Lifecycle and Nurture Email Sequences

Purpose

Design email sequences that move people through the customer lifecycle — from first contact to loyal customer. Each sequence type has a different job, different timing, and different measure of success. This skill covers strategy, structure, copy direction, and timing for every major sequence type.

Step 1: Gather Context

Before designing any sequence, clarify:

1. Business model: SaaS, e-commerce, B2B services, marketplace, or other?
2. Product / offer: What does the customer get? What's the core value moment?
3. Audience segments: Who receives this sequence? (New sign-ups, trial users, churned customers, etc.)
4. Current email stack: What platform are they using? (Affects automation capabilities)
5. Existing sequences: What's already running? (Avoid conflicts and redundancy)
6. Key metrics to improve: Open rate, click rate, conversion, retention, revenue?

Step 2: Universal Email Principles