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.

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.