HØLY · Welcome Flows · Concert View · Pocket Reference ↗
Width
Mode
Flow

Lifecycle Index

Flow map · email manifest · knowledge-build progression · component legend. Updated each strategy pass.

Flow Map

Entry points
PopupArc seeker
Checkoutopt-in, no popup
Bar Visitin-person
Studio Sign-upprofessional
Waitlists4 systems
↓
Welcome flow · 21 days · Renewal Arc curriculum
W1Day 0
→
W2Day 2
→
W3Day 5
→
W4Day 9
→
W5Day 14
→
W6Day 21
↓ steady-state · triggered flows fire as events occur
Triggered lifecycle flows · event-fired, not time-batched
Order Confimmediate
Pre-ArrivalT-24h
Browse Abandon24h
Cart Abandon1h · 24h · 72h
Win-Back60d lapsed
PROVISION dropas-needed
↓
Forthcoming systems · waitlist confirms
Aftercare Waitlistimmediate
Union Waitlisttemplate
Vital Waitlisttemplate
Touch Waitlisttemplate
Studio Pro Welcomeimmediate

Email Manifest · 23 sends (15 built · 8 next pass)

Code Title Trigger Send
Entry · Popup
POPUP 3-step popup: email → matrix → sent First-visit + 5s delay or exit intent Inline / page entry
Welcome Flow · 21 days · Renewal Arc curriculum
W1-A · Day 0 Care, chosen daily.
State A · popup Arc-seeker · pact + mission		 Popup submit (no recent purchase) Day 0
W1-B · Day 0 Care, already chosen.
State B · checkout opt-in · order-anchored		 Order placed + opt-in (no recent popup) Day 0
W2 · Day 2 How the ritual moves.
The Method — 5 movements, body-zone map, Method↔Layer overlay		 D+2 from W1 trigger Day 2
W3 · Day 5 W3-A Sensitive · W3-B Dry/Normal · W3-C Oily
Matrix-determined: 3 variants based on skin_signal		 D+5 from W1 trigger · skin_signal route Day 5
W4 · Day 9 · branched W4a The Bar. · W4b Tiana note.
State A bar-eligible vs State B non-bar		 D+9 · proximity branch Day 9
W5 · Day 14 · branched W5a Two paths. · W5b The Matrix.
State A two-paths · State B stage matrix (Auto-Ritual setup)		 D+14 · proximity branch Day 14 (the 30-day-repeat lever)
W6 · Day 21 Three weeks.
Identity confirmation + PASS introduction		 D+21 · all subscribers Day 21 · welcome flow exit
Triggered Lifecycle · event-fired
Order Confirmation Your ritual is on the way. Shopify order placed Immediate
Pre-Arrival Tomorrow morning. Wonderment/Shop delivery confirm T-24h before delivery
Browse Abandon You looked at Cleanse. PDP view, no add-to-cart 24h after browse
Cart Abandon 1 Your cart is paused. Cart abandoned 1h after
Cart Abandon 2 What the Layers compound into. Cart still abandoned 24h after
Cart Abandon 3 We don't chase. Cart still abandoned 72h after
Win-Back It's been a while. No engagement 60 days 60-day lapse
PROVISION™ Drop Something is entering PROVISION. New product enters PROVISION pipeline As-needed (Tiana manual)
Forthcoming Systems · waitlist confirms
Aftercare Waitlist You're on the list for Aftercare. Joins Aftercare waitlist Immediate
System Waitlist Template You're on the list for the [System] Arc.
Template — Union · Vital · Touch deployments		 Joins waitlist for any forthcoming system Immediate
Studio Professional
Studio Pro Welcome Welcome to the Studio side. Professional segment opt-in Immediate
Next Pass · pending build
Day 3 Cue Hold-the-consistency check-in · 3 days post-delivery 3d after delivery Day 3
Day 21 First-Arc Complete Milestone + Auto-Ritual invitation · the 30-day repeat-rate lever 21d after delivery Day 21
Day 35 Replenishment Replenish first-purchase items · soft Auto-Ritual nudge 35d after delivery, no Auto-Ritual Day 35
Auto-Ritual Onboarding Confirms the rhythm · PROVISION context First Auto-Ritual setup Immediate
PASS Welcome Member welcome · physical card mailing PASS purchase Immediate + 24h follow-up

Knowledge Build Progression · the welcome-flow curriculum

1
Category Premise Routine vs Ritual · Self-care vs Ritual Care · what HØLY is and isn't · the pact. Source: /02_brand/ritual-vs-routine.md · /02_brand/category-design.md · /02_brand/holy-overall.md → Lands: W1 (light touch — pact + mission)
2
The Renewal Arc One of many forthcoming Arcs. Five Method movements + seven Layers. The unified system. Source: /03_expressions/holy-ritual-care/renewal-arc-framework.md → Lands: W2 (the Arc as a felt visual)
3
The Method (Skin Cycle) Open · Soften · Work · Ground · Protect. Purpose ladder: Receive → Prepare → Transform → Restore → Preserve. Source: renewal-arc-framework.md §Per-movement detail → Lands: W2 deepening · W3 introduction
4
The Layers — personalized via Matrix Seven topical Layers distributed across the five Method movements. The customer's skin_signal routes to a personalized variant. Source: renewal-arc-framework.md §Layer overlay → Lands: W3 (Matrix variants — Sensitive · Dry/Normal · Oily)
5
AM/PM Flow split Two 5-step flows daily. Shared core (Cleanse · Tone · Protect). AM defends. PM restores. Source: renewal-arc-framework.md §AM/PM Flow split → Lands: W4 (the daily practice as taught)
6
Continuation · Identity Auto-Ritual™ as the rhythm holder. PROVISION™ as transparent evolution. PASS™ as the identity layer above the system. Source: merchandising-playbook · subscription-model · pass-framework → Lands: W5 (continuation choice) · W6 (identity recognition)

Canonical Components · the design vocabulary

Brand mark (Ritual Care top-left)Locked · all emails
Klaviyo footerLocked · all emails
Accent rule (32px hairline)Locked · most emails
Pull quote (28px italic mushroom)Locked · W1/W2/Win-back
Forward callout (tinted box)Locked · W1/W2
Statement block (24px M-500)Locked · W1
The Pact blockLocked · W1
Tagline (italic ink)Locked · W1
Sign-off (italic 18px)Locked · all
7-Layer strip (active state)Canonical · W1-B · extends to W3
Stage table (1/2/3)Canonical · W5b · extends across
Product card with image-rightNEW canonical · this pass
Dot-line fade (Layer progression)NEW canonical · this pass
Ø ornamental breakNEW canonical · this pass
Tiana signature blockCanonical · W4b
CTA button (black/cream)Canonical · W5b/W6
AM/PM Flow diagramSpec'd · builds in next pass (W4)

DTC Welcome Flow

Popup entry → 6 emails over 21 days · Matrix-driven · proximity-branched at email 4

↓ submit · the first note arrives
+ 2 days · states converge
+ 3 days
+ 3 days · proximity branch
+ 6 days
+ 7 days

Post-Ritual Welcome Flow

6 sends · 21 days · State C/D branched at PR3 · Bar register fading into DTC register

Lifecycle Triggered Flows

Event-triggered, not time-batched. Voice spine: education-forward, no pushes, no urgency, never a sale.

Waitlist Flows

For forthcoming Ritual Systems. We honor the wait with education, not nudges. Voice: "It's forming. We won't release it until it's right."

Studio Professional Flows

For licensed/practicing professionals serving clients. B2B-aware but not corporate. Peer-to-peer voice. Tiana's direct line.