Behavioral Strategy · Email Marketing

Where behavior science meets the customer journey.

Independent consulting for brands that want more impactful email programs, grounded in how people actually decide, not just how we model them.

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Customer lifecycle

Awareness

first contact signal

sign-up or inquiry

Onboarding

intent established

engagement signal

Engagement

behavior-driven segments

conversion event

Retention

cadence tuned to behavior

lapse or inactivity

Reactivation

decision barrier analysis

Services

Most requested

Data Segmentation

SQL-powered audience strategy: dynamic segments, suppression logic, and behavioral cohorts built directly in Marketing Cloud data extensions.

SQLSFMC DEAudience logicSuppression

Journey Implementation

End-to-end SFMC journey architecture covering trigger logic, decision splits, personalization rules, and exit criteria built to convert.

SFMCJourney BuilderTriggered sendsA/B testing

Journey Design

Strategic journey mapping for teams who handle their own implementation. Covers behavioral logic, cadence design, segmentation strategy, and a complete build specification.

Journey mappingStrategyBuild spec

Automation Strategy

Lifecycle automation design: triggered workflows, re-engagement programs, and behavioral cadences grounded in how customers actually behave.

Automation StudioLifecycleRe-engagement

Deliverability Consulting

Audit and remediation for programs with deliverability issues, covering sender reputation, authentication setup (SPF, DKIM, DMARC), suppression strategy, and inbox placement optimization.

DeliverabilitySPF / DKIMInbox placementReputation

How I work

A consistent process. Every engagement.

Discovery

Understanding your program, your customers, and what success looks like. No assumptions, no templates. Just listening.

Audit

A thorough review of your current program across journeys, segments, cadence, data, and deliverability, to establish a clear baseline before anything is built or changed.

Design

Translating behavioral strategy into a concrete program plan: journey maps, segmentation logic, messaging briefs, and a signed-off blueprint before any build begins.

Implementation

Building, testing, and launching in SFMC, with full documentation and knowledge transfer so your team can maintain and extend what we build together.

About

Behavioral strategy meets technical execution.

I'm Jason Sisley, a behavioral strategist and email marketing consultant with 15+ years building programs that actually change what customers do. My edge is the combination: I understand why people behave the way they do, and I know how to build the systems that act on it in Salesforce Marketing Cloud.

I've led lifecycle strategy at the EVP level, built and managed agency teams, and worked across retail, insurance, financial services, and more. I work independently now, which means you get senior-level thinking on every engagement, not a junior team with my name on the door.

Consumer behavior SFMC Journey architecture SQL segmentation Lifecycle strategy Automation Studio

Connect on LinkedIn

Contact

Let's talk about your program.

Tell me a bit about what you're working on. I'll respond within one business day, and if it's not a fit, I'll say so upfront.

Prefer to connect directly? You can find me on LinkedIn or reach out by email. I'm based in Chicago and work with clients across North America.

jason[at]motiv-strategy.com

linkedin.com/in/outsidetheaviary

Based in

Chicago, IL · Available remotely