Lifecycle email, built and then maintained
Almost every store has a welcome flow. Very few have the other six, and almost none revisit any of them after launch week.
Lifecycle email is the highest-margin channel most stores own, and the one most often left at twenty percent of its potential. The reason is not ignorance — merchants know which flows they should have. It is that building and maintaining seven sequences with proper segmentation is a job, and nobody has that job. The Retention agent takes it, starting from an honest audit of what exists.
The full programme
Each stage has a distinct purpose and a distinct trigger. Running some of them and not others leaves predictable gaps, usually between first purchase and second — the point where a customer either becomes repeat or does not.
Welcome and first-purchase conversion sequence
Browse abandonment, for intent that never reached the cart
Cart abandonment, timed to your own recovery curve
Post-purchase: shipping confidence, usage guidance, review request
Replenishment, timed to the actual consumption interval per category
Win-back, triggered by your real churn window rather than a round number
Maintenance is the differentiator
Flows decay. Offers become stale, subject lines lose novelty, segments drift away from behaviour. The agent re-evaluates every flow on a schedule against revenue per recipient and rewrites what has stopped working, recording what changed and why.
Send pressure is part of the design
More sends is not more revenue past a threshold that varies by segment. The agent tracks cumulative send pressure per subscriber and suppresses overlapping sequences, because protecting deliverability is cheaper than repairing it.
How it works
Audit what exists
Retention reports flow coverage, revenue per recipient by stage, and where the programme is leaking.
Build the gaps
Missing stages are built to your voice and templates, ranked by expected revenue impact.
Revise on a schedule
Every flow is re-evaluated and rewritten on a recurring cycle, with the reasoning logged.
What you get
Complete lifecycle coverage instead of a welcome flow and gaps
Flows evaluated on revenue per recipient rather than open rate
Send pressure managed per subscriber to protect deliverability
A maintenance cycle, so the programme does not decay after launch
Handled by these agents
Works with
Frequently asked questions
Which flow should I build first?
Usually whichever stage is missing closest to the purchase moment — cart or browse abandonment — because intent is highest there. The audit ranks the gaps by expected revenue rather than by convention.
How often should flows be reviewed?
Often enough to catch decay, which for most stores means monthly for high-volume flows and quarterly for the rest. The agent does it on a schedule so it stops depending on someone remembering.
Will automated emails hurt my deliverability?
Poorly managed volume will. That is why send pressure per subscriber is designed in from the start and overlapping sequences are suppressed rather than allowed to stack.
Can flows differ by market?
They should. Timing, offer conventions, and channel preference vary by market, and the agent maintains locale-specific variants rather than translating one sequence.
Keep reading
Build a welcome flow
The first-week sequence that converts a signup into a first order — built on intent, not days.
Abandoned cart recovery
Recover the orders that got to checkout and stopped, with timing built from your own buying cycle.
Win-back campaigns
Re-engage lapsed customers using your real churn window instead of a round number.
Customer segmentation
Segments built from purchase behaviour, not from generic engagement windows.
Put the team to work on your store
Connect your storefront, analytics, and email stack, set a goal, and let the agents run the work end to end. Start on the free plan with your own model key.