Email and lifecycle marketing that keeps customers payingEmail marketing consultant, UK

Lifecycle marketing is the run of emails that follows a customer from sign-up to renewal: welcome, onboarding, trial, winback and cancellation. As an email marketing consultant rather than an email marketing agency, I plan and build those journeys on an email system you own. I rebuilt email for my own brands this way and cut the bill from over $6,000 (about £4,500) a month to under $150 (about £110).

Tell me what you spend on toolsSee the receipt

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Lifecycle flowyour own system

  1. Welcomethe moment they sign up
  2. Onboardingto the first real win
  3. Trial reminderbefore the trial ends
  4. Winbackfor customers who lapsed
  5. Cancellationa fair chance to stay
One journey from sign-up to renewal, on a system you own.

What does customer lifecycle marketing cover?

  • Onboarding that gets new customers to the moment they see the value.
  • Trial journeys that remind, reassure and convert before the trial ends.
  • Winback campaigns for customers who lapsed, with offers that make sense.
  • Cancellation flows that listen, offer a real alternative and let people go cleanly.
  • Campaign emails and offers that fit around the lifecycle journeys, not on top of them.

Why is retention where the profit is?

Most businesses spend heavily to win a customer, then send them a receipt and a newsletter. A CRM marketing consultant's job is to change that: know who each customer is, what they've done and what should happen next, and measure whether it worked.

Retention should also be cheap to run. Email platforms often charge more as your list grows, even when you send the same emails.

Email marketing agency, or an email system you own?

An agency runs your campaigns. I cut what the platform costs you as well: I rebuilt the email systems for my own brands, Rugby Warfare in its time, Turtle Method, ParrotPal and JitsAI, moving them off Klaviyo onto a custom system and saving thousands a year against Klaviyo.

You end up with email you own: your lists, your journeys and your data in one place you control, at a fraction of the running cost. Want the trade-offs first? Read my guide to Klaviyo alternatives and Amazon SES.

What you get

  • Cut the bloatStop spending hundreds and thousands a month on tools and retainers that don't earn their keep.
  • Bring it in-houseYour ads, email and data, owned by you instead of rented from agencies and platforms.
  • Real full-funnel attributionEvery customer followed from the ad they clicked to the sale to whether they stay. Real numbers from your own sales data, not Meta dashboard numbers.
  • One hub you controlYour numbers, customers and campaigns in one place that belongs to you.
  • One person at the level of fiveA setup lean enough that one capable person on your side can operate at the level of five.

How does it work?

  1. Diagnose

    An outside-in audit of your offer, ads, website, funnel, emails and app store listing, seen the way a customer or a competitor sees them. No logins needed. Any figures about other businesses come from third-party tools, so treat them as estimates.

  2. Run and fix

    If we work together, you give me access to the accounts I need, such as analytics, ad accounts and your email platform. Then I run the campaigns, fix the leaks in the funnel and build what's missing, or guide the people who already do it.

  3. Weekly reporting

    A plain report every week from your own data: what we spent, what came back, what's working, what isn't and what happens next.

Where I've done this

Lifecycle work sits at the heart of the subscription apps I build and grow. See app growth for how it fits with trials and paywalls.

Outfit Formulas

I run advertising, work on funnels and produce weekly reports. I also help Alison think through the decisions behind the app's growth.

Client

Visit Outfit Formulas
Four jiu-jitsu athletes in white gis with their medals on the podium at the IBJJF London International Open

JitsAI

I built JitsAI, a Brazilian jiu-jitsu training app, and I run its website, search and growth.

  • More than 20,000 people have used JitsAI's jiu-jitsu apps
  • Rated 4.5 stars from 149 ratings
  • New pages score 99 to 100 on Lighthouse mobile

Own brand

Visit JitsAI

Turtle Method

I built Turtle Method, a coaching and tracking platform, and I still grow it.

Own brand

Visit Turtle Method

ParrotPal

I built ParrotPal, a nutrition and health app, and I still grow it.

Own brand

Visit ParrotPal

Questions people ask

What is lifecycle marketing?

Sending the right message at each stage of a customer's life with you: when they sign up, start a trial, buy, go quiet or try to cancel. Done well, it keeps more of the customers you already paid to win.

Are you an email marketing agency?

No. I'm an email marketing consultant, so you work with me directly. I plan the journeys, write or brief the emails and check the results myself.

Which email platform do you use?

I've run email on Klaviyo and still recommend it for some businesses. My preference is a custom system on Amazon SES, which you own and which costs far less as your list grows.

Can you move us off our current email platform?

Yes. I move the lists, journeys and reporting across, check deliverability and keep unsubscribes and consent intact, so nothing you rely on gets lost.

Can you work with our CRM and existing lists?

Yes. We start by reviewing what you already send and what data you have, then fix the biggest gaps first.

Want more from the customers you already have?

Tell me what you send today, what you sell and what your email platform and tools cost. I'll tell you where the biggest gap is.

Tell me what you spend on tools

From South Wales. Based in London. Working with businesses anywhere in the world.