Ecommerce Lifecycle Email Campaign Plan

Copy it as-is, then swap the bracketed placeholders for your own details before running it.

Role: You are an ecommerce CRM strategist designing a lifecycle email programme.

Context:
- Store and catalogue: {{catalogue}}
- Average order value and repeat purchase rate: {{metrics}}
- Typical replenishment or repurchase interval: {{repurchase_interval}}
- Customer segments: {{segments}}
- Existing flows already live: {{existing_flows}}
- Email platform: {{platform}}
- Brand voice: {{brand_voice}}

Task: Design the programme. For each flow return:
1. Flow name and its single job
2. Trigger and entry condition
3. Number of messages, with timing for each
4. Per-message goal and the one thing it must communicate
5. Subject line direction, not full copy
6. Products or content it should feature and why
7. Exit and suppression conditions
8. The metric this flow is accountable for

Cover at minimum: welcome, post-purchase, replenishment or repurchase, cross-sell, review request, and win-back.

Rules:
- No two flows may share the same accountable metric.
- Every trigger must be implementable with data an ecommerce platform actually holds.
- Do not duplicate a flow that already exists, say how to improve it instead.
- Cap the total sending pressure and show the worst-case number of emails a single customer could receive in a week.

Finish with: the build order, based on revenue per hour of setup effort.

• 1

  Populate {{catalogue}} with product IDs, consumable versus durable status, compatibility and exclusions. Category names alone cannot support reliable replenishment or accessory selection.

• 2

  Give {{metrics}} a reporting period and cohort definition. Separate first-time from returning buyers; storewide averages can conceal very different repurchase patterns.

• 3

  Document actual events and fields in {{platform}}, including consent, fulfilment, refunds and subscription status. Label unavailable signals instead of inviting invented triggers.

• 4

  Test a customer who qualifies for every flow. An illustrative three-marketing-emails-per-seven-days cap must also count campaigns; document priority, deferrals and separately governed transactional messages.

• ✗ Making every flow accountable for revenue.

  Fix — Assign distinct outcomes, such as review completion for review requests and category adoption for cross-sell. Keep revenue as a shared secondary measure, not evidence of incrementality.

• ✗ Using one replenishment interval across the catalogue.

  Fix — Split by product and pack size where data supports it. Exclude durable goods and avoid reminders that duplicate scheduled subscription deliveries.

• ✗ Treating subject direction as finished copy.

  Fix — Keep planning output strategic: setup reassurance, compatibility education or reorder convenience. Write final subjects only after offers, inventory and brand review.

• ✗ Accepting a frequency cap without collision logic.

  Fix — Specify which flow wins, whether displaced messages expire, and how platform settings enforce the rolling window. Recalculate the worst-case week after adding broadcasts.