5 email lifecycle programs you need - and one to drop | MarTech

"Where do you start? There are so many moments in a customer's lifecycle that seem to demand a touchpoint. But trying to cover every single moment is not a smart move, especially if you're starting from zero. Below are five email lifecycle programs you need and should be in your starter list - followed by one you should say a fond farewell to."

"Ensure your brand is front and center: It can be tempting to send a more personal-feeling email to lean into human-style marketing. But this early in the relationship, it's more important to make your brand stick in the customer's mind. They should be able to connect the web or app sign-up back to the email in their inbox. Give the customer an action:"

Email is the primary channel for lifecycle marketing because timely, relevant messages build trust and nurture relationships. Trying to cover every lifecycle moment at once is not wise, especially when starting from zero. Focus first on essential programs, beginning with welcome and onboarding emails that remind new customers and prompt a next step. Welcome emails deliver strong click-to-conversion performance and should be brief, reinforce the brand, and include a clear action aligned with KPIs. Follow-up onboarding series can sustain engagement and deepen the relationship without overwhelming resources.

Read at MarTech