A lifecycle marketing framework for sustainable growth
A five-stage lifecycle marketing framework for B2B and B2C: Acquire, Activate, Adopt, Expand and Retain, with goals, time windows and example programmes.
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Lifecycle marketing guides, frameworks and resources.
Practical guides on lifecycle strategy, customer journeys, measurement and email production, written from real client work across B2B, B2C and ecommerce.
Lifecycle Marketing
Finding lifecycle leakage: six points where customers drop off, and how to fix them
The six most common lifecycle leakage points in B2B and B2C, from undefined funnels to single-product customers, with the friction, cost and fix for each.
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Lead, MQL, SQL: defining your B2B funnel and the marketing-to-sales handoff
Clear definitions for Lead, MQL, SQL, Opportunity and Customer, plus a marketing-to-sales handoff process with SLAs, rejection reasons and a shared dashboard.
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Accelerating activation: getting new users to first value faster
Find your activation drop-offs, combine proactive and reactive messaging across email, push and in-app, and test your way to faster time to first value.
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Upsell and cross-sell lifecycle programmes: growing depth and breadth
How to plan and prioritise upsell and cross-sell lifecycle programmes, using lifecycle milestones, overlapping segments and a simple plan-by-product grid.
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Your first 180 days: a lifecycle marketing rollout plan
A phased six-month plan for launching lifecycle marketing across data, B2B and B2C, from audit and stage definitions to scoring, nurture, upgrades and dashboards.
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Ecommerce lifecycle marketing: planning around your product's lifespan
Plan ecommerce lifecycle marketing around your product's replacement cycle: three pillars, a 1,000-day lifecycle and three stages from onboarding to the next purchase.
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The essential ecommerce lifecycle flows, from welcome to anniversaries
The automated flows every ecommerce brand needs: welcome, product onboarding, community, abandonment, browse-no-buy, feedback, newsletter and anniversaries.
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Driving repeat purchases: predictive upsells, loyalty, trade-ins and product launches
Win the next purchase with predictive upsell flows timed to the replacement cycle, pre-launch product discovery, loyalty programmes and trade-in offers.
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Cart and browse abandonment flows that convert
How to build cart and browse abandonment email flows: a three-email structure, what to include, careful use of discounts, essential exclusions and measurement.
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Email, push or in-app? The role of each channel in lifecycle marketing
What email, push notifications and in-app messages are each best at, how to choose the right channel for every lifecycle message, and how to orchestrate them.
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Behavioural triggers: building an event framework for lifecycle journeys
How to design a behavioural event framework: events by lifecycle stage, entry, wait and exit triggers, event specifications and event-driven segmentation.
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Lead scoring that sales trusts: fit, engagement and product usage
How to build a lead scoring model sales actually trusts: separate fit and engagement scores, product-usage scoring for trials, example point values and recalibration.
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Proving lifecycle marketing works: holdout groups and incremental uplift
Measure what lifecycle marketing really adds with global and programme holdout groups: sizing, worked examples, A/B testing with holdouts, metrics and dashboards.
Read article →Email Production
Interactive email: what's possible, and where it works (HTML/CSS and AMP)
What interactive email can do, how HTML/CSS and AMP for Email differ, which email clients support them, and how to design fallbacks so nobody misses out.
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Email design best practices: 9 rules for designing emails that are quick to build
Nine email design best practices for designers: grids, live text, simple buttons, @2x assets, GIFs and interactivity, for emails that look great and build fast.
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Keeping your email designs simple: 4 reasons to prioritise live text over images
Why live text beats image-heavy email design: better accessibility, deliverability, visibility and brand consistency, with practical tips for each.
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Why copy-and-paste email production breaks, and the better way to work
Linear workflows and copy-and-paste code make email slow, inconsistent and error-prone. Here's how an email design system fixes production for growing teams.
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Components and modules: how one email design system builds every email
How components combine into flexible modules, and modules into any email. The building blocks of an email design system and why a few dozen modules are enough.
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What is an email design system, and why does your team need one?
An email design system is a library of pre-built, on-brand email modules. Learn how it differs from a style guide and why it speeds up email production.
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The 640px email grid: column widths and asset sizes you'll actually use
A 12-column, 640px email grid with a 6-column mobile grid. Column widths, @2x image sizes and the simple formula behind every layout.
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Build an Interactive Character Builder for Email, Part 1: Introduction and laying the foundations
What we are building, the basics of interactive email, the plan, and the HTML foundations with a fallback.
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Build an Interactive Character Builder for Email, Part 2: Inputs, labels and content
The first three steps to interactivity: radio button inputs, clickable labels, and the character layers they control.
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Build an Interactive Character Builder for Email, Part 3: CSS: making it work
Step four: the CSS that connects the controls to the character, using the sibling selector to swap each layer.
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Build an Interactive Character Builder for Email, Part 4: Gamification and graceful fallbacks
Turning the builder into a game, handling email clients that don't support interactivity, and wrapping up.
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