Implement B2C Lifecycle Tactics

About this course

B2C lifecycle marketing helps brands respond to customer behavior at the right moment. In this course, you’ll learn how to analyze ecommerce behavior, build automated flows in Klaviyo, and evaluate promotional offers for conversion and margin impact. You’ll start by studying key lifecycle signals, including cart abandonment, recent purchases, and customer inactivity. You’ll use RFM analysis to assess recency, frequency, and monetary value, then match each customer segment to the right flow. Next, you’ll build core ecommerce flows, including abandoned cart, post-purchase, and win-back sequences. You’ll learn how to configure triggers, time delays, conditional splits, and exit conditions so customers receive relevant messages based on real behavior. You’ll also evaluate B2C offers such as discounts, free shipping, flash sales, and early access. Through structured testing in Mailchimp, you’ll learn how to compare offer performance using revenue, conversion, margin impact, and segment fit. This course is for lifecycle marketers, ecommerce marketers, CRM specialists, and growth marketers who want practical skills for building behavior-based customer journeys.

Course objectives

• understand key lifecycle signals
• configure triggers and conditions for customer messages
• compare performance of different promotional tactics