The Scenario
A South African online education platform has 80,000 registered users but only sends a single weekly newsletter. Most users sign up, take one free course, and never return. The CEO wants a proper lifecycle email programme.
The Brief
Design the complete automated email architecture: Welcome Series → Nurture → Conversion → Post-Purchase → Win-Back. For each stage, define the trigger, timing, segmentation rules, content theme, and KPI.
Deliverables
- A lifecycle flow diagram showing all email stages, triggers, and branching logic
- For each stage: the trigger event, number of emails, timing between sends, and content theme
- Segmentation rules: how you split users (e.g., free vs paid, active vs dormant, course category interest)
- KPIs for each stage with realistic benchmarks (e.g., Welcome Series: 50% open rate, 15% click rate)
Submission Guidance
A lifecycle programme is only as good as its triggers. "Send email 3 days after signup" is a time-based trigger. "Send email when user completes 50% of a course" is a behaviour-based trigger. Use both.
Submit Your Work
Your submission is graded against the rubric on the right. If you pass, you get a public Badge URL you can share on LinkedIn. There is no draft save, so work offline first and paste your finished response here.