Litehouse moved from campaign-led email to lifecycle-led retention
the email calendar was built around what the business wanted to say each week, not where the customer was. enviary rebuilt email around six lifecycle moments, turning flows from a support layer into the structure carrying retention revenue.
flow share of attributed revenue
0
%
- Verified Outcome
flow revenue growth
+
0
%
THE PROBLEM
every send was a calendar decision, not a customer decision
70% of email revenue came from campaigns
no internal concept of customer stage
every campaign required a full manual build.
WHY IT MATTERED
a campaign calendar has a ceiling. a lifecycle does not.
- campaign revenue only grows through frequency, list size, or offer aggressiveness. each has diminishing returns.
- pushing frequency or offers too far actively damages list health over time
- lifecycle flows scale with behaviour instead, working at 3am with zero manual input
WHAT ENVIARY CHANGED
six lifecycle stages, each with its own automated job
What we built
- mapped six stages: new subscriber → first buyer → repeat → reorder-window → at-risk → lapsed
- profile reorder flow triggered by consumption cycle, not calendar date
- converted 3 manual evergreen campaigns into automated flows
- re-scoped campaigns to launches and seasonal moments only
pre-agency
0
%
flow share of email revenue
after working with enviary
0
%
flow share of email revenue
THE RESULT
flows started carrying the channel
flow revenue growth
+
0
%
attributed revenue, +196.2%
ZAR
0
M
total recipients, +94.5%
0
Creative supported by lifecycle logic
Aesthetics that convert
Results Snapshot
measurable growth through lifecycle-led retention
WHY IT WORKED
lifecycle structure replaced the content calendar.
“the brand had built its program around what to say, not where the customer was in the journey. once lifecycle stages existed
