January 26, 2025
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By Kaley Morgan
3 Lifecycle Emails Every Brand Needs (and How to Write Them)
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Email is still one of the most effective lifecycle channels, but only if it’s done right. Too often, brands overload inboxes with noise instead of building trust and loyalty.
The good news? You don’t need dozens of campaigns — just three core lifecycle emails that every brand should nail.
“The right email at the right moment can feel less like marketing and more like customer service.”
Des Traynor
Co-founder & Chief Strategy Officer at Intercom
3 Emails Every Brand Needs
The Onboarding Email
Welcome new users with clarity and warmth. Set expectations, highlight one key action, and guide them to the next step.The Retention Nudge
Triggered when engagement drops. Use personalized value reminders (“You haven’t finished your setup” or “Here’s what you’re missing”) to re-spark interest.The Loyalty Builder
Celebrate milestones, anniversaries, or achievements. These emails reinforce brand connection and encourage advocacy.
