HOW TO WRITE COPY FOR THE 4 STAGES OF THE POST-PURCHASE CUSTOMER LIFECYCLE

Summary from the TLDR Marketing newsletter

This guide walks through how to write copy for the 4 post-purchase stages: onboarding, retention, upsell/cross-sell, and winback. Onboarding copy should offer clear instructions, highlight key benefits, and show how your product fits into users' routines. Retention copy should include regular communication to keep your brand top of mind, encourage customers to share input, and reward loyalty. The upsell/cross-sell stage should focus on increasing customers' lifetime value with personalization. Winback copywriting must first acknowledge the lapse before highlighting new offerings and providing an incentive to return.