How a CRM & Lifecycle Marketer uses ProfitPeak

As a CRM Specialist is the person who turns one-time buyers into repeat customers and loyalists. Your role is all about using owned channels (email, SMS, push, loyalty platforms, direct mail integrations) to drive retention, repeat purchase, higher lifetime value (LTV), and better customer experiences.

1. Customer Segmentation & Data Management in Customer Intelligence 

• Identify new opportunities for customer segments using data.

• Analyse RFM (recency, frequency, monetary) and cohort behaviour to tailor communications.

• Maintain clean, compliant customer data (consent management, GDPR/Spam Act compliance) and extend the data to ensure returning customers receive flows. 

2. Lifecycle & Automation in Attribution Vertex 

• Design and optimise automated flows: welcome series, abandoned cart, post-purchase, win-back, replenishment, review requests.

• Ensure every touchpoint along the customer journey is consistent with brand tone and drives action.

• Set up dynamic content and personalisation based on purchase history, preferences, and behaviour.

3. Campaign Management in Product Intelligence 

• Plan and execute CRM campaigns for promotions, launches, and brand moments based on product availability.

• Coordinate with eCommerce and marketing teams to align site updates and paid campaigns with CRM messaging.

• Run A/B tests on subject lines, creative, offers, and send times to improve performance and analyse performance using SherpaAI.

4. Retention & Loyalty in Retention Analytics and Customer Lifetime Value 

• Monitor repeat purchase rates, churn, and LTV.

• Collaborate on loyalty programs, referral schemes, and VIP experiences.

• Identify high-value customer segments and create strategies to nurture them.

5. Reporting & Optimisation in ProfitPeak

• Track KPIs: open rate, CTR, conversion, revenue per recipient, unsubscribe rate, and incremental LTV from CRM.

• Report on CRM contribution to total revenue (often 20–40% in healthy DTC brands).

• Continuously test and improve flows and campaigns to reduce churn and maximise revenue.

6. Cross-Functional Collaboration in ProfitPeak

• Work with performance marketers to retarget recent site visitors via owned channels instead of paid (reducing CAC).

• Partner with eCommerce managers to ensure promotions and inventory align with CRM pushes.

• Support customer service by proactively communicating delays, stock issues, or FAQs through automated messaging.