Lifecycle Email & SMS, inside a Lumos engagement

Retention that feels considered, not constant.

Most D2C brands treat email like a megaphone. A weekly newsletter, a few campaign blasts a month, and a "we miss you" flow that triggers six months after the customer has already left. The data shows it: 80% of revenue from 20% of subscribers, list churn climbing, deliverability slowly decaying.

We do this differently. Lifecycle work inside a Lumos engagement starts with the flows, not the campaigns. Welcome, browse, cart, post-purchase, win-back, VIP — the automated programmes that earn their compounding without you having to remember to send anything. Then campaigns layer in where they justify their own deliverability cost.

What's inside

Klaviyo or Omnisend setup and audit
Flow strategy and build: welcome, browse abandonment, cart abandonment, checkout abandonment, post-purchase, win-back, VIP, replenishment
Segmentation and list hygiene
SMS where it serves the journey (not as a duplicate of email)
Deliverability monitoring and warming
Reporting against revenue contribution, not open rate

Reporting

Monthly. Email and SMS revenue as % of total. Flow performance. Campaign performance. What we recommend changing.

Questions

Klaviyo or Omnisend? ↓

Klaviyo by default for D2C above £100k/month. Omnisend works fine below that and is cheaper. We'll recommend in the diagnostic.

Should I send more campaigns? ↓

Almost certainly not. We've never opened an account and recommended sending more campaigns. We've often recommended sending fewer.

What's a realistic % of revenue from email? ↓

For a mature D2C brand with proper flows, 25–40% is normal. Below 20% there's almost always room. Above 45% your acquisition is probably weaker than you think.

Related work

Brookwood Botanicals → Goodleaf Pet →