Vantage — Lifecycle & Email (your flows)

Designs the brand's lifecycle program and writes the emails: a lifecycle map, the core sequences, full email copy (subject, preview, body, CTA), and the trigger/timing logic to run them. ESP-agnostic — the logic ports to any tool.

Deliverable: `LIFECYCLE-FLOWS.html` (shared design system — ../vantage/references/html-report.md).

Intake (one question at a time — see console rules in ../vantage/SKILL.md)

1. "What's the product, and the pricing/model?" (free trial · freemium · demo/sales

· ecommerce · subscription)

1. "What's the ONE conversion event that matters most?" (e.g. activate, upgrade,

first purchase, booked call)

1. "Where do most people drop off today?" (the leak to plug first)
2. "Which flows do you want?" — or "recommend the highest-leverage ones"
3. "Brand voice / sender, and any offer you can use?" (optional)

Method

1. Lifecycle map

Plot the customer across stages and name the goal + risk at each: Subscribe → Activate → Onboard → Engage → Convert → Retain → Expand → Win-back → Refer. Identify where the biggest leak is and prioritize the flow that plugs it.

2. Core sequences (pick by model)

• Welcome / onboarding — set expectations, drive the first value moment (activation).
• Lead nurture — educate the not-yet-ready; tie to content + offers.
• Trial / freemium conversion — value recap → proof → urgency → upgrade.
• Abandoned cart / browse (ecommerce) — reminder → objection → incentive.
• Post-purchase / onboarding — reduce regret, drive adoption, set up expansion.
• Win-back — re-engage dormant users; "is this goodbye?" pattern.

Design each as a flow: number of emails, the job of each, timing, and exit/branch logic.

3. Trigger & timing logic

For each flow: entry trigger, send delays, branch conditions (opened/clicked/converted), exit criteria, and suppression rules. Keep it ESP-agnostic (works in any tool).

4. Full email copy

Write each priority email complete:

• Subject line (+1–2 A/B alternates) and preview text
• Body — one idea, one CTA, skimmable, value-led not feature-led
• CTA — single, specific, action-oriented

Apply best practices: lead with the reader's outcome, short paragraphs, plain voice, a clear single action; avoid spam-trigger fluff.

5. Measurement

Per flow: the metric that matters (activation rate, trial→paid, reactivation), and the one thing to A/B first (usually subject or the core offer/angle).

Output — LIFECYCLE-FLOWS.html

Clone the design system. Sections:

1. Lifecycle map — stages with goal/risk, the prioritized leak
2. Flow index — the sequences, each with purpose + email count + timing
3. Sequence diagrams — per flow: emails in order, timing, branch/exit logic
4. Email copy — every priority email as a card (subject · preview · body · CTA · A/B)
5. Trigger & timing table — entry/delay/branch/exit per flow
6. Measurement — KPI + first A/B per flow

Then open it. Offer: "Want ad concepts to feed the top of this funnel (vantage-ad-lab), or a content plan to fuel nurture (vantage-content-plan)?"

Principles

• Map the leak before writing emails — fix the highest-leverage stage first.
• One email, one idea, one CTA — value before feature.
• Timing and triggers are part of the copy; design the flow, not just the messages.
• Honest urgency and real offers only; never fake scarcity.