Email. Highest-margin channel.
Email returns $36–$42 per dollar spent — when lifecycle automation is properly built. Most brands run 6 flows when they should run 28. We close that gap.
Brand marks © their respective owners
Email + SMS lifecycle marketing, defined for the highest-margin channel.
The discipline.
Email lifecycle marketing is the practice of sending automated, segmented messages to customers and prospects across the lifecycle stages — pre-purchase, browse, abandoned cart, post-purchase, replenishment, win-back, VIP, sunset. SMS marketing is the parallel channel running on the same lifecycle architecture but optimised for shorter copy, faster open rates, and stricter opt-in rules (TCPA in the US, GDPR + PECR in EU/UK, DPDP in India). Both run on Email Service Providers like Klaviyo, HubSpot, Customer.io, Iterable, Braze, ActiveCampaign, Mailchimp, and Salesforce Marketing Cloud.
Why it matters.
Email returns $36–$42 per dollar spent — the highest-ROI marketing channel for most DTC and eCommerce brands. Top performers run email at 30–40% of total revenue; most brands run it at 6–8%. The gap is rarely about traffic or list size — it is about lifecycle architecture (campaign-led vs flow-led), segmentation depth (broadcast vs RFM vs predictive CLV), and deliverability hygiene (sender reputation, BIMI/DMARC, IP-warming protocols). With iOS 14+ Mail Privacy Protection masking opens, attribution shifted to clicks + revenue + LTV — making segmentation discipline matter more, not less.
What we do.
28-flow lifecycle build (most DTC brands run 6 flows — welcome, abandoned cart, post-purchase, browse, replenishment, win-back; the other 22 are where the missing 25% of email revenue lives), ESP migration sprints (Mailchimp / HubSpot / Drip → Klaviyo without deliverability dip via staged migration + IP warming), deliverability hygiene (BIMI + DMARC + DKIM + SPF audit, sender reputation monitoring via Validity + Postmaster Tools, list cleaning + sunset policy, engagement segmentation), SMS programmes (Postscript + Klaviyo SMS + Attentive + Twilio, compliance-aware), and cross-channel attribution tying email+SMS revenue to acquisition channels.
Eight productised lifecycle sub-services. Each retainer mixes them by stage.
Lifecycle flow build
28-flow architecture covering welcome, abandoned cart, browse abandonment, post-purchase, replenishment, win-back, VIP, sunset, birthday, anniversary, review-request, cross-sell, upsell, replenishment + repurchase. Built in stages, A/B tested, optimised quarterly.
Klaviyo migration
From Mailchimp, HubSpot, Drip, ActiveCampaign, Constant Contact. Subscriber import + history + segments, flow rebuild, deliverability hygiene, integration setup (Shopify/BigCommerce/Recharge/Loop/Yotpo), 30-day post-cutover monitoring. $3,499 simple to $9,999 complex.
Segmentation + RFM
Recency-Frequency-Monetary segmentation, predictive CLV models, browse-behaviour segments, custom-audience syncs to Meta + Google for paid retargeting, sunset policy on inactive subscribers. Segmentation is the highest-leverage non-flow lever for email revenue lift.
Deliverability hygiene
BIMI + DMARC + DKIM + SPF audit, sender reputation baseline (Sender Score, Postmaster Tools, Validity), Inbox Placement Rate monitoring, IP warming on new sending IPs, list cleanup, engagement segmentation. Inbox rate is sacred; we never trade short-term volume for long-term sender health.
Campaign sends + editorial calendar
4–8 monthly broadcast campaigns (newsletters, product launches, promotional moments, content amplification) on the Multi-Channel and Pod tiers. Editorial calendar planning, copy + design + send-time optimisation, A/B testing programme on subject lines + creative + send time.
SMS programmes
Postscript (DTC eCom favourite), Klaviyo SMS (paired email + SMS attribution), Attentive (high-volume DTC), Twilio (custom B2B and developer-led). TCPA + GDPR + PECR + DPDP compliant. SMS typically lifts total lifecycle revenue 8–15% when paired with email properly.
B2B nurture + lead-scoring
For B2B + SaaS: HubSpot or Marketo or Pardot or Customer.io setups for trial → activation → expansion lifecycle. Lead-scoring models (behavioural + firmographic), MQL → SQL handoff workflows, sales-team enablement. Pairs with our Marketing Automation service.
Audits + roadmap sprints
$1,499 standalone audit deliverable: ESP audit, deliverability check, gap analysis vs 28-flow benchmark, segmentation review, prioritised plan. Audit fee credited toward Lifecycle Build sprint or retainer if you proceed within 30 days.
