Lifecycle Optimizer

Lifecycle Optimizer is currently in limited beta testing and is expected to be released to all users in late March 2017. If you want more information, please contact your Customer Success team member.

With Lifecycle Optimizer, automate individualized messaging to customers across channels using insights and predictions from the Sailthru customer profile to deliver timely, customer-specific communications.

Seamlessly interact with customer profiles, other Sailthru services, and third-party platforms, making Lifecycle Optimizer (LO) a powerful hub for all of your marketing strategies.

Using the Lifecycle Optimizer visual interface, create Flows—user pathways with if-then logic. On your list of flows, view real-time reporting of how many users entered and exited each one.

Example Flows

Simple Welcome Series


User added to list


Send Thank You email


3 days


Send Follow-Up email

Welcome Series with Engagement Check


User added to list


Send Thank You email


3 days


Send Follow-Up email


2 days


Did user click Follow-Up email?
If so…


Send Follow-Up email #2.



User made purchase


7 days


Did user purchase again since flow began? If so…


Send discount email.

Flow Components

Lifecycle Optimizer flows consist of four step types:

  • Entry – An activity that automatically starts a flow
  • Wait – Time between steps
  • Check – Criteria for whether to continue or end the user’s progression in a flow
  • Action – An action to take for this user, whether internal (for example, setting a custom field value) or external (for example, sending an email)

Only one activity can start a flow, and you can freely add or remove waits, checks, and actions in any order.

The Lifecycle Optimizer Interface

To access Lifecycle Optimizer in My Sailthru, under the Communications menu, click Lifecycle Optimizer.

The interface has two pages – the List page and the Builder page.

  • The List page displays all flow names and their current metrics. For details on each, see Flows List.
  • The Builder page lets you create and modify a flow. Access the Builder from the List page by clicking New Flow or clicking the name of an existing flow.

Build a Flow



How To


A user action or other event that starts the flow

  • Transactional Email
    when a given template is
    • Sent
    • Clicked
    • Opened
  • List is joined (currently only User API call)
  • Purchase is made, with optional:
    • Value range
    • Quantity range
  • Custom Event (API)
  1. Click New Flow.
  2. Click Entry: Not Set.
    Screen Shot 2017-02-09 at 2.52.08 PM

  3. Select an option from the Start this flow when… menu.
  4. Specify the additional options below the menu. For example, the name of the template, list, or API event.


Optional delay before the next action

Number of minutes, hours, days, weeks or months.

  1. Below your Entry, hover over the + sign and select Delay.

  2. Enter a wait time,
    for example:
    Wait for: 2
    Unit: Days


Criteria for whether to continue or end user’s progression in a flow

Check one of the following.

  • User’s optout status
  • Purchase made
  • Site visited date
  • Email clicked
  • Email opened
  • Custom Profile Field (user vars)
  1. Below your previous step, whether an Entry or a Wait, hover over the + sign and select Check.

  2. Select a Check type from the drop-down to  begin defining the criteria for which users should proceed or exit.
  3. Select Yes or No to determine whether users should proceed in the flow if they match this criteria.
  4. Set check-type specific parameters:
    • If you’ve selected a purchase or site-visit check:
      • Select the time span for which the event must have occurred to meet your criteria: Since the Start of flow or a specific Check or Action in the flow.
    • If you’ve selected a Opt-Out Status, choose a specific opt-out status from the drop-down.


What to do when the above conditions are met

  • User Profile Custom Field (a.k.a. var) values:
    • Set
    • Increment/Decrement
    • Delete
  • Send Email using a specified transactional template
  • Add to a List
  • Remove from a List
  1. Under the flow component that will precede this step, hover over the + sign and select Action.

  2. Next to Do this…, select an action, then specify the action’s parameters below. 

If you select

You’ll need to

Set Custom Fields

  • Select one or more existing fields, or name a new one.
  • Enter a value to assign each one.

Decrease Custom Fields

  • Select one or more existing fields, or name a new one.
  • To increment, enter a positive whole number.
  • To decrement, enter a negative whole number.

Remove Custom Fields

  • Select one or more existing fields. The key and value are deleted.

Send Email

  • Select a transactional template.
  • If the template uses feed data, and you want to use a different feed than the one associated with the template, select a Data Feed.

Add to List

  • Select a natural list or enter a name to create a new natural list.

Remove From List

  • Select a natural list.

Flow List

When you open Lifecycle Optimizer, you’ll see your list of flows, with metrics for each.

Table Columns:

  • Flow Name, which you choose when creating the flow and can change any time. Click a flow’s name to view or modify its configuration.
  • Status that you have selected for the flow:
  • Active: Customers may enter and move along the flow.
  • Inactive: Customers cannot enter the flow. Any customers who have already entered the flow will not progress to the next step.
  • Created date
  • Entries – the number of customers who entered the flow in the time span chosen from the Metrics drop-down

The Metrics drop-down lets you choose a time span for the displayed Entries (and, soon, Exits data):

  • Today, Past 7 Days, Past 30 Days, Past 90 Days, or All Time.


Lifecycle Optimizer currently tracks Flow Entry counts, as well as step-by-step user progress.

You can see reporting on the List page and in the builder using the Metrics toggle.

  • On the List page, you can see the number of Entries to a flow. An entry represents any start of a flow by a user. Entries can represent a single user having entered the flow multiple times.
  • In the Builder, when a flow is active or has previously run, click the Metrics toggle:
    Screen Shot 2017-02-09 at 7.52.35 PM
    Stats will overlay on the builder steps.

If you deactivate a flow, its metrics will remain viewable. If you reactivate an inactive flow that previously ran and had users, the metrics will be aggregated.


If you are using the Google Chrome browser, note that Lifecycle Optimizer requires version 50 or higher.