Lifecycle Email Automation

Overview

Lifecycle Email Automation mapped the customer journey and delivered flows that drive retention while staying genuinely useful. The strategy was behavior-based — not batch blasts.

Goal: lift repeat purchases and reduce churn with messaging that feels helpful, not spammy.

Flows shipped

• Welcome: expectation-setting + brand story + next-step CTA
• Onboarding: guided steps triggered by events (browse, add-to-cart, first-use)
• Post-purchase: setup tips, cross-sell modules, review prompts
• Winback: segmented offers based on recency and intent

Segmentation & content

Segments were built on purchase history, category affinity, and engagement depth. Every email followed a simple hierarchy: 1 clear idea, supporting proof, single CTA, and links to resources.

1. Created reusable blocks (value prop, proof, FAQ, offer)
2. Added A/B tests for subject lines and key sections
3. Documented guidelines for tone and accessibility

Examples & links

Emails include rich formatting like headings for sections, unordered lists for benefits, and references such as email guidelines and onboarding flow.

Results

• +19% repeat purchases in 60 days
• +14% revenue attributed to email

Bonus: documented templates so the team can ship new flows quickly.