Marketing automation fails in a characteristic way: each sequence is sensible alone, and together they send a customer four unrelated messages in a morning, one of which contradicts the support ticket they have open. Nobody designed that. It emerged, because each campaign was built by a different person at a different time and nothing arbitrates between them. The fix is suppression logic and a single view of what a customer has recently been sent.
What the work involves
- Mapping the real lifecycle, including the stages the business does not currently name
- Behavioural triggers based on what people do, not only on time elapsed
- Global suppression and frequency rules, so campaigns cannot talk over each other
- Onboarding sequences measured against activation rather than open rates
- Win-back and retention flows, usually the highest-return and least-built part
- Reporting against revenue and retention rather than engagement vanity metrics
Why we are credible at this
We run both halves of this ourselves — the mail infrastructure that determines whether a message arrives, and a CRM with the customer record it should be personalised from — which is why we design suppression before sequences rather than after the first complaint.
What moves the price
We quote after discovery and the number is fixed before anything starts. These are the things that move it, so you can see roughly where your project sits before you talk to us.
- How many lifecycle stages and segments genuinely exist
- Data quality in the CRM, which sets a hard ceiling on personalisation
- Which platform you are on and what it can actually do
- Whether the content for each sequence needs writing
Questions we get asked
Other Web Marketing work
Tell us what you are trying to do
A short conversation is usually enough to tell whether we are the right people. If we are not, we will say so and point you somewhere better.