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Top 7 customer lifecycle software: how to choose [2024]

Reading Time: 8 minutes

Customer lifecycle software helps businesses optimize the entire customer journey. With it, brands enhance engagement, increase conversions, and improve consumer retention.

But with so many lifecycle marketing tools out there, how do you choose the right one?

We’ve tested and compared the top customer lifecycle management platforms to help you make an informed decision.

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In this post: 

What is customer lifecycle software?

Customer lifecycle software is a tool that helps businesses understand how customers interact with their brand at different stages of the customer journey. It provides valuable insights to reduce churn and increase customer lifetime value.

Lifecycle marketing software tracks customer habits and purchase history. It also collects data on engagement and post-purchase experience across channels. This data can then be used to create detailed customer profiles for targeted messaging.

By studying customer segments, lifecycle software can attract leads. It can convert them into loyal customers and keep them for repeat business. It can even win back inactive customers and turn them into brand advocates.

Benefits of using customer lifecycle software

The customer lifecycle includes five stages: reach, acquisition, conversion, retention, and loyalty. Customer lifecycle software tailors solutions for every stage, making your marketing more effective.

Lifecycle stageWhat customer lifecycle software can do
Reach– Deliver personalized content to boost brand recognition
– Capture leads through automated campaigns
– Track and analyze marketing performance for better decision-making
Acquisition– Nurture leads with targeted email campaigns
– Provide personalized product recommendations
– Adjust landing pages for conversions
Conversion– Automate abandoned cart recovery
– Offer incentives and discounts
– Streamline the checkout process
Retention– Send personalized post-purchase follow-ups
– Gather customer feedback and reviews
– Create targeted upsell and cross-sell campaigns
Loyalty– Implement loyalty and rewards programs
– Provide exclusive perks for VIP customers
– Encourage brand advocacy and referrals

How to choose customer lifecycle software

Understand your customer lifecycle

Track the customer journey from awareness to loyalty. Identify areas of difficulty and opportunities for improvement at each stage.

This can help you determine appropriate software features for your business. For example, welcome emails or abandoned cart recovery automation may fit your needs.

Define your objectives

Define your goals for using customer lifecycle management tools. These might include boosting engagement or gaining more subscribers.

Review your current metrics and set realistic targets for improvement. Then, evaluate the software’s impact.

Mind scalability

Choose lifecycle marketing software that can grow with your business as your customer base increases. Look for flexible pricing and enterprise-level features, such as high-volume data capabilities.

Look for automation and personalization

Choose software with strong workflow automation for email, SMS, and other channels to save time and resources. Find customer lifecycle platforms with email segmentation to create more precise messages.

Get powerful analytics and reporting

Look for tools with multi-channel attribution, cohort analysis, customer journey mapping, customizable reporting, and data visualization. It’s a bonus if they include predictive analytics and AI suggestions.

Customer lifecycle software

Pricing begins atUse forMade for
Omnisend$16/moEmail marketing automation based on customer lifecycleSmall and mid-sized ecommerce businesses
EngageBay$13.99/moCRM with marketing automation and helpdeskSmall businesses
Customer.io$150/moBehavior-based messaging across email, SMS, and pushEcommerce and SaaS
Salesforce Marketing Cloud$400/moOmnichannel marketing for enterprisesLarge businesses
Zoho CRM$14/moCRM with sales and marketing toolsBusinesses of all sizes
Agorapulse$99/moSocial media management with CRM featuresAgencies and social media teams
LoyaltyLion$159/moLoyalty and rewards programsEcommerce stores

1. Omnisend — email marketing automation based on customer lifecycle

Omnisend customer lifecycle

Omnisend is a platform for ecommerce email and SMS marketing automation. It helps you drive sales by sending the right message at each customer lifecycle stage.

It includes tools for marketing automation, analytics, customer lifecycle, and customer segmentation. These help you personalize consumer experiences across various channels, such as email, SMS, and push notifications.

Omnisend’s customer lifecycle map visually organizes your consumers by stage. It syncs data from your ecommerce store to create lifecycle segments for automating targeted campaigns in a few clicks.

