Frosted

What Frosted does

Frosted is a full-service ecommerce retention marketing agency that helps direct-to-consumer brands increase customer lifetime value through email, SMS, and retention-aligned paid social programs. The firm specializes in Klaviyo as its primary marketing automation platform and integrates with Shopify, WooCommerce, BigCommerce, and Magento storefronts, while supporting Yotpo and Postscript on the SMS side. Its service portfolio comprises three core offerings: Email & SMS Program Management (ongoing retainer covering strategy, copywriting, design, automation, A/B testing, and campaign execution), Lifecycle Flow Setup (a one-time project to build welcome, abandoned cart, and post-purchase automations), and Retention-Fueled Ad Creatives (translating high-performing email/SMS content into paid social ads). Frosted also operates two proprietary assets: Glacier, an in-house analytics platform providing real-time visibility into revenue drivers across channels, and Magicals.com, a sister DIY email campaign tool for brands not yet ready for full-service management.

Name

Frosted

Legal name

Frosted Ltd

Website

https://frosted.co

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Frosted is a UK-based full-service retention marketing agency that helps ecommerce DTC brands grow lifetime value via Klaviyo-focused email and SMS programs, lifecycle automation, and retention-aligned ad creative, supported by its proprietary Glacier analytics platform.

Ownership category

akta.pro rank

Product category

Email Marketing Services

NAICS

Advertising Agencies (541810)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Customer Retention, Win-Back & Churn Reduction Programs (MPAAAIAH)

Keywords

• Email marketing agency
• SMS marketing services
• Ecommerce retention marketing
• Klaviyo agency services
• Lifecycle marketing automation

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure

Revenue model

1. Email & SMS Program Management: Full-service retention agency fees covering strategy, execution, testing, and optimization including email & SMS copywriting, design and creative direction, A/B testing & automation setup, and ongoing campaign management. Services function as an in-house retention team without the overhead.
2. Lifecycle Flow Setup: One-time project-based service for building high-converting email and SMS flows that align with customer journey. Includes mapping customer journey, creating high-impact messaging, and seamless implementation.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Frosted is a full-service ecommerce retention marketing agency that manages email and SMS programs for direct-to-consumer brands, primarily on Klaviyo. Its core offering covers strategy, copywriting, design, automation setup, A/B testing, and ongoing campaign management, supported by a proprietary in-house analytics platform called Glacier that tracks revenue drivers in real time. The agency also provides lifecycle flow setup projects and retention-fueled paid social ad creatives, with a sister DIY tool called Magicals.com for brands not yet ready for full-service engagement.

Product overview

Frosted is a full-service ecommerce retention marketing agency offering three core service lines: Email & SMS Program Management (ongoing strategy, copywriting, design, and campaign execution), Lifecycle Flow Setup (a one-time build of high-converting automated flows), and Retention-Fueled Ad Creatives (transforming retention data into paid social ads). The agency also operates two proprietary tools: Glacier, an in-house analytics platform providing real-time revenue and engagement visibility, and Magicals.com, a separate DIY email tool for brands not requiring full-service management. All core services feed into a unified retention strategy, with Glacier providing the analytical backbone and Magicals.com serving as an entry-level alternative to the full agency offering.

Differentiator

Problem solved

Functional benefit

Products and services

• Email & SMS Program Management Full-service retention management covering strategy, copywriting, design, automation setup, A/B testing, and ongoing campaign management for email and SMS channels, designed for DTC ecommerce brands seeking an outsourced retention team.
• Lifecycle Flow Setup One-time project delivering high-converting automated email and SMS flows aligned to the brand's customer journey, including welcome sequences, abandoned cart recovery, and post-purchase engagement flows.
• Retention-Fueled Ad Creatives Static ad creative service that transforms high-performing email and SMS content into paid social ads (Facebook, Instagram) backed by real customer engagement data, ensuring consistent messaging across retention and acquisition channels.
• Magicals.com A sister brand offering a DIY email campaign creation tool for brands not ready for full-service retention marketing, enabling high-performing email campaigns without agency overhead.
• Glacier Analytics Platform Frosted's proprietary in-house analytics platform that pulls live data, tracks daily performance changes, and provides a clear snapshot of revenue drivers across email, SMS, and ad channels, giving clients unmatched real-time retention insight.

Quantifiable outcome

• Over 120 brands served with retention marketing
• +8 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability2 records

Feature1 record

Partnerships

Seven partnerships are on record, tiered minor, core and supporting.

• Magicals.comminorOthersSister brand serving brands not ready for full-service retention marketing. Magicals.com provides self-service email campaign creation tools for brands wanting to scale smarter, faster, and with confidence.
• KlaviyocoreTechnology or IntegrationPrimary email marketing platform specialization. Frosted specializes in Klaviyo implementation, offering expertise in setup, automation, segmentation, and integration with ecommerce platforms. Also works with Yotpo for SMS marketing.
• ShopifycoreTechnology or IntegrationPrimary ecommerce platform integration. Frosted integrates seamlessly with Shopify stores for email marketing implementation.
• WooCommercesupportingTechnology or IntegrationWordPress-based ecommerce platform integration for email marketing services.
• BigCommercesupportingTechnology or IntegrationEcommerce platform integration for email marketing implementation and automation.
• YotposupportingTechnology or IntegrationSMS marketing platform specialization alongside Klaviyo for comprehensive retention channel coverage.
• PostscriptsupportingTechnology or IntegrationSMS marketing platform integration for brands requiring SMS alongside email marketing.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Email Uplers: Email marketing agency offering template development, campaign management, and automation services. Competes with Frosted for ecommerce email/SMS execution work, particularly on the design and HTML build side.
• SmartrMail: Klaviyo partner agency offering email marketing services, automations, and retention strategy for Shopify and ecommerce brands. Overlaps directly with Frosted's core service offering and platform specialization.
• BUGG: Boutique growth/retention marketing agency focused on ecommerce brands, with email and lifecycle services. Comparable target customer profile and boutique-service model to Frosted.
• InboxArmy: Full-service email marketing agency providing strategy, automation, design, and campaign execution for ecommerce clients. Direct competitor in the email/SMS retention space, with a broader service menu than Frosted.
• Right Side Up: Performance marketing agency providing paid media, SEO, and email/CRM services for DTC and ecommerce brands. Overlaps with Frosted on the retention/email services line for ecommerce clients.
• East Fifth Digital: A Klaviyo-focused retention marketing agency serving ecommerce brands with email/SMS programs and lifecycle automation. Closely matches Frosted's niche, tooling, and mid-market DTC customer base.
• The Graygency: Email creative and retention agency specializing in Klaviyo and email design for DTC brands. Directly comparable on the email/SMS creative and lifecycle offering.

Others

• Klaviyo: The email/SMS platform Frosted builds on and partners with. Listed as an ecosystem/ecosystem-partner rather than competitor — Frosted's model is contingent on Klaviyo, but Klaviyo also directs agency-program clients to specialists like Frosted.

Emerging players

• SmartMail (Klaviyo agency): Smaller Klaviyo-aligned agency offering email setup, automation, and campaign services to Shopify brands. Niche direct peer with a narrower service menu than Frosted.

Broad incumbents

• Tinuiti: Large independent performance marketing agency offering paid media, SEO, and lifecycle email services. Competes for the same enterprise DTC retention budgets but with a much broader service portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/frosted-agency

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Frosted