From First Click to First Conversion
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Start Strong: Learn the Essentials of
Lifecycle Email Marketing
Ready to move beyond one-off blasts and start sending emails that are timed, targeted, and tuned to the customer journey? This foundational course gives you the strategy, structure, and practical steps to launch your first automated lifecycle marketing programmes.
- Investment: £75
- CPD Certified
- Approximately 2 hours of expert video content
- Beginner-friendly. Practical. Hands-on
- Includes templates, examples, and action plans
Be the first to hear about this course and join our waitlist.
Course Objectives
By the end of this course, you will:
- Understand the full customer lifecycle and key stages
- Launch welcome, onboarding, post-purchase, and abandonment sequences
- Track key performance metrics for lifecycle emails
- Set up your first automated sequences with confidence
- Optimise for engagement and deliverability right from the start
“Lifecycle marketing can feel overwhelming. I designed this course to simplify the path — giving you the tools to map moments that matter and convert with confidence.”
Kath Pay, Course Director, Holistic Email Academy
What You’ll Learn – Full Curriculum
Introduction to Email Lifecycle Marketing
- What is lifecycle marketing and why it matters
- Overview of customer lifecycle stages: Acquisition, Conversion, Retention, Loyalty, Winback
- The role of automation in powering lifecycle success
Onboarding & Welcome Series for New Subscribers
- Purpose of onboarding and first-contact emails
- Structuring a multi-step welcome series
- Setting expectations, offering value, and driving first purchases
Second Purchase & Post-Purchase Programmes
- The journey after the first purchase
- Thank you emails, order confirmations, and shipping updates
- Post-purchase engagement tactics like review requests and upsells
Abandoned Cart & Browse Abandonment Programmes
- The psychology behind abandonment
- Structuring cart recovery and browse abandonment emails
- Leveraging urgency, social proof, and incentives to recover revenue
Measuring Success in Lifecycle Email Marketing
- Essential metrics: Open Rate, Click Rate, Conversion, Revenue
- How engagement impacts deliverability and future success
- Basics of A/B testing for lifecycle optimisation
Setting Up Your First Automation Sequence
- Step-by-step guide to building your first sequence
- Choosing an Email Service Provider (ESP) and setting up automation triggers
- Best practices for monitoring, analysing, and refining automation performance
All this for just £75!
CPD certified. Lifetime access. Updates included.
Who This Course Is For
Marketers
new to lifecycle and automation
Small business owners setting up their first email programmes
Junior CRM
marketing automation, or ecommerce specialists
Anyone
wanting to build a strong lifecycle foundation before scaling up
Why Take This Course?
Simple, Clear, Actionable
We make automation accessible for beginners
Performance-Oriented
Learn how to track and improve from the start
Focused on the Customer Journey
Not just what to send, but why and when
Be the first to hear when this course launches and join the waitlist.
Meet Your Tutors
Scott Cohen, CEO Inbox Army
Scott is a seasoned lifecycle marketing expert with over two decades of experience driving customer engagement and retention for major global brands. With a strong foundation in CRM strategy, email marketing, and customer journey optimisation, Scott has led impactful programs for companies like Purple, 1-800 Contacts, and SmileDirectClub. He combines strategic thinking with hands-on execution, known for creating automated, data-driven lifecycle campaigns that not only increase revenue but also build long-term customer relationships. Scott’s deep expertise and practical approach make him a respected leader in the lifecycle marketing space.
Garin Hobbs, VP Customer Success & Strategy, Inbox Army
Garin is a recognised expert in lifecycle marketing, personalisation, and customer engagement, with over 20 years of experience helping brands like Disney, American Airlines, and Oracle optimise their messaging across the customer journey. Known for bridging the gap between strategy and technology, Garin brings a unique ability to align cross-channel marketing initiatives with business goals. His deep understanding of customer data, automation, and content strategy has made him a sought-after advisor for brands looking to build scalable, human-centric lifecycle programmes that drive measurable impact.
Kath Pay
Co-Founder Holistic Email Academy
Kath is a leading authority in lifecycle marketing and the founder of Holistic Email Marketing. With over 27 years of experience, she has helped brands like Not on the High Street, Mr Porter, Marks & Spencer, and AllSaints develop strategic, customer-focused lifecycle programmes that drive engagement, loyalty, and revenue. A pioneer in integrating behavioural science with email marketing, Kath is known for her practical, data-driven approach to mapping customer journeys and optimising every touchpoint. Her expertise has made her one of the most influential voices in email and lifecycle marketing today.
FAQs
Is this suitable if I’ve never built an automation before?
Yes! This course is designed for complete beginners.
Do I need expensive software?
No. You can start with affordable or even free ESPs.
Will I build a full sequence during the course?
Yes – you’ll follow a guided step-by-step sequence setup.
Will this prepare me for intermediate lifecycle courses?
Absolutely. It’s the perfect foundation before scaling up your automation programmes.
What Makes The Academy Unique?
Modular, Self-Paced & Level-Specific
Each course is modular and designed for your level
Lifetime Updates
Stay ahead of trends with lifetime access to updated content, tools, and strategies
Grounded in Psychology
Go beyond guesswork
Get Certified
Showcase your mastery with a CPD-accredited certification
What’s Included in Each Course
Course Workbook
Your downloadable workbook includes checklists, templates, guided exercises, and note-taking prompts — designed to help you apply your learning immediately.
CPD Hours & Certificate of Completion
Earn 3.25 Continuing Professional Development (CPD) hours and receive a personalised certificate upon completion. Ideal for professional development plans and showcasing your new skills on LinkedIn, your CV, or in performance reviews.
1.5 Hours of Expert Video Content
Self-paced, high-impact lessons delivered by expert tutors — broken down into bite-sized, easy-to-follow modules.
Quizzes & Knowledge Checks
Short, practical quizzes are included to help you consolidate what you’ve learned and build confidence as you go.
Our Expert Course Partner
InboxArmy is a full-service email marketing and lifecycle marketing agency specialising in email marketing execution, production, and strategy. They offer a variety of email marketing, SMS, app and mobile push services and boasts a team of email experts who can help you with: campaign management, automation, audits and strategy, and dedicated email team resources.
Ready to Start Lifecycle Marketing
the Right Way?
Learn how to move from manual sending to strategic, automated journeys that grow your brand – and your customer relationships.
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