The complete lifecycle email framework: from signup to advocacy

A lifecycle email framework ensures you are sending the right message at every stage of the customer journey.

The stages

1. Awareness: Newsletter, content emails, lead magnets
2. Consideration: Case studies, comparisons, social proof
3. Activation: Welcome sequence, onboarding, first value
4. Retention: Feature updates, tips, engagement nudges
5. Revenue: Upsell, cross-sell, loyalty rewards
6. Advocacy: Referral program, review requests, community

Automation opportunities

Each stage should have at least one automated sequence. The most impactful: onboarding (stage 3) and win-back (between stages 4 and churn). We run 8 automated sequences covering the full lifecycle and they drive 45% of our email revenue.