For most DTC ecommerce brands, email and SMS lifecycle marketing drives 25-40% of total revenue when done well — and 5-12% when done poorly. The gap between those two outcomes is almost entirely about whether the programme is built around customer behaviour and lifecycle stage, or built around a content calendar inherited from someone who didn't know better.
Three patterns show up in every lifecycle audit. One: all subscribers receiving the same broadcast emails regardless of behavioural state — engaged subscribers getting reactivation campaigns, dormant subscribers getting product launches that pre-suppose engagement they don't have. Two: automation flows configured years ago by someone who's no longer at the company, running on outdated logic, sending pre-purchase content to post-purchase customers. Three: no understanding of LTV by acquisition source — so the lifecycle programme treats every customer identically when their underlying value differs by 5-10× based on how they entered.
Doing this well requires four things most programmes don't have: clean behavioural segmentation, an automation architecture that maps to customer lifecycle stages, content production that respects segment differences, and measurement that connects lifecycle activity to LTV outcomes — not just open and click rates.
That's what we build.