Service · CRM & Lifecycle

Lifecycle, run as the engine.

Email, SMS, push, and in-product messaging orchestrated as one lifecycle program — built on Klaviyo, Braze, Iterable, HubSpot, Customer.io, Postscript, or Attentive. Wherever you live, we ship.

Programs we run · Named, numeric

Three numbers from current accounts.

Inner Balance

<1% → 40%

CRM-attributed revenue · 50 quiz-powered flows in Klaviyo

See the work

Rhoback

+300%

signup conversion · 50+ A/B tests in 90 days

See the work

Zero

4 yrs

embedded CRM team · SendGrid → Braze → DAU lever

See the work

Who this is for

Find yourself on this list.

BRCG works across industries. The team has shipped CRM, paid, SEO, and product work for DTC, gaming, fintech, social, marketplace, and nonprofit. What matters is the situation. If one of these reads like the room you're sitting in, the work below is built for you.

What we run on

The stack.

Certified, fluent, and shipping production work on every tool below. No theoretical knowledge — only platforms we've built programs on.

Hightouch

Reverse-ETL backbone

What you receive

Things that ship.

Concrete outputs, not slide decks. Each one shows up in your stack and your inbox — never as a PDF.

48 hours

Lifecycle audit.

List growth, program performance, total CRM-attributed revenue, forecasts, and three-to-five opportunities sized in dollars. Built from your live data, never a template.

Always-on

Live operating dashboard.

Migration tracker, daily send performance, attributed revenue trend, lifecycle map, data spec, roadmap. Visible end-to-end, every day.

Ongoing

Lifecycle programs, custom-built.

Designed for your specific business, your data, and your audience — mapped against your funnel. Wired on your platform, exported as MJML or platform-native. Yours to keep.

Weekly

Readouts that read.

What shipped, what moved, what's next. Email or Loom. Always under 5 minutes.

The artifact

An actual audit. Built from real data, not a template.

This is what we ship in the first 48 hours of every CRM engagement. The brand name is synthetic, the numbers are synthetic — the shape, the depth, the opportunities sized in dollars, and the takeaways are exactly what your team would receive on day three. Most agencies ship a discovery deck. We ship the deliverable.

Lifecycle AuditSample deliverable
24–48hr turnaround
Lifecycle Audit · No. 047

Sample audit.Where the revenue is hiding.

BRCG's audit is a 24-to-48-hour read on your lifecycle program — list growth, campaign performance, CRM-attributed revenue, and the three opportunities worth more than the rest combined. Built from your live data, not a template.

EngagementSample · Demo brand
PeriodTrailing 26 weeks
SourceLive ESP API · read-only
Turnaround47 hours from kickoff

Lifecycle drives 17.4% of revenue. The benchmark for this category is 25–35%.

List growth dropped 91% from its summer peak. Three flows carry 78% of program revenue — and one of them is the welcome series, which is converting at 2.1% against a 4–6% bar. The headroom is the audit.

CRM-attributed revenue · forecast

What you're running today. What it could be.

The current 26-week actual, the baseline 12-month forecast at today's cadence, the same forecast with the audit opportunities shipped, and the gap to the category benchmark.

01

Total CRM-attributed revenue · 26-wk window

$6.6M

Shopify-native tracking + ESP-attributed sends · live API read

02

12-month forecast at current cadence

$13.2M

Baseline extrapolation · before opportunities

03

12-month forecast with audit opportunities shipped

$19.4M

+$6.2M upside · sized per opportunity below

04

Lifecycle share of total revenue

17.4%

Benchmark 25–35%. The audit identifies the gap.

§ 01

List growth

Acquisition has collapsed. It looks like backfill, not growth.

Net new subscribers fell 91% from the July peak. The shape of the curve matches a one-time historical import, not ongoing acquisition. The organic store has zero list-build infrastructure standing today.

Subscriber acquisition
Net new · last 30 days+1,247
Net new · peak month (Jul)+14,128
Decline from peak−91%
List size (total)1.72M
Engaged 90d284K · 16.5%
Source mix · last 30 days
Paid LP sign-ups61.4%
On-site popup22.1%
Quiz / lead magnet11.8%
Checkout opt-in4.7%
Organic store list-build0%

§ 02

Lifecycle campaign performance

Disciplined weekly cadence holds. Mass blasts kill revenue per recipient.

Steady newsletters convert at $0.80–1.07 RPR. The promo blasts that double send-volume return less than 15% of the cadence-floor RPR. The juice is in restraint, not reach.

