RETENTION
Why lifecycle segmentation is the highest-leverage retention move
When all customers receive the same message sequence, relevance drops and unsubscribe pressure rises.
Segments that matter first
- New customers (first 30 days)
- Second-purchase candidates
- At-risk customers (declining engagement)
- High-LTV repeat customers
Execution guidelines
- Keep message purpose singular per campaign
- Set holdout groups to measure lift
- Review segment health weekly
Segmentation improves both experience quality and revenue resilience.