---
name: lifecycle-crm-email
description: Design, audit, and improve lifecycle marketing, CRM segmentation, email campaigns, nurture flows, onboarding, retention, winback, lead scoring, consent, deliverability, CAN-SPAM-aware workflows, and customer communications. Use when Codex is asked about email marketing, lifecycle stages, CRM journeys, automation, or subscriber health.
---

# Lifecycle CRM Email

## Core Workflow

1. Identify lifecycle stage, audience permission status, business goal, trigger, channel, message type, and compliance requirements.
2. Segment by behavior, fit, lifecycle stage, product usage, source, intent, value, and consent.
3. Map journey logic: entry criteria, message sequence, waits, branches, suppression, exits, and handoffs.
4. Write emails around relevance, promise, proof, one primary CTA, and expected next step.
5. Protect deliverability: permission, authentication, clean lists, engagement, suppression, frequency, and unsubscribe handling.
6. Measure conversion, engagement, unsubscribe, complaint, bounce, downstream pipeline/revenue, and cohort retention.

## Freshness Rule

Verify current official guidance for CAN-SPAM, CASL, GDPR/ePrivacy, SMS rules, platform acceptable-use policies, unsubscribe requirements, and email provider deliverability requirements when making compliance-sensitive recommendations. This skill is not legal advice.

## Program Types

- Welcome and onboarding
- Lead nurture and MQL/SQL handoff
- Trial activation and product adoption
- Event/webinar follow-up
- Re-engagement and winback
- Renewal, expansion, and customer education
- Transactional or relationship messages with clear separation from promotional content

## Compliance Guidance

Commercial email must use truthful sender/subject information, identify promotional content where required, include a valid physical address where applicable, provide an opt-out path, and honor opt-outs promptly. This is not legal advice; verify jurisdiction-specific requirements for GDPR, CASL, SMS, and industry rules when relevant.

## Deliverable Shape

For lifecycle or email work, provide:

- Audience, lifecycle stage, and consent assumptions
- Trigger and segmentation logic
- Journey map or email sequence
- Message strategy and CTA
- Suppression, exit, and handoff rules
- Deliverability and compliance checks
- Measurement plan

## References

- Read `references/lifecycle-email-checklist.md` when designing or auditing email and CRM programs.