Email Automation & Lifecycle Marketing for eCommerce
Behaviour-driven email that converts, retains and grows customer value
Not every customer is ready to buy immediately.
Email automation and lifecycle marketing focuses on what happens before, between and after purchases. It responds to customer behaviour, supports decision-making and maintains engagement over time, without relying on constant manual campaigns.
At Velstar, we help eCommerce teams use automation to convert interest into sales and build long-term customer value.
What this service
covers
Email Automation & Lifecycle Marketing focuses on behaviour-led communication.
This includes designing, implementing and optimising automated email journeys that respond to how customers browse, buy and return. The goal is to ensure customers receive relevant communication at the right moment, without unnecessary noise.
This service is distinct from campaign delivery. It is designed to run continuously in the background, supporting conversion and retention every day.
Lifecycle journeys built around
real behaviour
Effective automation is driven by customer behaviour, not assumptions.
We design lifecycle journeys based on signals such as browsing activity, purchase history, frequency, intent and engagement. These journeys are designed to support customers when they are considering, hesitating, returning or at risk of disengaging.
Common lifecycle activity includes:
supporting customers who browse but don't purchase
converting first-time buyers into repeat customers
encouraging re-ordering or replenishment
maintaining engagement between purchases
In B2B environments, lifecycle activity often supports repeat ordering, account usage and longer decision cycles. In DTC, it more commonly focuses on conversion efficiency, frequency and retention.
Our approach to automation
and lifecycle strategy
Automation works best when it is planned deliberately.
We start by defining what lifecycle stages matter most to your business and where email can have the greatest commercial impact. That includes identifying priority journeys, required data inputs and the outcomes each journey should support.
Automation is treated as a long-term asset. Journeys are designed to be maintainable, measurable and adaptable as the business evolves.
Velstar is a Klaviyo Platinum Advisor, reflecting deep experience delivering campaigns and lifecycle programmes in Klaviyo.
Supporting conversion
beyond the first click
Lifecycle marketing plays a critical role in conversion.
It captures interest that doesn't act immediately, supports customers who need more reassurance, and removes friction from repeat purchasing. Performance is assessed based on how journeys contribute to revenue, retention and customer value over time.
This ensures automation supports growth, rather than simply increasing email volume.
How automation fits into
the wider email strategy
Email Automation & Lifecycle Marketing works alongside Email Campaign Strategy & Delivery.
Campaigns create momentum around key commercial moments. Automation ensures interest is not lost between those moments, and that customers continue to receive relevant communication based on their behaviour.
Together, they allow email to perform consistently, not just episodically.
When this is
the right focus
This service is particularly valuable when:
traffic is being captured but not converting efficiently
repeat purchase rates are underperforming
email activity relies too heavily on manual campaigns
retention is not being managed as deliberately as acquisition
It is often the right focus once basic campaign activity is in place and the business wants email to contribute more reliably to long-term growth.
Find out how email automation and lifecycle marketing can support your eCommerce performance.
Let's make something great together. Drop us a line.