Stop overthinking your lifecycle program: 4 simple optimizations you can make today
The most overlooked areas that lifecycle teams often ignore, which actually move the needle.
Andy King
September 10, 2025
|1 minutes
I’ve been in the email lifecycle world long enough to remember when setting up a basic cart abandonment flow could take more than six months. I even worked for an early ESP for several years back in 2010, and we literally had to build integrations for every marketing tool manually.
Today, modern MarTech tooling makes things infinitely easier, yet many marketing teams still struggle to access and use data effectively. I see teams overcomplicating their lifecycle programs, chasing shiny features, and missing obvious optimizations that could make a huge difference in helping them meet their goals (and maintain their sanity).
After 15+ years of working across brands and ESPs and now running Email Love, where we break down thousands of lifecycle emails, I’ve realized a simple truth: there are a few key optimizations you can make to improve your lifecycle program that don’t require re-platforming or massive project plans.
