Free five-minute diagnostic for DTC and e-commerce brands. See where your programme sits between eroding and enriching your brand, and the fixes worth making first.
Enter your CRM metrics, such as average click rate and unsubscribes.
Your composite score from -100 to +100. Your persona from a base-level Builder to the top category, Brand Steward. Receive a breakdown of where your revenue is leaking.
Share the results and get to work enriching your brand. Or arrange a discovery call to discuss your results and book your audit.
Three things we do that most agencies won't.
Multi-market, multi-segment, multi-channel journey logic others tap out of.
Retention aligned with brand and acquisition, not just the campaign.
ESP and CDP architecture, deliverability, warehouse-to-inbox plumbing.
Based in Manchester, UK. Helping clients all over the world. We are a team of experienced CRM consultants with decades of experience, who collaborate closely with your existing team to help you achieve your targets.
All our work follows the same philosophy: every send either erodes or enriches your brand. There is no neutral.
We help consumer brands scale their CRM without wearing down their brand equity.
It always starts with an audit of your current setup
Book your audit →Verified numbers, prioritised fixes, a 90-day action plan you can actually run. Delivered by senior CRM consultants.
Not a PDF report generated through exports. A detailed diagnostic your team can actually put into action.
Recent examples of CRM programme optimisations with growth-hungry clients.
The learnings from the project have gone beyond CRM and informed our wider marketing thinking.
The Score is free. The audit is from £4,950$6,450€5,750. Both start the same conversation.
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. Team appetite for further lifecycle investment 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. Over-reliance on calendar-led campaigns 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%. 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.
Designed and shipped a signal-led retention programme across email, MMS and RCS. Used behavioural and engagement data to time and target retention offers precisely rather than blanket discounting the whole cohort. Piloted RCS as a native, verified brand channel at telco scale.
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 self-sufficient post-launch. We 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 four immersive theatre shows in parallel — 58th Street, Paradise Under the Stars, The Great Christmas Feast and CHAT NOIR! 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 four 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 all four shows. Campaign frequency increased 3× without a fall in average CTR.
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, and post-attendance rebook.
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