Guided path
Improve Retention and Lifecycle
Turn traffic into a list, the list into a first order, and the first order into a second — then read the result without double-counting it.
- Step 1: Offer a signup promise the business can deliverLocked
In 4 · Email & RetentionEmail & LifecycleOn site capture
- Step 2: Ask for email after the visitor has enough contextLocked
In 4 · Email & RetentionEmail & LifecycleOn site capture
Go deeper (2)
- Optional: Keep mobile capture out of the visitor's wayLocked
Most of your sessions are on a phone.
In 4 · Email & RetentionEmail & LifecycleOn site capture
- Optional: Collect the next useful profile field laterLocked
You want more than an address, and asking for it up front is costing you signups.
In 4 · Email & RetentionEmail & LifecycleOn site capture
- Step 3: Make the welcome flow fulfill the signup promiseLocked
In 4 · Email & RetentionEmail & LifecycleLifecycle flows
- Step 4: Separate cart recovery from checkout recoveryLocked
In 4 · Email & RetentionEmail & LifecycleAbandonment recovery
- Step 5: Use browse abandonment only for identifiable product interestLocked
In 4 · Email & RetentionEmail & LifecycleAbandonment recovery
Go deeper (2)
- Optional: Treat a back-in-stock signup as one promise, not a list addLocked
You go out of stock often enough that shoppers notice.
In 4 · Email & RetentionEmail & LifecycleAbandonment recovery
- Optional: Send price-drop alerts from a real item-level changeLocked
You discount on a schedule and shoppers wait for it.
In 4 · Email & RetentionEmail & LifecycleAbandonment recovery
- Step 6: Test every transactional order eventLocked
In 4 · Email & RetentionAccounts, Post-Purchase & RetentionOrder tracking and returns
Go deeper (5)
- Optional: Teach the customer what they need before the product arrivesLocked
The product needs setup, care or a first-use step to be worth repeating.
In 4 · Email & RetentionEmail & LifecycleLifecycle flows
- Optional: Make order tracking answer the next customer questionLocked
"Where is my order" is a real share of your support volume.
In 4 · Email & RetentionAccounts, Post-Purchase & RetentionOrder tracking and returns
- Optional: Make the return path match the promise you soldLocked
Returns are frequent enough to be part of the experience rather than an exception.
In 4 · Email & RetentionAccounts, Post-Purchase & RetentionOrder tracking and returns
- Optional: Time replenishment from observed use, not a generic delayLocked
The product runs out on a predictable cycle.
In 4 · Email & RetentionEmail & LifecycleLifecycle flows
- Optional: Make one optional post-purchase offerLocked
You have a natural second product for a first-time buyer.
In 4 · Email & RetentionAccounts, Post-Purchase & RetentionAccount-side retention
- Step 7: Define lapsed before building a winback flowLocked
In 4 · Email & RetentionEmail & LifecycleLifecycle flows
Go deeper (2)
- Optional: Turn frequency preferences into sending rulesLocked
Unsubscribes climb whenever you send more.
In 4 · Email & RetentionAccounts, Post-Purchase & RetentionAccount-side retention
- Optional: Let consent define the measurement boundaryLocked
You collect email or SMS consent in more than one place.
In 6 · Measure & LearnData you can trustTracking and data integrity
- Step 8: Connect email clicks to on-site behaviorLocked
In 6 · Measure & LearnData you can trustEmail measurement