CRM & retention marketing
Decide who needs a message, why they need it and when it should stop. Then choose the channel.
Your customer list has a history
A first-time subscriber and a returning customer need different things. We use available purchase and communication data to build useful segments and manageable scenarios. More segments are only helpful when they lead to a different, worthwhile action.
What we work on
A usable customer picture
A review of customer identifiers, purchase history, contact permissions and the data required for the first scenarios.
Segments with a purpose
Clear entry and exit rules, an intended action and a named owner for each customer group.
Communications that can be maintained
Welcome, post-purchase and reactivation scenarios where relevant, plus an agreed measurement and review process.
How the work takes shape
Check the data
We establish which records belong to a person, which purchases are complete and which contacts can receive the planned communication.
Start with one behaviour
Choose a specific task, such as helping a new subscriber make a first purchase. Write the trigger, message, exclusions and stopping conditions.
Measure beyond the send
Monitor purchases and customer responses alongside delivery, complaints and unsubscribes. Attributed revenue is not automatically additional revenue.
For teams with customer relationships to develop and a need to move beyond sending the same campaign to everyone.
See it in practice
Two storefronts, three currencies and the systems behind a fashion brand's international launch.
Read the case
A few useful answers
Do we need a CDP first?
No. The required data and scenarios determine the tools. A simple setup can be the right starting point when the team or purchase history is small.
Is this the same as email marketing?
Email is one channel. Lifecycle planning decides how the communication changes with the customer's situation and can use other appropriate channels too.