Email · 28 min

Lifecycle Blueprint

Onboarding, activation, retention and win-back flows.

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Why it works▾

Lifecycle isn't a series of emails. It's a series of moments. Design the moments; the emails are just delivery.

Full playbook▾

Onboarding

The goal of onboarding is one specific first-value moment. Reverse-engineer it. Every email, in-app step and support macro exists to move a user toward that moment faster.

Activation

Activation events are usage patterns, not milestones. A user who's imported data, invited a teammate, and returned on day 3 is activated. Trigger content off these behaviors, not off day-count.

Win-back

Win-back should never lead with a discount. Lead with what's changed. If nothing has changed, don't send the campaign — build the change first.