Start with customer behavior that justifies a message.
Evergreen maintenance
An evergreen funnel begins with a behavior trigger and ends when the reader acts, opts out, or is no longer eligible. Separate live launches from ongoing nurture because deadlines and stock conditions differ. Score leads only on signals that predict a meaningful action, not arbitrary opens. Sunset chronically unengaged contacts with a clear re-engagement opportunity, then suppress them. Review deliverability, complaints, cohort conversion, and stale claims at least monthly.
The first move
Start with customer behavior that justifies a message.
Put it into practice
Write one email per job and define suppression for replies or purchases.
Check the outcome
Review delivery and conversion by cohort monthly and revise weak steps.
Reference
For current platform requirements, see the official documentation ↗. Availability and interfaces can change.