THE PLAYBOOKS / LIFECYCLE MARKETING

Lifecycle message brief

Specify the customer state and the job of the message before building a workflow. Confirm that your actual systems can implement and measure the rules.

01What customer task should this message support?

Describe the useful progress, not the send.

02Who is eligible?

Include role, state, permission, and exclusion criteria.

03What starts the journey?

Specify a reliable event or condition.

04When is the message relevant?

Explain timing, timezone needs, and frequency limits.

05What should the message say?

Draft the helpful instruction and one clear action.

06Where does the action lead?

Preserve context and support error recovery.

07What ends or suppresses the journey?

Include task completion, unsubscribing, support escalation, and state changes.

08What edge cases need testing?

Consider duplicate events, multiple devices, overlapping campaigns, and late events.

09What behavior and guardrails will you review?

Do not use clicks as a substitute for the customer task.

10Who maintains this journey?

Name an owner and review date.