Lilou | Lifecycle Marketing

Helping founders build 40–50% of their MRR from email & SMS, not paid ads 💸

[Lilou | Lifecycle Marketing @Lilou_click]

People are obviously tired of Valentine's pressure and would much rather celebrate friendships than be sold another generic date night.

Anyway now I'm wondering what other holidays we're all marketing completely wrong... Back to the drawing board for Easter I go 🐣

3/3

[Lilou | Lifecycle Marketing @Lilou_click]

Just wrapped an Anti-Valentine's campaign for a 0-cal syrup brand, and was super impressed by the results

While pushing romantic dinner for 2 messaging is mostly the norm across brands, we went full Galentine's energy - pink everything, "drink with the gals," the whole vibe

1/3

[Lilou | Lifecycle Marketing @Lilou_click]

Ended up converting 2.3x better than our Boss's BDay campaign 2 weeks ahp, which even had a 20% discount involved

Turns out, when you segment by how people FEEL about a holiday instead of just blasting everyone with the same couple-focused angle, they buy. Who knew lol

2/3

[Lilou | Lifecycle Marketing @Lilou_click]

That’s how a first-time browser becomes a repeat buyer.

And over time, someone who vouches for your brand without being asked.

[Lilou | Lifecycle Marketing @Lilou_click]

You don’t decide to just trust a brand

You slowly stop feeling unsure

People who hit your site for the 1st time are cautious

They’re asking:
Who are you?
Have you done this before?
Is this for someone like me?
Will this work in my situation?

This is the gap you need to close

[Lilou | Lifecycle Marketing @Lilou_click]

Use logic where logic matters

Social proof where doubt shows up

Urgency sparingly & only when it’s genuine

Every message must answer:

“What’s in this for them?”

When you get that right, people relax, stop hesitating & move forward because it becomes a no-brainer.

[Lilou | Lifecycle Marketing @Lilou_click]

Hot take: most ads don’t fail because the product sucks

They fail because the ad asks the viewer to do homework

No one likes homework 🙅‍♀️

It’s why dogs across the world have been blamed for centuries for their suspicious love of paper 🐶

[Lilou | Lifecycle Marketing @Lilou_click]

Reflection for the season:

👉 If your post-Christmas follow-up feels like an afterthought, what story does that tell your customers about your brand for next year?

[Lilou | Lifecycle Marketing @Lilou_click]

Most brands crush Christmas campaigns… then disappear.

The discount gets the click, but what customers decide after checkout matters far more:

▪️ Did this brand make me feel confident in my purchase?

▪️ Am I just another number?

▪️ Can I trust them again next year?

[Lilou | Lifecycle Marketing @Lilou_click]

This client gives us a tonne of free rein with creative

When you’ve got that level of trust, you can experiment, try new directions, & build something fun & not forced

Been awesome trying different festive ideas for Xmas campaigns & seeing the concepts come to life so cleanly!

[Lilou | Lifecycle Marketing @Lilou_click]

Brands who only emailed when they wanted something felt it, lower engagement & an expensive fight for attention on the paid ads side

A small engaged community will always win out against a large cold database

TLDR stop paying your ESP $$$ each month for contacts who aren't keen

[Lilou | Lifecycle Marketing @Lilou_click]

Black Friday wrapped!

What a month.

Every year I’m reminded that the real work isn’t the sale itself, it’s in the 6–8 weeks lead up.

This year as always reinforced that.

Brands that delivered value & treated their list like a community rather than a transaction… they won
1/2

[Lilou | Lifecycle Marketing @Lilou_click]

Try sending engaging, useful content 5 emails straight & see what happens

I bet your:

Open rates climb
CTR will rise
Trust builds
Your audience will now be far more receptive to an offer

If you invest in content, you earn attention

If you earn attention, sales come naturally

[Lilou | Lifecycle Marketing @Lilou_click]

This email is a great example of why content is still the strongest lever you have in email

Everyone talks about cadence, hierarchy, automations. But none of it works if your list isn’t engaged

And your list won’t stay engaged if every email you send is trying to sell something

[Lilou | Lifecycle Marketing @Lilou_click]

Been DEEP in BFCM designs & coming up with ways we can stand out in inboxes during this hectic time of year!

Loved how this turned out - it also absolutely crushed it performance-wise which I attribute to the very simple use of colour 🎨

How's everyone crushing BFCM this year?

[Lilou | Lifecycle Marketing @Lilou_click]

Loving these Autumn-inspired campaigns - super clean & hitting the mark vibe-wise 🍂

My team puts so much thought into the small details

How the emails flow & little touches that make an email stand out in a super crowded inbox 📨

Feeling fortunate to have the team we have!

[Lilou | Lifecycle Marketing @Lilou_click]

Excited to share some recent designs from our team👇

From copy to flow, every detail is crafted with a singular goal, helping our clients connect with their audience and convert attention into action 💸

Props to our design team for always raising the bar on creative execution!

[Lilou | Lifecycle Marketing @Lilou_click]

More design work from the team this week 🎨

What I enjoy most is how collaborative our process has become.

It’s never just making something look good, it’s understanding the brand, the audience, & how design fits into the bigger system that drives their growth 📈

[Lilou | Lifecycle Marketing @Lilou_click]

A few new designs from the past week, it’s always a team effort bringing these together.

Subtle shifts in layout, colour, and hierarchy make a massive difference in how the entire customer journey comes across.