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Lifecycle Programme

Every customer gets the right message at the right stage. Automatically.

From R38,000 Per month · 3-month minimum R34,200/mobilled annually · save 10%

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Is this you?

Email should be a top-three revenue channel. Nobody can prove it is

You're not a single store with a single list any more. You have segments that behave like different businesses, wholesale and retail, first-time buyers and subscribers, or two or three brands sharing a back office. And right now, most of those people get roughly the same email at roughly the same time, because that's all a monthly calendar can do.

At your volume, email should be sitting alongside your top revenue channels, and it should be provable. Instead the reporting is a muddle. Nobody can say what email actually earned last quarter, per segment, in a number the board would accept. Which means nobody can defend its budget, or spot which segment is quietly dying.

This programme runs email as a proper channel. The full customer journey mapped, eight or more flows covering it, six to eight campaigns a month on top, and reporting that attributes revenue per flow and per segment. An operator, not a newsletter.

What you
actually get

Every line below is a deliverable, not an intention. If it's on this list it's in the proposal, and if it's not on this list it isn't included.

Full lifecycle mapping

Every stage a customer moves through, from first visit to lapsed, mapped per segment before anything gets built. The map is what stops the programme being a pile of disconnected emails.

Eight or more flows across the journey

The four core flows are the floor, not the ceiling. Browse recovery, replenishment, VIP, sunset and the stages specific to your segments, built out over the first two months and maintained from then on.

Six to eight campaigns a month

Written, built and sent across your segments and brands, on a calendar agreed with you. Different segments genuinely get different emails, which is the entire point.

Advanced segmentation and personalisation

Behaviour, purchase history and lifecycle stage driving who sees what. This is what makes higher volume land as relevance rather than noise.

CRM and ecommerce integration

Your email platform connected properly to the systems that know your customers, so segments build themselves from live data instead of exported spreadsheets.

A quarterly strategy session

Ninety minutes on what the numbers say, what's next and what to stop doing. The programme gets steered, not just executed.

Revenue reporting per flow and per segment

The channel's earnings in rand, split the way you actually run the business. This is the report that lets email defend its own budget.

How it runs

So you know what's happening and when, and so nobody has to ask for a status update.

Month 1

Map and integrate

Lifecycle mapping per segment, deliverability and platform audit, CRM and ecommerce integration, and the reporting baseline. Campaigns keep sending while this happens, the channel doesn't pause for the programme.

Month 2

Flow build-out

The flow library built against the map, tested and switched on in priority order, earners first.

Month 3

Full cadence

Six to eight campaigns a month running across segments, with the first full per-segment revenue report.

Monthly

The rhythm

Calendar, sends, optimisation, and the revenue report. You see per-flow and per-segment numbers every month.

Quarterly

Strategy

The steering session. What the data says, what changes, and what the next quarter's priorities are.

What I need from you

The projects that run late almost always run late for one of these reasons, so they're worth reading properly before we start.

Admin access to your email platform, CRM and ecommerce systems, granted per system and revocable by you
Brand assets for every brand in the programme
Product, offer and stock information monthly, per brand and segment, the calendar is only as good as what I know is coming
Approvals within the agreed windows, at six to eight campaigns a month, slow approvals are the only thing that can stall this
The lists, the accounts and the data are yours, and every part of it exports with you if we part ways

What's not included

On the public page rather than buried in the proposal, so there's no argument in week five.

Platform fees
Creative production outside the system
SMS and WhatsApp channels (quoted separately)

Your other options

What happens if you don't do this

Keep running it as a newsletter. The flows earn what they earn, the monthly sends go to everyone, and the channel underperforms invisibly, because without per-segment attribution, nobody can see what it should be earning. Underperformance you can't measure feels exactly like success.

Hire a lifecycle marketer in-house. The right answer eventually, and I'll tell you when I think you've reached it. A good one costs more than this programme and takes months to hire. Some clients use this programme to prove the channel's value first, then hire into a role the numbers already justify, and I'll help hand it over properly when they do.

Recognise the wrong fit. If you're a single store with one main segment, this is more programme than you need and the fee would be better spent elsewhere. Managed Email covers a single-store operation properly at a fraction of the price, and this programme exists for the day you outgrow it.

Straight
answers

Isn't this just Managed Email with more emails?

No. Managed Email runs one calendar for one audience. This maps the whole customer journey per segment, builds the flow library to cover it, integrates your CRM and ecommerce data, and reports revenue per segment. The campaigns are the visible part. The mapping, the integration and the attribution are what you're actually paying for.

How will I know the programme is earning its fee?

The monthly report shows revenue per flow and per segment, in rand, from attribution in the platform you own. From R38,000 a month is a real number, and it should be measured against a real one. If the channel isn't clearly covering the fee within the first two quarters, that conversation happens in the quarterly session, with my numbers on the table, not yours.

Won't this volume of email annoy our customers?

Volume without segmentation would. The programme's premise is the opposite, more emails in total, fewer per person that miss. A replenishment reminder to someone running out, or a VIP early access to your best customers, doesn't read as noise. Unsubscribe and complaint rates are tracked per segment, so if any group is being over-sent, the report shows it and the cadence changes.

Who owns the lists, the accounts and the data?

You. Always. Every platform account is in your name, every list, flow, template and integration lives in your systems, and all of it exports with you. At this fee level that has to be true, or the programme is a hostage arrangement with a strategy session attached.

Can one person really run a multi-brand programme?

For the scope defined here, yes, and the protection is structural rather than a promise. The lifecycle map and calendar are documented, campaigns are built ahead of send dates, flows run themselves, and everything sits in your accounts, so any competent operator could pick it up from the documentation. If your volume genuinely needs a team, I'll say so, and help you hire one rather than pretend otherwise.

Sound like
your problem?

One call, no deck. If this isn't the right package I'll tell you which is.

Email instead