Behaviour drives the send
Flows trigger from what people actually do - a stalled onboarding step, a browsed category, a support ticket, a renewal window - instead of a fixed day-three, day-seven cadence that ignores the person.
Email
Lifecycle email that writes, tests and adapts itself
Batch sends and five static templates leave most of the value on the table. We build flows that decide what to send, to whom, at what moment - generated per recipient from their actual behaviour, and improved automatically by what the last send taught the system.
From$2,500/ month
Lifecycle map, the core flows built and live in your ESP, continuous testing with holdout measurement.
Indicative starting price. The fixed fee for your scope is quoted after the two-day diagnosis, before any build begins.
What makes it work
Three things we insist on
Personalisation past the first name
Subject line, opening, proof points and offer are composed per recipient from their history and segment, inside brand and legal guardrails you approve. Every variant stays on-message because the constraints are enforced, not hoped for.
The system runs its own experiments
Variants are proposed, tested against live results and promoted or retired continuously. You review the winners and the reasoning rather than hand-building the next test.
A behaviour, not a calendar date Browsed and left, first order, no order in ninety days. The trigger is something the customer did
Is this worth a send? Frequency caps, suppression, and whether the person has engaged at all in six months
Generated, then checked Content assembled from the catalogue and the account, with the claims that touch price or stock verified against the source
Measured on revenue, not opens Per-flow attribution, and a holdout so the number means something
Capabilities
What is actually included
- 01
Flow design and build
Onboarding, activation, abandonment, winback, renewal and reactivation, mapped to your actual lifecycle rather than a template pack.
- 02
Dynamic segmentation
Segments recomputed as behaviour changes, so a customer moves between journeys without anyone rebuilding a list.
- 03
Send-time and frequency control
Per-recipient timing plus a global fatigue budget, so growth in volume does not quietly cost you the list.
- 04
Deliverability as part of the work
Authentication, warmup, list hygiene and engagement-based suppression handled alongside the creative.
- 05
Attribution you can defend
Holdout groups by default, so reported lift is measured against people who received nothing.
In detail
What this covers, specifically
A category name is not a scope. These are the individual pieces of work inside this practice - take the two that apply to you and ignore the rest.
- 01
Lifecycle mapping
Working out which moments in your customer journey deserve an email at all, and what each one is plausibly worth, before anything is built.
- 02
Onboarding and activation flows
Sequences triggered by what a new customer has and has not done yet, rather than a fixed day-one, day-three, day-seven cadence.
- 03
Abandonment recovery
Cart, browse and form abandonment caught and followed up with content that reflects the specific item or step involved.
- 04
Winback and reactivation
Lapsed customers identified by behavioural drop-off and approached with an offer sized to their actual value, not a blanket discount.
- 05
Renewal and retention
Renewal windows, usage decline and support friction used as triggers, so the save attempt happens before the cancellation.
- 06
Per-recipient generation
Subject line, opening, proof points and offer composed for the individual from their history, inside brand and legal guardrails you approve.
- 07
Dynamic segmentation
Segments recomputed as behaviour changes, so people move between journeys without anyone rebuilding a list.
- 08
Send-time and frequency control
Per-recipient timing plus a global fatigue budget, so more volume does not quietly cost you the list.
- 09
Continuous testing
Variants proposed, tested against live results and promoted or retired automatically, instead of a test somebody remembers to set up.
- 10
Deliverability engineering
Authentication (SPF, DKIM, DMARC), domain warmup, list hygiene and engagement-based suppression, handled alongside the creative.
- 11
Incrementality measurement
Holdout groups by default, so reported lift is measured against people who received nothing at all.
What you receive
Concrete artefacts, not a slide deck
- Lifecycle map with revenue and risk against each stage
- Built and live flows in your ESP
- Personalisation engine with brand and compliance guardrails
- Continuous testing loop with holdout measurement
- Deliverability baseline and monitoring
01 Diagnose Days 1-2
02 Prove Week 1
03 Integrate Weeks 2-3
04 Operate Ongoing
Around three weeks end to end. That comes from scoping tightly to one workflow - not from skipping a phase. Each still ends in evidence you can check.
Let's talk
Get your lifecycle audited
We will map your current flows against the moments that actually matter in your customer journey, and show you the gaps with an estimated value against each - as a fixed-fee piece of work.
Related practices