The marketing vault

All of your favorite lifecycle content in one place.

We talked to 100+ marketing teams about AI. Here's what no one is saying.

Experts

Jun 18, 2026

•

3 min read

We talked to 100+ marketing teams about AI. Here's what no one is saying.

Almost every team is struggling with the exact same AI problems right now.

Luke Kline

I'll just say it: the codification of lifecycle marketing is here

Experts

Jun 11, 2026

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8 min read

I'll just say it: the codification of lifecycle marketing is here

Why lifecycle teams of the future won't look anything like the lifecycle teams of the past.

Luke Kline

I couldn’t find a lifecycle marketing job board, so I built one instead.

News & Updates

Jun 4, 2026

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1 min read

I couldn’t find a lifecycle marketing job board, so I built one instead.

It updates daily across over 1.5k+ companies so you can filter technology, salary, location, and seniority.

Luke Kline

I tracked every message from Polymarket for 30 days. Here’s why they skip onboarding. (Part 3/3)

Breakdowns

May 28, 2026

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5 min read

I tracked every message from Polymarket for 30 days. Here’s why they skip onboarding. (Part 3/3)

The exact framework they use to orchestrate touchpoints across email, push, and SMS.

Luke Kline

I reverse-engineered Kalshi’s activation flow. Here’s 1 thing they never do. (Part 2/3)

Breakdowns

May 21, 2026

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3 min read

I reverse-engineered Kalshi’s activation flow. Here’s 1 thing they never do. (Part 2/3)

Here’s the exact onboarding sequence they use for every user.

Luke Kline

I signed up for 2 of the fastest-growing apps to see how their lifecycle programs work. (Part 1/3)

Breakdowns

May 14, 2026

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3 min read

I signed up for 2 of the fastest-growing apps to see how their lifecycle programs work. (Part 1/3)

I thought they’d be the same, but they couldn't be more different.

Luke Kline

This Claude skill automates Braze campaign reports in minutes

Experts

May 7, 2026

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3 min read

This Claude skill automates Braze campaign reports in minutes

Hatch's Lifecycle Marketing Manager shares her AI system for post-campaign reporting.

Luke Kline, +1

My April lifecycle recap: agents, agents, everywhere

News & Updates

May 1, 2026

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3 min read

My April lifecycle recap: agents, agents, everywhere

Everyone is going all in on agents. It’s the new gold rush.

Luke Kline

This Claude skill does impact sizing for lifecycle experiments in 2 minutes

Experts

Apr 16, 2026

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5 min read

This Claude skill does impact sizing for lifecycle experiments in 2 minutes

She shared the secret AI system her lifecycle team is using to prioritize experiments.

Luke Kline, +1

I looked inside Notion’s 100M user lifecycle program. Here's how they perfected onboarding and activation.

Experts

Apr 8, 2026

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7 min read

I looked inside Notion’s 100M user lifecycle program. Here's how they perfected onboarding and activation.

The secret growth engine behind the “everything app.”

Luke Kline, +1

I analyzed the NYT lifecycle map. Here's how they replaced ads with subscriptions.

Breakdowns

Mar 26, 2026

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9 min read

I analyzed the NYT lifecycle map. Here's how they replaced ads with subscriptions.

The exact lifecycle strategy behind ~12M subscribers.

Luke Kline, +1

I unsubscribed from a $100/mo streaming service. Here’s their winback strategy.

Breakdowns

Mar 12, 2026

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9 min read

I unsubscribed from a $100/mo streaming service. Here’s their winback strategy.

The exact strategy they use to save ~$860 of churn.

Luke Kline

I deconstructed every Bank of America message from 2025. Here's their strategy.

Breakdowns

Feb 26, 2026

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6 min read

I deconstructed every Bank of America message from 2025. Here's their strategy.

Here’s the exact cross-sell strategy they used in 2025.

Luke Kline

I let AI build an entire email (here’s the result)

Feb 19, 2026

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4 min read

I let AI build an entire email (here’s the result)

See the final design inside.

Luke Kline

The one metric Nextdoor prioritizes over everything else

Experts

Feb 12, 2026

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4 min read

The one metric Nextdoor prioritizes over everything else

Why Nextdoor stopped chasing daily active users and started looking for the "depth of engagement" that actually drives revenue.

