Everything Lifecycle

Leading teams in 2025 drive retention through structured lifecycle experimentation, AI-powered testing, and KPI-aligned decision-making.

September 5, 2025

State of lifecycle experimentation in 2025

In 2025, AI has become a baseline feature across MarTech platforms. Subject lines update in real time, customer journeys respond to behavioral inputs, and predictive models support decision-making at every stage. But while automation has scaled, the most consistent retention gains come from teams that build experimentation into the structure of their lifecycle strategy.

Nikolai Skelbo

Other categories:

Retention-Driven Growth

Company Updates

How to design smarter retention journeys with audiences and experiments

Sustainable retention comes from understanding who your subscribers are, how they behave, and which interventions can shift their decisions at the right time. Audiences and structured experiments are the building blocks that turn this understanding into smarter, adaptive retention journeys.

How to bring dormant subscribers back to life

Dormancy is rarely treated with the same discipline as acquisition or engagement. It sits in an ambiguous zone where the subscribers have not canceled, are not inactive in billing systems, but are no longer interacting with the product in any meaningful way. In many teams, this cohort is acknowledged but deprioritized. They remain visible in dashboards and forecasts, but their behavior tells a different story, and over time, they compound.