design-lifecycle-messaging
Installation
SKILL.md
Design lifecycle messaging
The coordinated cross-channel system that turns a one-time user into a habit. Done well it drives materially higher 90-day retention; done badly it accelerates churn and earns you 1-star reviews for "annoying notifications."
The headline finding
Brands using cross-channel engagement (push + email + in-app + SMS) drove 55% higher 90-day retention than single-channel. But — frequency capping is mandatory. Push + email + in-app in rapid succession drives churn up. Coordination is the whole skill. (Braze)
Each channel has a distinct job
| Channel | Strength | Best for |
|---|---|---|
| Push | Timely, interruptive, lock-screen | Streak reminders, time-sensitive triggers, same-day re-engagement |
| Deep, asynchronous, owned channel | Onboarding continuation, win-back, receipts, value recaps | |
| In-app / Content Cards | Contextual, non-interruptive | Feature announcements, upsell at the right moment, tips while using |
| SMS | Highest open rate, most intrusive | Only with explicit consent; transactional or high-value alerts |
Don't send the same message on every channel. Don't send the same message twice across channels.