Free OpenClaw Skill for DTC Brands: Growth and Retention Agent (Download)

What this skill does for your DTC brands

• Compiles the daily growth dashboard: MER, blended CAC, contribution margin, new-customer vs returning revenue, with channel-level attribution from Triple Whale and the platform-reported numbers side by side.
• Orchestrates Klaviyo and Postscript flows: which flow a customer enters based on cart value, LTV bucket, recent support state, and recent refund history, with cross-flow suppression so customers do not get blasted.
• Drafts post-purchase email and SMS sequences with brand voice locked, includes the review-request timing keyed to product category and the cross-sell offer keyed to the customer's first product.
• Tracks contribution margin per SKU and per channel so the brand catches a margin slip before it shows up in the quarterly close.
• Surfaces the Yotpo and Recharge state into the same memory so reviews, subscriptions, and one-time orders all share context across the customer lifecycle.

What's inside this OpenClaw skill

The full file you download, indexed below for search engines and for operators who want to read before they install.

---
name: dtc-growth-and-retention
description: Growth and retention agent for DTC brands. Compiles the daily MER and contribution margin dashboard, orchestrates Klaviyo and Postscript flows, reads Triple Whale attribution, and ties Yotpo and Recharge to one customer memory. Integrates with Klaviyo, Postscript, Yotpo, Recharge, Triple Whale, Shopify Admin GraphQL, Meta, Google, TikTok.
version: 1.0.0
author: OpenClaw Consult (Adhiraj Hangal)
license: MIT
url: https://openclawconsult.com/skills/d2c-brands
---

# OpenClaw Skill: DTC Growth and Retention Operator

## Overview

This skill turns the OpenClaw agent into the daily operator for a DTC brand.
It does not replace the growth lead or the retention lead: it amplifies them.
The skill owns the daily dashboard, the Klaviyo and Postscript flow
orchestration, the Triple Whale attribution read, the contribution margin
tracking, and the cross-channel customer memory so the leads can focus on
strategy, creative, and the high-judgment growth decisions.

It is designed for DTC brands doing $2M to $50M in annual revenue with 1 to 5
owned channels. The skill assumes Shopify as the primary commerce platform
but the architecture works for BigCommerce, Centra, and headless setups with
appropriate integration adjustments.

## What this skill does

1. Compiles the daily growth and retention dashboard (MER, blended CAC, contribution margin, new vs returning split)
2. Orchestrates Klaviyo and Postscript flows with cross-flow suppression
3. Drafts post-purchase email and SMS sequences with brand voice locked
4. Tracks contribution margin per SKU and per channel
5. Surfaces Yotpo review velocity and Recharge subscription state to the same customer memory
6. Reads Triple Whale attribution and surfaces channel-level diagnostic reads

## Triggers

```yaml
triggers:
  - type: heartbeat
    schedule: "0 8 * * 1-6"          # Mon-Sat 8am
    action: daily_dashboard_compile

  - type: heartbeat
    schedule: "0 14 * * 1"           # Mondays 2pm
    action: weekly_cohort_review

  - type: heartbeat
    schedule: "0 9 1 * *"            # 1st of month 9am
    action: monthly_contribution_margin_review

  - type: on_event
    event: shopify.order_paid
    action: enter_post_purchase_flow

  - type: on_event
    event: helpdesk.refund_processed
    action: suppress_marketing_flows_for_90_days

  - type: on_event
    event: yotpo.review_submitted
    action: log_to_customer_memory_and_trigger_next_purchase_nudge
```

## Workflow: daily dashboard compile

Every weekday and Saturday at 8am, the agent:

1. Pulls yesterday's revenue and refunds from Shopify
2. Pulls ad spend from Meta, Google, TikTok, and other channels
3. Pulls Triple Whale attribution and the platform-reported numbers
4. Pulls Klaviyo and Postscript send and EPS metrics
5. Pulls Yotpo review velocity
6. Pulls Recharge subscription state
7. Computes MER, blended CAC, contribution margin, new vs returning split
8. Surfaces deviations from trailing 30-day baselines
9. Produces a one-screen morning dashboard

## Workflow: flow orchestration

The skill is the cross-flow traffic cop. When a customer would enter a
Klaviyo or Postscript flow, the skill checks:

1. Is the customer in an active support ticket? -> hold the flow until resolved
2. Has the customer issued a refund in the last 30 days? -> suppress marketing for 90 days
3. Is the customer in another high-priority flow already? -> suppress or delay per the rules
4. Does the customer have an active Recharge subscription? -> route to the subscription-aware variant of the flow
5. Did the customer leave a 5-star Yotpo review recently? -> route to the next-purchase nudge variant
6. Is the customer over the daily message cap (default: 1 marketing email + 1 marketing SMS per day)? -> hold until tomorrow

The operator sets the suppression rules; the skill enforces them.

