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CRM & Lifecycle

Articles on keeping customers: retention, churn and LTV metrics, RFM segmentation, email deliverability, in-app messages and push, CRM tools and AI. If you want to start by measuring loss, read the retention metrics article, and if you want to build segments, read the RFM article.

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11 articles

Email segmentation: three groups of envelopes in blue, orange and grey, each with a person icon.

Email segmentation ideas: 10 examples with data and measurement

Customer lifetime value: rising columns topped by a blue ball, with a heart beside them.

How to increase customer lifetime value: choose a lever and measure it

Customer journey map: a blue sphere travels a winding path past search, bag, box and heart stops, one coral tile marking friction.

What is a customer journey? Stages, map and examples

Email automation: envelopes ride a track past an hourglass to a switch that splits into a checkmark and an exit door.

What is email automation? Flows, examples and tools

Churn: three coral spheres roll down a ramp away from a group of blue spheres, beside a bar chart that steps down.

Churn rate: what it is, how to calculate it, how to analyze it

Customer retention and churn: shrinking columns of customers, two spheres dropping off, an hourglass

Customer retention metrics: retention, churn and LTV explained

In-app messaging vs push: one phone with a push notification above, one with an in-app message card

In-app messaging vs push notifications: when to use which

Email deliverability: an envelope passing SPF, DKIM and DMARC check arches on its way to the inbox

Email deliverability: SPF, DKIM, DMARC and Gmail, Yahoo, Outlook rules

CRM and marketing automation tools: four linked objects for email, push, chat and notifications

CRM and marketing automation tools: 11 platforms compared

AI in lifecycle marketing: a cube with a star for AI, linked to email, chat and notifications

AI in lifecycle marketing: prediction, content and AI agents in CRM

RFM analysis: spheres grouped on stepped blocks, standing for customers sorted into segments

RFM analysis: Customer segmentation for lifecycle marketing