UK & Ireland · GMT/BST
Retention marketing for UK and Irish Shopify brands.
Email, SMS and lifecycle flows on Klaviyo, Omnisend, Brevo or Attentive, set up for how the UK and Ireland buy: PECR and Ireland's ePrivacy rules decide who can be emailed and texted, prices include VAT, and Mothering Sunday lands in March.
Services in UK & Ireland
What we build for UK and Irish brands.
The same five services we run everywhere, with consent, pricing and the calendar set for the UK and Ireland.
- 01
Email retention marketing
Seven flows written against your order data, a campaign calendar built around your seasons, and a monthly number that says what each one earned.
- 02SMS
SMS retention marketing
Restock alerts, short flash windows, delivery updates and time-critical win-back — with consent capture that holds up and send rules that respect quiet hours.
- 03Ecommerce retention programme
Ecommerce retention programme
Flows that know your products, campaigns that merchandise, reorder cycles read from real order data, a testing programme and a revenue report — one team, one monthly fee, from $3,500.
- 04DTC
DTC retention marketing
Direct-to-consumer brands win or lose a customer in the first three months.
- 05Customer retention & win-back
Customer retention & win-back
Churn prediction from your order data, reactivation programmes that do not race to the bottom on discounts, and a loyalty programme designed around the behaviour you want — not the points you can afford.
UK & Ireland specifics
What changes when your customers are in the UK or Ireland.
Five things decide how a retention programme runs here. Each one is configured in the flows.
- UK
Email and SMS consent
PECR and the soft opt-in Privacy and Electronic Communications Regulations 2003, regs 22 and 23
- Consent
- Marketing emails and texts to individuals need prior consent that is freely given, specific, informed and unambiguous. Texts count as electronic mail.
- Soft opt-in
- Existing customers can be marketed without consent if their details came from a sale, you market your own similar products, and a simple opt-out was offered at collection and in every message. It never covers bought-in lists or prospects.
- Quiet hours
- None in UK law.
- Every message
- Says who it is from and gives a working way to stop.
- Penalties
- Since 5 February 2026, up to £17.5 million or 4% of worldwide turnover, whichever is higher (Data (Use and Access) Act 2025).
What we configure: Opt-outs are offered at checkout and in every email and text, so existing customers can be marketed under the soft opt-in; everyone else joins through explicit consent.
Source: PECR regulation 22 (legislation.gov.uk) · Electronic mail marketing (ICO)
- IE
Email and SMS consent
Ireland's ePrivacy Regulations S.I. No. 336/2011, regulation 13
- Consent
- No marketing email or text to an individual without consent, to the GDPR standard: no pre-ticked boxes, no silence, no consent buried in terms.
- Existing customers
- Allowed without consent for your own similar products, with a free opt-out at collection and in every message, and the first marketing message sent within 12 months of the sale.
- Service texts
- A delivery or service text that carries a promotion needs marketing consent.
- Penalties
- Each message is a separate offence: up to €5,000 on summary conviction, and up to €250,000 for a company on indictment. The Data Protection Commission prosecutes.
What we configure: Irish customers without marketing consent get their first marketing message within 12 months of buying, and delivery texts carry no promotions.
Source: S.I. No. 336/2011 (Irish Statute Book) · Consent for electronic direct marketing (DPC)
- GMT
Send windows
One clock for the UK and Ireland
Both run on GMT in winter and GMT+1 in summer, changing on the last Sunday of March and of October (29 March and 25 October in 2026). UK law sets no quiet hours for marketing texts; we keep texts to daytime in both countries and test email send times per segment. Mixed lists are split, so UK and Irish subscribers get sends on their own clock.
- VAT
Prices
Prices include VAT, in pounds or euros
Consumer prices must include VAT: 20% in the UK and 23% in Ireland. UK consumer law since April 2025 requires an invitation to purchase to show the total price, including taxes and unavoidable delivery charges, so product emails show the full price. Flows pull prices by market from Shopify Markets: a Dublin subscriber sees euros and a Belfast subscriber sees pounds.
- CAL
Retail calendar
Mothering Sunday is in March, not May
Mother's Day in the UK and Ireland is the fourth Sunday of Lent (15 March in 2026, 7 March in 2027), about two months before the US date. Black Friday has run in the UK since 2013, and in November 2025 about 31% of UK adults planned to shop the sales. Boxing Day (St Stephen's Day in Ireland) and the January sales follow Christmas, and St Patrick's Day is a public holiday in Ireland and a bank holiday in Northern Ireland. Christmas campaigns are built back from Royal Mail and An Post's last posting dates, which they publish each autumn.
Source: Retail sales, November 2025 (ONS) · Public holidays in Ireland (Citizens Information)
Summaries for planning, not legal advice. Checked against legislation.gov.uk, the Irish Statute Book, the ICO and the Data Protection Commission on 27 September 2026.
Brands we have built for
UK and Irish brands we have built for.
Petworld in Donegal, Kukoon Rugs in Newry and Hartsmede in England, alongside brands across the US.
The flows just made sense. Customers were getting the right email at the right time and it showed.
