Digital Marketing
Lifecycle Email and Retargeting System
A segmented lifecycle programme with consent-aware measurement and frequency-controlled retargeting.
- Client
- Client placeholder — subscription business
- Industry
- Subscription / DTC
- Timeline
- Sample engagement — approx. 5 months
- Services
- Email Marketing, Retargeting, Analytics Setup
The challenge
Where the Project Started
Acquisition spend was working, but new customers were not being nurtured and re-engagement relied on unsegmented broadcasts.
Strategy
How We Approached It
- Segment by behaviour and stage rather than sending the same message to everyone.
- Cap retargeting frequency to protect brand experience.
- Rebuild measurement so lifecycle impact is visible separately from acquisition.
Execution
What We Delivered
- Built onboarding, nurture and win-back sequences with clear entry and exit rules.
- Set frequency and exclusion rules across retargeting audiences.
- Implemented consent-respecting event tracking and a lifecycle reporting view.
Results
Outcomes and Observations
Described qualitatively. Verified numeric results are shared with clients directly rather than published.
Improved re-engagement journeys
Segmented sequences replaced undifferentiated broadcasts.
Controlled ad exposure
Frequency caps reduced repetitive impressions.
Separate lifecycle reporting
Retention activity is now measured on its own terms.
Learnings
What We Took Forward
Segmentation improves results more reliably than increased sending volume.
Consent-aware tracking is a design decision, not a compliance afterthought.
More work
Related Engagements
Have a Similar Challenge?
Tell us what you are working toward, and let's create the right digital strategy to get you there.