What GDPR and ePrivacy requires#
GDPR requires a lawful basis (usually consent) for marketing email and documented consent records.
What lifecycle email automation is#
Lifecycle automation sends messages triggered by where a contact is in their relationship with you: welcome, onboarding, activation, retention, and win-back.
Why it matters#
Triggered mail outperforms broadcasts several-fold because timing and relevance are built in.
How lifecycle email automation supports GDPR and ePrivacy compliance#
Regulators and recipients need to identify who sent a message and trust that opt-out mechanisms work. Lifecycle email automation contributes by triggered mail outperforms broadcasts several-fold because timing and relevance are built in.
Implementation steps#
- Map the lifecycle stages and the one behavior that defines each transition.
- Build a welcome series first; it has the highest engagement of any automation.
- Add onboarding nudges triggered by inaction (did not complete setup in 3 days).
- Create a win-back series for customers approaching churn signals.
- Review each automation quarterly; stale content erodes trust.
Frequently asked questions#
What automations should I build first?
Welcome series, abandoned action recovery, and post-purchase or post-signup onboarding.