# Lifecycle email marketing on any event Lifecycle email marketing in Mimeo: signups, product use, purchases, renewals and silence each start a flow, from welcome to win-back, on your own server. For lifecycle email Lifecycle email automation software. Welcome, getting started, first purchase, renewal, win-back: each stage is a flow, started by what people do. Your flows, your emails, on your own server. Watch demo The product One system for you, your agent, or both. Everything in Mimeo works both ways: a full automation studio when you want hands-on, and files, skills, and an MCP server your agent operates end-to-end. - Subscribers.: Full profiles, event history, every email received.: person - Emails.: Markdown or HTML, templates, personalization.: mail - Flows.: Triggers, branches, logic, dry runs.: branch - Sequences.: Drip campaigns in one readable view.: list - Events.: What subscribers do shapes what they hear next.: pulse - Guards.: No emails crashing into timed sequences.: shield - Tags & segments.: Filter and target without ceremony.: tag - Purchase history.: Messaging that knows where each customer is.: bag - Manager repo.: Manage Mimeo from a repo with agent skills, MCP and everything editable in files.: console The old way Lifecycle email on a timer misses the moment. - Most lifecycle setups run on signup dates and tags. The welcome series doesn't know someone already set up their account, the renewal email can't show their own price, and the people who went quiet stay on a bill that counts every subscriber. - Stages start on dates, not actions.: A form or a tag starts the series, not what someone did in your app. - Stages collide.: This week's promotion lands in the middle of someone's welcome sequence. - Quiet people stay on the bill.: Per-subscriber pricing charges for everyone who stopped opening. How it works Each stage is a flow. Each stage starts because someone did something, or stopped doing something. - Welcome and getting started: A signed_up event starts a welcome sequence. A gate waits for the event that shows someone is set up, such as first_project_created, and nudges the people who don't get there. - First purchase or upgrade: A purchase or subscription_started event starts a thank-you and an onboarding series for paying customers. The trigger can match on the plan or product. - Renewal: The renewal approaching trigger starts a flow a set number of days before a subscription renews, and the email shows that customer's own amount and date. - Win-back: The inactivity trigger starts a flow for people who haven't opened or clicked in a set number of days. A last-chance email, a wait, then a prune step unsubscribes the ones who stay quiet. Own your sending Manage your own sending. Really. Mimeo is your email marketing software where you manage your list, automations, and emails. It plugs into your own sending account. You pick one provider: Postmark or Resend. **The obvious question:** what about deliverability and list health? Deliverability is your sending provider's whole job. That's what they're for. Mimeo keeps your side of the street clean, automatically. - Every send is checked before it goes out: verified sender, unsubscribe links, suppression list. - Bounces, complaints, and unsubscribes are cleaned up the moment they happen. - Big sends are paced: spread over hours at a rate you set, never blasted. Your direct line to your customers' inboxes.\ Now in your control. - Postmark: /images/postmark.png: /images/postmark-darkmode.png: **Managed deliverability · start here.** Managed deliverability from one of email's most trusted names. Less to think about, priced well below any email platform. Start here. - Resend: /images/resend-black.png: /images/resend-darkmode.png: **Lowest cost · simplest setup.** The developer-favorite email API. Verify your domain, paste one API key, and you're sending. - Or have us set it up.: Setup & Launch, a flat-fee project: we deploy Mimeo on your server, connect your sender, authenticate your domain, and import your list. You own everything. [Contact us](mailto:info@mimeohq.com) Pricing Questions Lifecycle questions, answered. How the stages fit together in Mimeo. - Can a person be in more than one lifecycle flow at once?: Yes. A person can be in many flows at once, with at most one active run per flow. Guards keep the emails from piling up: one can pause a promotion while someone is still in their welcome sequence. - Can finishing one stage start the next?: Yes. A fire_event step emits an event of your own naming, and another flow starts on it, so finishing onboarding can start the next stage. - How does Mimeo know someone has gone quiet?: The inactivity trigger starts a flow for people who haven't opened or clicked in a set number of days. See [inactivity](https://mimeohq.com/docs/usage/flows#inactivity). - Can renewal emails show the customer's own price and date?: Yes. Renewal reminder emails can use the subscription's renewal amount and next renewal date. See [renewal reminder variables](https://mimeohq.com/docs/usage/emails#renewal-personalization). - Who sends the events from my app?: Your site or app sends them to Mimeo's events API, or any platform that can send a webhook does. After that, flows are built in the web UI or by your agent. Setup & Launch can do the setup for you: [get in touch](https://mimeohq.com/contact). Lifecycle email on any event, on your own server. Welcome, getting started, first purchase, renewal, win-back: each stage starts because someone did something, or stopped. In Mimeo, each one is a flow you own, and guards keep them from colliding. Your site, app or store sends the events by webhook, and your agent or the web UI builds the flows. **Need a direct integration with your platform? [Get in touch](https://mimeohq.com/contact).** --- This is the Markdown copy of https://mimeohq.com/for/lifecycle-email-marketing.