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email-lifecycle

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Lifecycle email, SMS and push: audits the list and deliverability, then writes the flows this kind of business needs first, loadable as-is in your own tool, plus segments, cadence and this week's broadcasts. Never sends anything. Use when: set up my welcome and abandoned-cart emails; trial onboarding or waitlist launch emails; win back lapsed customers; plan this week's emails and texts; push notifications for my app; why are my emails going to spam; plan our Black Friday email and SMS sends; a send went wrong. Not for cold outreach to prospects — use write-outreach; not the editorial newsletter issue — use make-content; not the whole cross-channel Black Friday plan — use plan-campaign.

When not to use

• Sending, scheduling, pausing or switching flows on in the marketer's tool — the marketer.
• Cold outreach to prospects, and emails a person sends to named accounts (demo-request replies, reconnects, win-back of specific business accounts) — write-outreach.
• Judging which flow or send made money — analyze-performance (its email rows feed step 1's read-back).
• The whole cross-channel campaign — plan-campaign; this playbook fills the send calendar around its moments.
• The editorial newsletter issue (subject included) — make-content; this playbook owns cadence, segment, send time, exclusions and staging.
• Not covered yet: designing offers from scratch (here only the standing offer or an approved ladder); list growth — popups, quizzes, lead magnets (the welcome flow honours exactly what the popup promised); app screens, paywalls and the nati…

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