Blog
Notes on lifecycle marketing and retention: what actually moves the numbers, and how to tell when it does not.
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01
Case studies
Real work from real accounts, anonymised: what the numbers said, what we changed, and what happened next.
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02
Guides
Frameworks, methods and opinions on lifecycle marketing — the general knowledge behind the case studies.
Latest
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Guides
What is a good open rate for email marketing?
What is a good open rate for email marketing? Nobody can tell you from one number — and since 2021 a large part of that number was never a person.
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Guides
Retention mistakes that took me years to notice
Five retention mistakes from fourteen years of lifecycle work: a segment that reached everyone, a formula wrong for two years, and a list nobody cleaned.
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Guides
What is lifecycle marketing, and where teams get it wrong
Lifecycle marketing is deciding what to change next for the people already using your product. Most teams start at the channel, which is the wrong end.