Right message, right user, right time. Deeply personalised and backed by data you can trust.
At a glance
Many large companies struggle to scale lifecycle marketing. The number of automated campaigns balloons with content duplicated in each canvas, making even a simple edit a huge undertaking.
Companies that operate in multiple markets often end up with a copy of each campaign in every market, making this even worse.
As a result, companies fall back to blast campaigns, which are only sent once. These campaigns have much lower open, click and conversion rates than personalised lifecycle campaigns.
However, this isn't inevitable. With the right data and structures, it's possible to create easy-to-maintain personalised campaigns across multiple channels, markets and languages.
The three parts of a lifecycle programme
The programmes that compound have all three working together. The ones that stall almost always have a gap in one.
Consistent, accurate and reliable data. Behavioural events and customer profiles. From a CDP or data warehouse.
Canvases or Journeys in a Customer Engagement tool like Braze, Iterable, Customer.io or Twilio Segment.
Modular template components which can be re-used across campaigns & support multiple languages.
Personalisation which goes beyond first_name - how much you saved, how your team used the product, what's next.
Reporting which ties campaigns to revenue and enables experimentation. Holdout groups.
Common pitfalls
If you can't trust your source data, then you'll spend more time auditing and debugging than you do testing and optimising.
Separate canvases or campaigns for every user segment and language quickly become unmanageable.
Opens and clicks are a poor way to measure impact. The best lifecycle marketing teams use experimentation, holdouts and conversion tracking to measure their impact.
Lifecycle marketing at scale requires continuous measurement, experimentation and optimisation.
This is only possible with flexible data structures, component systems rather than full templates, multiple languages within a single campaign and a system for A/B testing campaigns and offers.
At Metron Growth, we start with your goals. Whether you want to drive conversion, improve retention, reactivate lapsed customers or reduce onboarding friction. We then map out requirements across data, content and templates before getting started.
The strategic question
With modern customer engagement tools, data and AI, it's possible to create customer experiences that are more relevant and personalised than ever before.
When done well, this drives lifetime value by lifting metrics across the customer life cycle. However, it's also easier than ever before to create a quagmire. The teams which dive into building campaigns without considering scalability inevitably grind to a halt as managing the complexity and minor updates begin to take up all of their time.
At Metron Growth, we focus on creating the structures that not only allow you to implement your campaigns, but also to measure and optimise them continuously.
Ollie Miles
CRM Director
“Metron Growth's rigorous process, project management, and deep technical expertise have helped us develop more efficient and scalable lifecycle campaigns, solving a major headache for the team. We continue to trust Metron Growth to support some of our most technically challenging Braze projects.”
Lifecycle Marketing campaigns are automated and personalised campaigns that drive your customer journey metrics: onboarding, activation, retention, expansion, reactivation and churn prevention. The best campaigns are multi-channel: email, SMS, push, in-app and voice.
At Metron Growth, we're tool agnostic and will work with the tools you already have. We regularly implement and optimise LCM programmes in Braze, Iterable, Customer.io, MoEngage and the Twilio suite.
We start with your campaign goals and existing stack, then recommend the tool which will work best for your use cases and has deep integrations with the rest of your stack.
The key is to avoid duplicating content & code across campaigns. We will launch a single journey or canvas across markets, languages and segments. Making extensive use of content blocks / snippets to modularise templates. Then we ensure you can measure & A/B test performance to iteratively drive more impact from your campaigns
We measure revenue, not clicks or opens. This means tying campaigns and clicks to conversions and revenue, as well as using experiments and holdout groups to understand the true incremental impact of campaigns.
AI voice agents built on Twilio are the newest channel in the lifecycle stack. They make proactive calls at the highest-friction points (e.g. when a user uploads the wrong document during know your customer checks). At Metron Growth, we believe these agents should be deeply integrated in your existing lifecycle marketing programme rather than a separate system.
We audit the existing programme, map campaigns and journeys then make a clear migration plan. We don't just blindly migrate your existing mess but instead are thoughtful about how to increase impact and reduce maintenance. Usually, we use your data warehouse to copy and then migrate historic data, user profiles and consent states.
Get started
30 minutes. No pitch deck.
Prefer email? contact@metrongrowth.com
