Overview

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B2C lifecycle marketing helps brands respond to customer behavior at the right moment. In this course, you’ll learn how to analyze ecommerce behavior, build automated flows in Klaviyo, and evaluate promotional offers for conversion and margin impact. You’ll start by studying key lifecycle signals, including cart abandonment, recent purchases, and customer inactivity. You’ll use RFM analysis to assess recency, frequency, and monetary value, then match each customer segment to the right flow. Next, you’ll build core ecommerce flows, including abandoned cart, post-purchase, and win-back sequences. You’ll learn how to configure triggers, time delays, conditional splits, and exit conditions so customers receive relevant messages based on real behavior. You’ll also evaluate B2C offers such as discounts, free shipping, flash sales, and early access. Through structured testing in Mailchimp, you’ll learn how to compare offer performance using revenue, conversion, margin impact, and segment fit. This course is for lifecycle marketers, ecommerce marketers, CRM specialists, and growth marketers who want practical skills for building behavior-based customer journeys.

Syllabus

B2C Lifecycle: Ecommerce Behavior

This module focuses on understanding how customers behave throughout the B2C e-commerce lifecycle and why timing plays a critical role in campaign performance. Learners examine key behavioral patterns such as browsing, cart abandonment, purchasing, and disengagement, and explore how marketers use behavioral data to trigger timely, relevant communication. The module introduces practical frameworks such as RFM analysis to prioritize audiences based on customer value and engagement activity. Through hands-on exercises in Klaviyo, learners apply behavioral triggers to e-commerce workflows. By the end of this module, you will be able to analyze customer behavior and prioritize lifecycle campaigns effectively.

B2C Lifecycle: Ecommerce Flows

This module focuses on translating customer behavior insights into automated lifecycle workflows that support engagement, conversion, and retention goals. Learners explore e-commerce flow architecture, including how triggers, timing, messaging, and customer outcomes work together across the lifecycle journey. Using Klaviyo, learners build practical automations such as abandoned cart, post-purchase, and reengagement flows while considering workflow sequencing and business objectives. The module emphasizes practical implementation and operational decision-making rather than platform navigation alone. By the end of this module, you will be able to design and implement e-commerce lifecycle flows aligned to customer actions and marketing goals.

B2C Lifecycle: Offer Evaluation

This module focuses on evaluating promotional offers within B2C lifecycle marketing using structured testing and performance analysis. Learners explore how different customer segments respond to discounts, incentives, and promotional messaging, and examine how marketers balance conversion performance with profitability and long-term customer value. The module introduces practical approaches for testing offer variations and interpreting campaign results to support informed marketing decisions. Through hands-on activities in Mailchimp, learners apply offer evaluation techniques within real workflow scenarios. By the end of this module, you will be able to assess and optimize lifecycle offers using testing frameworks that support sustainable conversion performance.