Email & Lifecycle
The messages that run themselves — welcome, follow-up, replenishment, win-back — built on what someone actually did rather than when you remembered to send something.
The situation
Email is the only channel you own outright, and it is usually the one running on the least thought. A newsletter goes out when someone has time, and the sequences that would actually earn money — the ones triggered by behaviour — never get built.
The work is not writing more emails. It is deciding what should happen automatically, and connecting it to the thing that triggers it.
How we do it
- 01
Map the moments
Signup, first purchase, lapse, replenishment. Each one is a message that should already exist.
- 02
Earn the address
A reason to subscribe that is worth something — a quiz result, an assessment, access. Not a discount reflex.
- 03
Write the sequences
Against the messaging guide, so they sound like the brand and not like the platform’s template library.
- 04
Wire the triggers
Connected to the store, the CRM and the site so behaviour drives the send.
- 05
Protect deliverability
Authentication, list hygiene, consent and suppression handled properly.
- 06
Measure per sequence
Revenue by flow, not one open rate for everything.
What you get
- Lifecycle flow design across the customer journey
- Welcome, abandonment, post-purchase and win-back sequences
- Capture mechanics worth subscribing to
- Store, CRM and site integration
- Consent, suppression and deliverability setup
- Per-sequence reporting
Where this was the substance
A brand built from nothing — name through to nurture. Identity, messaging, store, acquisition, email and automation delivered as one system rather than six suppliers.
Digital identity · Design · Brand storytelling · eCommerce · Automation · Paid media · Email · GrowthA two-sided marine platform we built and operate ourselves — crew profiles, employer credits, verified unlocks.
Platform · Automation · MarineRepositioned from financial advisor to retirement partner — competing on confidence rather than products — with a custom CRM behind every form on the site.
Digital identity · Brand storytelling · Design · Development · Automation · EmailThirty years of commercial HVAC, positioned around response time and certification rather than price.
Design · Development · Growth · Brand storytelling · Content · SocialA seaside guest house positioned where coastal luxury meets corporate stay, with booking handled properly.
Design · Development · AutomationAn internal ordering portal so every branch buys on-brand merchandise, fulfilled through our reseller network.
eCommerce · Trade portal · AutomationBranded merchandise ordering for a national network — clothing, gifting and display, controlled centrally.
eCommerce · Trade portal · AutomationStore and staff ordering for a national restaurant franchise, on one approved catalogue.
eCommerce · Trade portal · AutomationAn OEM and turnkey engineering business made sellable through search — complex process equipment translated into the language buyers actually type.
Paid media · Growth · Complex B2B · Brand storytellingQuestions we get asked
Which platform do you work with?
Whichever fits the commercial model and the systems already in place. The platform matters far less than whether the triggers are wired to real behaviour — a sophisticated tool sending untriggered newsletters is just an expensive newsletter.
How do you handle consent and opt-outs?
Consent is recorded, opt-outs are honoured per channel, and suppression is checked immediately before every send. Anyone who has asked not to be contacted stays uncontacted — that is a design requirement, not a setting.
What is the highest-value sequence to build first?
Usually post-purchase, because it is the cheapest revenue you will ever earn and almost nobody has built it properly. Abandonment gets the attention; retention gets the money.
Tell us what is changing in the business.
If we are not the right partner for it, we will say so in the first conversation.