Deliver PRD: Storevine Campaigns

Scenario

Storevine is a B2B all-in-one ecommerce and web platform serving ~18,000 active merchants [fictional]. Churn analysis and exit surveys from Q4 2025 identified email marketing gaps as a top-three cancellation reason, with merchants citing the need to manage a separate Klaviyo or Mailchimp account as a primary friction point. The PM has completed a competitive analysis and problem statement, validated the solution direction with engineering and growth leads, and is ready to hand off a scoped v1 to engineering.

Source Notes:

Klaviyo’s S-1 filing (September 2023) reported ~130,000 paying customers at IPO, with Shopify as its largest platform integration partner . illustrating the scale of the email-marketing-for-ecommerce opportunity that platforms are now competing to internalize.
Shopify launched Shopify Email in 2019, offering 10,000 free emails/month to all merchants as a native feature, validating the platform-consolidation strategy for email marketing.
The CAN-SPAM Act (2003) and GDPR (2018) set the compliance floor for commercial email: one-click unsubscribe, physical sender address, honest subject lines, and . under GDPR . documented consent for EU residents.
Mailchimp’s free tier (500 contacts, 1,000 sends/month) and Klaviyo’s ecommerce-specific segmentation are the two tools Storevine merchants most commonly use when they patch the gap with external tooling.

Prompt

/prd

Feature: Campaigns . native email marketing for Storevine merchants

Context: Storevine all-in-one ecommerce + web builder, ~18k active merchants
[fictional]. See: competitive-analysis (filed last week), problem-statement
(Q4 discovery doc).

Discovery: Email marketing is a top-3 churn driver. Exit survey: 22% of churned
accounts in Q4 cited "had to use a separate email tool" as a primary reason
[fictional]. Power merchants patch with Klaviyo or Mailchimp; smaller merchants
skip email entirely because setup friction is too high.

Validated solution: Built-in Campaigns . broadcast email + basic audience
segmentation. Phase 1 email only, SMS deferred. Pre-built templates, audience
builder using order/tag data we already have. No custom HTML editor v1.

Success targets:
- 40% of active merchants send ≥1 campaign in first 90 days post-launch [fictional]
- Reduce email-churn contribution by 30% at 6 months [fictional]
- Campaigns becomes a net-new revenue line (paid tier above free send limit)

Scope locked with eng: v1 = broadcast email + 3 automations (abandoned cart,
welcome, re-engagement). No SMS, no A/B testing, no multi-step sequences.

Technical decisions already made:
- Sending via SendGrid (existing account)
- Audience builder queries existing customer/order tables . no new pipeline
- Legal review on CAN-SPAM + GDPR required before launch (not yet started)

Stakeholders: Growth PM (owner), Eng Lead (aligned), Design (in progress),
Legal (needs to review compliance section), Marketing (will dog-food).

Output

PRD: Storevine Campaigns

Overview

Problem Statement

Storevine merchants who want to run email marketing campaigns must leave the platform to set up a separate tool . most commonly Klaviyo, Mailchimp, or Shopify Email. This fragmented workflow increases operational complexity and creates a clear retention gap: exit survey analysis shows email marketing gaps were cited by 22% of churned accounts in Q4 2025 [fictional] as a primary reason for cancellation. Smaller merchants skip email marketing entirely due to the friction of integrating an external tool, leaving re-engagement and re-purchase revenue uncaptured.

See Problem Statement: Email Marketing Gap . Q4 Discovery for the full analysis.

Solution Summary

Campaigns is a native email marketing feature built into Storevine. Merchants build an audience from their existing customer and order data, compose emails using pre-built templates, and send broadcast or trigger-based campaigns . all without leaving the platform. Version 1 covers email only; SMS is deferred to v2. Three automations are included at launch: abandoned cart, welcome series, and re-engagement.