Luke Kline

Experts

Jan 29, 2026

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4 min read

How a $40 fee became a lesson in LTV

The hidden airport insight Amex uncovered to bridge the gap between sign-ups and LTV.

Luke Kline

Why does Jersey Mike’s send the same text every week?

Breakdowns

Jan 21, 2026

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5 min read

Why does Jersey Mike’s send the same text every week?

What I learned from analyzing months of sandwich texts.

Luke Kline

Why 2026 Lifecycle is an entirely different game

News & Updates

Jan 16, 2026

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6 min read

Why 2026 Lifecycle is an entirely different game

Why top brands are paying ~$225k and ditching campaign managers for system engineers.

Luke Kline

The one audience you actually shouldn't re-engage

Experts

Jan 7, 2026

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4 min read

The one audience you actually shouldn't re-engage

What Calm learned from a critical lifecycle experiment that you can implement in your own program.

Luke Kline

The 7-part system behind Amazon’s Black Friday machine

Breakdowns

Dec 11, 2025

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11 min read

The 7-part system behind Amazon’s Black Friday machine

The 7-part system that Amazon uses to turn Black Friday into a 12-day optimization loop for 200M+ Prime members.

Luke Kline

What marketers miss about Spotify Wrapped

Dec 4, 2025

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7 min read

What marketers miss about Spotify Wrapped

Every year, countless brands fall into the “Spotify Wrapped trap” and try to recreate the magic of Wrapped, missing the core reason why this campaign is such a success in the first place.

Luke Kline

The AI prompt every lifecycle marketer should know

Nov 19, 2025

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3 min read

The AI prompt every lifecycle marketer should know

Insert any company name and instantly reverse engineer their CRM strategy.

Luke Kline

5 patterns killing your CRM program (and how to fix them)

Experts

Nov 5, 2025

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9 min read

5 patterns killing your CRM program (and how to fix them)

I’ve worked with 30+ CRM teams on retention and growth, and the same five mistakes show up across every one I’ve worked with.

Luke Kline, +1

How to build a lifecycle testing framework that actually drives revenue and results

Experts

Nov 5, 2025

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13 min read

How to build a lifecycle testing framework that actually drives revenue and results

How to run lifecycle tests that compound over time, protect your P&L, and create a culture of real learning.

Luke Kline, +1

What nearly a decade at Litmus taught me about email deliverability

Experts

Nov 5, 2025

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9 min read

What nearly a decade at Litmus taught me about email deliverability

What actually impacts deliverability? What do you do if you burn a domain? What’s a healthy unsubscribe rate? The most up-to-date advice on all things email deliverability.

Luke Kline, +1

Target vs. Best Buy: comparing 2 of largest CRM programs

Breakdowns

Oct 23, 2025

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5 min read

Target vs. Best Buy: comparing 2 of largest CRM programs

I bought the exact same item from Target and Best Buy to break down their CRM program.

Luke Kline

The 5 timeless lifecycle marketing truths that work across any industry

Experts

Oct 9, 2025

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9 min read

The 5 timeless lifecycle marketing truths that work across any industry

The timeless strategies that have worked across Home Depot, IGN, and Grammarly — and still work in 2025.

Luke Kline, +1

Inside the CRM program Powering Academy Sports + Outdoors

Breakdowns

Sep 24, 2025

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8 min read

Inside the CRM program Powering Academy Sports + Outdoors

I collected 8+ months of emails from one of the largest sports retailers in the country to break down their lifecycle program.

Luke Kline

Stop overthinking your lifecycle program: 4 simple optimizations you can make today

Experts

Sep 10, 2025

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7 min read

Stop overthinking your lifecycle program: 4 simple optimizations you can make today

The most overlooked areas that lifecycle teams often ignore, which actually move the needle.

Luke Kline, +1

The #1 mistake lifecycle teams make: the reactive sending trap

Experts

Sep 10, 2025

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7 min read

The #1 mistake lifecycle teams make: the reactive sending trap

Here’s why most lifecycle programs plateau — and the framework I used to grow LTV at Peloton, Casper, and Thirty Madison that avoids it.

Luke Kline, +1

What actually matters in lifecycle marketing in 2025?

