# Lifecycle & CRM marketing · experience and example brief

Richie Lin · Experience and work samples

At NYUC, I connected an audit of email, social, and CRM activity with audience segments and a three email onboarding plan. I’m interested in the analysis and planning behind useful lifecycle communication.

## Relevant experience

### Journey & audience planning

Audited 48 email sends alongside social and CRM activity, then defined a three email plan and action based KPIs.

Working principle: Give each message a specific purpose and a measurable next action.

Case: https://richielin.com/pages/nyuc

### Message testing

Analyzed engagement from creative tests to select content for email, landing pages, and Instagram Stories.

Working principle: Review message performance using a consistent audience and observation window.

Case: https://richielin.com/pages/romin

## Illustrative brief · proposed approach

How could an onboarding sequence help a new subscriber take a first action?

Inputs: Consent, entry and exit rules, audience needs, messages, and event definitions.

1. Map the user’s first goal and give each proposed message one job.
2. Define segmentation, exclusions, send logic, and checks for completed actions.
3. Prepare a small test with action based KPIs and unsubscribe monitoring.

Proposed deliverable: A lifecycle map and message and measurement brief.

Evaluation: Measure the intended action among eligible recipients using a defined attribution window.

## Related methods and exercises

- Three email onboarding plan (Illustrative sample · Proposed journey): https://richielin.com/pages/samples/onboarding-plan

## Context

The NYUC sequence is a proposed onboarding plan. The newsletter exercise is a separate fictional scenario.

The proposed brief is a planning exercise. Each linked method includes its data or assumptions.

Role titles: Lifecycle Marketing Intern · CRM Marketing Intern · Email Marketing Intern

Contact: richielin02@gmail.com
Online: https://richielin.com/pages/roles/lifecycle-marketing