Target Users

Primary: Small-to-mid-size merchants (≤500 customers) currently skipping email marketing due to tool setup friction
Secondary: Power merchants (500+ customers) paying for Klaviyo or Mailchimp who would consolidate to Storevine to reduce tool sprawl and cost
Internal: Storevine Marketing team, who will use Campaigns for merchant-facing communications (dog-food use case)

Goals & Success Metrics

Goals

Remove email-marketing-related churn by eliminating the “had to use a separate tool” friction point
Establish Campaigns as a net-new revenue line through a paid tier above a free send limit
Increase merchant engagement: merchants who send campaigns have higher LTV and lower churn risk

Success Metrics

Metric	Current Baseline	Target	Timeline
Merchants sending ≥1 campaign/mo	0% (feature absent)	40% of active merchants [fictional]	90 days post-launch
Email-marketing churn contribution	22% of churned accounts [fictional]	≤15% [fictional]	6 months post-launch
Campaigns paid-tier revenue	$0	Established revenue line [fictional]	End of Q3 2026
NPS among active Campaigns users	.	≥45 [fictional]	90 days post-launch

Non-Goals

SMS campaigns . deferred to v2
A/B testing of subject lines or content . requires sufficient list volume; v2
Advanced automation (multi-step sequences, conditional branching) . v2
Custom HTML email editor . template library covers estimated 85% of use cases; v2
Transactional emails (order confirmation, shipping) . handled by existing system
Native landing page builder tied to campaigns

User Stories

ID	User Story	Priority
US-1	As a merchant, I want to create a campaign from a pre-built template so that I can launch without design skills	P0
US-2	As a merchant, I want to select an audience segment based on purchase history so that I can target relevant customers	P0
US-3	As a merchant, I want to schedule a campaign for a future date so that I can plan my marketing calendar	P0
US-4	As a merchant, I want to see open rate, click rate, and attributed revenue per campaign so that I can measure effectiveness	P0
US-5	As a merchant, I want customers to unsubscribe with one click so that I remain compliant with email regulations	P0
US-6	As a merchant, I want an abandoned cart email to trigger automatically so that I can recover lost sales without manual work	P1
US-7	As a merchant, I want a welcome email to send to new subscribers automatically so that I start every relationship immediately	P1
US-8	As a merchant, I want to import an existing email list so that I can reach customers acquired before using Storevine	P1

See User Stories . Campaigns v1 for full acceptance criteria.

Scope

In Scope

Campaign creation using template library (8 - 12 templates at launch)
Drag-and-drop content editor (no custom HTML)
Audience builder: filter by purchase count, total spend, customer tags, subscription date, last order date; AND/OR logic; real-time size estimate
Saved segments for reuse across campaigns
Single-send (broadcast) campaigns and scheduled sending
Three trigger automations: abandoned cart (1-hour delay), welcome series (on subscription), re-engagement (90-day inactivity, configurable 30 - 180 days)
Campaign analytics: sends, open rate, click rate, unsubscribe rate, revenue attributed within 5 days of open
CSV import for existing email lists
CAN-SPAM compliance: unsubscribe link, physical address, honest subject lines
GDPR: consent timestamp and source recorded per subscriber
Free tier: 1,000 emails/month; paid tier above that limit

Out of Scope

SMS campaigns
A/B testing
Custom HTML email editor
Advanced multi-step automation sequences
Email deliverability reporting (bounces, spam complaints) . v2
Social posting or multi-channel campaigns
Transactional emails

Future Considerations

SMS (v2): High merchant demand but requires carrier compliance, opt-in flows, and separate sending infrastructure . deferred to isolate launch risk
Advanced automation (v2): Multi-step sequences need a workflow engine; architecture decision required before design begins
A/B testing (v2): Valid results require list sizes most Storevine merchants won’t have at launch; add when median list size makes testing statistically viable
Custom HTML editor (v2): Significant QA surface across email clients; template library covers the majority of v1 use cases