## Workflow: post-purchase sequence

When an order is paid:

1. Drafts the order confirmation (transactional, immediate)
2. Drafts the shipping confirmation when fulfilled (transactional)
3. Schedules the post-delivery thank-you (5 days after delivery for most categories)
4. Schedules the review request (category-specific window: apparel 7d, skincare 21d, supplements 28d)
5. Schedules the cross-sell nudge keyed to the first product (typically 14-21 days post-delivery)
6. Schedules the replenishment nudge (consumables only, keyed to estimated runout date)

All marketing sends respect the cross-flow suppression layer.

## Workflow: contribution margin tracking

The skill maintains per-SKU contribution margin and per-channel contribution margin.

Per-SKU: Revenue per unit minus COGS minus fulfillment cost minus marketing allocation. The skill pulls COGS from your bookkeeping or spreadsheet, fulfillment from your 3PL, and marketing allocation from Triple Whale or the operator's defined allocation rule.

Per-channel: aggregate revenue from the channel minus aggregate COGS minus aggregate fulfillment minus channel-specific marketing spend.

Monthly review surfaces margin drift per SKU and per channel. The skill flags any SKU with margin down more than 10% versus trailing 90 days for an operator review.

## Workflow: cohort review

Every Monday at 2pm, the agent:

1. Pulls acquisition cohorts by month
2. Computes month-1, month-3, month-6, month-12 LTV per cohort
3. Compares the most recent cohort to the trailing 6 months
4. Flags cohorts tracking more than 10% below the trailing baseline at any maturity point
5. Surfaces acquisition source mix as a possible explanation
6. Drafts a one-screen cohort dashboard

## Memory keys

```yaml
memory:
  - key: dtc.customer[{customer_id}]
    description: Customer state across channels
    schema: { ltv_bucket: string, last_order: datetime, support_state: string, refund_in_last_90d: bool, active_subscription: bool, last_review_submitted: datetime }

  - key: dtc.flow_state[{customer_id}]
    description: Active flow assignments and suppression state
    schema: { active_klaviyo_flows: array, active_postscript_flows: array, suppressed_until: datetime, daily_cap_count: number }

  - key: dtc.cohort[{cohort_month}]
    description: Cohort metrics
    schema: { acquired: number, ltv_m1: number, ltv_m3: number, ltv_m6: number, ltv_m12: number, dominant_acquisition_channel: string }

  - key: dtc.sku_margin[{sku}]
    description: Per-SKU contribution margin
    schema: { cogs: number, fulfillment: number, avg_marketing_allocation: number, trailing_30d_margin: number, trailing_90d_margin: number }

  - key: dtc.daily_dashboard
    description: Yesterday's dashboard snapshot
```

## Message templates

```yaml
templates:
  post_purchase_thank_you:
    channel: email
    subject: "Thanks for your order, {customer_first_name}"
    body: |
      Hi {customer_first_name},

      Thanks for your order. Your {product_name} is on its way and should
      arrive around {estimated_delivery}.

      One thing in the meantime: {product_one_line_value_prop}.

      Reach back any time.

      {brand_first_name} at {brand_name}

  review_request_with_one_line_pitch:
    channel: email_or_sms
    subject: "How is your new {product_name} treating you?"
    body: |
      Hi {customer_first_name},

      It has been about {category_window} since your {product_name}
      landed. Now that you have used it a bit, we would love to hear
      how it is holding up.

      {review_link}

      Even a one-line review helps the next customer make the call.

      {brand_first_name} at {brand_name}

  cross_sell_nudge_high_ltv:
    channel: email
    subject: "Something we think you would love"
    body: |
      Hi {customer_first_name},

      Customers who bought the {first_product} usually love the
      {cross_sell_product} too. Here is the why:

      {cross_sell_value_prop}

      {cross_sell_link}

      {brand_first_name} at {brand_name}

  replenishment_nudge:
    channel: email_or_sms
    body: |
      Hi {customer_first_name},

      You bought your last {product_name} on {last_purchase_date}, which
      means you are probably running close to the end. Want me to set
      up a refill?

      {refill_link}

      Or subscribe and save 15%: {subscribe_link}

      {brand_first_name} at {brand_name}

  morning_dashboard_internal:
    channel: slack
    body: |
      DTC daily dashboard, {date}

      Revenue (gross): {gross_revenue}
      Revenue (net of refunds): {net_revenue}
      MER: {mer} (trailing 30 baseline: {mer_baseline})
      Blended CAC: {blended_cac} (trailing 30 baseline: {cac_baseline})
      Contribution margin per order: {cm_per_order}
      New vs returning revenue split: {new_pct} new / {returning_pct} returning

      Channel attribution (Triple Whale):
      {channel_attribution}

      Klaviyo: {klaviyo_sends} sends, {klaviyo_eps} EPS
      Postscript: {postscript_sends} sends, {postscript_eps} EPS
      Yotpo: {yotpo_velocity} reviews submitted (trailing 7d)
      Recharge: {recharge_active} active subscriptions, {recharge_churn_7d} churn last 7d

      Cohort alerts: {cohort_alerts}
      SKU margin alerts: {sku_margin_alerts}
```

