The problem
Acquired customers churn quietly while all budget chases new ones. Email lists broadcast generically, onboarding ends at signup, and winback never happens. Lifecycle work recovers that value systematically.
What we do
01 — Onboarding flows
First-days sequences that activate new customers toward the habits predicting retention.
02 — Email and CRM programmes
Segmented campaigns on Mailchimp, HubSpot and peers — behaviour-triggered, not batch-and-blast.
03 — Winback and loyalty
Lapsing and lapsed cohorts re-engaged with offers matched to why they left.
04 — Retention economics
Repeat purchase and lifetime value modelled so retention spend faces the same arithmetic as acquisition.
How it connects
Lifecycle extends Growth Strategy into the customer base — growth from customers kept, not just customers bought.
Results
Retention programmes compound alongside acquisition: cheaper growth, steadier revenue. See selected work.
FAQs
Which platforms?
Mailchimp, HubSpot and most major email/CRM tools. Strategy first, platform second.
How big must our list be?
Big enough to segment meaningfully. Small lists start with onboarding and winback, not complex journeys.
Does this replace acquisition?
No — it multiplies it. Retained customers raise lifetime value, which raises what acquisition can afford.
Related services
Which lifecycle stages first?
The leakiest revenue stage: usually activation or repeat purchase. We map the lifecycle, size each gap, and attack the biggest one first.
How do you handle deliverability?
Authentication, list hygiene, engagement segmentation and gradual volume discipline. Inbox placement is engineered, not hoped for.
SMS and WhatsApp too?
Where the audience welcomes them and unit economics work. Each channel gets its own consent, cadence and measurement rules.
How is lifecycle revenue attributed?
Holdout groups plus cohort tracking, so retention lifts are proven rather than assumed. Email cannot claim what onboarding would have done anyway.
What content do we need ready?
Less than feared. We start with transactional and behavioural triggers, then build campaigns from test winners. Existing assets get reused hard.