Experts

Sep 10, 2025

•

10 min read

What actually matters in lifecycle marketing in 2025?

A 5-part framework for building a high-performing lifecycle program that drives retention, loyalty, and LTV.

Luke Kline, +1

Breakdowns

Aug 27, 2025

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6 min read

How Starbucks powers personalization for 34.5M loyalty members

Uncover the CRM and lifecycle system that Starbucks uses to power email personalization for millions of loyalty members.

Luke Kline

What 30 years of running lifecycle programs taught us about building programs that actually work

Experts

Aug 13, 2025

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8 min read

What 30 years of running lifecycle programs taught us about building programs that actually work

Everything we wish someone told us about building, scaling, and owning lifecycle programs across industries, enterprises, and mid-market companies.

Luke Kline, +2

An analysis of True Classic's abandon cart journey (2025)

Breakdowns

Jul 28, 2025

•

3 min read

An analysis of True Classic's abandon cart journey (2025)

I intentionally abandoned cart at checkout to enroll myself in True Classic's win-back program to analyze their strategy.

Luke Kline

The strategy behind Netflix’s winback machine

Breakdowns

May 20, 2025

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7 min read

The strategy behind Netflix’s winback machine

I collected 30 win back emails from Netflix and broke down their email strategy. Here’s what we learned that you can apply to your own lifecycle program.

Luke Kline

The AI prompt that cuts lifecycle copy time by 90%

Apr 28, 2025

•

8 min read

The AI prompt that cuts lifecycle copy time by 90%

Turn one campaign brief or idea into hundreds of personalized, channel-native variants with this simple AI workflow.

Luke Kline

Apr 9, 2025

•

7 min read

How AI helped us skip the HTML headache

You don’t need a dev team to ship great emails. At Hightouch, we use AI to turn email designs into fully deployable HTML in minutes. And now, so can you.

Luke Kline

The marketing vault

We talked to 100+ marketing teams about AI. Here's what no one is saying.

I'll just say it: the codification of lifecycle marketing is here

I couldn’t find a lifecycle marketing job board, so I built one instead.

I tracked every message from Polymarket for 30 days. Here’s why they skip onboarding. (Part 3/3)

I reverse-engineered Kalshi’s activation flow. Here’s 1 thing they never do. (Part 2/3)

I signed up for 2 of the fastest-growing apps to see how their lifecycle programs work. (Part 1/3)

This Claude skill automates Braze campaign reports in minutes

My April lifecycle recap: agents, agents, everywhere

This Claude skill does impact sizing for lifecycle experiments in 2 minutes

I looked inside Notion’s 100M user lifecycle program. Here's how they perfected onboarding and activation.

I analyzed the NYT lifecycle map. Here's how they replaced ads with subscriptions.

I unsubscribed from a $100/mo streaming service. Here’s their winback strategy.

I deconstructed every Bank of America message from 2025. Here's their strategy.

I let AI build an entire email (here’s the result)

The one metric Nextdoor prioritizes over everything else

How a $40 fee became a lesson in LTV

Why does Jersey Mike’s send the same text every week?

Why 2026 Lifecycle is an entirely different game

The one audience you actually shouldn't re-engage

The 7-part system behind Amazon’s Black Friday machine

What marketers miss about Spotify Wrapped

The AI prompt every lifecycle marketer should know

5 patterns killing your CRM program (and how to fix them)

How to build a lifecycle testing framework that actually drives revenue and results

What nearly a decade at Litmus taught me about email deliverability

Target vs. Best Buy: comparing 2 of largest CRM programs

The 5 timeless lifecycle marketing truths that work across any industry

Inside the CRM program Powering Academy Sports + Outdoors

Stop overthinking your lifecycle program: 4 simple optimizations you can make today

The #1 mistake lifecycle teams make: the reactive sending trap

What actually matters in lifecycle marketing in 2025?

How Starbucks powers personalization for 34.5M loyalty members

What 30 years of running lifecycle programs taught us about building programs that actually work

An analysis of True Classic's abandon cart journey (2025)

The strategy behind Netflix’s winback machine

The AI prompt that cuts lifecycle copy time by 90%

How AI helped us skip the HTML headache

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