: Shopify Fulfilled Order + time delay by product | Filter: NOT subscribed | 2 emails + 1 SMS

ORDER FULFILLED Delay by pack size: Single/4-pack → +7 days | 12-pack → +25 days | 24-pack → +50 days Email 1: “Time to restock?” One-click reorder link. “Based on your last order, you might be running low.” +3 days → Email 2: “Don't run dry” Subscription pitch. “Set it and forget it — save X%.” +5 days → SMS: “Running low on MAC Energy? Restock → [link]”

Most important flow for a consumable brand. Target: $2–5 RPR. This is how you build repeat purchase rate.

Flow 7: Win-Back Live June 8

Trigger: No purchase in 60 days | Filter: 1+ purchase, NOT in active flow | 3 emails + 1 SMS over 21 days

NO PURCHASE IN 60 DAYS Day 60 → Email 1: “It's been a minute” No discount. Content-first: new flavors, what they missed. Day 70 → Email 2: “Come back for X% off” 10–15% off, unique code, 7-day expiry. Day 75 → SMS: “We saved you X% off. Expires in 2 days.” Day 80 → Email 3: “Last chance” Final push. 15–20% or free shipping. Then → Sunset at 120 days.

Flow 8: Sunset / List Hygiene Live June 8

Trigger: No open/click in 90 days AND 10+ emails received | 2 emails over 5 days

90 DAYS UNENGAGED Day 0 → Email 1: “Still want to hear from us?” Simple re-engagement ask. CTA: “Yes, Keep Me In.” +5 days → Email 2: “This is goodbye (for now)” Suppress from all sends if no engagement.

7 Transactional Email Branding

Shopify’s default transactional emails are ugly, generic, and a missed brand touchpoint. These have the highest open rates (60–80%) — every customer sees them.

Recommendation: Start with Option A (customize Shopify templates) for launch safety. Migrate to Option B (Klaviyo transactional) in month 2 for full design control.

Templates to Brand (8 total)

Template	Default	MAC Energy Version
Order Confirmation	Plain receipt	“Order confirmed — you made a good call.” Product images, delivery estimate, social links.
Shipping Confirmation	Tracking number	“Your MAC Energy is on the way.” Branded header, tracking button, refer-a-friend.
Out for Delivery	Generic text	“Almost there.” Clean, short, branded.
Delivered	Generic text	“Your MAC Energy just landed.” Review CTA.
Refund	Default	Empathetic. “We’d love another shot.” Re-engagement CTA.
Order Cancelled	Default	Clean, professional. No guilt.
Subscription	Default	“You’re locked in. X% saved every month.”
Account Welcome	Default	“Welcome to MAC Energy.” Merge with marketing welcome.

Copy Direction

Tone: Confident, direct, grateful. Not corporate, not overly casual.
Social links in every transactional email footer.
Referral CTA in shipping + delivery emails (peak excitement at unboxing).
Never hard-sell in transactional emails. Soft cross-sell only.

8 SMS Strategy

Account Setup (May 13)

Enable SMS in Klaviyo account
Set up toll-free number (fine for launch volume)
Configure quiet hours (no sends 9pm–9am local time)
Set up STOP/HELP keyword auto-responses
Add TCPA compliance language to signup form

Frequency Caps

Period	Max SMS	Note
Pre-launch (May)	1/week	Warmup phase
Launch month (June)	2/week	Higher cadence OK with new list
Ongoing	4–6/month	Industry best practice
Fight day	Up to 2 on June 11	Morning hype + evening last chance

Use Cases

Use Case	When	Example
Welcome	After opt-in	“Welcome to MAC Energy. You’ll be the first to know.”
Cart recovery	1h after abandon	“Left something? Your cart is waiting → [link]”
Launch	June 1	“MAC Energy is LIVE. Shop → [link]”
Fight day	June 11	“It’s fight day. Fuel up → [link]”
Reorder	Pack depletion	“Running low? Restock → [link]”
Win-back	Day 75	“We saved you X% off → [link]”