## Required integrations

| Integration               | Purpose                                       | Read | Write |
|---------------------------|-----------------------------------------------|------|-------|
| Shopify Admin GraphQL     | Orders, customers, fulfillment                | yes  | optional |
| Klaviyo                   | Email subscriber data and flow control        | yes  | yes   |
| Postscript                | SMS subscriber data and send control          | yes  | yes   |
| Yotpo                     | Review velocity and request orchestration     | yes  | yes   |
| Recharge                  | Subscription state                            | yes  | yes   |
| Triple Whale              | Attribution and channel-level diagnostic      | yes  | no    |
| Meta Ads                  | Ad spend and platform-reported metrics        | yes  | no    |
| Google Ads                | Ad spend and platform-reported metrics        | yes  | no    |
| TikTok Ads                | Ad spend and platform-reported metrics        | yes  | no    |
| Slack                     | Operator dashboard delivery                   | no   | yes   |
| OpenClaw Memory           | Cross-run state                               | yes  | yes   |
| OpenClaw Heartbeat        | Scheduled triggers                            | yes  | yes   |

Write-back to Klaviyo and Postscript flow control is required for the orchestration to work. Read-only on attribution and ad platforms is enough. Write-back to Shopify is optional and most operators leave it off.

## Attribution philosophy

The skill does not pretend to a single source of truth that does not exist
in the post-cookie world. MER and contribution margin trends are the
operator-grade aggregate metrics watched weekly. MTA (Triple Whale,
Northbeam, platform-reported) is treated as channel-level directional read.
MMM (marketing mix modeling) output, if you have it, is treated as the
quarterly strategic input.

## Configuration

```yaml
config:
  brand_name: "Your Brand"
  brand_first_name: "You"
  brand_voice: "warm-direct"
  approval_mode: operator_approves_all   # or "selective_autonomous"
  daily_message_cap: 1                   # marketing emails + SMS per day per customer
  refund_marketing_suppression_days: 90
  ltv_buckets:
    high: { min_ltv: 500 }
    mid: { min_ltv: 150, max_ltv: 499 }
    low: { max_ltv: 149 }
  review_windows_by_category:
    apparel: 7d
    skincare: 21d
    supplements: 28d
    default: 10d
  cohort_alert_threshold_pct: 10
  sku_margin_alert_threshold_pct: 10
  attribution_engine: triple_whale       # or northbeam or platform_reported
```

## Quick install

```bash
mkdir -p ~/.claude/skills
mv d2c-brands.md ~/.claude/skills/dtc-growth-and-retention.md
# Edit the config block to match your brand
```

Launch OpenClaw and the skill is live. Run `daily dashboard` or
`weekly cohort review` to invoke it on demand, or wait for Heartbeat to
fire on the configured schedule.

## Want it wired to your stack?

This SKILL.md is the starting point. If you want it plugged into your
specific Klaviyo and Postscript flows, your attribution engine, your
subscription platform, and your brand voice on a fixed-price two-week
clock, with the founder writing every line of the build, the door is at
https://www.adhirajhangal.com/work

Install in 60 seconds

1. 1

   Drop the file into your OpenClaw skills directory

   Save the downloaded d2c-brands.md as ~/.claude/skills/dtc-growth-and-retention.md (or your project-level .claude/skills/). OpenClaw picks up new skill files on next agent launch, no restart command required.

2. 2

   Connect Klaviyo, Postscript, Triple Whale, and the rest of your stack

   Edit the integrations block to add your Klaviyo API key, Postscript API key, Triple Whale credentials, Yotpo and Recharge keys, Shopify Admin GraphQL token, and your ad platform read tokens (Meta, Google, TikTok). Read-only is enough for the dashboard and the flow read. Write access on Klaviyo flow control lets the skill pause and resume sequences.

3. 3

   Start in operator approval mode, then move standard orchestration to autonomous

   Run for two weeks with the operator approving every flow control change, every post-purchase sequence draft, and every contribution margin alert action. The skill defaults route any pricing change, any channel-level budget shift, any new-customer cohort below the floor, and any inventory-driven pause to a human. After two weeks, flip the standard cross-flow suppression rules and the routine review-request timing to autonomous.

Example conversation

Common questions

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