Email marketing built around the customer lifecycle
We plan and build lifecycle email systems for organisations with a real reason to stay in touch — from the first useful message to repeat purchase, renewal, participation or reactivation.
What our email marketing service includes
Useful email starts with permission, reliable customer data and a clear job for each message. We connect the platform setup, journeys, content and reporting so the programme works as one system rather than a collection of disconnected sends.
Account and data foundation
We review the platform, customer events, consent responsibilities, sending health and integrations before deciding what can be built reliably.
Lifecycle journeys
We map and create the agreed welcome, recovery, post-purchase, renewal, reactivation or other journeys around real audience behaviour.
Campaign and content system
We establish useful segments, reusable templates and a campaign rhythm with clear ownership for copy, offers, reviews and approvals.
Measurement and improvement
We review delivery, engagement and the agreed customer actions, then use those signals to maintain flows and choose the next useful tests.
The details
A clear path from lifecycle gaps to live customer journeys
Here’s what we review, design and launch before an email programme moves into its ongoing rhythm.
| Focus | What’s included | What you receive | What it enables |
|---|---|---|---|
Account & lifecycle reviewFind the useful gaps | What’s included Commercial priorities, customer journey, platform setup, audience permissions, deliverability signals, integrations and existing performance. | What you receive | What it enables A reliable starting point tied to real customer behaviour and business priorities. |
Lifecycle mapPlan the right messages | What’s included Customer events, segments, priority journeys, suppression rules, message purpose, offers and content responsibilities. | What you receive | What it enables The programme follows the customer journey instead of sending disconnected emails. |
Build & contentCreate the programme | What’s included Agreed flows, templates, copy, triggers, segments, event connections and reusable campaign patterns. | What you receive | What it enables A coherent lifecycle system your team can inspect before anything goes live. |
Quality checks & launchTest before sending | What’s included Trigger logic, timing, links, mobile rendering, personalisation, tracking, suppression behaviour and final client approval. | What you receive | What it enables Journeys launch in a controlled way with the important checks documented. |
Ongoing deliverySend, learn and improve | What’s included Campaign planning, segmentation reviews, agreed tests, flow maintenance, performance review and next priorities. | What you receive | What it enables Email keeps adapting to customer behaviour, trading priorities and the evidence available. |
The working rhythm
From account review to live lifecycle flows, then ongoing delivery
The initial build has a clear finish: the agreed journeys are checked, approved and live. Campaigns and improvement can then continue on the rhythm set in the proposal.
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Start
Review the foundation
- Confirm access & goals
- Check data & permissions
- Identify priority gaps
-
Lifecycle map
Agree the journeys
- Prioritise flows
- Define audiences
- Assign content ownership
-
Build
Create the system
- Build flows & templates
- Connect triggers
- Prepare review versions
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Launch
Check and go live
- Test logic & rendering
- Receive approval
- Activate agreed journeys
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Ongoing
Run and improve
- Plan campaigns
- Review behaviour
- Choose next tests
Engagement
Build, ongoing delivery and platform costs are separate
The proposal separates the initial lifecycle build from recurring campaign or optimisation work and from the software costs paid to your email platform.
What shapes the fee? The number and complexity of journeys, audience size, markets, campaign cadence, content ownership, migration work and integrations.
Foundation & launch
A one-off fee covers the agreed account review, lifecycle plan, build, quality checks and launch preparation.
Ongoing email programme
A recurring fee covers the agreed campaign cadence, maintenance, testing, reporting and next improvements.
Platform & sending costs
Paid separately to Klaviyo or another provider. These costs can change with contact volume and the platform plan you choose.
- One-off and recurring work shown separately
- Platform fees are not hidden inside our fee
- Audience permissions and approvals agreed before launch
Questions about lifecycle email
Is the initial setup separate from ongoing email work?
Yes. The proposal separates the defined foundation and launch work from any recurring campaign, maintenance or optimisation programme. It also shows platform and sending costs outside our fee.
Do you only work with Klaviyo?
Klaviyo is our main lifecycle platform because it suits many ecommerce programmes, but the first decision is whether the existing platform and data can support the work. We will say directly if a rebuild, migration or a different setup is required.
Which flows do you build?
That depends on the customer journey and the events available. Common examples include welcome, browse or cart recovery, post-purchase, replenishment, renewal and reactivation. The proposal names the exact journeys included rather than promising every possible flow.
Who supplies the copy and offers?
We can include strategy, copy and templates, or work with material from your team. Your organisation remains responsible for factual accuracy, offer approval, audience permissions and final sign-off before sending.
How do you measure progress?
We agree the useful indicators before launch. Reporting keeps delivery and engagement signals separate from purchases, renewals, registrations or other customer actions, and accounts for attribution limits.
Build a lifecycle people want to stay in
Tell us how email works today, which customer actions matter and where the journey loses momentum. We will discuss the smallest useful place to begin.