Drew Price

Cohort #2

Cohort 4

Cohort 1

Cohort #1

April '24 Cohort

Cohort 5

Cohort 3

Cohort 2

Improve monetization, engagement, and sentiment from a highly-personalized, data-rich email program. 

Lifecycle Marketing Advisor & Mentor

Build a Lovable Email Program

Head of Lifecycle Marketing

Lifecycle Campaign Lead

Design an entire lifecycle marketing strategy in one week. 
And then ship it in 90 days or less.          


Instructor


Lifecycle 0 to 1 - Master the Buildout

Customer Lifecycle Manager

CRM Consultant

Lifecycle Marketing Manager

Senior Lifecycle Marketing Manager

Growth Consultant

Director of Lifecycle Marketing

What’s the biggest threat to Lifecycle Marketers today?&nbsp; The scope is HUGE and teams are lean. Plus, priorities are always shifting, so driving impact across the entire lifecycle is a moving target.&nbsp; So, Let's Improve Your Prioritization Habits &amp; Increase Your Tempo I'll teach you how to design and build a scalable lifecycle marketing foundation across all areas: activation, engagement, monetization, winback, sentiment, etc without losing sight of the big picture.&nbsp; By Simplifying the Complexity I'll share practical frameworks and methods that I've developed and used over and over again with clients when building out their programs. You'll learn how to set success metrics, decide on channels, and then how to effectively force rank your ideas so you are optimizing for true business impact. And finally, after organizing what needs to be done, we will focus on how to quickly implement all of your ideas in production (without killing yourself) and when and how to effectively run A/B tests to maximize potential learnings and impact.

Designing Lifecycle & CRM programs can be overwhelming

Course syllabus

<ul><li>Methodology Presentations &amp; Demos by Drew (Tue/Th)</li><li>Co-Hosted by Joey Rubin (ex-Reforge)</li></ul>

Monday: Session 1

After Tuesday's session, you'll be given HW which will continue into Wednesday's live working session. This is so you can complete your 1.0 design in ~ one week and move on to production &amp; implementation after the course ends.

Wednesday: Your Lifecycle Project Working Session


I will offer two follow-up office-hours sessions for any students who have lingering questions or blockers after the live course has completed.

Continuing Education Office Hours


Course schedule

You are an early to mid-level DRI and want to build a scalable 1.0 Lifecycle that drives results beyond opens &amp; clicks.

You want to overhaul or enhance your existing Lifecycle to drive better business results because the current foundation has gaps.

You want to up-level your strategic, collaboration, &amp; production skills to build confidence &amp; help with career development opportunities.

Who is this course for

What you’ll get out of this course

You'll learn a practical &amp; proven approach that Drew uses for his own clients to plot out programs and automations for activation, retention, engagement, monetization, winback and any other lanes you desire, without skipping a beat.

Become a Master at Zooming Out and Designing Multiple Lifecycle Lanes (and Channels) at Once


It's one thing to come up with a bunch of ideas. It's another thing altogether to scrutinize those ideas based on projected level of impact. I'll help you avoid making poor investments and ensure the cream rises to the top.

Get Better at Prioritization and Estimating Impact


In an ideal world, you have a lead DRI for strategy, copy, design, and implementation. In reality, there could be as few as two-three of you wearing multiple hats. Either way, this course will create a new muscle and help you see what you're truly made of.

Stress Test How Quickly Your Team Can Create & Implement a Large Scope of Work 


There are a few practical, low-effort tips we'll go over that bake in AB testing from the get-go. This approach will increase learnings and help you combine foundation building with optimization in one track of work.

Improve Results & Learnings w/Only 10% More Effort on the Creative & Automation Side


Creating lovable email programs is a much more complex problem to solve than regular email campaigns and flows. There are many scenarios to consider to ensure your program has real legs and is not simply a soft echo of your core product experience but adds true incremental value. The most thoughtful email programs are perceived as product features (not marketing fluff) and can&nbsp;improve retention, engagement,&nbsp;and&nbsp;monetization. Not to mention overall product sentiment. After taking this course, you will be able to make a truly informed decision on how to choose your north star 'why' and what the actual lift will likely be. Not just to get the program off the ground, but to maintain it over the long haul if it truly is successful. You will also learn what an email is capable of from a personalization and dynamic content standpoint. Grammarly Insights, for example, is mostly automated but has over 56 possible live-text scenarios over the course of 8 weeks. Not to mention various content rules based on which user persona is receiving the email. I will walk you through backend and front-end decisions. Many brands want a personalized digest similar to the one we shipped at Grammarly (nearly 10 years ago) and either underestimate the lift and/or underdevelop their MVP. I'll share frameworks for strategy, insights on development cycles, &amp; discuss potential impact. I'll also detail the front-end and back-end realities. This course will be useful—not just for CRM &amp; Retention folks—but also for x-funtional partners on the product, data &amp; technical side. Building a versatile and impactful email program is not for the faint of heart, but if you are passionate about creating something wonderful, the TLC will be worth it. The bottom line is that you must set a high bar to build world-class product experiences your customers will love. I can offer a reality check before you go down this road.

More App than Email

Class times are optimizing for accessibility for students spanning from the EU to North America. All sessions will be recorded. And recordings will be available to download in the student portal w/in 48 hours after each sessions take place.

We will meet on Tuesdays & Thursdays back to back for 2 weeks

The final 15 minutes of every class session will be for Q&amp;A. You will not hurt my feelings if you leave at the 1-hour mark and don't partake. There is also an optional dedicated Q&amp;A session on the final Friday (see below)

Q&A Opportunities

This is an opportunity to bring up any remaining topics or questions, like an office hours session.

Final (Optional) AMA Session

This course is more lecture &amp; deep case study focused than excercise focused. That said, I will provide a prompt at the end of each session for you to bring into the next class. This is to lay the foundational strategy in place for your brands potential digest.

A Note on Projects & Homework

Lifecycle, CRM, Retention, and Email Marketers. Brand-side or agency side, B2C or B2C, and any vertical who wants to build a digest.

Technical engineering, growth, or product team members who will drive or support the development of an email digest.

Data scientists or analysts who will support the pipeline and/or data schema requirements to drive your personalization.

Gut-check the level of effort to stand up a scalable personalized email program that truly adds value for your users.

Learn new ways to automate dynamic sections of emails so they are more persona-driven.

Determine your own north star 'why' for your brand's strategy as well as an overall content strategy to deliver on this promise.

Learn from Grammarly's triumps and tribulations for mantaining this program over the last 10 years.

Make an informed decision on whether to go down the development road or not and also where to handle in-house vs. external partners.

The ROI of Smarter Emails (that fill product gaps)

Lifecycle Advisor (multiple startups), Grammarly's First Head of Lifecycle Marketing & Product Marketing.

I'll recount the multi-month pre-launch timeline for Grammarly Insights and why the TLC was worth it for our MVP.

How to Rethink Your Development Approach & Timeline

Is launching a highly personalized email program worth it over the long haul? What's the true incremental impact?

The Quantitative & Qualitative ROI Potential

What does a lean, dream team look like for shipping and maintaining a sophisticated email program?

Learn directly from Drew Price

Drew Price

Courses

Lifecycle 0 to 1 - Master the Buildout

Build a Lovable Email Program

Lightning Lessons

The ROI of Smarter Emails (that fill product gaps)