What is a “lifecycle event” trigger?

A lifecycle event trigger fires email automation when customers transition between stages of their journey with your brand:

New subscriber: Entry into your ecosystem, triggering welcome and onboarding.

First purchase: Conversion from prospect to customer, triggering post-purchase nurturing.

Repeat purchase: Evolution from one-time buyer to repeat customer.

Loyal customer: Reaching thresholds that define loyalty (purchases, tenure, spending).

At-risk: Showing signs of disengagement that predict churn.

Lapsed: Crossing inactivity thresholds into churned status.

Lifecycle triggers enable stage-appropriate communication that matches where customers are in their relationship.

Lifecycle triggers recognize that customer needs evolve. What a new subscriber needs differs from what a loyal customer needs.