Omnisend customer lifecycle statistics

Best features:

  • Email, SMS, and push messages automation based on lifecycle stages
  • Drag-and-drop automation workflow editor to build customer journeys
  • Product recommendations for upsells and cross-sells
  • Ecommerce data syncing to enrich customer profiles and segment them based on behavior
  • Campaign performance analysis with breakdowns by lifecycle stage
  • Customizable message timing, frequency, and channel for each stage
  • Useful tips for AI-powered campaigns and workflow optimization

Pros

  • Robust features tailor-made for ecommerce
  • User-friendly interface for ease of use
  • Flexible email segmentation for granular targeting
  • Visual customer lifecycle mapping
  • Easily connects with major ecommerce platforms
  • Integrates with Agorapulse, Salesforce, LoyaltyLion, and 130+ apps

Cons:

  • Free plan is limited to 500 emails/month

Who should use this lifecycle marketing software?

Omnisend is ideal for ecommerce businesses of all sizes that want to personalize and automate customer journeys for higher engagement and revenue.

Thousands of ecommerce brands use Omnisend to grow through lifecycle marketing. Check out success stories from brands such as ColourPop Cosmetics, Skinnydip London, Jiggy Puzzles, and Volcom.

Pricing:

Omnisend offers a free plan that includes the customer lifecycle map and all key features. Paid plans start at $16/month.

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“The lifecycle stage map is an incredible opportunity for a small business. This is the kind of thing that, otherwise, takes a marketing team to be able to do.

It’s a simple way to see our customers’ shopping or purchasing habits in one place, and it’s really helped us to be able to target different groups. We’re competing with larger businesses, and this allows us to have that reach at the right time.”

– Angèl Foster, co-owner of Island Olive Oil Company

Learn how Angèl grows her business with the lifecycle stage map

2. EngageBay — customer relationship management with lifecycle marketing tools

EngageBay CRM

EngageBay is an all-in-one CRM platform with sales, marketing, and customer support functionality. It also has tools for email campaigns, marketing automation, landing pages, and signup forms.

Best features:

  • Visual deal pipeline tracking
  • Automated lead-nurturing email sequences
  • Landing page and popup creation to capture leads
  • Live chat and helpdesk support functions
  • Scores and qualifies leads for sales prioritization

Pros:

  • Affordable all-in-one platform
  • Extensive integration options
  • Unlimited contacts, even with free plan

Cons:

  • Basic marketing automation compared to other tools
  • Steeper learning curve due to feature complexity

Who is this lifecycle marketing platform for?

EngageBay is best for small to mid-sized businesses seeking affordable CRM tools with essential marketing features.

Pricing:

EngageBay offers a free plan and also paid plans starting at $13.99/month per user.

3. Customer.io — automated lifecycle messaging platform

Customer.io homepage

Customer.io is a messaging platform that allows businesses to send targeted, behavior-driven communications across multiple channels. It uses customer data to craft personalized messages on a large scale.

Best features:

  • Complex, multi-path message workflow creation
  • Highly personalized emails, push notifications, and texts
  • Targets users based on events, attributes, and segments
  • A/B testing for message optimization
  • Advanced reporting to evaluate campaign success

Pros:

  • Advanced segmentation and personalization
  • Flexible data integrations and API
  • Powerful workflow logic for complex use cases

Cons:

  • Higher pricing than other tools
  • Requires technical skills

Who is this lifecycle messaging tool for?

Customer.io is ideal for tech-savvy marketers, developers, and product teams who want to create sophisticated, data-driven lifecycle campaigns.

Pricing:

Customer.io offers a free trial and paid plans starting at $150/month for up to 12,000 customer profiles.

4. Salesforce Marketing Cloud — enterprise digital marketing suite

Salesforce Marketing Cloud

Salesforce Marketing Cloud is a comprehensive digital marketing platform. It offers a suite of tools for email, mobile messaging, social media, digital advertising, and more.

Best features:

  • Multi-channel campaign mapping and automation with Journey Builder
  • Predictive scoring and recommendations from Einstein AI
  • Unified customer data management using Audience Studio
  • Improved social media marketing and listening with Social Studio
  • Robust analytics and reporting

Pros:

  • Comprehensive, enterprise-grade feature set
  • Seamless integration with Salesforce CRM
  • Extensive partner ecosystem and AppExchange marketplace

Cons:

  • Steep learning curve and complexity
  • High cost and resource investment

Who is this customer lifecycle management system for?

