SIR.

THE APPROACH

How the engagement was structured.

We started with the unglamorous work. Email deliverability in the international region was diagnosed and rebuilt from sender reputation upward, with list hygiene, suppression discipline and warming sequences that restored the inbox before any creative work mattered. Lifecycle flows were then segmented on new-versus-returning logic so first-time buyers, repeat customers and lapsed audiences were treated as distinct cohorts with distinct intent.

From there the engagement expanded into a full retention retainer. We rebuilt the core lifecycle journeys end to end: welcome, browse, cart, post-purchase, replenishment, win-back, with behaviour-led triggers and creative that reflected where the customer actually was in their relationship with the brand. Each flow was tied to a clear outcome rather than an open rate, and the cadence calendar was rebuilt against contribution rather than send volume.

Offline was brought into the same system. Point-of-sale was integrated so in-store transactions wrote back to the customer record, which meant lifecycle attributes finally reflected the customer's full behaviour across stores and online. A returning in-store buyer was recognised as such the next time they opened an email, and lifetime value calculations stopped underselling the most loyal segment of the file.

The measurement layer was rebuilt in parallel. Server-side tracking surfaced previously anonymous traffic and tied it back to known customers wherever consent allowed, which sharpened the signal feeding into both lifecycle and paid channels. Omnichannel splits were then used to brief creative, sequence offers and prioritise audiences against where real revenue was being earned.