The Ultimate Guide to Lifecycle Email Marketing

You need to master lifecycle email marketing if you want your business to thrive.

Sending the right emails at the right time to the right people can feel overwhelming. But take a deep breath — we're here to be your guide.

In this ultimate handbook, we'll walk through everything you need to know to take your lifecycle strategy from meh to phenomenal.

We’ll cover: 

Let’s dive right in.

What is lifecycle email marketing exactly?

You've likely heard the term "lifecycle email marketing" thrown around. But what does it actually mean? 

Lifecycle email marketing is all about sending the right message to the right person at the right time. It's a way to guide your customers through their journey with your brand, from the moment they first show interest to (hopefully) becoming loyal, repeat buyers.

Segmenting your email list

Sending the same email to everyone on your list? That's a rookie mistake. You have to segment if you want real results.

Here’s how you do it: 

Welcome emails

The welcome email is your first real chance to make an impression. Mess it up, and that new subscriber could tune out forever. No pressure!

Here’s how to win it: 

Onboarding emails

Now they’re here to (hopefully) stay. But you’ve got to lead new customers by the hand so they can continue their journey with you.

Here’s how you can do that: 

Engagement emails

You send them a welcome email, maybe even a couple of nurture sequences. But then… crickets. Don't take it personally — staying engaged is just tough in today's crowded inboxes.

Here are some icebreakers:

Retention emails

Retention emails are a great secret sauce for keeping clients engaged after their first purchase — which is when they’re most likely to vanish into the ether. 

Try this: 

Offer exclusive deals and promotions

This is a great bait for customers who have pretty much fallen off the face of the Earth. Nothing grabs attention like the siren call of a sweet deal or reward.

Check it out: Dangle that discount carrot. Craft an enticing promotion just for your inactive peeps — maybe a juicy percentage off or a freebie thrown in. Give them a compelling reason to say, “I’m back for good!”

Upsell and cross-sell emails

Your subscribers are already interested — that’s why they opted in. Don't leave money on the table by failing to suggest additional products or services that could enrich their experience.

Try out these strategies: 

Feedback and survey emails

Ugh, feedback and survey emails — the bane of every inbox. “This’ll take just a minute” is right up there with “We’ll have to do a root canal” for less-wanted phrases. But these unassuming little messages can be potent tools for understanding your customers and shaping your business.

Try these tips instead:

Best practices for lifecycle email marketing

But with so many touchpoints, lifecycle email marketing can feel like a juggling act worthy of Cirque du Soleil. 

Let's dive into some best practices to keep those emails spinning in harmony:

Summing up

That was the ultimate guide to lifecycle email marketing, conveniently packaged in one place. 

You now have the keys to the email kingdom, or at least to marketing success.

Now, don’t get overwhelmed by all of these tactics. Pick a few, use them well, then move down the list. 

Next steps

Need help with your lifecycle email marketing? Meet Lindy, the AI assistant designed to make your life easier. 

Here's how Lindy can level up your email marketing:

Try Lindy for free.