Most brands run lifecycle marketing like a conveyor belt: onboarding, upsell, churn prevention. Functional, but flat.
The brands that grow faster design lifecycle marketing around moments. They know that when they show up at the right time—with the right message—they turn automation into advocacy.
Why context beats cadence
The same “3-month retention flow” won’t work for every subscriber. Context matters:
A parent buying toiilet roll has different triggers than a twenty-something buying Friday night mixers.
A customer in January wants moderation tools; in July they want abundance.
Moments are the seed for smarter segmentation.
Moment-driven flows
Post-purchase quiz: “When do you usually enjoy our drinks?” → segment based on ritual.
Usage check-ins: “Stocked up? Skip with one tap.” → reduce churn from over-supply.
Occasion bundles: “Bank holiday in-coming? Here’s a party-size pack.”
These aren’t just emails—they’re contextual stories.
What brands should do
Audit: Track the real-world events that drive usage.
Brand: Build flows that feel human, not transactional.
Build: Occasion-based bundles and personalised journeys.
Grow: Use seasonal spikes to cross-sell or deepen loyalty.
Lifecycle beyond email
SMS check-ins: lightweight, personal, contextual.
In-app nudges: for brands with mobile presence.
Physical touchpoints: seasonal packaging that aligns with lifestyle events.
Moments in practice
Trip Drinks have this nailed. Firstly, they have captured the calm category and then within that, you will find, Friday nights in, weekends off, moment of calm... this list goes on.
The takeaway
Lifecycle marketing is not about constant contact. It’s about right-time relevance. When brands communicate in sync with customer moments, they shift from noise to necessity.
