Lifecycle Marketing & Automation
Most brands spend everything on acquiring customers and nothing on keeping them. I design and build the automated lifecycle systems that turn one-time buyers into lifelong customers — so you stop losing revenue to silence.
Sample Scorecard Result
Most brands score here. Biggest opportunity.
The Problem
Someone buys from you. The order confirms. And then... nothing. No education about what they bought. No follow-up. No reason to come back. 60 days later, they've forgotten your name.
Meanwhile, your email list keeps growing, but your revenue from email stays flat. You know you should have automations running, but you don't have the time, the expertise, or the strategy to build them right.
That's where I come in.
of email revenue comes from automated flows — not campaigns
cheaper to retain a customer than to acquire a new one
of brands have no post-purchase automation at all
How It Works
Start with the free Lifecycle Scorecard or book a strategy session. I audit your current email & SMS program, identify the highest-impact gaps, and build a prioritized roadmap.
I architect your flows, write the copy, design the emails, configure the triggers, and build everything inside your platform — Klaviyo, HubSpot, SFMC, Braze, or wherever you live.
Your automations go live and start generating revenue on day one. I monitor performance, run A/B tests, and optimize quarterly so your system gets smarter over time.
What I Build
Convert subscribers to buyers with a strategic 5–7 email onboarding sequence. Preference collection, brand storytelling, social proof, and first-purchase incentives — all automated.
15–25% conversion liftRecover lost revenue with multi-step abandonment flows. Dynamic product content, escalating urgency, email + SMS coordination, and smart timing based on engagement data.
5–15% recovery rateTurn first-time buyers into repeat customers. Product education, cross-sell recommendations, review requests, and replenishment reminders — timed to your customer's buying cycle.
20–40% repeat purchase liftBring lapsed customers back with escalating incentive flows. Sunset chronically inactive subscribers to protect deliverability and keep your list healthy and profitable.
3–8% reactivation rateIdentify and nurture your highest-value customers. Early access, exclusive offers, milestone celebrations, and birthday automations that make your best buyers feel like insiders.
3–5× revenue per VIPBuild an intelligent segmentation framework — RFM, behavioral, engagement-based — so every email your brand sends reaches the right person with the right message at the right time.
2–3× revenue per sendThe Lifecycle Scorecard evaluates your email & SMS program across 7 critical categories and gives you a personalized grade, radar chart, revenue impact estimate, and 90-day priority roadmap — in under 5 minutes.
Results That Speak
Within 60 days of launching the flows Shelby built, our email-attributed revenue went from 12% to 38% of total revenue. The ROI paid for the engagement in the first month.
We had Klaviyo for two years and barely used it. Shelby built a complete lifecycle system in 6 weeks — welcome series, abandoned cart, post-purchase, the works. It's now our top revenue channel.
What impressed me most was the strategy behind the build. Every email had a clear purpose, every trigger made sense, and the segmentation was incredibly thoughtful. This wasn't just setup — it was architecture.
Shelby
Lifecycle by Shelby
About
I'm Shelby— lifecycle marketing strategist and automation architect based in Toronto. I design and build the email and SMS systems that turn one-time buyers into repeat customers for e-commerce, beauty, fashion, wellness, service, and coaching brands.
My clients come to me when they know their email list is an untapped goldmine but don't have the strategy or systems to capture it. I've built lifecycle programs across Klaviyo, Salesforce Marketing Cloud, HubSpot, and Braze — from single high-impact flows to complete retention overhauls.
I also lead Black Women in MarTech — a community for Black women building careers in marketing technology.
Currently accepting new clients for lifecycle builds and consulting engagements.
Let's Build Your System
Every day without a lifecycle system is revenue left on the table. Let me audit your program, show you exactly what's missing, and build the automations that generate revenue on autopilot.
30 minutes · No obligation · We walk through your gaps together