Welcome and first purchase
A welcome series that introduces your brand, captures preferences and turns subscribers into first-time customers.
Lifecycle Marketing
Automated ecommerce flows that drive repeat purchases.
We plan and build the ecommerce lifecycle flows that do the heavy lifting: welcome, browse and cart abandonment, post-purchase onboarding, reviews, replenishment, loyalty and win-back. Every flow is timed around your product's lifespan and built to bring customers back for the next purchase.
Overview
Plan around the product's lifespan, not the campaign calendar.
Campaigns drive spikes, but automated flows drive steady revenue. The best ecommerce programmes are planned around how long a customer owns your product: helping them get the most from it after purchase, keeping them engaged while they use it, and reaching them with the right offer when they're ready to buy again.
We map that lifecycle for your products, then build the flows in your platform with the exclusions, discount rules and measurement that stop automation from annoying customers or giving away margin.
Services
Flows we build
Every brand is different, but most ecommerce programmes need:
Browse and cart abandonment
Timed sequences that recover lost sales, with sensible exclusions and careful use of incentives.
Post-purchase onboarding
Order follow-ups, setup guides and product education that reduce returns and build loyalty from day one.
Reviews and feedback
Review requests timed to when customers have actually used the product, plus feedback loops for service recovery.
Replenishment and upsell
Predictive flows timed to your replacement cycle, introducing accessories, upgrades and new launches at the right moment.
Loyalty and win-back
Anniversaries, loyalty milestones, trade-in offers and win-back journeys for customers who've gone quiet.
Process
How we work
- 01
Audit
Review your current flows, revenue attribution, segments and platform setup to find the biggest gaps.
- 02
Map
Map your product lifecycle and define the flows, triggers, timings and exclusions for each stage.
- 03
Build
Design and build every flow in your platform, using a modular email system so new flows are quick to add.
- 04
Optimise
Measure revenue per recipient and incremental uplift, then test subject lines, timings and offers.
What you get
- Ecommerce lifecycle map for your products
- Flow architecture with triggers and exclusions
- Designed and built automated emails
- Discount and incentive rules
- SMS and push touchpoints where relevant
- Revenue and uplift reporting
- Ongoing testing roadmap
A good fit if
- Most of your email revenue comes from campaigns, not flows
- Your abandonment flows haven't been touched in years
- Repeat purchase rate is lower than you'd like
- You rely on discounts to drive every sale
- You're moving to a new ecommerce or email platform
Resources
Related reading
Practical guides from our Resources section, written from real client work.
Ecommerce lifecycle marketing: planning around your product's lifespan
Plan ecommerce lifecycle marketing around your product's replacement cycle: three pillars, a 1,000-day lifecycle and three stages from onboarding to the next purchase.
Read article →
The essential ecommerce lifecycle flows, from welcome to anniversaries
The automated flows every ecommerce brand needs: welcome, product onboarding, community, abandonment, browse-no-buy, feedback, newsletter and anniversaries.
Read article →
Driving repeat purchases: predictive upsells, loyalty, trade-ins and product launches
Win the next purchase with predictive upsell flows timed to the replacement cycle, pre-launch product discovery, loyalty programmes and trade-in offers.
Read article →
Cart and browse abandonment flows that convert
How to build cart and browse abandonment email flows: a three-email structure, what to include, careful use of discounts, essential exclusions and measurement.
Read article →FAQs
Frequently asked questions
Which ecommerce platforms do you work with?
We regularly work with Shopify alongside email platforms such as Klaviyo, Omnisend, Braze, Dotdigital and Emarsys, and can work with most other ecommerce and email platform combinations.
Which flows should we build first?
Usually welcome, cart abandonment and post-purchase, as they have the most immediate impact on revenue. We'll prioritise based on your own data.
Should abandonment emails include a discount?
Not by default. Many customers will buy without one, so we usually start with reminders and reassurance, reserve incentives for later messages or higher-value baskets, and test the difference against a holdout.
How do you measure the impact of automated flows?
Alongside revenue per recipient and conversion rate, we compare customers who receive each flow with a holdout group that doesn't, which shows the revenue each flow genuinely adds.
Contact
Let us take the stress out of managing your lifecycle marketing.
If you are interested in hearing how our lifecycle marketing services can help maximise your email channel and wider customer journey, fill in the form below and receive a FREE consultation. In our initial consultation, we will dive deeper into your unique requirements and learn how we can maximise your email channel for increased performance and conversions.