Solution Design

Functional Requirements

Campaign Creation

FR-1: Merchants can create a new campaign from the Campaigns dashboard
FR-2: Campaign creation follows a linear wizard: Name → Template → Audience → Content → Schedule → Review & Send
FR-3: Template library offers 8 - 12 templates at launch (promotional, seasonal, newsletter, re-engagement)
FR-4: Drag-and-drop editor supports text blocks, image blocks, CTA buttons, dividers, and logo placement
FR-5: Merchants can preview campaigns in desktop and mobile views before sending

Audience Builder

FR-6: Merchants segment audiences using AND/OR logic across: purchase count, total spend, customer tags, subscription date range, last order date range
FR-7: Audience size estimate updates in real time as filters are applied
FR-8: Merchants can save segments for reuse across future campaigns
FR-9: CSV import supports custom email lists with duplicate detection against existing customers; invalid rows are flagged in an import summary

Sending and Scheduling

FR-10: Merchants can send immediately or schedule for a specific date and time
FR-11: Scheduled sends can be edited or canceled up to 15 minutes before send time
FR-12: System enforces a 24-hour per-customer cooling period within a campaign series to prevent double-sending

Automations

FR-13: Abandoned cart trigger fires when a customer adds to cart but does not complete checkout within 1 hour
FR-14: Welcome trigger fires when a new subscriber joins the merchant’s list
FR-15: Re-engagement trigger fires when a subscribed customer has placed no order in N days (default 90; merchant-configurable 30 - 180)
FR-16: Each automation supports a single email in v1; multi-step sequences are out of scope

Analytics

FR-17: Campaign detail view shows total sent, open rate, click rate, unsubscribe rate, and revenue attributed (purchases within 5 days of open)
FR-18: Campaigns list shows summary metrics per campaign with trend indicators
FR-19: Analytics are available 24 hours post-send; real-time analytics are not a v1 requirement

Compliance

FR-20: Every outbound email includes a one-click unsubscribe link (CAN-SPAM)
FR-21: Merchant’s physical address is required in account settings before Campaigns can be activated
FR-22: Unsubscribes are honored immediately for future sends and reflected in list view within 48 hours
FR-23: Consent timestamp and source are recorded per subscriber and retained for GDPR audit purposes

User Experience

Campaign creation flow:

Merchant navigates to Marketing → Campaigns → New Campaign
Wizard: Name it → Pick template → Build audience → Edit content → Set schedule → Review → Send/Schedule
Post-send: confirmation screen with link to analytics (available T+24h)

Automations setup:

Automations tab lists the three available automations with status (on/off)
Each automation has a single-click enable/disable toggle
Merchants can edit the template for each automation independently
Re-engagement automation: merchant sets the inactivity threshold

Visual design principles:

Campaigns accessible from left-nav under “Marketing”
Campaign status badges: Draft / Scheduled / Sent / Active (automations)
Analytics: line chart for opens/clicks over time; attributed revenue displayed prominently as a dollar figure

See Figma: Campaigns v1 Design Specs for full wireframes.

Edge Cases

Scenario	Expected Behavior
Merchant sends to a 0-subscriber segment	Validation error before send: “Your audience has 0 eligible recipients.”
Customer unsubscribes mid-send during a large blast	Unsubscribe processed immediately; customer excluded from remaining sends in current batch
CSV import contains invalid email formats	Import proceeds; invalid rows flagged in summary (“12 addresses skipped . invalid format”)
Abandoned cart fires but customer has since purchased	Trigger suppressed for that cart session; customer not emailed
Merchant exceeds free tier limit with a scheduled campaign	Campaign paused; email to merchant: “Upgrade to Campaigns Pro to send.”
GDPR deletion request for a subscribed customer	Customer removed from all lists; historical send analytics aggregated, not deleted, for campaign integrity

Technical Considerations

Constraints

Email sending must use SendGrid (existing account); Storevine does not manage its own MTA
Campaign data (content, audiences, analytics events) stored in Storevine’s existing PostgreSQL infrastructure . no new database service for v1
CAN-SPAM compliance is a hard launch gate; legal review must complete before any production sends
Free tier send limit (1,000 emails/month) enforced server-side to prevent abuse

