Services / Add-on
Lifecycle & Retention
Once leads enter your pipeline, lifecycle email keeps them moving. Onboarding sequences, re-engagement campaigns, quarterly review nurtures - all templated and measured.
This is an add-on to our Pipeline & Conversion service. We set up the flows, write the copy, and report on open rates, click-throughs and pipeline influence.
Why this is an add-on, not a standalone service
Lifecycle email only works once there's a real pipeline feeding it. A beautifully designed onboarding sequence sent to nobody doesn't move revenue. That's why we don't sell this on its own: it's built to plug into the leads and traffic our Pipeline & Conversion work is already generating, so the sequences are responding to real behavior (a form fill, a pricing page visit, a stalled trial) instead of running on a generic template disconnected from what's actually happening in your funnel.
The sequences are not a parallel marketing program. They fire from events that Pipeline & Conversion already instruments: a form submit, a pricing-page session, a trial that stalled after day three. If those events are not being captured, there is nothing useful to send, which is why this sits behind that work rather than beside it.
If you only need a newsletter or a one-off campaign, this is the wrong page. Those are execution tasks. This add-on exists for companies already generating inbound leads who are losing them after the form fill.
A few things this add-on is not: cold outbound, a weekly company newsletter, or a replacement for sales follow-up. We will not buy lists, scrape contacts, or stand up an email program against a list that has no recent permissioned activity. If what you actually need is outbound, say so - that is a different discipline and we will not pretend this covers it.
What's included
Onboarding / welcome sequences for new leads
The first few emails someone gets after they convert set the tone for the entire relationship. We build a sequence specific to how your product or service actually gets adopted, not a generic "welcome, here's our blog" template - what a new lead needs to know in week one is different for a 200-person manufacturer evaluating a six-month retainer than for a solo buyer on a self-serve tool. Typical sequences run a handful of emails over the first two to three weeks, timed to actual adoption steps (first login, first report, first scoping call) rather than a fixed calendar drip.
Re-engagement campaigns for dormant contacts
Most pipelines have a long tail of contacts who went quiet - downloaded something once, never replied to outreach, opened a few emails and stopped. Re-engagement sequences give those contacts a specific, low-friction reason to come back rather than a generic "just checking in" nudge, and identify which ones are worth continued investment versus which should be suppressed to protect deliverability. After the sequence, contacts who stay silent come off the list. Leaving them on a monthly blast is how you train inbox providers to bury the rest of the program.
Quarterly review and nurture cadences
For longer sales cycles - the kind common in the mid-market B2B space we work in - a single nurture sequence isn't enough. We set up recurring cadences tied to natural review points (quarterly business reviews, contract renewal windows, budget cycles) so contacts hear from you at moments when they're actually more likely to act. The point is fewer, better-timed emails, not a drip that lands every Tuesday whether anything has changed.
Template design and copywriting
We write and design every email in the sequence, matching your brand voice rather than handing you a generic template to fill in yourself. This includes subject line testing guidance and layout that renders correctly across the email clients your actual contacts use. You review and approve copy before anything goes live. We do not ship a first draft to your list.
Deliverability setup (SPF, DKIM, warm-up)
None of the above matters if your emails land in spam. We configure SPF and DKIM authentication records correctly for your sending domain, and run a proper IP/domain warm-up schedule for new sending infrastructure - sending too much volume too fast on a new domain is one of the most common reasons lifecycle programs quietly fail without anyone noticing why. We do not start volume until those records are in place and the warm-up schedule is running.
Monthly reporting on open rates, clicks and pipeline influence
We report on the metrics that actually matter for a B2B lifecycle program - not just opens and clicks in isolation, but how those sequences correlate with pipeline movement, so you can see whether the emails are actually influencing deals, not just generating vanity engagement numbers. If a sequence cannot be tied to a CRM stage or a meeting booked, we treat that as a gap in the setup, not a reporting footnote.
How this fits into a retainer
This is scoped and priced as an addition to an existing Pipeline & Conversion engagement, not a separate contract. Because the sequences are built on top of lead and behavioral data we already have from that work, setup is faster and the targeting is sharper than starting an email program from scratch.
It shows up as a line on the existing retainer, with the same monthly reporting cadence. We do not spin up a second account manager or a parallel email retainer. We typically start this after conversion tracking and CRM events from the Pipeline & Conversion work are already live, so the first sequences are built against real events, not guessed ones.
Frequently asked questions
No. The sequences depend on the lead and behavioral data that work produces. Without a pipeline feeding them, we would be writing emails into an empty list. If you already have a working inbound engine elsewhere, say so on a call - but we do not sell this as a standalone product.
We do not sell an email platform. We build and run the sequences in the tool already on your stack, as long as we can authenticate the sending domain and get conversion events out of it. If the current tool cannot do that, we will say so before we start, not after.
Onboarding sequences can start going out as soon as new leads hit the list, usually within the first few weeks of setup. Re-engagement and quarterly cadences take longer to show pipeline movement - months, not a campaign week - because they depend on enough contacts cycling through.