The Keeper
- SIZE
- 14,200
- LTV
- $418
- RECENCY
- 88d
Hold + nurture. Never oversold, never forgotten.
§III.05 · CRM · LifecycleStart the file
WAREHOUSE · 354,700 CONTACTS · SYNC LIVE
A customer fileis an asset.the memory of the brandNot a mailing list.
CRM is the plumbing. It’s the difference between marketing that feels personal and marketing that feels mass, between a brand that remembers and a brand that re-introduces itself every single time. We set up and run yours so the file knows who they are, what they did, and what they were promised, and so every customer moment (first purchase, repeat, lapsed, at-risk) gets the right touch at the right time.
Personal isn’t a tone of voice. It’s a memory.
THE BRAND WITH NO MEMORY
SENT · AGAINHi there! Welcome! Take 10% off your first order →
SENT · AGAINHi there! Welcome! Take 10% off your first order →
SENT · AGAINHi there! Welcome! Take 10% off your first order →
Fourteen orders in, and the brand just asked her name again.
THE BRAND THAT REMEMBERS
- FIRST PURCHASEa thank-you that fits the order
- REPEATa cross-sell that matches what they already own
- LAPSEDa winback that names what they loved
- AT-RISKa save, fired before anyone notices
Right touch. Right time. Every time.
PROTOCOL 01 · AUDIT
Everything a customer ever told you, filed.
We start in the drawers: an audit of the CRM you have and the hygiene of what’s in it. Duplicates merged. Dead addresses retired. Consent verified. Fields reconciled until every record is one person, once.
This room is the backbone of every other channel: email, SMS, paid, support all read from the file. Clean it, and everything downstream starts telling the truth.
LEAD184,200met, not yet known
FIRST-TIME72,400one order on file
REPEAT48,100coming back
LOYAL · 3+38,200the regulars
LAPSED11,800drifting, flagged
354,700 records · one warehouse · zero strangers mislabeled as new
PROTOCOL 02 · SEGMENT
Three axes in. One segment out.
Most brands segment on a single attribute. We rebuild segmentation against real customer behaviour and patch three axes (loyalty, engagement, spend) into one board. The overlap is where revenue sits. And the segment that leaves this board is the same segment everywhere: same person across email, SMS, paid, and support.
ONE LIFE WITH THE BRAND
This is what remembering looks like.
i.
The gap is where most brands lose her. Ours flags it: at-risk is a customer moment like any other, and it has a touch waiting.
ii.
The keep-curve is her cohort, read monthly: LTV, retention, segment performance. Not a vanity PDF. A memory, audited.
iii.
Three dials (loyalty, engagement, spend) read live from the file. When they move, her segment moves. Nobody tags her by hand.
Five segments. Each one has a plan.
A segment without an action stapled to it is just a saved search. Every card in this file carries its own.
The Gift-giver
- SIZE
- 8,800
- LTV
- $212
- RECENCY
- 364d
Annual re-engage, timed to November, when they buy.
The Builder
- SIZE
- 22,400
- LTV
- $682
- RECENCY
- 42d
Cross-sell into accessories. They are mid-collection.
The Lapsing
- SIZE
- 6,100
- LTV
- $240
- RECENCY
- 142d
Winback, written personally. Before the drift is final.
The Referrer
- SIZE
- 3,900
- LTV
- $1,240
- RECENCY
- 21d
VIP pass. Invite-only drops. Treated like the asset they are.
PROTOCOL 03 + 04 · TRIGGER · INTEGRATE
Every trigger that should fire, firing.
Triggered campaigns across email, SMS, push and retargeting, mapped from the lifecycle, labeled wire by wire, and armed. Then the CRM is patched straight into the ad accounts, so you’re never retargeting people who already buy from you, and never paying to acquire someone you already have.
Welcome back, June.
Third order. The file remembered her size, her last note to support, and the lid we promised her. That is what a customer feels as care, and what your books read as retention.
WHAT YOU GET
- A cleaned CRMone person, one record: deduplicated, verified, accounted for
- Proper segmentationcut on behaviour, not vibes, and the same cut everywhere
- Every relevant trigger firingmapped, labeled, armed: nothing relies on someone remembering
- LTV and retention reportsthe memory, audited: what the file is worth and what it keeps
WHAT YOU NEVER DO AGAIN
- You don’t argue with your CDP.
- You don’t wonder why a VIP got a first-purchase offer.
- You don’t manually tag customers.
PROTOCOL 05 · REPORT
LTV, retention, segment performance, read to you monthly, segment by segment, cohort by cohort. The memory, proven.
HOW WE RUN IT
- 01AUDITCurrent CRM and data hygiene.
- 02SEGMENTRebuild against real customer behaviour.
- 03TRIGGERCampaigns across email, SMS, push, retargeting.
- 04INTEGRATECRM with ad accounts, so you’re not retargeting existing customers.
- 05REPORTLTV, retention, segment performance. Monthly.
Give your brand a memory.
Customer data, properly organised. Every trigger that should fire, firing. We’ll clean the file, cut the segments, and wire the lot into every channel you run.