Engagement averages
Avg open rate (engaged 90d)49–64%
Avg click rate1.0–4.5%
Unsubscribe rate0.75%
Spam complaint rate0.03%
Send cadence (peak weeks)2–3× / wk
Revenue per recipient
Best newsletter (Apr 6)$1.07
Top non-promo send$0.97
Cadence floor (avg)$0.80
Contest blast (Apr 30)$0.14
Flow-driven sends (avg)$3.20

Biggest opportunities · sized

Four bets that close the gap. Not one-size-fits-all.

The audit ends with the three-to-five opportunities sized in dollars + shipped within the first 60 days of the engagement. Built for this client's stack, not a template.

01

Rebuild welcome series · 5-touch

Current welcome converts at 2.1% against a 4–6% bar. New sequence: brand story, social proof, bestseller spotlight, first-purchase incentive, FAQ. Ship week 2.

+$2.1M / yrShip: 2 weeks
02

Stand up organic-store list-build

Sister store has zero list capture today. Build popup + quiz + checkout opt-in. Backfill 6 months of order history into the lifecycle program.

+$1.8M / yrShip: 4 weeks
03

Replenishment flow · predictive

1.4M of the 1.72M list has at least one prior order. Build replenishment trigger firing X days before predicted reorder date. Per-SKU intervals.

+$1.4M / yrShip: 5 weeks
04

Win-back · 60d / 90d / 180d

Currently zero win-back automation. 87K subscribers lapsed in the 60–180d range. Three-touch sequence with increasing offer depth.

+$0.9M / yrShip: 3 weeks

TL;DR — six things to know

Cadence discipline works. Weekly newsletters hold $0.80+ RPR. Don't break this.
List growth has collapsed 91%. Organic store needs its own list-build engine.
Welcome converts at 2.1%. Industry baseline is 4–6%. Single biggest dollar opportunity.
Flow concentration is fragile. Three flows carry 78% of flow revenue.
Deliverability is healthy. 0.03% spam, 0.75% unsub. List hygiene is solid.
2.17M SMS opt-ins sit unused. Standing up SMS is a 30-day fix.

The live operating surface

Every event. Every attribute. Every status, visible.

Lifecycle migrations are where programs go quiet. The status of every event, attribute, and segment is visible end-to-end, every day, for the length of the engagement. Live status, behavioral triggers, model-training progress, backfill state. The dashboard runs in your stack, not ours.

Live

3

shipping in production

Rolling out

3

warming up

Legacy

2

static, scheduled to retire

Planned

2

queued for next sprint

SourceCategoryStatusNotes
Subscriber profileAttributeLiveSyncing nightly
Order placedEventLiveReal-time stream
Cart abandonedEventLiveBehavioral trigger
Browse abandonedEventRolling out30% sampled · learning
Predictive LTVAttributeRolling outModel training · 14 days in
Engagement scoreAttributeRolling outBackfilling history
Loyalty tierAttributeLegacyMailchimp · static export
VIP segmentSegmentLegacyManual CSV upload
Replenishment dateEventPlannedQ2 backlog
Win-back segmentSegmentPlannedQ2 backlog

How we work

Phased delivery.

Each phase has a defined output. Nothing ships without one.

Day 1-2

Audit.

Live API read of your ESP, behavior data, and revenue. Free, 48-hour turnaround.

Week 2-4

Migration.

Events, attributes, segments, templates. Parallel-write where it matters.

Ongoing

Build.

Lifecycle programs designed for your specific business — mapped against your funnel, your data, your audience. Built once, owned by you.

Always-on

Operate.

Subject-line bandits, send-time AI, predictive segmentation. Weekly readouts on what shipped, what moved, what's next.

Full scope

Everything we cover.

Lifecycle audit — every program mapped, gaps sized, revenue leakage identified in 48 hours

Lifecycle program builds, designed for your specific business — no templated flow library swapped between accounts

ESP migrations across Klaviyo, Braze, Iterable, HubSpot, Customer.io, Postscript, and Attentive with parallel-write integrity

Data + CDP integrations — Segment, mParticle, Rudderstack, Hightouch wired to your warehouse

AI-powered send-time, send-frequency, and dynamic personalization tuned to your data

Deliverability rescue — sender reputation, IP warmup, postmaster + SNDS monitoring

Weekly readouts on what shipped, what moved, and what's next

How the work runs

The shape of a BRCG engagement.

The work runs against the same cadence regardless of service. Every column is something we ship on every engagement — the right side is what most agencies actually deliver.

Audit

BRCG

48 hours, built from your live data.

Most agencies

4-6 weeks of discovery decks and a kickoff workshop.

