Get approved lifecycle messages live on time.
Approved lifecycle ideas go live while they still matter: briefed once, drafted from approved facts, checked, reviewed and in your sender.
Show new jacket owners how to wash it.
- Audience
- Delivered 10 days ago, nothing open
- Facts
- Machine washable on cold · spec revision 2
- Not claimed
- Waterproof
- Pairing
- Merino crew
- Live by
- Day 10 after delivery
The brief a lifecycle lead writes once. Every draft starts from it.
Sound familiar?
- The idea is approved in October and live in December.
- Every message starts from a blank brief and ends in three rounds of review.
- A link points to the wrong product, or a name field comes through empty.
The right message for a customer doesn’t help if it’s still in review when they need it.
What changes.
- Briefs
- A fresh document each timeA template: audience, purpose, facts and offer
- Drafts
- Written from scratchDrafted from approved facts, in your voice
- Checks
- Found after sendingLinks, names and claims checked before review
- Going live
- Copied into the sender by handExported to the journey, with an approval record
How it works. 5 steps, 4 stages.
- AI1
- Rules and automation2
- Your team2
- Approval
1Brief
Your team
Write the brief once
Your lifecycle lead fills in what the message is for. Audience, facts and offer sit in one template.
2Draft
AI
Draft from approved facts
Copy and modules adapted to the template, using only facts your team has approved.
- Klaviyo
Rules and automation
Check links and fields
Destinations, product details, names and the unsubscribe footer are checked automatically.
3Review
Your teamApproval
Review and approve
Creative and product approve, and a local-market reviewer where it matters, with changes recorded.
4Live
Rules and automation
Export to the journey
The approved version goes into Klaviyo or Braze, and a record shows who approved what.
- Klaviyo
- Braze
Review notes improve the next brief
What you get. Real work, every week.
- Care guide, Canvas field jacketCreative and product approved2 daysLive
- Restock alert, Merino crewWaiting on product facts4 daysIn review
- Care Kit reminderLink fixed before review1 dayLive
Where each message stands, and how long it took from brief to live.
- Links go to the right product
- Names fall back when a field is empty
- Claims match approved facts
- Unsubscribe and consent footer
- Linked product is in stockOlive M at four days
What gets caught before a person reviews it.
How you’ll know it’s working.
Brief-to-live time
Counted to the moment it’s live, not to the first draft.
Reviewer time and rework
Faster drafts don’t help if they come back for three more rounds.
Approved messages deployed
Messages live in a journey, not drafts sitting in a folder.
Baselines agreed before we build.
Works with what you have.
Email & SMS
- Klaviyo
- Braze
- Attentive
Commerce
- Shopify
- We configure first
- Klaviyo’s Composer, in public beta as of mid-2026, drafts and edits campaigns and flows inside the platform and requires review before anything sends. We use it, then fix the brief and the review around it.
- We build when
- The same structured work repeats across products or markets, and needs checks, localization and export that the native tools don’t provide.
What a first build includes.
Built in your accounts, around your team. Scope, fee and baseline agreed before we start.
- 1Design
- 2Build
- 3Run it, or hand it over
We build
- A brief template and component library
- Drafting from approved product facts
- Automatic checks on links, fields and claims
- Approval records and export into your sender
We start from
- Past lifecycle messages and templates
- Approved product facts and brand voice
- Klaviyo or Braze access
From your team
- Owner
- Head of lifecycle or creative
- Involves
- Lifecycle
- Creative
- Catalog
Questions teams ask.
Doesn’t Klaviyo already write emails?
It drafts well, and we use it. The gaps are around the draft: a structured brief, checks on facts and links, a review trail and a clear route to live. Faster drafts alone don’t shorten the time to send.
Does this replace our email agency?
Not unless you want it to. An agency can keep the creative and work from the same briefs and checks. The aim is fewer rounds and a shorter path to live, whoever writes the copy.
Who owns it once it’s running?
You do. It’s built in your accounts, documented, with training for the people who run it. Ownership usually sits with your head of lifecycle or creative. We can keep running it with you, or step back.
How do we start?
Usually with a retention review: two to four weeks, a fixed fee credited to the build, and a plan that’s yours. If the job is already clear, we can scope the build directly.
Part of your retention engine. One of 12 use cases, in 6 parts.
See the whole retention engine- Second orders3
- Subscribers3
- Contact that fits1
- Owners & loyalty2
- Lifecycle production1
- Proof & decisions2
In lifecycle production
- Lifecycle productionYou’re here
Get good ideas live in time. Start with a retention review.
We reply within one business day.