Overview

Make every email count with Lifecycle Optimizer Flows

Your subscribers expect timely, relevant messages. Automatically reach your subscribers and customers at just the right moment, based on how they interact with your brand.

Imagine this: someone discovers your brand, signs up for updates, browses your offerings, and returns weeks later to make a purchase. With the right flow in place, each step can trigger a tailored message that guides them, engages them, and builds loyalty along the way.

With Lifecycle Optimizer, you can create these kinds of personalized journeys. Define key touchpoints, automate outreach, and ensure every message fits where your customer is in their lifecycle.

Want to win back disengaged subscribers? Send a reminder at just the right time? Deliver personalized product tips to first-time buyers? Lifecycle Optimizer makes it all possible.

Before you get started building a flow, consider some design recommendations.

How to design a flow

Your flow design is just as important as the messaging you send to set yourself up for success. There are a few things to keep in mind as you design a flow for your audience.

Flow objective

Start by focusing on the why of your flow before you start building anything on a blank canvas. What will this do for your business and why are you building a flow?

When you have your objective, consider possible outcomes. What action would you like your audience to take? Are there neutral (no action taken) or even negative (unsubscribing) outcomes you can minimize with your design?

Audience behavior

The best time to start a flow is in response to an action taken by a customer or subscriber. Use any of the configurable Entry steps to start a flow or use a custom event as an entry point.

Design with simplicity in mind

Keep your flow design simple – build quickly, publish quickly, and use the data available to refine your approach and support your decisions. While designing, keep a few things in mind:

  1. What's your window of opportunity? Is there a time frame you should plan for to keep your flow relevant?

  2. What's your cadence? While you want to engage your subscribers and customers, sending too frequently can result in unsubscribes. Look at your previous campaigns and use the data you have from your customers to make decisions.

  3. Keep sight of your objective. Make sure you're designing a flow that will serve your why.

  4. Look at past data. Does the data you have collected from past campaigns support your flow design?