Weekly readout

BRCG

Under five minutes. What shipped, what moved, what's next.

Most agencies

Monthly QBR deck. Slides, not signal.

Operating dashboard

BRCG

Live and visible end-to-end. Pull it up any day.

Most agencies

PDF in email when reporting day comes around.

Experiment cadence

BRCG

A/B tests shipped weekly. Documented every time.

Most agencies

Tests scoped quarterly. Results discussed in slides.

Deliverability

BRCG

Owned. Sender reputation watched daily. Triaged same-day if a domain wobbles.

Most agencies

Flagged to the platform when complaints spike.

Migration risk

BRCG

Parallel-write where it matters. You never go dark on a send.

Most agencies

Hard cutover. Hold your breath through hypercare.

Featured case · Inner Balance

<1% → 40% CRM share of revenue · Klaviyo rebuild + 50 quiz-powered flows.

A rich quiz onboarding sitting completely unused. Email driving less than one percent of revenue. Sends went out as generic broadcasts to a list that the quiz had already segmented for them.

BRCG migrated the program to Klaviyo and built fifty-plus personalized lifecycle flows mapped to quiz answers, purchase history, and product category. Segmentation now keys off behavior plus stated preference, not list dump.

Email's share of revenue moved from under one percent to forty percent. The quiz became the highest-converting acquisition surface in the business. The CRM program is now compounding instead of leaking.

Get started

Free audit. 48 hours.

No deck, no pitch. Tell us about your stack — we'll reply with where we'd focus first.

Request your free audit.

Built from your live data, not a template. Turnaround under 48 hours.

FAQ

Common questions.

How fast can you start on crm & lifecycle?

Audit ships in 48 hours. Build starts in week 2 once findings are signed off. First live deliverables go out by week 4. There are no quarterly timelines.

What's realistic for a first lift?

Depends on the starting state. The audit calibrates the number against your actual data, not a benchmark deck. Where the baseline is broken, first weeks usually move 20-40% on opens or clicks. For mature programs we hunt incremental: 5-15% on the right cohort, compounded across six months. We won't promise a number on the first call we can't show you the math for.

Who actually does the work on crm & lifecycle?

The operator who runs your audit ships the work. On Rhoback, the same person who ran the audit ran every one of the 50+ A/B tests. On Inner Balance, the operator who scoped the quiz integration built the 50+ flows it powers. Typical BRCG team: two or three specialists embedded directly in your stack and your project board.

What if we already have an in-house lifecycle lead?

That's a preferred starting condition. We work alongside in-house leads as the ops bench — platform certifications, the experiments their team doesn't have cycles for, the migrations no one wants to own. Several of our longest accounts have full in-house teams who use us for the work they shouldn't be doing themselves.

What's in scope and what isn't?

In scope: strategy, audit, builds, experiments, weekly readouts, dashboards, platform migrations, agent and AI tooling work. Out of scope: ad media spend (no commission, ever), full creative production for video, brand identity. Scope is explicit in the SOW so there are no surprises on month two.

How does reporting actually work?

Weekly readout, always under five minutes. What shipped, what moved, what's next. Email or Loom, your call. The live operating dashboard runs in the background: migration tracker, daily send performance, attributed revenue trend, lifecycle map. You can pull it up any day.

Who owns deliverability?

We do. Sender reputation, postmaster monitoring, SNDS, blacklist watching, warmup ramps. If a domain ever gets in trouble we triage the same day. This is the operational table-stake that gets dropped at most agencies and we treat it as non-negotiable.

What happens at month 4 once the audit work is done?

The work shifts from rebuild to operate. The audit identifies three to five opportunities sized in dollars; months one through three ship the rebuild. Month four onward is steady-state operations: testing, optimizing, new flows as the business evolves. Most engagements compound. Few taper.

Do you require a long-term contract?

No. We work month-to-month after a 90-day minimum. If we're not driving outcomes you should be able to leave clean. We would rather earn the next month than lock you into one.

What does engagement look like — agency, embedded, or both?

Embedded by default. We work inside your stack: your Slack, your CRM, your ad accounts, your project board. Like an extension of the team, not a vendor sending decks.

In their words

What the teams say.

BRCG led our SendGrid → Braze migration four years ago and they've been our CRM team ever since — campaign ops, experimentation, rebrands, integration planning. Braze is now a real DAU lever for the product, not just transactional email.

Marketing leadership

Zero

Zero

Talk to the people doing the work.

Book a call. We'll create a free audit on your stack — what's working, what's not, what we'd change first.

Book a growth call