What is lifecycle segmentation in email?

Lifecycle segmentation groups subscribers by where they are in their relationship with you. A new subscriber needs different content than a long-time customer. A churned user needs different treatment than an active one.

Common lifecycle stages include:

Prospect: Subscribed but hasn't converted. They're interested but uncommitted. Goal: educate and convert.

New customer: Recently converted. The relationship is fresh. Goal: onboard successfully and prevent early churn.

Active customer: Engaged and using your product or service regularly. Goal: deepen usage and build loyalty.

At-risk: Engagement declining or approaching a decision point like renewal. Goal: intervene before they leave.

Churned: Stopped using, cancelled, or lapsed. Goal: winback if appropriate, or respectful closure.

Advocate: Highly engaged, refers others, promotes your brand. Goal: nurture the relationship and enable advocacy.

Lifecycle stages aren't static. People move between them constantly. Build segments that recalculate based on current behavior and status, not when you last checked. The wrong lifecycle message at the wrong time feels tone-deaf.