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Onboarding, retention, and winback playbooks — cadence templates, behavioral triggers, frequency rules per industry, sunset/suppression rules.
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Basado en la clasificación ocupacional SOC
Five named aesthetic bundles (Ethereal Glass, Editorial Luxury, Soft Structuralism, Minimalist Editorial, Industrial Brutalist) with surface / typography / motion / texture specs and a profile-to-archetype decision matrix.
Canonical CreativeBrief markdown + JSON schema, aligned 1:1 with Hydra CreativeBrief envelope. Sections cover vision, references, aesthetic, technical approach, key shots/messages, production, guardrails, approvals.
HITL gate catalog, audit-log shape, DecisionRecord schema, three-lines-of-defense mapping, v1 gate IDs (brand-consistency, regulated-claims-review, budget-cap, attribution-soundness, ip-clearance).
Audience segmentation toolkit — RFM, behavioral cohorts, JTBD, ICP for B2B, CDP/CRM integration patterns, persona archetype templates.
Brand safety and regulated-claims rulebook — toxicity/bias categories, FDA/FTC/FCA/GDPR rules, prohibited-content registry, brand-guideline enforcement, HITL escalation matrix, verdict schema.
Six industry-specific campaign playbooks — funnel stages, KPI targets, channel mix, cadence, critical gates, failure modes, blueprint examples.
| name | lifecycle-marketing |
| description | Onboarding, retention, and winback playbooks — cadence templates, behavioral triggers, frequency rules per industry, sunset/suppression rules. |
| user-invocable | true |
| allowed-tools | ["Read","Glob","Grep","Write"] |
Owned by lifecycle-crm. Designs and operates the email / SMS / push / in-app cadence across the customer journey. Activated by behavioral triggers from the CDP/CRM (see audience-segmentation).
Three phases: Onboarding (acquire -> activate), Retention (engaged -> loyal), Winback (at-risk / churned).
Standard sequence for new signups / first-purchasers. Adjust thresholds per profile.
| Day | Channel | Purpose | Template hook |
|---|---|---|---|
| D0 | Welcome + confirm | Brand story, what to expect, first-step CTA | |
| D0 | SMS (optional) | Confirm channel opt-in | "You're in. Reply HELP / STOP." |
| D1 | Activation push | "Take your first [action] — here's how" | |
| D1 | Push (in-app) | Activation reminder | "1 step left to get started" |
| D3 | Value reinforcement | Social proof, customer story | |
| D3 | Email (conditional) | Activation rescue | If D1 action not taken |
| D7 | Feature / category discovery | Curated path #2 | |
| D7 | First-purchase nudge (DTC) | First-time-buyer incentive | |
| D14 | Community / advocacy invite | UGC, reviews, referrals | |
| D14 | Educational | Power-user tip, advanced use | |
| D30 | Milestone | "30 days with us — your stats" | |
| D30 | Conversion to paid (SaaS) or repeat (DTC) | Tier upgrade or 2nd purchase |
| Profile | D7 activation target | D30 retention target |
|---|---|---|
| B2B SaaS | 70%+ activate to AHA moment | 60%+ engaged-user state |
| DTC | 50%+ engage with second touchpoint | 25%+ second purchase |
| Pro Services | n/a (consultative cycle) | 80%+ engagement with onboarding doc |
| Regulated | 60%+ confirm setup | adherence/usage benchmarks |
Stages: activation -> engagement -> loyalty -> advocacy.
| Metric | DTC | B2B SaaS | Pro Services |
|---|---|---|---|
| 90-day repeat / NRR | 30%+ | 105-115% | 40%+ |
| Engaged-user % MAU | n/a | 50%+ | n/a |
| Loyalty enrollment | 30%+ | n/a | n/a |
| Referral % of new | 10-25% | 15-25% | 25-40% |
Trigger: customer enters dormant or churned state (see audience-segmentation).
| Day post-churn | Channel | Purpose | Offer |
|---|---|---|---|
| D30 | Soft re-engagement | "We've improved — see what's new" | |
| D45 | Personalized value reminder | Their last action + what to do next | |
| D60 | Incentivized return | DTC: 15-25% off; SaaS: extended trial; Pro Services: free assessment | |
| D75 | Last-chance framing | "We don't want to lose you" | |
| D90 | Email + decision | Suppression decision | Reactivate or move to suppression |
| Profile | Email/wk max | SMS/wk max | Push/day max | Quiet hours (local) |
|---|---|---|---|---|
| B2B SaaS | 3 | 0-1 | 2 | 21:00 - 07:00 |
| DTC | 5 | 2-3 | 3 | 22:00 - 08:00 |
| Pro Services | 2 | 0 | 1 | 21:00 - 08:00 |
| Regulated | 2 | 0 | 1 | per consent + regulation |
| Creative-Production | 1-2 | 0 | n/a | n/a |
| Ad-Commercial | n/a (client-driven) | per client | per client | per client |
Hard caps; never override without HITL + recorded DecisionRecord.
| Trigger | Definition | Suggested response |
|---|---|---|
| Welcome | account created | Onboarding D0 |
| Activation | first meaningful action | Engagement deepening |
| Activation-rescue | signup but no activation by D2 | Activation prompt |
| Cart abandon (DTC) | items in cart, no checkout, 1+ hr | Email +1hr, +24hr, +72hr |
| Browse abandon (DTC) | viewed category 3+ times, no purchase | Curated email +24hr |
| Wishlist back-in-stock | item returns to stock | Real-time email/push |
| Price drop | watched item drops 10%+ | Real-time push |
| Milestone | usage / time / spend threshold | Celebratory + advocacy ask |
| Anniversary | account birthday | Personalized retrospective |
| Dormant | inactive 30+ days | Winback D30 |
| At-risk | usage decay signal | Personalized re-engagement |
| NPS-detractor | NPS score 0-6 | CS-handoff, no marketing send |
| Complaint / opt-out | explicit | Full suppression |
A subscriber moves to suppression when ANY of:
Suppression is never reversible without explicit re-opt-in evidence.
progress/events.jsonlbrand-safety-complianceoutput/campaigns/<id>/lifecycle/cadence-map.md — full journey mapoutput/campaigns/<id>/lifecycle/triggers.yaml — trigger -> message rulesoutput/campaigns/<id>/lifecycle/suppression-policy.md — sunset/suppress logicaudience-segmentation (cohort definitions, RFM, behavioral states)experimentation-design (lifecycle A/B testing)brand-safety (regulated marketing rules)