01
The challenge
One welcome email, one abandoned cart reminder, and a monthly newsletter to the entire list. Repeat purchase sat at 19% while acquisition costs climbed every quarter.
All work
Lifecycle & CRMMarketplace2026
Fold Market
Retention as a growth channel at Fold
Fold was buying the same customers twice. A rebuilt lifecycle programme lifted second-order rate by 47% without touching the media budget.
+47%
Second-order rate
31%
Revenue from owned
22
Lifecycle flows shipped
02
Our approach
We modelled the real purchase intervals per category, then designed 22 flows against them — replenishment, category cross-sell, lapsed-buyer winback and a VIP track. Copy and offers were tested weekly, and list hygiene was fixed before a single send went out.
03
The outcome
Owned channels went from 6% to 31% of revenue in nine months. Second-order rate rose 47% and the winback track alone pays for the entire retainer.
“The retainer paid for itself out of the winback flow alone. Everything after that has been profit we did not have to buy.”
James Whitlock
COO · Fold Market
