Email is 30% of mature DTC revenue. Yours probably isn't.
Most accounts have one welcome flow, one cart-abandon, and an unused 'newsletter' list. We rebuild the lifecycle architecture — flows, segments, deliverability, SMS layer — and turn lifecycle into the highest-margin channel on your P&L.
What we run.
- 01Klaviyo (preferred — operator-grade tooling)
- 02Customer.io (SaaS — event-driven)
- 03HubSpot Marketing Hub
Full surface area below ↓
What's broken in most lifecycle programs.
Before any agency starts "optimising," we audit. Here's what we typically find — and what we fix.
Welcome flow is one email
A 'thanks for subscribing — here's 10% off' email and nothing else. Best-in-class welcome series are 7–10 touches over 21 days, generate $2–4 per profile, and onboard customer LTV. Most brands are leaving $30–80K/mo on the table.
Deliverability never measured
DKIM partial, SPF half-set, DMARC absent. Sending domain mixed with transactional. Apple Mail Privacy Protection treated as 'open rate broken' instead of 'optimise differently'. Inbox placement is the silent killer.
Segmentation = '90-day non-buyers'
RFM segmentation never built. Predicted-LTV not used. VIPs not separated from one-time buyers. The whole list gets the same campaign, the engaged audience tunes out, and deliverability degrades.
SMS treated as 'email v2'
SMS layer added with the same cadence and copy as email. No urgency, no exclusivity, no segmentation. Result: high opt-out rate, regulatory risk, and low ROI per send.
27 draft flows in Klaviyo, never activated
Browse abandonment, post-purchase education, replenishment, win-back, VIP — drafts sit untouched while the team manually sends one campaign per week. Activation is more valuable than another campaign.
What we run.
Every platform listed below is run by a senior operator who has shipped on it for years — not a junior account manager learning on your spend.
How we audit & operate.
Four steps, repeated quarterly. The rigour is the product.
Deliverability scorecard
SPF, DKIM, DMARC, BIMI audit. Sending domain segmentation. Spam-trap monitoring. List hygiene. Sender reputation against Microsoft + Google + Yahoo. We fix this BEFORE writing flows — flows on a poisoned reputation perform poorly regardless of copy.
Flow architecture
Map the 8–15 flows your category needs. Build with senior copy + design. Wire to events that exist (and add the ones that don't). Test variants of every flow against control.
Segmentation strategy
RFM, predicted-LTV, behavioural, lifecycle stage. SMS segments distinct from email. VIP recognition. Re-engagement vs. suppression rules.
Campaign cadence
Editorial calendar tied to product launches, replenishment cycles, holiday windows. A/B testing register. Performance reported against revenue per recipient + revenue per send.
Concrete deliverables. Nothing vague.
Every line below is something you can hold, read, or measure against. No 'strategy decks as deliverables'.
- 01Deliverability scorecard + remediation plan
- 028–15 flow architecture (built or rebuilt)
- 03Segmentation map + RFM/predicted-LTV setup
- 04Monthly campaign calendar + execution
- 05Weekly revenue-per-recipient + revenue-per-send reporting
- 06Quarterly list health audit + win-back program
Anonymised. Real numbers.
We don't parade logos. We parade math. Brand names disclosed only with written permission.
Email rev 6% → 27% of total in 5 months
- Deliverability fixed (DKIM, SPF, DMARC, dedicated sending domain)
- 12 flows built end-to-end from one welcome
- SMS layer added at $9.40 revenue/send
Trial activation +29 percentage points
- Customer.io event-driven onboarding rebuilt
- Day-3 aha-moment email lifted activation 18%
- Churn-save sequence recovered 11% of cancellations
The questions buyers actually ask.
Will you migrate us to a new ESP?
If your current ESP is the bottleneck, yes. Klaviyo migration is a 4-6 week project for ecom. Customer.io migration for SaaS is similar. We've done both and price as one-time projects ($15-25K) plus normal retainer.
How fast does email revenue lift?
Welcome flow rebuild + deliverability fix typically lifts email revenue 30–60% in 60 days. Full lifecycle rebuild compounds over 4–6 months. Email % of total revenue at 25%+ is achievable for most DTC brands within a year.
Do you do SMS too?
Yes. Postscript or Attentive for ecom. Twilio direct for SaaS event-triggered. SMS is a separate channel with separate strategy — not 'email v2'.
What about BIMI and Apple Mail Privacy?
BIMI deployed where the brand has VMC eligibility. Apple Mail Privacy Protection optimised by shifting attribution away from open rate to click-through, conversion, and revenue per recipient. Open rate is no longer a useful metric — we report what is.
Two ways in.
Both low-risk.
Book a $5K audit
Two weeks. We forensically tear down your lifecycle stack. You get the brief, the action board, and a 90-day plan — even if we never work together. Refundable if you don't act on a single recommendation.
- 12–25 page brief (xlsx + pdf)
- Loom walkthrough
- Prioritised action board
- 30-day implementation review
30-min call.
No slides.
Share your screen. Walk us through the dashboard. We'll surface 3 quick wins on the call — yours to run, even if you never engage us. No pitch, no slides, no "next steps deck".
- 30 minutes max
- We watch your screen, not the other way
- 3 specific findings + suggested fixes
- Zero follow-up sequences