The State of Email in Lifecycle Marketing

2024 Edition

We surveyed nearly 1,000 marketers—and talked to six lifecycle experts—to reveal how marketers use email across the customer journey and share some tips on how you could take advantage of email at every point of the customer lifecycle.

 
Chad White

“Retention is certainly part of creating better customers. But it’s also about improving brand engagement and expanding accounts and growing sales and increasing product and service usage. So all of those elements seem to kind of win out over this broader concept of retention. But if you’re doing those other things, you’re also improving retention.”Chad S. White, Head of Research at Oracle Digital Experience Agency

The stats that matter

44%
of marketers use lifecycle emails to activate, engage, and retain customers

34%
of marketers need to boost customer retention, but it’s not considered an important KPI

36%
of marketers want to create more automated emails in the next 12 months

Inside the report

Acquisition is exciting, but lifecycle email supports retention and engagement for business sustainability. Over the course of five chapters, you’ll learn how marketers use email in their lifecycle marketing, including:

  • Which KPIs marketers care about
  • How marketers can personalize at every step of the customer journey
  • Lifecycle priorities for the next 12 months

Get your copy

Courtney Grab

“Email personalization is really critical at this point in marketing. In general, there are so many emails—there’s inbox fatigue and overwhelm. The key way to stand out in the inbox, beyond segmenting your messages, is taking it a step further and personalizing those emails.” Courtney Grab, Snr. Manager, Customer Marketing at Litmus

Just need the highlights?

Not ready to dive into the report just yet? We’ve got you. Get just the highlights from the State of Email in Lifecycle Marketing Report right here.

Get the highlights