The Lifecycle Workshop

Learn lifecycle marketing with practical tools you can use right away.

Simple resources for marketers, generalists, and newcomers who want to get better at email, SMS, retention, and customer journeys.

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Made for people growing into lifecycle work and looking for clear next steps.

What You'll Learn Email · SMS · Retention · CRM

Built For Marketers learning by doing

Resources

Start with the resource that fits where you are.

Free

Welcome Flow Checklist

A simple checklist to help you review and improve your welcome series.

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Instant access

Popular

Email Campaign Board, Calendar, and Request System

A practical system for organizing campaign planning, visibility, and incoming requests in one place.

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Best for deeper review

Coming Soon

Retention System Mini-Course

A step-by-step course for building stronger retention flows with more confidence.

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For marketers ready to go deeper

Premium Resources

Tools and templates built from real programs. Designed to help you write better emails, audit your lifecycle strategy, and run your marketing with confidence.

Email Campaign Board. Calendar and Request System

Stop managing email requests over Slack and scattered docs. The Email Campaign Board is a simple calendar and intake system built for marketing teams. Stakeholders submit campaign requests through a structured form, you see everything on one calendar, and nothing slips through the cracks. Built by a lifecycle marketer who got tired of chasing briefs. Instant access.

Kevin Castaneda

FREE

D2C Lifecycle Audit — Email & SMS Scorecard

Score your email and SMS program across 7 critical flows: welcome, abandoned cart, post-purchase, replenishment, browse abandonment, loyalty, and SMS. Built from 2025 research and real DTC benchmarks. Find your gaps. Fix them fast. Instant PDF download.

Kevin Castaneda

$20

The AI Email Copy Kit

Prompts and frameworks for writing marketing emails with AI that sound like you wrote them. Includes the Brand Voice Extractor, five ready-to-use prompts for welcome, promo, post-purchase, win-back, and newsletter emails, the De-AI Checklist of 10 patterns that make AI writing obvious, and an editor prompt that fixes any draft. Works with ChatGPT, Claude, or any AI assistant. Instant download.

Kevin Castaneda

$20

Free Resources

Practical guides, checklists, and frameworks for marketers learning lifecycle marketing or building their first email program. Simple, actionable, and ready to use today.

Your First 90 Days in Lifecycle Marketing

A practical roadmap for anyone stepping into a lifecycle role or getting handed email for the first time. Three phases: learn the landscape, ship small wins, build the system. What to do in each phase, the questions to answer, the mistakes to avoid, and what a strong first quarter looks like. Free instant download.

Kevin Castaneda

FREE

DTC Retention Funnel Framework

A practical framework for mapping the full DTC customer journey from first touch to win-back. Covers all 5 retention stages, the key flows that live in each, and the metrics that tell you if they are working. Use it to identify where your program is strong and where customers are falling through the cracks.

Kevin Castaneda

FREE

Welcome Flow Checklist — Free Resource

7 research-backed checks every DTC brand should run on their welcome series. Find out if your first impression is costing you revenue — and exactly what to fix first. Free instant download.

Kevin Castaneda

FREE

The Email QA Pre-Send Checklist

Run this before every send. 21 checks across copy, links, personalization, segments, rendering, and deliverability, ending with a final gut check. The PDF has clickable checkboxes so you can reuse it digitally for every campaign. Five minutes here saves you from the apology email later. Free instant download.

Kevin Castaneda

FREE

5 Emails Every Brand Should Be Sending

The essential five emails behind every healthy email program: welcome, follow-up, post-purchase, value, and win-back. What each one does, why it matters, and a quick win for building it. Includes a simple five-week build order if you are starting from zero. Free instant download.

Kevin Castaneda

FREE

The Email Metrics Cheat Sheet

Every email metric that matters, explained in plain language. Covers open rate, CTR, CTOR, conversion rate, RPR, and more, with healthy benchmark ranges for each and a short list of metrics to stop obsessing over. A quick reference you will come back to every time you report on a send. Free instant download.

Kevin Castaneda

FREE

Who It's For

Built for people growing into lifecycle marketing.

If you're a marketing generalist, a newer lifecycle marketer, or someone trying to sharpen your retention thinking, these resources are here to make the work feel clearer.

Marketing generalists

Learn how email, SMS, and retention fit into the bigger picture.

Newer lifecycle marketers

Get practical frameworks to help you build with more confidence.

Growing teams

Find simple ways to improve customer journeys without overcomplicating the work.

About

Helpful lifecycle guidance from someone who does the work.

I'm Kevin Castaneda. I’ve spent 6+ years building lifecycle programs across SaaS, ecommerce, and creator platforms.

I made The Lifecycle Workshop to share practical resources that help marketers learn faster, think more clearly, and improve real customer journeys.

Email SMS Retention

Illustration of charts and lifecycle analytics

“

Clearer lifecycle thinking. Better marketing decisions.

— Kevin Castaneda

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Short, useful ideas for improving email, SMS, retention, and customer journeys.