Lifecycle and CRM Marketing
A self-describing knowledge base in Open Knowledge Format covering the practice of lifecycle and CRM marketing: the customer data a programme is built on, the channels it sends through, the operations that run it day to day and the measurement that tells you whether it worked. Each file is a concept; the links between them turn the directory into a graph you can read from any entry point.
The bundle is organised around the work itself. The principles are the stances every recommendation should serve. The foundations are the cross-channel operations: data, segmentation, consent, lifecycle, content, automation and the stack. The channels are the media you actually send through. The measurement layer is how you prove incrementality and size experiments. Start with the layer your question sits in, then follow the cross links.
Start here
- About this bundle - what OKF is, where this content comes from and how to navigate it.
- Principles - the practitioner stances that should inform every recommendation.
- Foundations - the operational core, beginning with lifecycle mapping and customer data and identity.
Principles
- Principles - stances on list quality, metrics, testing, segmentation, the welcome window and engagement as deliverability.
Foundations
- Foundations - customer data and identity, segmentation and its models, consent, list building, lifecycle mapping, copywriting, message design, automation, offers, loyalty, campaign planning, orchestration and frequency, AI decisioning and personalisation, the agents that now reach both the stack and the customer, plus email’s authentication and deliverability mechanics and ESP selection. Cold email is here too, the case that falls outside the consent model entirely.
Channels
- Channels - the CRM and lifecycle channels themselves: email, SMS and RCS, conversational messaging, push, browser push, in-app, wallet passes, voice and direct mail, each with its permission, reach, filtering, constraints and measurement.
Measurement
- Measurement - the metric tree; holdouts and control groups; attribution; retention and LTV; experiment sizing and volume thresholds; frequentist versus Bayesian inference; uplift and incrementality; reading the effect of platform changes.
References
- References - platform interventions, the email-intelligence and notification-decisioning research, legislation and compliance, tracking and measurement consent, plus a glossary.
Agent skill
- Email marketing skill - an MIT-licensed skill for Claude that takes this bundle as its knowledge base, covering programme audits, deliverability diagnosis, sequence design, authentication setup, ESP comparison and test sizing. Ten condensed topic files ship with it so it runs without network access.