Breakdowns
Deep dives on real brands
Experts
Conversations with practitioners
Resources
Tactical playbooks and learnings
Luke is the founding marketer at Hightouch and author of Lifecycle Leaders.
Apr 8, 2026
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7 min read
The secret growth engine behind the “everything app.”
Mar 26, 2026
9 min read
The exact lifecycle strategy behind ~12M subscribers.
Mar 12, 2026
The exact strategy they use to save ~$860 of churn.
Feb 26, 2026
6 min read
Here’s the exact cross-sell strategy they used in 2025.
Feb 19, 2026
4 min read
See the final design inside.
Feb 12, 2026
Why Nextdoor stopped chasing daily active users and started looking for the "depth of engagement" that actually drives revenue.
Jan 29, 2026
The hidden airport insight Amex uncovered to bridge the gap between sign-ups and LTV.
Jan 21, 2026
5 min read
What I learned from analyzing months of sandwich texts.
Jan 16, 2026
Why top brands are paying ~$225k and ditching campaign managers for system engineers.
Jan 7, 2026
What Calm learned from a critical lifecycle experiment that you can implement in your own program.
Dec 11, 2025
11 min read
The 7-part system that Amazon uses to turn Black Friday into a 12-day optimization loop for 200M+ Prime members.
Dec 4, 2025
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.
Nov 19, 2025
3 min read
Insert any company name and instantly reverse engineer their CRM strategy.
Nov 5, 2025
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.
13 min read
How to run lifecycle tests that compound over time, protect your P&L, and create a culture of real learning.
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.
Oct 23, 2025
I bought the exact same item from Target and Best Buy to break down their CRM program.
Oct 9, 2025
The timeless strategies that have worked across Home Depot, IGN, and Grammarly — and still work in 2025.
Sep 24, 2025
8 min read
I collected 8+ months of emails from one of the largest sports retailers in the country to break down their lifecycle program.
Sep 10, 2025
The most overlooked areas that lifecycle teams often ignore, which actually move the needle.
Here’s why most lifecycle programs plateau — and the framework I used to grow LTV at Peloton, Casper, and Thirty Madison that avoids it.
10 min read
A 5-part framework for building a high-performing lifecycle program that drives retention, loyalty, and LTV.
Aug 27, 2025
Uncover the CRM and lifecycle system that Starbucks uses to power email personalization for millions of loyalty members.
Aug 13, 2025
Everything we wish someone told us about building, scaling, and owning lifecycle programs across industries, enterprises, and mid-market companies.
Jul 28, 2025
I intentionally abandoned cart at checkout to enroll myself in True Classic's win-back program to analyze their strategy.
