The Outliers | Customer lifecycle marketing program
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Customer lifecycle marketing program

We help organisations connect with their customers with email marketing

This is a fully managed CRM and email marketing service where we do all of your CRM and marketing automation across your customers’ lifecycle to increase new customers and repeat purchase.

Your entire email marketing automation program outsourced from start to finish. 

Benefit: many organisations write emails and then send them, we’ll map out your customer journey using data and research to create a complete strategy that looks at what content and offers will convert to sales. We’ll also execute the strategy and then manage any updates or changes needed. There’s no need for you to worry about content, design, data or technical platform, we take care of it from end to end for you.

Researched content that engages your customers

Benefit: emails that convert, whether we’re converting prospects to first-time customers, Or customers into repeat customers we monitor and constantly improve your email programs to make sure you’re getting the highest possible conversions.

Ongoing monthly management of your program

Benefit: often agencies will build a fancy program then leave you to figure it out. We prefer to partner with you so you see us as an extension of your team, think of us as your CRM & email marketing manager. Each month we’ll send reporting on your results, manage the platform, your data flow, privacy legalities  and any updates to your emails.

Customized email marketing automation program for your business

Benefit:  A program that is designed for your business and your customers. We have extensive experience and know what works best but at the same time we tailor our program to your business. There is no one size fits all, we combine best practice with research on your customers to get the best results.

You own the email lifecycle program

Benefit: You’ve paid for the setup, so if you decide to hire someone and run the program internally, you walk away with all of your assets and logins. We’ll even throw in a 2-hour training session to get your team member up to speed

Our Experience

We have over 15 years combined experience in CRM and marketing automation. And worked with clients across a number of industries including technology, entertainment, performing arts, education, membership organisations, automotive, finance and publishing.

Our Founder’s Background

Our founder Katrina Riddle has worked in senior positions in both marketing agencies and in a variety of large and small organisations. She is a data-driven, digital marketing professional in the B2B and B2C space, with diverse skills and experience across loyalty programs, digital marketing, customer insights, segmentation and CRM management

Click here to see our director Katrina Riddle’s Linked In.

Introducing our customer lifecycle marketing program

The customer lifecycle marketing program is a subscription-based marketing program. We take on the role of your customer lifecycle marketing manager and perform customer journey mapping to identify the best lifecycle programs that will have the biggest impact on your business. These look like a series of automated emails that are designed to have your customer take an action, whether it is to make their first purchase, purchase an upsell or welcome them as new customer to your business.

Once we have developed the strategy and you have agreed and approved it, we will work on building all of the assets for your program. We then design and build your programs in our marketing automation platform and run QA testing to make sure there are no bugs or issues.

After your program has launched we then manage all of your programs and make any updates as needed. We also run monthly analysis and reporting identifying key areas of improvement (which we then implement with your approval).

We work closely with you every step of the way to make sure you’re across every element of your business’s program.

Return on investment

These are the benefits that businesses get by choosing us to run their CRM and lifecycle marketing:

More affordable: for less than the salary of a junior crm marketer you get access to senior CRM experts with over 15 years experience.

Better results: we spend time understanding your customers and designing a strategy that focuses on engaging with your customers with the right message at the right time. Our extensive experience means you’ll see better bang for your buck.

Flexible: we don’t require a 6 or 12 month contract. You can work with us on a month to month basis and leave at any point with 30 days notice.

Peace of mind: Marketing has changed significantly over the last 10 years. there are new platforms, and techniques to understand if you want to see results. We keep up with all the latest technology and advances to make sure we’re using the best practice to get you the best result.

Quicker to market: to hire a new team member to implement your CRM and lifecycle marketing takes time. Time to hire, train, ramp up output. When you work with us, you’re getting an expert who can come in and immediately work with you to provide the best program of work.


The cost of our services is $3,500 initial set up fee, and $1400 per month ongoing management and email platform fee (Please note this is up to 25,000 recipients in our email platform. Additional recipients are at an extra platform cost.) If you have an email platform you’re already using please contact us for a bespoke price.

The setup cost includes initial investigation, customer research, journey mapping, program design, content creation, template design, program build, testing and launch basically everything to create and build your emails in our partner email platform.

The ongoing monthly fee covers any updates, changes, data management optimisation to your program and also the monthly subscription fee to our partner email platform.

We completely manage your lifecycle marketing from end to end. If you would like to add a promotional based email campaign each month, this is an additional monthly fee of $600.

If you’re interested please set up a time below for an initial conversation to discuss your needs.

Note: We’re taking new clients on a first come, first serve basis If you’re interested in working with us please complete the form below and we’ll arrange a time for a conversation to discuss how we can help your business.

Other services we offer:



Analyse and track information at an individual level, as they move through the buying journey and mop up any leakages so you’re not missing potential revenue.



Build campaigns, including targeting workflows and automated lifecycles.


We provide platform-agnostic training and enablement for marketing teams.

Lifecycle marketing


We create and build lifecycle programs such as nurture, onboarding, welcome, renewal, cross-sell and upsell. We also provide strategic program reviews of existing programs so you can improve what you already have. 



We understand the psychology behind customer buying and have years of expertise in mapping the customer buying. We use best practice to create a strategy that is designed to provide the right content at the right time to drive engagement and revenue



Create an ‘always on’ automated marketing funnel that is optimised for the highest conversion rates. Including trigger based, behaviour campaigns designed to move prospects down the funnel and minimise drop off at each step.