Lifecycle Campaign Redesign and Implementation by Isaac OlukoyaLifecycle Campaign Redesign and Implementation by Isaac Olukoya

Lifecycle Campaign Redesign and Implementation

Isaac Olukoya

Isaac Olukoya

Verified

She Hired Me to Build 5 Campaigns. I Spent the First Week Not Building Anything.

The Client
A platform helping adults navigate major life moments like housing, taxes, jobs, insurance, and financial setup.
Backed by Bezos Expeditions and executives from Instagram, Pinterest, and Etsy.
The Brief
The original scope was straightforward:
• build 5 lifecycle campaigns in Customer.io
• migrate and structure a 70K+ subscriber audience inside Beehiiv
• complete the engagement quickly
But before building anything, I audited the underlying infrastructure.
What I Found
42% of Customer.io contacts had no valid email address.
I created the invalid email segment to exclude users with no email from entering any campaign
I created the invalid email segment to exclude users with no email from entering any campaign
Nearly half the database consisted of unusable contacts, damaging engagement quality and distorting performance metrics.
At the same time:
• Gmail and Outlook were flagging emails as spam
• lifecycle campaigns lacked clear segmentation logic
• sending infrastructure wasn’t designed for long-term deliverability
Building campaigns on top of that foundation would have produced misleading results and poor inbox placement.
So instead of immediately executing the brief, I paused the build and rebuilt the foundation first.
What I Did
Deliverability & Infrastructure
Diagnosed spam placement issues across Gmail and Outlook and rebuilt campaign standards around deliverability best practices:
• clean HTML structure
• plain-text compatibility
• lightweight formatting
• proper unsubscribe handling
• single-CTA email architecture
List Cleaning & Segmentation
Cleaned and restructured a 78,708-contact database:
• 8,204 unsubscribed contacts excluded
• 1,203 anonymous/fake IDs removed
• 1,625 no-email contacts suppressed
The remaining audience was segmented into:
• Founding Cohort
• Inactive
• Pre-Trial
• Blank Status
This segmentation became the foundation for a phased Beehiiv warmup strategy.
Lifecycle Strategy
Before writing a single campaign, I created a complete lifecycle strategy document covering:
• campaign objectives
• trigger logic
• audience definitions
• behavioral conditions
• exit criteria
• deliverability rules
Reviewed and approved before implementation began.
Campaign Build
Built 6 lifecycle campaigns
The audit revealed an additional onboarding sequence was required to improve new member activation and lifecycle continuity.
Campaigns included:
• onboarding
• activation
• re-engagement
• win-back
• nurture systems
All behavior-driven inside Customer.io.
Beehiiv Warmup Architecture
Instead of blasting 70K dormant contacts immediately, I designed a phased warmup strategy prioritizing the most engaged cohorts first.
One key operational rule governed the architecture:
Customer.io and Beehiiv should never email the same user simultaneously.
Customer.io handled active product users.
Beehiiv handled dormant reactivation.
Once a Beehiiv subscriber converted, they permanently exited Beehiiv and entered Customer.io lifecycle flows.
Client Feedback
⭐ 5.0 across all categories
“Isaac was prompt, professional, and thoughtful. I would absolutely work with him again.”
— Genevieve Bellaire, Founder, Realworld
Why This Mattered
The original request was campaign execution.
But the real issue was lifecycle infrastructure.
Had the campaigns simply been built as requested, they would have been sent to invalid contacts, damaged deliverability further, and underperformed for reasons unrelated to copy or strategy.
Sometimes the highest-value work isn’t execution.
It’s identifying the problem underneath the brief.
Stack:
Customer.io · Beehiiv · Deliverability · Lifecycle Strategy · Segmentation
Client:
Realworld (backed by Bezos Expeditions)
Review:
5.0 / 5.0
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What the client had to say

Isaac was prompt, professional, and thoughtful. I would absolutely work with him again.

Genevieve Bellaire, Realworld

May 4, 2026, Client

Posted May 12, 2026

Redesigned email infrastructure and built 6 campaigns, improving engagement and deliverability.

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Timeline

Apr 20, 2026 - May 4, 2026

Clients

Realworld