Fitness & E-commerce · Email & Lifecycle
Email & lifecycle for fitness & e-commerce
Paid social gets the first click; lifecycle gets the second, third, and tenth. For most DTC and coaching brands, email and SMS quietly drive 25–40% of revenue at near-zero marginal cost — if the flows exist.
What I audit in the first 30 days
Same order every time — each step depends on the one before it.
Which flows actually exist?
Welcome, abandoned cart, post-purchase, winback, replenishment. Most brands have a welcome and nothing else — leaving the highest-ROI revenue in the business unbuilt.
List health and deliverability
Sending to a stale list tanks inbox placement for everyone. Segmentation, sunset flows, and engagement-based sending protect the asset the whole channel depends on.
Capture rate on paid traffic
If paid clicks don't become subscribers, every lifecycle dollar is capped. Pop-up strategy and offer determine how much of that expensive traffic the brand actually keeps.
The playbook
The levers that consistently move these accounts, roughly in order of impact.
Build the core flows first
Welcome, abandoned cart, and post-purchase are the money flows. They run 24/7, convert warm intent, and pay for themselves in the first week live.
Capture more of the paid traffic
A compelling opt-in offer turns expensive one-time visitors into a list the brand can market to for free, forever. The single highest-leverage change on most sites.
Segment by behavior, not blast
Buyers, browsers, and lapsed customers get different messages. Behavior-based sends lift revenue and protect deliverability at the same time.
SMS for urgency, email for story
Time-sensitive offers hit SMS; education and narrative live in email. Used together, not interchangeably, they compound instead of annoy.
A campaign calendar that compounds
Beyond flows, a consistent promotional and content cadence keeps the list warm so every paid acquisition keeps paying off months later.
The benchmarks I hold to
| Benchmark | Typical range |
|---|---|
| Email share of revenue | 25 – 40% |
| Flow vs. campaign revenue | 50 / 50 target |
| Abandoned-cart recovery | 5 – 12% |
| List capture on paid traffic | 3 – 8% |
Run this in your shop
If bays are empty while the phone rings, the leak is measurable — and fixable.