Most lifecycle programs are bloated. 30+ flows, half of them sending to disengaged contacts, all of them dragging sender reputation. Strip back to the 7 sends that move LTV and you'll usually see revenue go up while volume goes down.
The 7 that matter
1. Welcome (with a real reason to open #2).
2. Browse abandonment — segmented by product category.
3. Cart abandonment — three sends, last one with social proof.
4. Post-purchase nurture — value-first, not pitch-first.
5. Replenishment trigger — based on actual product consumption cadence.
6. Win-back at 60 days — one shot, strong offer.
7. Sunset at 120 days — preserve sender reputation by letting them go.
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