Lifecycle marketing involves communications through relevant channels such as email, push, in-app, etc. to optimize the flow of users through the lifecycle towards loyalty, high engagement and monetization.
The growth marketer needs to invest time in mapping out and defining the key engagement milestones in the user lifecycle according to the specific nuances of their target audience and their current understanding of their qualitative growth model (with the expectation that this understanding – and hence the model – will evolve over time as lessons are learned and hypotheses are tested).
A cohesive, considered and continuously-refined lifecycle marketing program facilitates and enhances the user journey (typically starting with strong onboarding and activation) and reduces user abandonment, attrition and churn through timely, targeted interactions. Lifecycle campaigns typically aim to inform, educate, inspire or motivate users towards higher levels of engagement, re-activate inactive users before they churn completely, or encourage loyal users to spend more, invite friends, or complete other valuable actions.
Lifecycle campaigns are targeted at segments of users at a similar stage in the lifecycle or who have some common attributes. They are often triggered on some user behavior (e.g. a welcome email once the user creates an account, or a re-activation push notification when the user has been inactive for a period of time), or sent out on a scheduled basis (e.g. weekly digest or newsletter).
There is a high risk of annoying users with communications that are considered spammy or unnecessary, so a smart lifecycle program is adaptive to user preferences and response (open rates, clicks and subsequent in-app engagement).