Salesforce Marketing Cloud is best for large enterprises with complex digital marketing needs and substantial budgets.

Pricing:

Pricing is available upon request, with plans starting around $400/month for basic email marketing. Advanced functionality is often priced in the four-figure range monthly.

5. Zoho CRM — CRM with marketing automation

Zoho CRM

The Zoho CRM platform has tools for sales, marketing, and customer support. Its marketing automation features can help you streamline and optimize customer lifecycle management.

Best features:

  • Email marketing campaigns with dynamic content
  • Lead scoring and assignment rules
  • Workflow automation for lead nurturing and follow-up
  • Social media integration and monitoring
  • Detailed analytics and reporting

Pros:

  • Affordable, feature-rich CRM solution
  • Seamless integration with Zoho’s business app ecosystem
  • Customizable modules and workflows

Cons:

  • Limited third-party integrations compared to other CRM platforms
  • Steep learning curve for some features

Who is this customer lifecycle management software for?

Zoho CRM is a good fit for small to mid-sized businesses looking for an affordable, all-in-one CRM system with integrated marketing automation.

Pricing:

Zoho CRM offers a free plan for up to three users. Paid plans start at $14/user/month, billed annually.

6. Agorapulse — social media management with CRM

Agorapulse

Agorapulse is a social media management platform with CRM functionality. Engage customers, manage social media content, and measure performance across multiple networks.

Best features:

  • Unified social inbox for managing conversations
  • Social media publishing and scheduling
  • Social CRM for tracking customer interactions
  • Reporting and analytics for social media performance
  • Team collaboration and approval workflows

Pros:

  • User-friendly interface and easy setup
  • Robust social media management features
  • Affordable pricing compared to enterprise tools

Cons:

  • Limited customization options
  • Lacks advanced automation features

Who is this customer lifecycle platform for?

Agorapulse is best suited for small and mid-sized businesses, social media agencies, and teams who want to streamline their social media management and customer engagement.

Pricing:

Agorapulse offers a free trial and paid plans starting at $99/month for three social profiles and one user.

7. LoyaltyLion — customer loyalty and rewards

LoyaltyLion

LoyaltyLion is a customer loyalty and rewards platform for ecommerce businesses. Develop loyalty programs to drive repeat purchases, referrals, and customer lifetime value.

LoyaltyLion integrates seamlessly with Omnisend. Combine loyalty data with email and SMS automation for more effective lifecycle marketing.

Best features:

  • Customizable loyalty program design
  • Multiple ways to earn and redeem points
  • Tiered loyalty programs and VIP perks
  • Referral and review incentives
  • Comprehensive analytics

Pros:

Cons:

  • Limited customization options for certain features
  • Higher pricing than some loyalty tools

Who is this customer retention software for?

LoyaltyLion is an excellent choice for ecommerce businesses of all sizes looking to foster long-term customer relationships and drive repeat sales through rewards and incentives.

Pricing:

LoyaltyLion offers a free plan for up to 800 monthly orders. Paid plans start at $159/month for up to 1,500 monthly orders.

Summary

Customer lifecycle software helps businesses optimize every touchpoint in the customer journey. Consider your business goals, marketing channels, budget, and technical resources as you shop.

Ultimately, investing in customer lifecycle marketing software can benefit your bottom line. Nurture long-term customer relationships and maximize their lifetime value. This lays a solid foundation for sustainable growth in today’s competitive landscape.

The software featured in this article was reviewed based on user ratings and feedback on popular software review sites, hands-on testing by our team, and an assessment of key features and usability. We aimed to provide an objective overview to help readers make informed decisions based on their unique business needs and goals.

Ready to take your lifecycle marketing to the next level? Get started with Omnisend for free.
Bernard Meyer
Article by
Bernard Meyer

Bernard is the Sr. Director of Communications & Creative at Omnisend, with a passion for good research, helping ecommerce businesses with their marketing automation needs, and beating absolutely everyone in Mario Kart 64.