Email still returns more per dollar than any other channel we run — but only when it behaves like a conversation instead of a broadcast.
Segment by intent, not by demographics. A trial user stuck on setup needs a nudge, not a newsletter. A repeat buyer needs early access, not an introduction. Three small segments will outperform one big list almost every time.
Automate the moments that matter: the welcome sequence, the abandoned evaluation, the post-purchase check-in. Each one compounds quietly while the team sleeps, and each one is measurable enough to keep improving.
Start with one flow, measure it for thirty days, then add the next. Momentum beats ambition in lifecycle marketing.