When this client partnered with EMA, they were operating a mature marketing program inside ActiveCampaign but faced scale challenges: a rapidly growing database nearing contact limits, legacy list architecture (150 lists / 855+ tags), and unclear ownership between transactional vs. marketing sends. Reporting lived across Mode, Google Analytics, and spreadsheets without a unified taxonomy.
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Starting Point:
→Database nearing thresholds; unclear plan for deactivation/retention and list hygiene.
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→Fragmented list/tag structure powering automations; naming conventions inconsistent.
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→Onboarding journey mid-refresh with A/B tests and API-driven subscriptions; early performance baselines in place.
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→Deliverability risk from sending transactional mail via AC alongside marketing.
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→Reporting sprawl (Mode + GA + Excel) and ad-hoc UTM practices.

Specific Needs:
→Contact & List Strategy — rules to retire legacy lists, translate lists → tags/fields, bulk moves, and deactivation logic to stay under limits.
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→Deliverability Separation — best practices for transactional vs. marketing (sender domain/IP, naming, safeguards).
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→Lifecycle Programs — finalize and iterate Onboarding, then add winback, feature/gallery adoption, webinar/newsletter cadence.
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→Data & Reporting — consistent UTM taxonomy, GA tracking, Mode pull SOPs, and weekly/monthly rollups.
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→Operational Standards — account documentation (Airtable), campaign naming, split-test SOPs, mobile-safe templates, and a clear request/QA path.

This engagement met the client at a scaling inflection point—moving from accumulated legacy structures to streamlined data, clearer deliverability boundaries, and lifecycle automations that support both growth and reliability.