Lifecycle marketing, a valuable but relatively underused marketing approach, takes a holistic view of customer journeys and emphasizes the long-term value of customers rather than viewing touchpoints in a silo.

The strength of the strategy (which works across verticals) is investing in building strong relationships with customers or leads who are likelier to become repeat purchasers and brand advocates – which raises the ROAS of customer-acquisition campaigns. Studies suggest that it costs up to seven times more to acquire a new customer than it does to retain an old one; a 5% increase in retention can lead to improved profitability of 25% or more, and potentially a 95% increase in profits.

Email remains a dominant channel for lifecycle marketing because it uniquely combines personalization, automation, and scalability—delivering the right message to the right person at the right time. Unlike social media or paid ads, which rely on fleeting engagement and ever-changing algorithms, email provides a direct, owned channel to reach customers and nurture long-term relationships. Brands leverage automated triggers to create seamless, high-impact communications that strengthen customer connections. Those include:

• A well-crafted welcome email, which sets the tone for the customer relationship by making new subscribers feel valued. By introducing the brand, offering tailored recommendations, or providing an exclusive incentive, businesses establish an immediate connection that encourages future engagement.

• Personalized reminders that help re-engage customers who showed interest but didn’t complete a purchase. By acknowledging their intent and offering a helpful nudge—whether through a simple reminder or an added incentive—brands demonstrate attentiveness and encourage conversions.

• Following up after a purchase, which assures customers that the relationship doesn’t end at checkout. Whether through product care tips, how-to guides, or recommendations for complementary items, these emails reinforce value and build trust, increasing the likelihood of repeat purchases.

• For SaaS subscribers, offering optimization tips and case studies that help increase use and adoption of the product – which leads to higher renewal rates.

• Personalized re-engagement emails to remind dormant customers of what they love about the brand. By showcasing new offerings, exclusive deals, or content tailored to their preferences, businesses can reignite interest and strengthen long-term loyalty.

By leveraging these automated email strategies, businesses don’t just drive conversions—they create meaningful interactions that build lasting relationships, ultimately fostering customer loyalty and retention. Marketers looking to build these kinds of relationships with their customers should look to the Email channel as a key element of their strategies.