Lifecycle
Email marketing and lifecycle programmes
Retention revenue is usually concentrated in a handful of automated flows that were set up once and never revisited. Meanwhile the campaign calendar absorbs most of the team's week. We tend to find the leverage sits in the opposite place to the effort.
What the work involves
- Flow audit: welcome, browse and cart abandonment, post-purchase, replenishment, win-back
- Segmentation built on purchase behaviour and margin, not open rates
- Deliverability review — authentication, list hygiene, sending reputation
- Campaign calendar rebalanced against promotional fatigue and unsubscribe cost
- Platform work in Klaviyo and comparable ESPs, including migration when it is justified
- Reporting that separates incremental revenue from revenue you would have had anyway