Integration Points

SendGrid: Outbound sending API; inbound webhooks for open/click tracking; bounce and spam complaint webhooks (logged, not surfaced in v1 analytics UI)
Storevine Orders & Customers DB: Audience builder queries existing customer and order tables . no ETL pipeline needed for v1
Billing system: Paid tier requires integration with existing Storevine subscription management; usage metered by emails sent per calendar month
Storevine Cart: Abandoned cart trigger subscribes to the existing cart-abandonment event stream . confirm event exists with platform team

Data Requirements

New tables: campaigns, campaign_sends, campaign_events (open/click), subscriber_lists, automations
Subscriber consent: consent_timestamp and consent_source required (GDPR)
Soft delete for unsubscribes: unsubscribed_at timestamp; never hard delete (required for compliance audit trail)
Data retention: campaign send records 24 months; analytics events 12 months
No new PII beyond email address and consent metadata introduced by this feature

Dependencies & Risks

Dependencies

Dependency	Owner	Status	Impact if Delayed
SendGrid API integration	Platform Eng	Not started	Blocks all sending; critical path
Abandoned cart event confirmation	Platform Eng	Needs confirmation	Blocks abandoned cart automation
Legal review: CAN-SPAM / GDPR	Legal	Not started	Hard launch gate; cannot launch without
Figma design specs (Campaigns v1)	Design	In Progress	Delays frontend development start
Billing tier integration	Growth Eng	Backlogged	Blocks paid-tier launch; can ship free-only first

Risks

Risk	Likelihood	Impact	Mitigation
Email deliverability issues (spam flagging)	Medium	High	Leverage SendGrid reputation management; enforce list hygiene requirements; suppress unverified imports
GDPR gaps found during legal review	Low	High	Start legal review in parallel with design; do not launch to EU without sign-off
Merchants using Klaviyo + Storevine simultaneously feel conflicted	Medium	Medium	Audit current Klaviyo integration users before launch; communicate Campaigns does not replace Klaviyo for high-volume users
Low adoption if template quality underwhelms	Medium	Medium	User-test templates with 5+ merchants before launch; hire contract copywriter for initial library
Paid tier pricing too high → free tier becomes permanent	Low	Medium	Price benchmarked against Mailchimp free tier; monitor upgrade conversion at 60 days post-launch

Timeline & Milestones

Milestone	Description	Target Date
Legal Review Complete	CAN-SPAM / GDPR compliance confirmed	Mar 6, 2026
Design Specs Approved	Final Figma mockups signed off	Mar 13, 2026
Backend: Core API	SendGrid integration, campaign data model, audience builder	Apr 3, 2026
Backend: Automations	Abandoned cart, welcome, re-engagement triggers	Apr 17, 2026
Frontend Complete	Full campaign creation and analytics UI	May 1, 2026
Internal Beta	Dog-food with Storevine Marketing team	May 8, 2026
Closed Beta	50 invited merchants [fictional]	May 22, 2026
GA Launch	100% rollout with paid tier enabled	Jun 6, 2026

Open Questions

Does the platform team have an abandoned cart event in the event stream, or does this need to be instrumented from scratch? . Owner: Platform Eng
Will GDPR consent requirements change the current subscriber import flow for EU merchants? . Owner: Legal
Should the free tier limit (1,000 emails/month) be per merchant account or per subscriber list? . Owner: Growth PM
What is the right revenue attribution window? (Currently proposing 5 days from open) . Owner: Growth PM + Data
SMS in v1? . Decision: No. Deferred to v2.
Custom HTML editor in v1? . Decision: No. Template library only.

Appendix

Revision History

Version	Date	Author	Changes
0.1	Feb 13, 2026	Maya R.	Initial draft from discovery synthesis
0.2	Feb 18, 2026	Maya R.	Scope locked with eng; technical constraints added
1.0	Feb 20, 2026	Maya R.	Final draft; legal and design dependencies documented