Lifecycle Marketing
Right message, channel, and timing across the journey.
Explanation
Instead of sending the same message to everyone, lifecycle marketing tailors communication based on where someone is in their journey with your product and how they're behaving. A brand new user has different needs than someone who's been active for months or someone who hasn't logged in recently. Automated systems can deliver the right message at the right time without manual work.
Real-World Example
Day 0: Welcome + quick win. Day 3: Feature they haven't used. Day 7: Success story. Day 14: If not active, personal outreach. Day 30: Case study. Day 60: If active, referral request. If inactive, sunset. Each message based on actual behavior.
How to Apply
Map stages: New, Onboarding, Activated, Engaged, Champion, At-risk, Dormant. Define triggers: What moves someone between stages? Create campaigns per stage. Measure transition rates. Test: Subject lines, timing, channel. Rule: Behavior triggers > time triggers.