Design lifecycle marketing / CRM journeys across the customer lifecycle. Use when asked to plan onboarding emails, lifecycle/CRM campaigns, drip sequences, re-engagement or winback flows, or a messaging calendar. Produces a lifecycle plan — stage map, the trigger/message/goal for each journey, channel & timing, segmentation, suppression rules, and success metrics.
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Use lifecycle-crm-plan to create a lifecycle plan for [product and lifecycle stages] using [channels and consent constraints] to improve [goal], with triggered journeys, suppression rules, cadence, and outcome metrics.
Required inputs
[product and lifecycle stages]
[channels and consent constraints]
[goal]
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SKILL.md
name: lifecycle-crm-plandescription: "Design lifecycle marketing / CRM journeys across the customer lifecycle. Use when asked to plan onboarding emails, lifecycle/CRM campaigns, drip sequences, re-engagement or winback flows, or a messaging calendar. Produces a lifecycle plan — stage map, the trigger/message/goal for each journey, channel & timing, segmentation, suppression rules, and success metrics."
Lifecycle / CRM Plan Skill
Lifecycle marketing is the difference between a product people sign up for and one they actually use.
This skill maps the customer lifecycle to triggered journeys — each with a clear job — so messaging is
behaviour-driven and purposeful, not a batch-and-blast newsletter that trains people to ignore you.
Required Inputs
Ask for these only if they aren't already provided:
Product & lifecycle stages — what the journey from signup → active → loyal → churned looks like.
The key moments — activation milestone, the "aha", upgrade triggers, and churn signals.
Channels available — email, push, in-app, SMS — and any consent/deliverability constraints.
Goal — the lifecycle metric to move (activation %, D30 retention, expansion, winback rate).
Output Format
Lifecycle / CRM Plan: [product]
1. Lifecycle map — the stages and the one behaviour you want at each (signup → activate → habit → expand → renew; with winback for lapsed).
2. Journey table — the core deliverable:
Journey
Trigger (behaviour, not date)
Audience/segment
Message & goal
Channel
Timing
Success metric
Exit/suppression
Onboarding
signed up, not activated
new, no key action
get to first value
email + in-app
t+0, t+1d, t+3d
activation %
activated → exit
Winback
inactive 30d
was active
reason to return
email
t+30, t+37
reactivation %
returned → exit
3. Segmentation — the few segments that change the message (by behaviour/value, not vanity demographics).
4. Timing & frequency — cadence rules and a global frequency cap / suppression so journeys don't collide or fatigue.
5. Measurement — per-journey metric, holdout group to prove incrementality, and the deliverability guardrails (bounce/spam/unsub watch).
Quality Checks
Journeys are behaviour-triggered, not date-batched
Every journey has an explicit goal, success metric, and exit condition
A global frequency cap / suppression prevents message collisions and fatigue
A holdout group is used to measure incrementality, not just open/click rates
Segmentation is based on behaviour/value, not vanity attributes
Anti-Patterns
Do not batch-and-blast — untriggered, irrelevant sends train users to ignore and unsubscribe
Do not measure success by opens/clicks alone — tie journeys to the lifecycle outcome (activation, retention, revenue) with a holdout
Do not forget exit conditions — a user who already activated should not keep getting "activate now" emails
Do not ignore frequency capping — overlapping journeys are how you fatigue and burn a list
Do not skip deliverability guardrails — a great journey in the spam folder reaches no one
Based On
Lifecycle marketing / behavioural CRM practice — trigger-based journeys, segmentation, and incrementality testing with holdouts.