Trusted by brands across DTC, subscription, telco, media and live events
The Lost Estate
The Lost Estate
The Brand Erosion Audit names which sends are leaking equity, by how much, and where the recoverable revenue lives. Then we run the rebuild — flows, segmentation, leadership — that turns the diagnosis into compounding revenue.
Open rates dropping. Unsubscribes climbing. Repeat purchase softening. LTV curves bending the wrong way. Most CRM dashboards never surface why — because the leak isn't in any single metric. It's in the relationship between them.
They join, sit silent, and quietly drag your sender reputation down. Invisible in averages, expensive across cohorts.
"Our retention looks fine but our LTV curves are softening — we can't tell why."
Every promo-led send trades brand for short-term sales. Above category benchmark, you're training customers to wait — and discounting margin away every quarter.
"We discount harder every quarter and the brand team is uncomfortable."
Gmail, Apple Mail and Outlook now use AI to summarise, classify, and rank every send. Once your domain is deprioritised, recovery is hard.
"Our open rates are dropping and we haven't changed anything. Where's the engagement going?"
The audit is how we earn the brief. The Build and Membership are where the revenue actually compounds.
Eight components scored against your category. Headlined by your BEI. Mapped to a roadmap your team can execute. From £4,950$6,250.
Where the revenue compounds. Worst-scoring component first. Two-week sprints, defined deliverables, ROI tracked sprint-on-sprint. Welcome, post-purchase, abandoned cart, sunset, segmentation, leadership cover. Y1 ROI projected at 25–50× per Build.
Keep the brand compounding. Quarterly audit re-scoring. Strategic sprint blocks. Brand-drift watch. We flag drift early — before it shows up in your LTV curve.
The diagnostic that turns a slow leak into a defensible plan. Owned by you. Implementable with us, your team, or anyone.
Final fee depends on programme scale and data complexity.
The spine of every Intentive engagement.
Every flow, every campaign, every transactional email is a brand decision. Most CRM teams don't realise they're making them every Tuesday at 9am.
Bad CRM talks at the customer. Good CRM listens — by behaviour, engagement, absence — and responds. Most teams act on neither rigorously.
The six-month campaign plan is dead. Brands that compound run on two-week sprints with measurable deliverables. Every send is a hypothesis.
Gmail's Gemini, Apple Intelligence, Outlook Copilot — every major inbox now layers AI summarisation, classification, and prioritisation between your send and your customer.
Brands that don't adapt get filed under "Promotions" forever. Brands that do get summarised faithfully and surfaced preferentially. The audit checks how your last sends rendered through each system.
Does your brand voice survive the 1–2 sentence Gemini or Apple summary?
The Promotions tab is no longer keyword-based. AI is pattern-matching across your sends.
Once AI deprioritises your domain, recovery requires sustained high-signal sends — not one good email.
Many customers read AI summaries instead of opening. Open rate is becoming less reliable. The audit tells you which signals to trust now.
A decade of CRM and lifecycle delivery across DTC, subscription, telco, media, and live events. Every engagement teaches the methodology the audit now formalises.
Flat engagement on post-purchase emails. New subscribers weren't forming habits. We rebuilt the 22-day onboarding sequence to match Sons' clinical, confident tone — refocused on habit-building, not cross-sell.
Arrived with 17% of email revenue from flows, 83% from broadcast. Rebuilt Welcome, Cart, Browse, Post-Purchase and Reactivation flows with a new segmentation framework now used across 81% of campaigns.
End-of-contract churn was only solvable through steep discounting — protecting revenue short-term, destroying margin long-term. Led the CRM application of a predictive churn propensity model targeting offers only to high-risk accounts.
Weekly content-heavy newsletters slow to build and underperforming. A/B tested a shorter layout with dynamic content blocks — only the most relevant picks per user. Cleaner layouts, reduced overwhelm, improved inbox placement.
New daily football newsletter ahead of the 2026 World Cup. Designed, built and launched The Athletic FC in Iterable. Dynamic cross-promotions and segmented banners. Editorial onboarded to publish natively.
Three-show immersive theatre brand on Klaviyo. Rebuilt the lifecycle programme from the welcome flow up — segmentation, send governance, multi-show overlap rules. Quadrupled attributed revenue in the first month of work.
Flat engagement on Sons' post-purchase emails. New subscribers weren't forming habits — early churn was eating the LTV curve. Most CRM partners would have optimised subject lines or layered in discounts to "rescue" engagement.
Rebuilt the 8-email, 22-day onboarding sequence from scratch. Refocused content on habit-building and education, not cross-sell. Matched Sons' confident, clinical tone-of-voice in every send. Each email had a single purpose. No discount lever introduced — the brand had to carry it.
