How should email content differ for each lifecycle stage?

Each lifecycle stage has different needs, questions, and receptivity to various content types.

Prospects need education and trust-building. Thought leadership, how-to content, case studies, comparisons. Help them understand the problem and see you as credible. Avoid hard selling before they're ready.

New customers need onboarding and quick wins. Product guides, setup instructions, best practices for getting started. Reduce friction and help them see value fast. Early success prevents early churn.

Active customers need depth and expansion. Advanced features, tips to get more value, complementary products, community involvement. They've bought in; help them go deeper.

At-risk customers need re-engagement and proof of value. Remind them what they're missing. Show what's new. Offer incentives to return. Sometimes ask directly what's wrong.

Churned customers need a reason to come back. What's changed since they left? What would make it worth trying again? Keep it brief and respect their decision if they don't respond.

Advocates need appreciation and enablement. Early access, referral programs, exclusive content, recognition. Make it easy for them to share and reward them when they do.

Content that works for one stage often fails for others. A promotional offer might convert an at-risk customer but annoy a new one still figuring out basics.