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Oliver Buchannon
Luke Kline

Luke is the founding marketer at Hightouch and author of Lifecycle Leaders.

Breakdowns

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

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
Luke Kline

Breakdowns

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

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
Luke Kline

Resources

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
Luke Kline

Experts

The one metric Nextdoor prioritizes over everything else

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
Luke Kline

Experts

How a $40 fee became a lesson in LTV

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
Luke Kline

Breakdowns

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

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
Luke Kline
Why 2026 Lifecycle is an entirely different game

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
Luke Kline

Experts

The one audience you actually shouldn't re-engage

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
Luke Kline

Breakdowns

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

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
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
Luke Kline

Resources

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
Luke Kline

Experts

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

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
Karan Tibdewal
Luke Kline, +1

Experts

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

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
Carlos Govantes
Luke Kline, +1

Experts

What nearly a decade at Litmus taught me about email deliverability

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
Jaina Mistry
Luke Kline, +1

Breakdowns

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

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
Luke Kline

Experts

The 5 timeless lifecycle marketing truths that work across any industry

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
Drew Price
Luke Kline, +1

Breakdowns

Inside the CRM program Powering Academy Sports + Outdoors

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
Luke Kline

Experts

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

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
Andy King
Luke Kline, +1

Experts

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

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
Phi Pham
Luke Kline, +1

Experts

What actually matters in lifecycle marketing in 2025?

Sep 10, 2025

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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
Carlos Govantes
Luke Kline, +1

Breakdowns

How Starbucks powers personalization for 34.5M loyalty members

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
Luke Kline

Experts

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

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
Carlos Govantes
Phi Pham
Luke Kline, +2

Breakdowns

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

Jul 28, 2025

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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
Luke Kline

Breakdowns

The strategy behind Netflix’s winback machine

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
Luke Kline

Resources

The AI prompt that cuts lifecycle copy time by 90%

Apr 28, 2025

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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
Luke Kline
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