CTR up 23%. Month-3 retention up 10 percentage points. Brand equity preserved — and the team's appetite for further investment in the lifecycle programme grew because the case for non-discount growth was now visible in the data.
Elizabeth Scarlett arrived with 17% of email revenue from flows, 83% from broadcast — an over-reliance on calendar-led campaigns that the team knew wasn't sustainable. Margin pressure from broad discounts. Welcome conversion underperforming relative to the strength of the brand.
Rebuilt Welcome, Cart, Browse, Post-Purchase and Reactivation flows. Designed a four-tier segmentation framework now used across 81% of campaign sends. Trained the in-house team to operate it. Reduced campaign volume, increased flow share, recovered margin.
Flow share rose from 17% to 49%. Welcome conversion up 64% versus the previous agency. Email revenue up 60% year-on-year on a list that grew only 35% — meaning the existing list was producing materially more, not just being sent more.
End-of-contract churn at EE was only solvable through steep, blanket discounting — protecting revenue short-term, destroying margin long-term. The wider business needed CRM to find a smarter path.
Working in a cross-functional squad with EE's data science team, led the CRM application of a predictive churn propensity model — built from millions of lifecycle data points, scoring every contract-ending customer by risk, and targeting retention offers only to high-risk accounts. Low-risk customers stayed on standard upgrade paths. Same period: led the £5M+ iPhone 13 launch with 12M+ touchpoints; Samsung S22 launch using RCS outperformed MMS by +200% CTR.
Churn down 10% in 12 months. Significant reduction in discounting depth across the contract base. Margin protected at scale. Reading the signal at telco scale — data doing the targeting that mass discounting used to do.
Weekly content-heavy newsletters at Audible were slow to build and underperforming. Too much content per send. Editorial team's bandwidth was the bottleneck.
A/B tested a shorter layout with dynamic content blocks — only the most relevant picks per user. Cleaner layouts, reduced overwhelm, improved inbox placement. Onboarded the editorial team to operate the new template stack independently after launch.
CTR up 30%. Production time down 50%. Editorial team became self-sufficient post-launch — Intentive disengaged because the team held the work. The pattern of "ship the methodology with the deliverable" started here.
The Athletic (NYT-owned) was launching a new daily football newsletter ahead of the 2026 World Cup. Subscriber acquisition needed to ramp fast. Editorial team needed to own the publishing flow long-term.
Designed, built and launched The Athletic FC in Iterable. Dynamic cross-promotions and segmented banners across the soccer content ecosystem. Editorial team onboarded to create and publish natively. Built once, taught the team to operate, walked away.
Subscriber base doubled from 25,000 to 50,000 in the first month. Editorial fully self-sufficient in Iterable post-launch — ongoing operations passed entirely to the in-house team.
The Lost Estate runs three immersive theatre shows in parallel — each with its own audience, lifecycle and launch rhythm. The CRM programme had grown faster than its operating model: overlapping sends, broadcast-led campaigns, and no governance to stop the same subscriber being hit by three shows in one week.
Rebuilt the lifecycle programme from the welcome flow up. Designed and shipped the Send Governance multi-show ruleset — fixed send days per show, 48-hour buffer per profile, click-led priority for overlap subscribers, blackout windows around Secret Drops. Tightened segmentation, sender personas, and post-purchase flow logic across Chat Noir, 58th Street and The Great Christmas Feast.
Klaviyo-attributed revenue quadrupled in the first month of the engagement. Cross-show subscriber collisions eliminated. Repeat purchase pathway opened across the show portfolio. The programme is now the foundation for the full lifecycle build — post-purchase advocacy, pre-event upsells, post-attendance rebook with the free Hidden Chapter offer.
Two minutes. Eight questions. Your BEI score, priority components flagged, recoverable Y1 equity estimate. Free, no sales call.
A directional version of the audit's headline metric. Calibrated to your category. Combination-aware result narrative.
For founder-led B2C and D2C brands at £5M–£50M$5M–$50M revenue. We come back within one working day with a clear next step — usually a 30-minute conversation, then either an audit proposal or a no thanks.
Send the form and you'll get a one-line acknowledgement instantly, then a real reply within one working day from Tom or someone on the team — never a templated response. We come prepared with two or three sharp questions.
Founder-led B2C and D2C brands across DTC, subscription, live events, media. £5M–£50M$5M–$50M revenue is the sweet spot. We don't work with agencies, paid-media-only shops, or brands looking for a freelancer.
Phase 1 Brand Erosion Audit from £4,950$6,250. Phase 2 Build is scoped from the audit findings. Phase 3 Membership is sprint-purchase-based. Final fees depend on programme scale and data complexity.
A few quick details. We'll come back within one working day.
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