Journal
Lifecycle & retention
New to the vocabulary? Start with the CRM glossary.
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Lifecycle & retention ·
Designing an onboarding journey around one first action
Onboarding fails when it explains features instead of removing obstacles. How we pick the activation moment and build the first thirty days around it.
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Lifecycle & retention ·
Fewer unsubscribes without hiding the unsubscribe
Hiding the opt-out converts unsubscribes into complaints, which cost far more. How we reduce the demand for unsubscribing through pressure, relevance and a real pause.
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Lifecycle & retention ·
Earning push permission back
Push opt-out is close to permanent, so the route back runs through in-app and email. How to rebuild reach by giving the permission a job before you ask for it.
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Lifecycle & retention ·
Peak season: what we changed after last year
Five changes we made to peak trading after the last one, covering volume ramps, freeze windows, holdouts through peak and the monitoring that catches trouble early.
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Lifecycle & retention ·
Journey design for a two-sided marketplace
Marketplaces break normal lifecycle design because one person can be a buyer and a seller. How to model roles, pick two activation moments and trigger on liquidity.
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Lifecycle & retention ·
Transactional email is marketing nobody owns
Receipts and notifications are the most reliably read messages you send, and usually nobody owns them. How we audit the transactional stream and what we change first.
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Lifecycle & retention ·
Winback starts with an honest definition of lapsed
Most winback programmes fail before the first email, because ninety days is a habit rather than a measurement. How to derive a lapse window from your own repeat curve.
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Lifecycle & retention ·
Basket recovery that doesn't train people to wait
Discount-led basket recovery buys revenue you already had and teaches customers to abandon on purpose. How we rebuild the series around obstacles, timing and a holdout.
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Lifecycle & retention ·
Frequency capping when every team wants a send
Five teams, one inbox. How to build a contact policy that survives peak trading: counting per person, setting precedence, and reading the effect on complaints and revenue.
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Lifecycle & retention ·
A peak season pre-flight checklist
With weeks to go before Black Friday, the work that decides peak week is technical, not creative. The freeze list, the volume ramp, the caps and the rehearsal.
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Lifecycle & retention ·
A welcome series that earns the second purchase
Most welcome series are built to close a first order and stop there. How to design and measure one whose actual job is bringing a new customer back a second time.
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Lifecycle & retention ·
A suppression routine that keeps complaint rate down
The suppression sets every email programme needs, how to write a sunset policy as a ladder rather than a switch, and how to run the whole routine on a schedule.