Customer.io Lifecycle Campaign Template Library

Lunchbox maintains a lifecycle campaign template library for Customer.io: audience segments, always-on automations and broadcast templates, all built and tested. A core starter set covers most of the available lift, and behind it sits a wider catalogue we can build to order.

This article is the full menu. Anything marked Starter set is ready to install as-is. Anything marked On request is specified and ready to build. Either way, ask your account team and it can be in place in a day or two.

30 templates in total — 15 segments, 10 always-on automations and 5 broadcasts — with the benchmark behind each one. Page through the deck below, or jump to the detail in the sections that follow. (Click image below to open full deck)

Segments decide who receives what. Three of them are consent and eligibility checks that everything else leans on, so they are worth building first and referencing everywhere rather than rewriting the same logic into thirty campaigns.

One worth asking about: guests who are earning points but have never redeemed are usually confused about how, not uninterested. An education message converts better than an offer there, and it costs nothing — the value is already banked.

These run continuously. A guest enters when they match, moves through the workflow, and exits when they order — so nobody receives a discount after they've already come back.

About the welcome arc. It runs as a single four-touch sequence from first order to third, because the jump from one order to three is the biggest step change in a guest's long-term value. It thanks them first with no discount, then points out the loyalty points waiting, and only offers an incentive if they still haven't come back. Leading with a discount means paying guests who would have returned anyway.

The credit reminder is the one to run early: it's the only campaign in the library that converts at zero discount cost. The value is already banked — you're reminding a guest of their own money.

If you run the two service-migration campaigns, set each to exclude the other's audience — otherwise the same guest gets told to switch twice.

Catering reactivation is written as business outreach rather than marketing — plain text from a named person, a real reply-to address, no coupon codes — and held to Tuesday through Thursday mornings. Item affinity is worth building for one or two hero categories, not the whole menu; ten of them is noise, two is a strategy.

Broadcasts are one-time sends rather than always-on campaigns. The starter-set ones arrive with audience and send settings configured, ready for you to write content into.

The closure broadcast is the one that justifies pre-staging all of them. Nobody wants to be building an audience at 6am during a snowstorm.

Email — Customer.io holds the subscription record and suppresses anyone unsubscribed, automatically, on every send. One source of truth, so an unsubscribe can never go stale.

SMS — every text step checks SMS opt-in before it sends. A guest without consent takes the email branch instead.

Push — gated on a registered device, so a push is never queued to someone who can't receive it.

No branch dead-ends in silence. If a guest fails the check for one channel, the workflow routes them to one they have consented to rather than dropping them out of the campaign.

1. Every campaign has a goal. An order, inside a realistic window — a week for a nudge, a month for app adoption. Opens tell you the subject line worked; goals tell you it made money.

2. Guests exit on conversion. Order after the first message and you never receive the discount queued for the third.

3. Holdouts on anything carrying a discount. A tenth of the audience gets nothing, which is the only way to tell whether the campaign caused the orders.

4. Set a frequency cap. Campaigns don't know about each other. Without a workspace-level limit, one guest can receive a win-back, a loyalty reminder and an LTO in the same afternoon.

5. Suppress VIPs from discount-led sends. Your top guests already pay full price.

Check the thresholds against your own data. The 45-day lapse window and the VIP spend threshold are starting points. A daily coffee guest is lapsed in a week; a weekend-brunch guest isn't lapsed in three. Look at how often your actual regulars order and set the windows just past that.

Write the copy and set the sender. Every message arrives in draft with placeholder names. Messages with no sender identity will not deliver.

Send tests to a seed list. Check rendering and links before anything reaches a guest.

Turn them on in order of impact. Welcome first, then win-back, then the rest.

Your Lunchbox account team can install the starter set, build anything marked On request, tune the targeting to your brand, review copy before launch, or walk through the first campaign with you. Reach out through the Messenger on this page or contact your account manager directly.