Brands where email should be 25%+ of revenue.
DTC brands
Klaviyo + Postscript SMS. 28-flow lifecycle. Welcome → checkout abandon → post-purchase → win-back → VIP → replenishment.
eCommerce
Klaviyo or HubSpot. Cohort + RFM segmentation. Deliverability hygiene. Newsletter as a brand-building channel.
B2B SaaS
HubSpot or Customer.io. Trial → activation → expansion. Lead scoring. Sales-marketing alignment workflows.
Subscription / consumable
Replenishment + churn-prevention flows. SMS for time-sensitive replenishment nudges.
Audit → migrate → build. Then optimise forever.
Lifecycle audit
ESP audit, deliverability check, gap analysis vs 28-flow benchmark, segmentation review.
Strategy + flow map
12-month roadmap. Top 8 flows prioritised. Migration plan if needed.
Build + ship
Migration (if needed). Top 8 flows live. Segmentation rebuilt. Deliverability fixes.
Test + measure
A/B testing infrastructure. First 90 days monitoring. Newsletter calendar live.
Compound
4–8 campaigns/mo. Continuous flow optimisation. Quarterly cohort + LTV analysis.
What ships when you choose us.
ESP migration
Klaviyo, HubSpot, Customer.io, Iterable, Braze, ActiveCampaign. Without losing deliverability or list.
Lifecycle automation
Welcome, abandoned cart, post-purchase, win-back, replenishment, VIP, sunset, anniversary, re-engagement.
Segmentation + RFM
Cohort + RFM models. Predictive segments. Custom-audience syncs to Meta + Google.
SMS programmes
Postscript, Klaviyo SMS, Attentive. Compliance-aware (TCPA, GDPR).
Deliverability
IP warming, sender reputation, BIMI, DMARC. Inbox-rate monitoring.
Reporting
Open + click + conversion + LTV-by-flow. Monthly Loom. Quarterly lifecycle review.
Audit. Sprint. Or run it monthly.
ESP audit, deliverability check, gap analysis vs 28-flow benchmark.
- ESP audit
- Deliverability check
- 28-flow gap analysis
- Segmentation review
- Prioritised plan
Full 28-flow build, segmentation, deliverability fixes, first 90 days monitoring.
- Audit + roadmap
- All 28 flows live
- Segmentation rebuild
- 90 days monitoring
4–8 campaigns/mo + ongoing flow optimisation + monthly reporting.
- 4–8 campaigns/mo
- Flow optimisation
- Monthly Loom
- Quarterly review
Email questions we get most.
Are you ESP-neutral? +
Yes. We deliver on Klaviyo, HubSpot, Customer.io, Iterable, Braze, ActiveCampaign, Mailchimp, Salesforce Marketing Cloud. We'll honestly tell you which fits.
Do you handle Klaviyo migration? +
Yes — from Mailchimp, HubSpot, Drip, ActiveCampaign — without losing deliverability, list, or active flows. From $3,499 simple to $9,999 complex.
Will you destroy my deliverability? +
No. We start with deliverability audit (BIMI, DMARC, sender reputation) before any migration. IP warming on schedule. Inbox rate is sacred.
Why 28 flows? +
Because most DTC brands run 6 — welcome, abandoned cart, post-purchase, browse, replenishment, win-back. The other 22 are where the missing 25% of email revenue lives.
Do you write the copy? +
Yes. In-house copywriters trained on your brand voice. We'll do voice calibration first.
Can email really be 25%+ of revenue? +
For most DTC brands, yes. Top performers go 30–40%. The shift is moving from campaign-led to flow-led, plus better segmentation.
How much does email & SMS marketing cost? +
Three productised tiers in USD: Lifecycle Audit $1,499 (10 days, gap analysis vs 28-flow benchmark), Lifecycle Build $7,999 (6–8 weeks, full 28-flow build with deliverability fixes + 90-day monitoring), Monthly Retainer $1,499–$3,999/mo (4–8 campaigns/mo + ongoing flow optimisation). ESP-neutral pricing.
How long until email lifecycle drives revenue? +
28-flow build sees first-flow revenue in 7–14 days post-launch (welcome + cart). Compounding 60–120 days as segmentation refines. Migration projects (Mailchimp → Klaviyo, HubSpot → Customer.io) preserve revenue continuity — no deliverability dip if executed in stages.
Get your lifecycle audit.
Grant Klaviyo or HubSpot access. We'll send back a 10-day audit — flow gaps, deliverability score, segmentation health, and a 90-day plan to close the 28-flow gap.