9 Segments & List Architecture

Lists

List	Source	Purpose
MAC Energy Newsletter	Signup form, popup, embedded	Primary marketing list
MAC Energy SMS	SMS opt-in on form	SMS subscribers (separate consent)
Suppression List	Manual + sunset flow	Do not contact

Segments (Auto-Updating)

Segment	Definition	Use
All Subscribers	On list, not suppressed	Campaign sends
Engaged 30d	Opened/clicked in last 30 days	Priority sends, warmup
Engaged 90d	Opened/clicked in last 90 days	Standard campaigns
Never Purchased	On list, 0 orders	Welcome flow, conversion
First-Time Buyers	Exactly 1 order	Post-purchase flow
Repeat Buyers	2+ orders	VIP flow, loyalty
At Risk	Purchased, no order in 45–60 days	Win-back trigger
Lapsed	No order in 60–120 days	Win-back flow
VIP	3+ orders OR top 10% revenue	Early access, exclusives
Fight Day	All engaged + all buyers	Fight day max-send
Unengaged 90d	No open/click 90d, 10+ emails	Sunset flow

10 KPIs & Benchmarks

Flow Performance Targets (Month 1)

Flow	Open Rate	Click Rate	RPR	Recovery
Welcome Series	45–55%	8–12%	$1.50–3.00	—
Abandoned Cart	40–50%	10–15%	$3.00–8.00	5–12%
Browse Abandonment	35–45%	5–8%	$0.50–1.50	—
Post-Purchase	50–60%	8–12%	$0.80–2.00	—
Replenishment	40–50%	10–15%	$2.00–5.00	—
Win-Back	25–35%	3–5%	$0.30–1.00	—

List Growth Targets

Metric	May	June
New subscribers/week	100–300	500–2,000
SMS opt-in rate	15–25%	20–30%
Popup conversion	3–5%	3–5%
Unsub rate per send	< 0.3%	< 0.2%

Overall Program Targets (by end of July)

Metric	Target
Email + SMS share of total revenue	15–20% (Month 1 → 30%+ by Month 3)
Flow revenue % of email revenue	50–60%
Campaign revenue % of email revenue	40–50%
Deliverability rate	> 98%
Spam complaint rate	< 0.05%

? Open Questions & Dependencies

We Need from Jordan — by May 14

The Klaviyo account is started. To finish setup and start sending, we need the following from Jordan. Need by May 14 so we can authenticate the domain and begin warmup before the May 15 site launch.

Item	Why We Need It
Business name (legal entity)	CAN-SPAM requires it in every email footer
Physical mailing address	CAN-SPAM requires it in every email footer
Phone number	Klaviyo account setup + SMS sender
Brand styling assets (logo file, hex colors, fonts)	Klaviyo brand styling section + all email/form templates
Approve sender identity (see Section 2 proposals)	Sender name + email address for all sends from `drinkmac.com`

Questions for Founders

DNS: Do we have GoDaddy access for drinkmac.com, or does Sparky handle DNS changes? Need answer ASAP
Sender identity: Pick a sender email option from Section 2 (we recommend fuel@drinkmac.com)
Launch incentive: Signup incentive (10% off, free shipping) or just “early access”?
Subscription model: Subscribe & Save at launch? What discount (10–15%)?
McGregor content: Approved images/video for hype campaigns, or wait for shoot?
Flavors: Can we tease specific flavors, or still under wraps?
Review platform: Judge.me, Yotpo, or Shopify native? Affects review CTA links.

Dependencies

Dependency	Blocks	Owner	Need By
Account info from Jordan (see above)	All email sends, brand styling, compliance	Jordan	May 14
DNS access for `drinkmac.com`	Domain auth, warmup start	Founders / Sparky	May 13
Shopify store access	Klaviyo integration, flow triggers	Zach	May 28
Flavors + pricing confirmed	Product blocks in flows	Founders	May 26
Subscription app chosen (Recharge, Skio, etc.)	Subscription flows	Founders + Zach	May 28