Most signups go quiet within a week — you will build the sequences that catch them before they drift, and the numbers that prove it.
You have a list of people who signed up, got one welcome email, and then heard nothing until you had something to sell — and by then half of them had forgotten who you were. Open rates keep sliding and you cannot tell whether it is the subject lines or the fact that Gmail quietly started routing you to Promotions. This course fixes both ends. You will set up SPF, DKIM, and DMARC so your mail is authenticated, build opt-in forms that collect consent legally under GDPR and CAN-SPAM, and write a day-0-to-day-7 welcome flow that actually activates people. Then you segment by behavior instead of demographics, build trigger-based nurture and trial-expiry sequences, and design retention touchpoints — milestones, NPS follow-ups, usage digests — that catch customers before they drift. The measurement half is just as concrete: revenue per email, cohort analysis by send date, list health, and attribution in GA4. You finish by auditing a real lifecycle program end to end, mapping every email to a stage, finding the gaps, and writing the rebuild plan.
Built by Lakshya Kumar
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I am learning email and lifecycle marketing — deliverability, welcome sequences, segmentation, conversion emails, retention flows, automation architecture, and analytics. Help me design and measure an email program that moves users from signup to paying customer.
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A big list collected the wrong way is a legal liability — you will build one that opts in willingly and keeps opening.
Welcome emails get opened three times more than anything else you send — this is your one shot to make the habit stick.
Behavior tells you what someone wants right now — you will build dynamic lists that route the right message without manual sorting.
Fixed drip schedules fire at the wrong moment — you will swap time delays for behavioral triggers and score leads as they warm.
Branching, delays, and overlapping triggers quietly send one person three emails — you will design flows that cannot.
Two years of ad-hoc campaigns leaves some stages with no email and others with four — you will map it all and write the fix.
Complete all modules, then submit the required number of capstone projects. Each must earn a passing rating from an admin reviewer.
Map your product's full lifecycle email program: inventory every email, assign it to a lifecycle stage, identify gaps (stages with no email coverage), flag automation logic issues, and design a rebuild plan. The rebuild plan must include a new welcome sequence (3 emails minimum), one conversion email, and one retention touchpoint — all with copywriting, send logic, and success metrics.
Design and write a 7-email onboarding sequence for a SaaS or e-commerce product. Map each email to a behavioral trigger and a desired user action. Include the segmentation logic, branching, and the metrics you'd track per email (open, click, action).
Build a winback sequence for users showing churn signals (no login in 14 days, downgrade, etc). Include behavioral triggers, offer logic, and a measurement plan. If you can run it, report reactivation rate; otherwise produce the runbook.
Redesign 6 critical transactional emails (welcome, password reset, receipt, shipping update, account alert, password change confirm). Include subject line, body, button copy, and a checklist for transactional-vs-marketing compliance (CAN-SPAM, GDPR).
Document a deliverability strategy: SPF + DKIM + DMARC config, dedicated IP warmup schedule, list hygiene policy, engagement-based suppression, and inbox-placement testing (Postmark, GlockApps). Produce the runbook a startup could execute on day 1.
Practitioner community and resource hub for email marketing professionals.