Next steps to strengthen and expand

Strategy & Journeys

Strengthen and expand your workflows across the lifecycle.

You likely already have a few flows in place and a few regular manual campaigns. Now the focus should shift to building structured workflows for every key stage: lead nurture, activation, retention, and reactivation.

Use this framework to design or improve each journey:

1. Analyse behaviour: Look at what actions activated or retained users took early on.

2. Identify core segments: Tailor journeys to different customer types or behaviours.

3. Implement retargeting: Re-engage users who didn’t complete critical steps (e.g. KYC).

4. Educate and inspire: Share tutorials, case studies, or success stories to build confidence.

5. Optimise with data: Track user behaviour and campaign performance and optimise campaigns accordingly. 

Each workflow should include at least 5-10 campaigns to guide users step by step. In more advanced setups, a single workflow may contain 15–30 campaigns, covering multiple segments, triggers, touchpoints, and user paths.

The goal is to move from isolated flows to a connected system, targeted campaigns that continuously drive activation, retention, and reactivation.

Expected results from implementing this:

• Activation lift of 20–30% when users receive structured step-by-step onboarding journeys versus a single welcome email.

• Retention increases of 10–25% in the first 30–60 days by adding retention and reactivation flows.

• Drop-offs reduced by 15–30% at critical friction points (e.g. KYC completion, first transaction, renewal).

• Revenue impact uplift of 15–20% as more users activate, stay engaged, and re-engage through connected workflows.

Segmentation & Personalisation

Move beyond lifecycle splits, start layering your segmentation.

You’ve likely already segmented your audience into lifecycle groups like new, active, and inactive users — a strong foundation. The next step is to layer segmentation across other dimensions:

• Product-level: Tailor content for different products or services (e.g. savings account vs. credit card, personal vs. business accounts).

• Behaviour-based: Use actions (or inactions) to trigger content, e.g. logins, transactions, feature usage, or dropped sign-ups.

• Needs & pain points: Consider motivation and barriers; what’s driving them forward, or what’s holding them back?

Personalisation at this level means you’re not just sending relevant emails to broad groups, but delivering the right message to the right person, at the right time, based on their journey and behaviour.

Personalisation remains the single most effective way to improve engagement and conversions, while reducing unsubscribes and protecting sender reputation.

Expected results from implementing this:

• 20–40% lift in engagement rates when moving from lifecycle-only to layered segmentation.

• 10–20% higher conversion rates (e.g. trial → paid, dormant → reactivated) through behavioural triggers.

• Lower unsubscribe rates (by up to 25%), as emails feel more relevant to each user.

• Reduced churn — more users stay active longer because messaging aligns with their needs and product use.

Deliverability & Set-Up

Move from basic setup to proactive deliverability management.

You’ve likely already set up SPF, DKIM, and DMARC, and maybe you’re cleaning lists occasionally. That’s a solid start. The next step is to treat deliverability as an ongoing discipline, not a one-off fix:

• Regular monitoring: Use tools like Google Postmaster or GlockApps to track inbox placement, complaint rates, and sender reputation.

• Exclusion rules: Consistently exclude users who haven’t engaged in 90+ days, this keeps your list healthy and improves inbox placement.

• Automated list hygiene: Use deliverability tools like Validity to automatically clean your lists, remove bounces, and catch risky addresses before they hurt your sender score.

• List hygiene rhythm: Don’t wait until problems arise. Clean your database on a set schedule (e.g. quarterly).

Deliverability is an area where small tweaks compound. Better hygiene and monitoring will protect your sender reputation and make sure your campaigns actually get seen.

Expected results from implementing this:

• Inbox placement consistently above 95% across major providers.

• 15–25% lift in engagement rates, since more subscribers actually receive your emails.

• Lower complaint and bounce rates, protecting your long-term reputation.

• Confidence in scaling CRM/email campaigns without fear of hitting spam filters.

Performance & Reporting

Move from vanity stats to structured, growth-focused reporting.

You’re probably already tracking some campaign data like open rates, clicks, and maybe even basic conversions. The next step is to build tiered reporting that connects CRM & email to real business outcomes:

• Commercial metrics (Tier 1): Customer Lifetime Value, retention rate, revenue per user. These prove CRM’s direct business impact.

• User metrics (Tier 2): Conversion rates, product usage frequency, churn points. This shows how email influences behaviour inside your product.

• Campaign metrics (Tier 3): Opens, clicks, and unsubscribes are still useful, but use them as diagnostics, not success indicators.

To get started, build a simple dashboard (even a spreadsheet) with key metrics from each tier. Run weekly pulse reports to spot quick changes and monthly deep dives to identify optimisation opportunities, areas of risk, and where improvements are needed. Share these regularly with leadership. This shifts perception from “email as a comms tool” to “email as a growth driver.”

Expected impact from implementing this:

• Stronger alignment with leadership, as CRM/email is seen in revenue terms, not vanity stats.

• Better decision-making, with visibility into drop-offs, high-performing journeys, and risky gaps.

• More budget and support, as reporting proves ROI and reduces reliance on gut feel.

• Continuous optimisation, with weekly insights feeding fast fixes and monthly reviews driving long-term growth improvements.