Lifecycle Stage Segmentation Playbook
Lifecycle Stage Segmentation Playbook
Define your New, Active, At-Risk, and Churned segments with clear behavioral triggers. Works across Braze, Customer.io, Iterable, and MoEngage.
What's inside
- 6-stage lifecycle model — Anonymous, Lead, Trial, New User, Active, Lapsed, Churned
- Stage-transition rules — exact attribute thresholds to move between stages
- Stage-specific channels and cadence — what to send, how often
- Reporting cuts — how to measure each stage independently
- Implementation checklist — what to build first vs. defer
Who this is for
- B2C lifecycle teams moving from broadcast to stage-based messaging
- App / SaaS brands needing clearer activation cohorts
- Agencies standing up lifecycle programs from scratch
How to use it
- Define your stage thresholds — what makes someone "active" vs. "lapsed"
- Build the attribute logic in your CDP or ESP
- Create one campaign per stage transition — these are your highest-leverage moments
- Validate stage counts weekly — they should look stable
- Tune monthly — stage definitions drift as your business changes
Why Propel built this
At Propel, we've run lifecycle programs for 80+ B2C brands across fintech, healthtech, marketplaces, and ecommerce. This artifact distills the framework we'd build for you on day one of an engagement — battle-tested, opinionated, and tuned for incremental lift over vanity metrics.
Want help implementing?
Book a free 30-minute strategy call. We'll audit your current setup, identify the highest-leverage fix for your specific business, and show you what a Propel engagement would look like.
Contact us
Get in touch
Our friendly team is always here to chat.
Here’s what we’ll dig into:
Where your lifecycle flows are underperforming and the revenue you’re missing
How AI-driven personalization can move the needle on retention and LTV
Quick wins your team can action this quarter
Whether Propel is the right fit for your brand, stage, and stack