Churn dropped, reviews went up, and repeat orders followed. That was the whole point.
How we work
Six steps, six weeks to live, then monthly.
Each step ends with something written down. If we disappeared after step two you would still have a plan your team could run.
Week 1
We read your account before we touch it.
Where the revenue is leaking
Every flow, every campaign, list health, deliverability, segment logic and the revenue each piece attributes. You get the gaps ranked by money, not by opinion.
- 01Flow-by-flow revenue and send volume
- 02List capture, engagement and suppression health
- 03Deliverability: domains, complaint rate, inbox placement
- 04Segment logic against actual order data
- You get: A written audit with the first 90 days planned.
Week 2
RFM segments from your orders, and a calendar built around your peaks.
Segments and the calendar
Recency, frequency and monetary tiers from real order history; lifecycle stages; a campaign calendar that starts with your seasons, not a template.
- 01RFM and lifecycle segmentation
- 02Offer ladder by segment (who gets a discount, who never does)
- 03Send-time and frequency rules
- 04Campaign calendar for the next quarter
- You get: A strategy document your team can run without us.
Weeks 3–5
The core flows, written and designed for your brand.
Flows and templates
Welcome, browse and cart abandonment, post-purchase, replenishment, win-back and VIP — each with copy, design, timing and the split tests already planned.
- 01Copy and design per flow, on-brand
- 02Trigger, filter and timing logic checked against real orders
- 03Templates your team can reuse for campaigns
- 04SMS steps where they earn their place
- You get: Flows live, documented, with QA screenshots.
Week 6
Ramped sends, warmed domains, no spike.
Go-live without a deliverability hit
New flows go live in stages so engagement stays high and the sending reputation you have is protected. Campaigns start on the calendar from strategy.
- 01Staged rollout by segment
- 02Domain and IP warm-up if needed
- 03First campaigns on the new calendar
- 04Reporting dashboard set up
- You get: Everything running, with a baseline recorded.
Monthly
Subject lines, offers, timing and creative — one variable at a time.
A/B tests with a hypothesis
Every test has a written hypothesis and a minimum sample. Winners roll into the flows; losers are documented so nobody re-tests them.
- 01Subject line and preview text
- 02Offer type and depth by segment
- 03Send time and flow delays
- 04Design and layout variants
- You get: A test log with results and the next tests queued.
Monthly
One report: what each flow and campaign earned, and what changes next.
Revenue, not open rates
Attributed revenue by flow and campaign, list growth, repeat-purchase rate, email and SMS share of store revenue — and the plan for next month.
- 01Revenue by flow and campaign
- 02Repeat rate and LTV movement
- 03List and deliverability health
- 04Next month’s calendar and tests
- You get: A monthly report and a 30-minute review call.
Questions
Retention marketing in the UK and Ireland: questions
Do you work with UK and Irish Shopify brands?
Yes. We have built for Petworld in Donegal, Kukoon Rugs in Northern Ireland and Hartsmede in England. The work runs inside your Klaviyo, Omnisend, Brevo or Attentive account, so where we sit does not change it.
Can we email existing customers in the UK without asking for consent?
Yes, under PECR's soft opt-in, if their details came from a sale, you only market your own similar products, and you offered a simple opt-out when you collected the details and in every message since. It does not cover bought-in lists or people who never bought.
Is Ireland's existing-customer rule the same as the UK soft opt-in?
Close, with two differences that matter. The first marketing message has to go within 12 months of the sale, and a delivery or service text that carries a promotion needs marketing consent.
Are there quiet hours for marketing texts in the UK?
Not in UK law. We still keep texts to daytime for UK and Irish subscribers, because a text at the wrong hour costs more in opt-outs than it earns.
What are the penalties for getting consent wrong?
In the UK, since 5 February 2026, up to £17.5 million or 4% of worldwide turnover. In January 2026 the ICO fined Allay Claims £120,000 for 4 million texts sent without a valid opt-out. In Ireland each message is a separate offence, up to €5,000 on summary conviction, and the Data Protection Commission prosecuted Supermac's over marketing texts in 2024.
Do you treat Northern Ireland differently?
Northern Ireland is under UK law, so PECR and UK GDPR apply and prices are in pounds, even though it shares an island with Ireland. We segment by market so each subscriber gets the right rules and currency.
When should Christmas campaigns go out in the UK and Ireland?
Before the last posting dates Royal Mail and An Post publish each autumn, which differ by service and destination. We build the Christmas calendar back from those dates, then run Boxing Day and the January sales.
How much does it cost?
The same two tiers as everywhere: $3,500 a month for brands doing $500K to $2M, and $5,500 a month for brands at $2M+ with SMS and testing. Every engagement starts with a free 60-minute audit.
What happens on the free audit?
Sixty minutes with your account open: every flow, campaign and segment read, the gaps ranked by revenue, and a written summary the same day. No pitch deck.
Retention experts
Let's talk email, SMS and the repeat revenue you actually want.
We work on Klaviyo, Omnisend, Brevo and Attentive. Ready when you are: talk to the person who will run your account, not a sales rep.
Get in touch