Customer Lifecycle Stages

Apply right marketing strategy for customers who need your attention

Ira avatar
Written by Ira
Updated over a week ago

To understand each stage your customers are undergoing better, feel free to check this table below that summarizes typical customer behavior for each lifecycle stage and an example of the goal you should pursue when communicating with different types of customers.

Lifecycle Stage

Description

Goal

Recent Customers

Customers who have made 1 or 2 purchases and have done that relatively recently

Cherish: Provide a positive post-purchase experience

Loyalists

Customers who have made more than 2 purchases and have done that relatively recently

Cherish: Show these customers love while trying to upsell them to become champions

Champions

Customers who have made more than 2 purchases and have done that relatively recently. These customers' order value is relatively high.

Cherish: Make sure these customers

feel loved and rewarded -

make them feel extra

special with exclusive

offers & campaigns

Need nurturing

Customers who have made

1 or 2 purchases and have

done that further in the

past than Recent

customers

Nurture:

Keep them informed with

new deals and products to

become 2+ buyers

High potential

Customers who made more

than 2 purchases or 2

purchases for relatively

high order value.

Nurture:

Keep them informed with

new deals and products to

nudge into buying again

At risk

Customers who have made

1 or 2 purchases have done

that further in the past than

those customers who need

nurturing

Reactivate:

Try to re-activate these

customer with win-back

automations

Can't lose

Customers who made more

than 2 purchases or 2

purchases for relatively

high order value.

Reactivate:

Strive and go an extra mile

to get these customers to

buy again

About to lose

Customers who made their

last purchase a very long

time ago.

Deprioritize:

Do not spend too many

resources with

personalized re-

engagement campaigns

Sections in this article:

Customer lifecycle stages in segmentation

Each lifecycle stage allows you to achieve specific goals to bring value to your business. To do this, we recommend creating segments based on each lifecycle stage.

To create such a segment, navigate to your Audience tab β†’ Customer breakdown > Select the lifecycle stage β†’ View contacts.

Also, you can build a segment from scratch and use a custom property named 'Lifecycle stage' and choose the needed value (stage). They can be used as stand-alone filters or combined with other segmentation rules.

Customer lifecycle stages in contact profiles

For each customer that has placed at least one order, you can find their lifecycle stage in the Profile view. This gives a better understanding of each specific contact journey and provides a complete single-customer preview.

Note! If a customer hasn't placed any orders, you'll see a dash next to the lifecycle stage, meaning there's no data to analyze yet.

You can read how the lifecycle stages logic is determined in this article: Lifecycle map.

Suggested use cases

Although there are specific actions you could be taking to re-engage all lifecycle-stage-based segments, we suggest focusing on the most valuable ones - cherish the Loyalists and Champions, so your brand is always top of mind for these customers. Also, consider going the extra mile to nurture & reactivate the customers in High Potential and Need Nurturing segments.

1) Customer lifecycle segments in post-purchase automations

You can use different engagement strategies within the same automation workflow. For example, you can build a similar post-purchase workflow to send different emails to your Recent customers, Loyalists, and Champions.

2) Customer lifecycle segments in reactivation automations

You can set up customer reactivation automation workflows based on lifecycle stages. When a customer enters the reactivation stage of the lifecycle (at risk or can't lose segments), you can email them a limited offer to get this customer to purchase from you again.

As customers can reach the same stages multiple times when buying numerous times, we recommend enabling the 'Do not re-trigger workflow for contacts who have already been in this automation at any time option in trigger frequency settings to ensure you are not overwhelming them with emails and SMS.

3) Customer lifecycle segments in campaigns

Send your email campaigns with special incentives to your VIP clients - Loyalists and Champions.

Create a campaign with a more significant discount for these clients, or give them early access to a new collection. There can be multiple ways to show your gratitude.

Make sure to check out our blog to find even more information about Customer Lifecycle stages and how to use this feature to grow your revenue.

FAQ

How often are the stages recalculated?

Lifecycle stages are recalculated once a day, so segments are also updated once a day.

Why is the number of customers that got an email campaign from me when I sent it to a segment based on a specific lifecycle stage lower than the number of contacts in this segment?

Customers with different lifecycle stages can have 'unsubscribed' and 'non-subscribed' statuses, and you can't send email campaigns to them without opt-in.

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