For lifecycle and CRM leads
Stages computed from purchase history, journeys that fire the moment someone becomes at risk, and the opt-out enforced where the send happens – across email, SMS, push, WhatsApp and the website. One canvas per play, every brand in its own lane.
The definition
Lifecycle marketing is sending each customer the message that fits where they are in their relationship with your brand (new, loyal, slipping or gone) instead of the same campaign to everyone on the same day. The calendar gives way to the customer: a welcome after the first order, a thank-you when someone becomes a regular, a save offer when they start to drift, a win-back once they have stopped.
Three things make it work. You need each customer's stage from their own behavior, not a guess. You need to reach them on the channel they use at the moment the stage changes, not at the next campaign. And you need to know what each message caused, because a win-back that reaches people who would have come back anyway earns nothing.
On The AI CMO all three run on your own data. Every customer is scored on how recently, how often and how much they bought, and placed in one of the eight stages below. Churn Risk ranks who to save first by the value at stake. When someone moves stage, the move is an event, and a journey can start on it the same day across email, SMS, WhatsApp, push and your website. Turn on a holdout and a random slice of each journey's enrollments is left unmessaged, so the difference in revenue is what the journey caused.
Your team sets the plays, the voice and the limits. The stages, the timing and the measurement come from the data.
Champions
Recent, frequent, high spend
Loyal
Regular buyers with strong engagement
Potential Loyalists
Recent customers with growth potential
New
Recently acquired, low frequency
At Risk
Declining engagement – needs attention
Can't Lose
High value showing warning signs
Hibernating
Low activity for an extended period
Lost
No activity, likely churned
What you get
Every customer sits in a lifecycle stage computed from their own purchase history. When someone moves (active to at risk, at risk to lost), the move is an event, and a journey can fire on it the same night. Churn Risk ranks who to save first by the revenue at stake.
Email, SMS, push, WhatsApp and website messages in one journey, with waits, event waits, splits and goals. The same play runs for every brand, each in its own voice and from its own verified senders.
Unsubscribes, STOP replies, the blacklist and a self-exclusion register are enforced in the send path itself. If the list cannot be read, the send does not go. Service messages keep sending; marketing stops.
Build an audience from stages, events and the attributes in your own records – text, number, date, presence. Saved audiences refresh on their own, and a journey can start from one.
First names declined correctly in Czech, salutations in the brand's register, and a token for any field on the customer's profile – set once per brand, applied to every message.
Holdout groups measure the revenue a journey earned against the people it left alone. A delivery report shows sent, delivered, failed, opened and clicked – by channel, by journey or by day.
How the week runs
From the warehouse, the retention specialist proposes the week: the quiet high-value segment, the birthdays due, the win-back losing steam, each with the money at stake.
Approve a proposal and it becomes a plan with checkpoints. Drafts wait where you asked them to; everything else runs, inside the limits you set.
What shipped, what it cost, what came back – in a digest that carries the work itself, and on a ledger no one can edit.
Governance
Approval where you place it
ask first, wait a day or publish at once – set per agent, so your team decides which work waits for a yes
Hard limits
budgets, channels and actions pass one policy gate – there are no side doors
Suppression at the core
0 sends to a suppressed customer, enforced in the send path itself
A history of every action
append-only – even owners can't erase it
The business case
“Choosing The AI CMO represents an important step in building a marketing operation that can scale across our online and land-based businesses. Its unified approach will allow us to coordinate acquisition and retention across brands and markets, increase the leverage of our teams, and measure impact against incremental margin.”
Vojtěch Krňoul
Director of Online Casino · NET and GAMES
Questions
Lifecycle marketing sends each customer the message that fits their stage with your brand (new, loyal, at risk or lapsed) at the moment that stage changes, instead of one campaign to everyone on a calendar date. It is measured by what each message caused, not by what happened near it.
On The AI CMO there are eight, computed from purchase history: Champions, Loyal, Potential Loyalists, New, At Risk, Can't Lose, Hibernating and Lost. They are always current, with nothing to configure or refresh, and every move between them is an event a journey can start on.
Turn on the Uplift holdout and a random 5, 10 or 20% of a journey's enrollments is left unmessaged as a control group. Comparing their revenue with everyone else's shows what the journey caused. A delivery report shows sent, delivered, failed, opened and clicked by channel, by journey or by day.
Email from your own verified domain, SMS through your own provider, WhatsApp through your own Business account, web and app push, and website messages – in one journey. Opt-outs and the blacklist are enforced where each message is sent, and an optional cap limits how many marketing emails and texts one person gets in 7 days.
Yes. Each brand keeps its own stages, voice and verified senders, and a journey proven on one brand can be copied to another as an unpublished draft, with the brand-specific choices marked for setup.
Read next
See it run on your own stages – arrange a walkthrough, or talk to us about enterprise volumes.