Lifecycle

Lifecycle marketing for D2C brands that want email to drive revenue.

Email and retention inside a full engagement — not bolted on as an afterthought.

The problem

Most D2C email programmes are broadcast, not retention.

The common failure modes: sending the same email to the entire list regardless of purchase history. Measuring performance by open rate rather than revenue contribution. Running welcome and abandoned cart flows without connecting them to what paid and organic channels are promising. Treating lifecycle as a separate brief from the rest of the marketing operation.

Inside the engagement

Segmentation, core flows, campaigns, and a retention programme.

Inside a Lumos engagement, lifecycle covers list architecture and segmentation, the core automated flows (welcome, post-purchase, win-back, browse and cart abandonment), a campaign calendar coordinated with paid and seasonal activity, and a quarterly review of cohort retention by acquisition channel.

Connected surfaces

SEO and paid determine who enters the lifecycle programme. Optimisation improves the on-site experience that lifecycle links to. All four surfaces share the same commercial brief.

What good looks like

Email as a percentage of total revenue — not open and click rates.

The commercial outcomes we work towards: email and SMS as a percentage of total revenue, repeat purchase rate by cohort, contribution margin from email versus paid re-acquisition, and average number of purchases per customer in the first 90 days.

Selected work

Common questions

Do you manage lifecycle as a standalone service?

No. Lifecycle is one of four surfaces inside a retained engagement. Email performance is directly connected to what paid and SEO are doing — managing it in isolation means missing that context.

Which email platforms do you work with?

Klaviyo is our primary platform for D2C lifecycle work. We also have experience with Omnisend and Mailchimp, and can advise on platform selection if you haven’t committed to one.

What if our list is small?

List size affects what we can do in the short term but not the approach. We build the architecture correctly from the start so it scales as acquisition grows. A small, well-segmented list outperforms a large, unstructured one.

Do you handle SMS as well as email?

Yes, where it makes commercial sense. SMS typically works well for time-sensitive campaigns and cart abandonment. We assess whether it’s worth the additional cost based on your existing email performance and product type.

See if we’re a fit.

Thirty minutes. No pitch. We’ll both know quickly whether this makes sense.

Book a fit call

Working with us

Read the full criteria first →

Retainer: From £1,750 + VAT / month
Projects: From £2,500 + VAT
Minimum term: 6 months