What is lifecycle email?
Lifecycle email is email mapped to where someone is in their relationship with a brand. A new subscriber, a first-time buyer, a repeat customer, and someone who hasn’t opened in six months are four different people, and lifecycle email treats them that way instead of sending one message to the whole list.
The stages
Welcome and onboarding, for people who just arrived. Post-purchase, for people who just bought. Retention and replenishment, for people who should buy again. Win-back, for people who’ve gone quiet. Each stage is making a different argument to a reader with a different history.
Why it matters
Most email programs send the same promotional calendar to everyone, which trains the list to ignore it. Lifecycle email arrives when it’s relevant to the specific reader, which is the difference between an open rate that holds and one that erodes.
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