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It also covers personalization, automation, and lifecycle priorities for the next 12 months, supported by commentary from six experts.",{"@graph":14,"@context":73},[15,34,56],{"@type":16,"itemListElement":17},"BreadcrumbList",[18,23,27,31],{"item":19,"name":20,"@type":21,"position":22},"https://docshare.wps.com","Home","ListItem",1,{"item":24,"name":25,"@type":21,"position":26},"https://docshare.wps.com/template/","Template",2,{"item":28,"name":29,"@type":21,"position":30},"https://docshare.wps.com/template/presentations/","Presentations",3,{"item":32,"name":10,"@type":21,"position":33},"https://docshare.wps.com/template/the-state-of-email-in-lifecycle-marketing-report-data-trends-and-expert-insights-that-reveal-how-marketers-use-email-across-the-customer-journey/247858/",4,{"url":32,"name":10,"@type":35,"image":36,"author":41,"headline":10,"publisher":44,"fileFormat":47,"inLanguage":8,"description":12,"dateModified":48,"datePublished":49,"encodingFormat":47,"isAccessibleForFree":50,"interactionStatistic":51},"DigitalDocument",{"url":37,"@type":38,"width":39,"height":40},"https://docshare.wps.com/thumbnails/the-state-of-email-in-lifecycle-marketing-report-data-trends-and-expert-insights-that-reveal-how-marketers-use-email-across-the-customer-journey/247858.png","ImageObject",442,249,{"name":42,"@type":43},"Sarah ","Person",{"url":19,"name":45,"@type":46},"DocShare","Organization","application/pdf","2026-10-27","2026-09-12",true,{"@type":52,"interactionType":53,"userInteractionCount":55},"InteractionCounter",{"@type":54},"ViewAction",12,{"@type":57,"mainEntity":58},"FAQPage",[59,65,69],{"name":60,"@type":61,"acceptedAnswer":62},"How many marketers use lifecycle and onboarding emails, according to the report?","Question",{"text":63,"@type":64},"Less than half of marketers use lifecycle and onboarding emails, indicating major untapped potential for customer retention and engagement.","Answer",{"name":66,"@type":61,"acceptedAnswer":67},"What reasons do marketers give for lifecycle email being difficult to manage?",{"text":68,"@type":64},"Lifecycle email requires more time and effort to strategize, and its impact is harder to measure because it must be broken into activation, engagement, and retention and may also be qualitative.",{"name":70,"@type":61,"acceptedAnswer":71},"Why is automation considered a way to improve lifecycle email performance?",{"text":72,"@type":64},"Automation is the top email marketing priority and helps teams leverage lifecycle marketing without diverting all attention; since automations are reused, the initial effort can yield results beyond one-to-one or batch campaigns.","https://schema.org",{"og:url":32,"og:type":75,"og:title":10,"og:site_name":45,"og:description":12},"article",{"robots":77,"canonical":32},"index,follow",{"doc_id":79,"site_id":7},247858,1791726380,{"code":4,"msg":82,"data":83},"success",[84,88,92,97,102,107,112,117,122],{"id":85,"doc_module":22,"doc_module_name":25,"category_name":29,"show_sort_weight":86,"slug":87},11,90,"presentations",{"id":55,"doc_module":22,"doc_module_name":25,"category_name":89,"show_sort_weight":90,"slug":91},"Resumes",80,"resumes",{"id":93,"doc_module":22,"doc_module_name":25,"category_name":94,"show_sort_weight":95,"slug":96},14,"Invoices",70,"invoices",{"id":98,"doc_module":22,"doc_module_name":25,"category_name":99,"show_sort_weight":100,"slug":101},15,"Posters",60,"posters",{"id":103,"doc_module":22,"doc_module_name":25,"category_name":104,"show_sort_weight":105,"slug":106},16,"Social Media",50,"social-media",{"id":108,"doc_module":22,"doc_module_name":25,"category_name":109,"show_sort_weight":110,"slug":111},17,"Forms",40,"forms",{"id":113,"doc_module":22,"doc_module_name":25,"category_name":114,"show_sort_weight":115,"slug":116},18,"Letters",30,"letters",{"id":118,"doc_module":22,"doc_module_name":25,"category_name":119,"show_sort_weight":120,"slug":121},21,"Paper Templates",5,"papers-templates",{"id":123,"doc_module":22,"doc_module_name":25,"category_name":124,"show_sort_weight":4,"slug":125},158,"General","general-158",{"code":4,"msg":82,"data":127},{"doc_id":79,"user_id":128,"nickname":42,"user_avatar":129,"doc_module":22,"category_id":85,"category_name":29,"doc_title":10,"doc_description":12,"doc_content":130,"file_id":131,"file_url":132,"file_type":133,"file_size":134,"view_count":55,"is_deleted":4,"is_public":22,"is_downloadable":22,"audit_status":22,"page_count":135,"language":136,"language_code":8,"site_id":7,"html_lang":8,"table_of_contents":137,"faqs":138,"seo_title":139,"seo_description":12,"update_tm":140,"read_time":55},962085320529,"https://ap-avatar.wpscdn.com/davatar_9964176cb1d06d4a9deccf72a44ae3dc","The State of Email in  \nLifecycle Marketing  \nData, trends, and expert insights that reveal how marketers use email across the customer journey.  \nReport  \nIn this report, you’ll learn:  \nChapter 1: How marketers use email in the customer journey  \nChapter 2: Which KPIs marketers care about  \nChapter 3: Personalization in the customer journey  \nChapter 4: Lifecycle priorities for the next 12 months  \nChapter 5: What to do next  \nThe State of Email in Lifecycle Marketing Report 2  \nUnderstand email’s role in lifecycle marketing this year  \nAcquisition is exciting, but lifecycle email supports retention and engagement for business sustainability. Read on to learn how nearly 1,000 marketers surveyed between January 29th and February 29th of 2024 use email in lifecycle marketing. Plus, get commentary from six industry experts on what to do in the year ahead.  \nWho responded to our survey?  \n􀀏􀀓􀀗􀀝􀀞􀀚􀀙􀀓􀀚􀀖􀀗 􀀎􀀐􀀕􀀍􀀓􀀖  \n500 employees  \nB2B, B2C, or both  \n􀀘􀀘􀀝  \n􀀙􀀘􀀝  \n􀀞 500 employees 􀀗􀀖􀀝  \n􀀒􀀞􀀑􀀐􀀖􀀔􀀞􀀚  \nUnited States  \n􀀙􀀔􀀝  \nEurope (excl. UK)  \nGlobally  \n􀀞􀀕􀀝  \n􀀞􀀛􀀝  \n􀀞􀀝 􀀛􀀚􀀙􀀘􀀗􀀖􀀕􀀔􀀓􀀗  \nSoftware + Technology  \nMarketing/PR  \nRetail  \nFinancial services  \n􀀛􀀚􀀝 Litmus customers  \n􀀞􀀝  \nNot Litmus customers  \nThe State of Email in Lifecycle Marketing Report 3  \nChapter 1  \nHow marketers use email in the customer journey—and how they should be  \nFewer marketers are focused on lifecycle emails than we expected  \n\n| Why aren’t more teams using |  | Revenue-boosting emails are |  | Newsletters are a versatile |\n| --- | --- | --- | --- | --- |\n| lifecycle marketing? |  | the crowd favorite |  | tool to add personality |\n\nLess than half of marketers use lifecycle and onboarding emails, which means there’s huge untapped potential for customer retention and engagement. Growth has been a top priority, but the tides may be changing.  \nMarketing and promotional emails are the most-used, probably because the direct link to sales is satisfying and validating. 55% of marketers use email to make sales.  \nNewsletters are the second most-used email type, yet are only used by half of marketers. Our experts think they’re an underutilized way to stand out.  \nThe State of Email in Lifecycle Marketing Report 5  \nWhat is lifecycle marketing?  \nBefore we explore email’s role in lifecycle marketing, let’s look at lifecycle marketing as a whole.  \n1.  \nAwareness  \n􀀁Goal: Introduce potential customers to your brand, product, or service.  \n􀀂Touchpoints: Social media, advertising, email  \n2.  \nEngagement  \n􀀃Goal: Use content to encourage audience to engage with your brand  \n􀀄Touchpoints: Blog posts, newsletters, webinars, social media, lead nurture email programs  \n3.  \nConsideration  \n􀀅Goal: Provide content/info to guide customer into considering your product/service.  \n􀀆Touchpoints: Product pages, case studies, testimonials, comparison guides, retargeting ads, email  \n4.  \nActivation/Conversion  \n􀀏Goal: Drive the customer to take action, like purchasing product/ service  \n􀀐Touchpoints: pricing information, promotional o􀀞ers, email campaigns  \n5.  \nOnboarding  \n􀀇Goal: Help customer get the most out of your product with smooth onboarding  \n􀀈Touchpoints: Welcome/ onboarding nurtures/emails, tutorials, user guides, customer support, onboarding calls  \n6.  \nRetention  \n􀀉Goal: Keep customer engaged + satis ed enough to consider repeat business  \n􀀊Touchpoints: Newsletters, loyalty programs, personalized o􀀞ers, product updates, customer surveys  \n7.  \nLoyalty/Advocacy  \n􀀋Goal: Create brand advocates out of happy customers  \n􀀌Touchpoints: Referral programs, reviews and testimonials requests, social sharing incentives, community building  \n8.  \nReactivation/Win-Back  \n􀀍Goal: Re-engage inactive customers, return them to the customer lifecycle  \n􀀎Touchpoints: Re-engagement emails, special o􀀞ers, surveys to understand why they lapsed  \nThe State of Email in Lifecycle Marketing Report 6  \nLifecycle email marketing: it’s complicated  \nLess than half of marketers surveyed use lifecycle emails t","cbCairXJDe9fVOgN","https://ap.wps.com/l/cbCairXJDe9fVOgN","pdf",1539564,34,"English","# Chapter 1: How marketers use email in the customer journey\n## Why fewer teams use lifecycle marketing than expected\n## What is lifecycle marketing?\n## Lifecycle email marketing: it’s complicated\n## Automation can bridge the lifecycle email gap","[{\"question\":\"How many marketers use lifecycle and onboarding emails, according to the report?\",\"answer\":\"Less than half of marketers use lifecycle and onboarding emails, indicating major untapped potential for customer retention and engagement.\"},{\"question\":\"What reasons do marketers give for lifecycle email being difficult to manage?\",\"answer\":\"Lifecycle email requires more time and effort to strategize, and its impact is harder to measure because it must be broken into activation, engagement, and retention and may also be qualitative.\"},{\"question\":\"Why is automation considered a way to improve lifecycle email performance?\",\"answer\":\"Automation is the top email marketing priority and helps teams leverage lifecycle marketing without diverting all attention; since automations are reused, the initial effort can yield results beyond one-to-one or batch campaigns.\"}]","The State of Email in Lifecycle Marketing Report - Data, trends, and expert insights that reveal how marketers use email across the customer journey | PDF",1789243094]