08.4 · Capability in Retention

Customer lifecycle

Communicating with users at each stage of their relationship with the product, from new to dormant.

Map3 skills

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3 skillsClick a hexagon to set your status

08.4.1Re-engaging dormant usersBringing back users who stopped using the product.
08.4.2Lifecycle communicationEmails and messages timed to where each user is in their journey.
08.4.3Customer educationTeaching customers to get more value from the product.

Mark all 3

Where to start

3 resources

articleStart here
Lifecycle marketing guide: engage across the entire journey ↗
Customer.io · 2024 · 10 min
Messages triggered by what users do, at each stage from welcome to win-back.
articleStart here
6 essential lifecycle marketing campaigns ↗
Customer.io · 2025 · 9 min
Concrete campaigns with triggers and timing, including re-engaging users who went quiet.
bookStart here
The retention lifecycle framework ↗
Amplitude · 2023 · 6 min
Splitting users into new, current, dormant and resurrected, because each group needs different work.

1 tools

ToolPaid
Customer.io
customer.io ↗
Messaging platform for email, push and in-app messages triggered by product events.