Portfolio sample — Rachel Arela
The retention system

What I build, end to end.

From the first visit to the loyal advocate — every stage, every flow, every loop-back. Most brands have pieces of this. Few have it as a system.

Customer stage
Forward action
Needs intervention
Triggered flow
Ads / Social / Referrals (Top of funnel) Site Visitor Browse Only Browse Abandonment Flow ~ within 24h SIGN-UP FORM / QUIZ Captures: species · concern · size ↗ Zero-party data captured here routes everything downstream. Email Captured Day 0 — Welcome series begins Welcome Flow A (concern type 1) Welcome Flow B (concern type 2) Welcome Flow C (concern type 3) ↖ Quiz determines route. This is where revenue lifts. Checkout / Sale Abandoned Cart? Abandoned Cart Flow (3 emails / 4 days) Engaged Only (opens, no purchase) Nurture Flow First Purchase Made Post-Purchase Flow (onboarding + value) Subscribe? (or one-time) 60–90 Days No 2nd Order Winback Flow A Replenishment Flow (timed to supply cycle) ~ Day 23 of 30-day supply Repeat Sale 120+ Days No Order Winback Flow B 2+ Orders Placed Post-Purchase / Regular Engagement (ongoing) Milestone Stable — No New Orders Regular Engagement / Re-Engagement (ongoing) 3rd Order 5th Order · 1yr Anniv Milestone Email Loyal Advocate VIP · Referral Program VIP Referral VIP Exclusive Flow (ongoing) Referral Activation Flow ↻ Referrals become new visitors. The loop compounds.