Why triggered Journeys are the key to Life Cycle Marketing

Featuring Dela Quist on SEINō Sessions

“People who don’t open your emails are still seeing your brand—don’t discount the impression.”
— Dela Quist

Some episodes hit different. This one with Dela Quist? A masterclass in rethinking the lifecycle of your email marketing.

In a space obsessed with open rates, click-throughs, and day-one ROI, Dela challenges the entire stack. He’s not here for the hot takes. He’s here for the slow burn—the kind of lifecycle thinking that turns subscribers into loyalists over time.

Lifecycle > Campaign

Too many email marketers are stuck in campaign mode.

We're so caught up in the week-to-week sprints—launch, test, optimize, repeat—that we forget what email really is: a long-term relationship. Dela calls this out immediately.

“Email is a relationship, not a transaction. It’s not about getting one open—it’s about earning a subscriber’s trust over time.”

Think about your audience like a garden, not a slot machine. That means:

• Stop pruning your list too early
• Understand dormant subscribers aren’t dead—they’re simmering
• Build with the long game in mind

The Myth of the Inactive Subscriber

This was a big one.

Dela argues that marketers are far too eager to cut “inactive” subscribers. But most of the time, these folks are seeing your emails, even if they’re not opening them.

“Your most valuable customers aren’t always the loudest. Look at behavior, not just clicks.”

Instead of ruthlessly cutting non-openers, Dela suggests:

• Let them passively engage — and re-engage when they’re ready
• Watch buying behavior, not just email interaction
• Use “impressions” as part of your lifecycle KPIs

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The Real Role of Email

Email isn’t just for driving sales. It’s for driving memory.

Dela calls email one of the most underestimated branding tools in your stack. Not everyone will convert on the first—or fifth—email. But staying visible increases the likelihood that when they are ready, they’ll choose you.

Rethinking Engagement Loops

Too many marketers define engagement as “opens in the last 90 days.” That’s arbitrary. And dangerous.

Instead, Dela pushes for engagement windows based on:

• Lifecycle stage
• Seasonality
• Purchase frequency

This gives you space to build smarter re-engagement journeys:

• Slow drip sequences for long-cycle buyers
• Event-based reactivation instead of hard cut-offs
• Product education for passive readers

Lifecycle Metrics That Actually Matter

If you're serious about lifecycle marketing, you need to look at:

• Impression frequency: How often does someone see your email?
• Engagement lag: How long from first open to action?
• Silent responders: Non-clickers who eventually buy

Dela’s Lifecycle Philosophy, in 3 Lines

• Don’t fear the non-opener. If they’re still subscribed, they’re still interested.
• Campaigns are short-term. Lifecycles build businesses.
• Email is branding. Every send is a billboard in someone’s inbox.

The Takeaway

This conversation with Dela Quist is a reminder that email isn’t just performance marketing—it’s relationship marketing.

Email marketing lifecycles aren’t just about “what’s working this week.” They’re about building something sustainable. Something subscribers trust. Something that compounds.

If you’re still judging your list by last month’s open rate, you’re missing the bigger story.

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