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RGM-302 · Email & Lifecycle Marketing

Email & Lifecycle Marketing

Email is the most profitable channel most brands own — you already paid to acquire the subscriber, and every automated flow after that runs at near-zero marginal cost. This course builds a compounding lifecycle program from the ground up: the strategy and retention math, the welcome series that turns intent into a first order, the abandonment, post-purchase, and replenishment flows that drive repeat revenue, the win-back and sunset discipline that protects your list, the deliverability foundation that gets you to the inbox at all, and the incrementality testing that proves what actually works. Seven deep modules, hard CASE tests, linked calculators, every claim sourced.

Start Module 1 → Skip to the final exam ⚡ Score your deliverability →
7
Modules
CASE
Test method
90%
To pass
0
You’ve cleared
Start here · the one idea behind all seven modules

Stop blasting. Match the message to the moment — and let retention compound.

Most brands run email like a newsletter: pick a day, write one blast, send it to everyone. That treats a day-one subscriber exactly like a loyal regular and a lapsing customer. Lifecycle marketing throws that out. You map where each person is in their relationship with you and build triggered flows that fire the instant the moment happens — a signup, an abandoned cart, a purchase, a lapse. That relevance is why automated flows earn a wildly disproportionate share of revenue: roughly 41% of email revenue from about 5% of sends.

So this course is built around the engine, not the next campaign. You’ll learn the strategy and retention math that make a list a compounding asset (Module 1), the welcome series that converts peak intent into a first order (2), the abandonment, post-purchase, and replenishment flows that manufacture repeat revenue (3–4), the win-back and sunset discipline that protects deliverability (5), the authentication and sender-reputation foundation that gets you to the inbox under the new Gmail and Yahoo rules (6), and the incrementality testing that separates real lift from flattering attribution (7). Every module ends with a hard CASE-method test, and the calculators it links are the ones we use on client work.

The company with the best retention always wins.

— Brian Balfour, founder & CEO of Reforge

Working calculators for this series: deliverability scorecard, lifecycle revenue model, welcome-series ROI, holdout / incrementality calculator, and the list-health & sunset planner.

Get certified by a rigorous, end-to-end lifecycle course

Four steps to your certification

No sign-in, no account. Take the modules in any order, pass the CASE-method tests, and collect a passcode for each. Clear all seven plus the final exam and you’re certified.

01

Learn the module

Deep, practical lessons with decoders, linked calculators, and sourced research — no fluff.

02

Pass the test

Hard, scenario-based CASE-method questions. Score 90% to clear the module.

03

Earn a passcode

Each pass reveals a secret code. Save it — re-enter any time to reclaim credit and jump ahead.

04

Get certified

Clear all seven modules and the final exam to unlock your certificate.

Already started? Enter a passcode to reclaim credit and jump straight to what you haven’t finished.
Curriculum · jump to any module

Seven modules

Strategy first, then the flows that drive revenue at each lifecycle stage, then the win-back and deliverability foundation that protects them, then the measurement that proves it all. Each module ends with a hard, subject-specific test; each pass unlocks a passcode.