Tracking and lifecycle email that turn attention into revenue.
Clean event tracking and lifecycle email wired to real attribution. Welcome, nurture, cart recovery and reactivation flows, so you know which channel actually pays and which one only looks busy.
What is lifecycle email marketing?
Lifecycle email marketing is a set of automated flows triggered by customer behaviour rather than by a calendar. Welcome, abandoned cart, post-purchase, win-back and reactivation sequences run continuously in the background, recovering revenue from people who already showed intent but did not complete a purchase.
Best for
- Ecommerce brands losing revenue to abandoned carts and one-time buyers
- Businesses spending on ads without knowing which spend converts
- Companies with an email list they have never properly used
- Teams whose analytics and ad platform numbers never agree with each other
What we set up
Lifecycle email flows
Welcome, abandoned cart, browse abandonment, post-purchase, win-back and reactivation sequences built in Klaviyo or Brevo, segmented by behaviour and language.
Server-side conversion tracking
Meta CAPI, GA4 and Google Tag Manager configured server-side, so conversions still register when browsers block client-side pixels.
Attribution you can trust
Channel attribution wired end to end, so email, paid and organic each get credit for what they actually drove instead of every platform claiming the same sale.
Paid media management
Meta, Google and TikTok campaign structure, creative testing and budget management, with performance measured against real revenue rather than platform-reported ROAS alone.
Landing pages and funnels
Dedicated pages matched to the ad or email that sent the visitor, so message and page stay consistent through to conversion.
Segmentation and list health
Suppression rules, engagement segments and deliverability hygiene, so your sending reputation holds up as volume grows.
How we deliver it
- Audit what exists We review your current tracking, flows and ad spend, then quantify exactly what is leaking. Almost every account we open has recoverable revenue sitting in a half-finished flow somebody started and never switched on.
- Fix measurement first Tracking and attribution get fixed before we touch a single campaign. Optimising against broken data does not just waste budget, it actively makes your decisions worse, because you start confidently scaling the wrong thing.
- Build the flows We build the highest-value sequences first, usually cart recovery and welcome, because those capture demand that already exists and pay back fastest. Nurture, post-purchase and win-back follow once the money-makers are live.
- Test and scale We iterate on subject lines, send timing, segments and creative, then scale what wins. Reporting is monthly and tied to revenue, so you always know which channel earned its budget and which one only looked busy.
Platforms we work in
Klaviyo, Brevo, Meta Ads, Google Ads, TikTok Ads, Google Tag Manager, Google Analytics 4, Meta CAPI, Shopify, NinjaPipe
Frequently asked questions
How much revenue can email flows actually recover?
It depends on traffic volume and average order value. For one Shopify client, lifecycle flows contributed to over €277K in revenue with €201K specifically recovered from abandoned carts. Another saw repeat orders rise 37% after new email and SMS flows went live.
Which is better, Klaviyo or Brevo?
Klaviyo is stronger for ecommerce, with deeper Shopify integration and better product-level segmentation. Brevo is more cost-effective at volume and fits service businesses well. We pick based on your model rather than a preferred vendor.
Why do my ad platform and analytics numbers never match?
They measure differently. Ad platforms use view-through and platform-side attribution windows, analytics uses last-click sessions. Both are partly wrong on their own. Server-side tracking plus a single agreed source of truth is what closes the gap.
Do you manage ad spend as well as build the tracking?
Yes. We handle campaign structure, creative testing and budget management across Meta, Google and TikTok. Media spend is billed separately from management, and unspent budget rolls over to the next campaign month.
How long before lifecycle flows pay for themselves?
Cart recovery and welcome flows usually produce measurable revenue within the first month, because they capture demand that already exists. Nurture and reactivation take longer since they depend on list size and buying cycle.
Do I need a big email list for this to work?
No. Flows are triggered by behaviour, so they work proportionally at any list size. A small engaged list with proper cart recovery usually outperforms a large neglected list receiving occasional broadcasts.