Lifecycle Email Journey Map
Oge Alamata
Sword Health Thrive: Lifecycle Email Journey Map
Campaign Theme: Reclaim Your Life
This lifecycle journey map was designed to move a member from first awareness to program completion, using email, with strategic push/SMS touchpoints to minimize drop-offs and re-engage stalled users.
STAGE 1: AWARENESS (Welcome Phase)
Email Theme: Your Journey to Pain-Free Living Starts Here
Goal: Educate on AI+PT benefits and drive enrollment
Subject Line: Reclaim your life: AI physical therapy that works (67% become pain-free)
Key Content:
• Welcome to Thrive - clinically proven AI+PT solution
• Meet Phoenix (AI) + Licensed Physical Therapists
• Clinical outcomes: 67% pain-free, $3,177 saved per member
• Convenience: Home-based, real-time feedback
• CTA: "Start Your Recovery Journey"
Supporting Channel: SMS Follow-up (Day 3): "Ready to feel better? Join 67% who became pain-free with Thrive. Start today [link]"
Re-engagement Strategy: If no enrollment after 7 days: Social proof email with member testimonials
Growth Lever: None at this stage
STAGE 2: ENROLLMENT (Post-Signup, Pre-First Use)
Email Theme: Welcome to Your Recovery Team
Goal: Confirm enrollment and prepare for activation
Subject Line: You're in! Your AI physical therapist Phoenix is ready to meet you
Key Content:
• Enrollment confirmation & excitement
• What to expect: Kit arrival, app setup, PT matching
• Phoenix introduction video
• Timeline: First session within 3-5 days
• CTA: "Download Your Thrive App"
Supporting Channel: Push Notification (Day 2): "Your kit ships tomorrow! Download the app now".
Re-engagement Strategy: If no app download after 3 days: "Quick setup" video email
Growth Lever: None at this stage
STAGE 3: ACTIVATION (First Session & Usage)
Email Theme: You Did It! Your First Step Toward Pain-Free Living
Goal: Celebrate first session and ensure continued engagement
Subject Line: Session 1 complete! Here's what Phoenix learned about you
Key Content:
• Celebration of first session milestone
• Personalized insights from Phoenix
• Quick tips for success
• Community support introduction
• Next session preview
• CTA: "Continue Your Progress"
Supporting Channel: SMS Trigger (If no session within 2 days):
"Phoenix misses you! Your recovery waits for no one. Quick 10-min session? [link]"
Re-engagement Strategy: Progressive nudges: Day 2 SMS, Day 5 motivational email with clinical proof
Growth Lever: Referral Introduction: "Know someone in pain? Help them reclaim their life too"
STAGE 4: COMPLETION (Program End)
Email Theme: You Reclaimed Your Life - Here's Proof
Goal: Celebrate completion, showcase results, drive referrals
Subject Line: Program complete! Your pain reduction results inside
Key Content:
• Major celebration of completion
• Personalized metrics dashboard
• Before/after pain levels
• Potential surgery/costs avoided
• Community celebration
• Maintenance program offer
• CTA: "Share Your Success Story"
Supporting Channel: Push Notification: "You're officially pain-free! Share your win"
Re-engagement Strategy: Monthly check-ins with maintenance tips
Growth Lever: Primary Referral Ask: "Help friends reclaim their lives" with easy sharing tools
STAGE 5: RE-ENGAGEMENT TACTICS
Trigger: No sessions >5 days
Strategy: Motivational nudge with social proof
Channel: Email
Content: Don't let pain win: 67% of members who stay consistent become pain-free
Trigger: Stalled mid-program
Strategy: Success story email
Channel: Email
Content: Real member testimonials + simplified next steps
Trigger: App not opened >3 days
Strategy: Quick win reminder
Channel: Push
Content: 2 mini session = big progress
Trigger: No progress in 2 weeks
Strategy: consultation offer
Channel: Email
Content: Your physical therapist wants to help + schedule consultation
Why This Lifecycle Drives Completion & Retention
Clinical Credibility First: Every touchpoint reinforces proven outcomes (67% pain-free, $3,177 savings) building trust and motivation.
Human-AI Partnership Messaging: Consistent emphasis on Phoenix + Licensed PTs creates unique value proposition and reduces technology anxiety.
Progressive Engagement: Multi-channel approach (email primary, SMS/push for urgency) meets users where they are and prevents drop-offs.
Personalization at Scale: Phoenix's AI insights enable highly personalized messaging while maintaining clinical oversight.
Community & Social Proof: Leveraging member success stories and community support increases motivation and retention.
Proactive Re-engagement: Predictive triggers based on usage patterns prevent churn before it happens.
Growth Integration: Natural referral opportunities at high-engagement moments (activation, completion) drive organic growth.
Campaign Automation Setup
Email Automation Triggers:
- Enrollment confirmation: Immediate
- First session celebration: 1 hour post-session
- Stalled user re-engagement: 5 days no activity
- Completion celebration: Program end + 2 hours
Cross-Channel Coordination:
- SMS triggers complement email cadence
- Push notifications for immediate app engagement
- Email for education and motivation
- Progressive escalation for re-engagement
Personalization Data Points:
- Pain levels and locations
- Session frequency and progress
- Phoenix insights and recommendations
- Physical therapist feedback
- Member goals and milestones
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Posted Jul 9, 2025
Designed a lifecycle email journey to boost program completion and user engagement for Sword Health Thrive.
