YOUR BEST CUSTOMERS MAY NOT BE YOUR MOST ENGAGED

Summary from the TLDR Marketing newsletter

More engagement doesn't always mean more value. The right lifecycle strategy starts by defining what healthy usage looks like for each product. A dating app may succeed when users leave, while a utility product may only need monthly use. Customer replies can also reveal intent that clicks and opens miss. As automation makes it easier to build and launch more campaigns, teams need stronger QA and guardrails to manage the added complexity.