[Retention & lifecycle]() / [Use cases]() / [Lifecycle production]() [How it works]() [What you get]() [Scope]() [Start a review]() [Retention & lifecycle]()[Lifecycle production]() # 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. [Start with a retention review]() [How it works]() Brief 021 Care guide 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. ShowTodayWith the engine Briefs A fresh document each time A template: audience, purpose, facts and offer Drafts Written from scratch Drafted from approved facts, in your voice Checks Found after sending Links, names and claims checked before review Going live Copied into the sender by hand Exported to the journey, with an approval record ## How it works. 5 steps, 4 stages. - AI**1** - Rules and automation**2** - Your team**2** - Approval 1. 1 Brief 1. Your team ### Write the brief once Your lifecycle lead fills in what the message is for. Audience, facts and offer sit in one template. 2. 2 Draft 1. AI ### Draft from approved facts Copy and modules adapted to the template, using only facts your team has approved. - Klaviyo 2. Rules and automation ### Check links and fields Destinations, product details, names and the unsubscribe footer are checked automatically. 3. 3 Review 1. Your team Approval ### Review and approve Creative and product approve, and a local-market reviewer where it matters, with changes recorded. 4. 4 Live 1. 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. Approvals This week · days from brief to live - Care guide, Canvas field jacketCreative and product approved **2 days**Live - Restock alert, Merino crewWaiting on product facts **4 days**In review - Care Kit reminderLink fixed before review **1 day**Live Where each message stands, and how long it took from brief to live. Checks before review - 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 stock Olive M at four days What gets caught before a person reviews it. ## How you’ll know it’s working. 1. Brief-to-live time Counted to the moment it’s live, not to the first draft. 2. Reviewer time and rework Faster drafts don’t help if they come back for three more rounds. 3. 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. 1. 1 Design 2. 2 Build 3. 3 Run it, or hand it over [Start with a review]() [Scope this build]() ### 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]() 1. [Second orders **3**]() 2. [Subscribers **3**]() 3. [Contact that fits **1**]() 4. [Owners & loyalty **2**]() 5. [Lifecycle production **1**]() 6. [Proof & decisions **2**]() In lifecycle production - **Lifecycle production**You’re here Works with - [**Second orders**Turn first orders into second orders]() - [**Ownership onboarding**Turn new owners into confident users]() - [**Replenishment timing**Time the reorder to when customers actually run out]() ## Get good ideas live in time. Start with a retention review. [Start with a retention review]() [**Talk it through first**15 minutes]() We reply within one business day. --- Source: [https://www.thekeating.co/use-cases/lifecycle-production/]() [Contact Keating & Co](mailto:nelson@thekeating.co) · [Agent guidance](https://www.thekeating.co/llms.txt)