Lifecycle and CRM Marketing
Bundle OKF 0.2 · 11 conceitos · jacquescorbytuech/crm-open-knowledge-wiki
Open source Repository Open in the app JSON README (API)
About
# Lifecycle and CRM Marketing
A self-describing knowledge base in Open Knowledge Format covering the practice of lifecycle and CRM marketing: the customer data a programme is built on, the channels it sends through, the operations that run it day to day and the measurement that tells you whether it worked. Each file is a concept; the links between them turn the directory into a graph you can read from any entry point.
The bundle is organised around the work itself. The **principles** are the stances every recommendation should serve. The **foundations** are the cross-channel operations: data, segmentation, consent, lifecycle, content, automation and the stack. The **channels** are the media you actually send through. The **measurement** layer is how you prove incrementality and size experiments. Start with the layer your question sits in, then follow the cross links.
## Start here
* [About this bundle](references/about-this-bundle.md) - what OKF is, where this content comes from an
Details
- Kind
- OKF bundles
- Topic
- Productivity
- Publisher
- jacquescorbytuech
- Origin
- okf_github
- Category
- dados
- Version
- 0.2
- Stars
- 6
- Forks
- 4
- Last push
- 2026-08-24T14:47:23Z
- Repository state
- ativo
- License
- MIT
- Added
- 2026-09-09 12:02:17
- Updated
- 2026-09-09 12:02:17
- Origin id
jacquescorbytuech/crm-open-knowledge-wiki:index.md
README
# Email, Lifecycle and CRM Marketing Knowledge Base A practitioner knowledge base covering email, lifecycle and CRM marketing: the customer data a programme is built on, the channels it sends through, the operations that run it day to day and the measurement that proves it worked. It is written as an **Open Knowledge Format (OKF)** bundle, a directory of plain Markdown files, each one a self-contained concept, linked to the others so the whole thing reads as a graph from any entry point. There is no app to run and no database: clone it, open any file and follow the links. The bundle is also browsable online at [crmknowledgebase.com](https://crmknowledgebase.com). It also reads well as an [Obsidian](https://obsidian.md) vault: clone the repo, then use 'Open folder as vault' on the cloned folder itself, so the bundle's root-relative links resolve. Setup details are in [`references/about-this-bundle.md`](references/about-this-bundle.md). ## What is OKF? [Open Knowledge Format](https://cloud.google.com/blog/products/data-analytics/how-the-open-knowledge-format-can-improve-data-sharing) (OKF) is an open, vendor-neutral specification for representing knowledge as a portable bundle of Markdown files with YAML frontmatter. The core ideas: - **Every file is a concept.** Its path is its identity. - **Frontmatter holds metadata.** Each concept declares a `type` (Principle, Playbook, Framework, Channel, Method, Reference, …) plus `title`, `description` and `tags`. - **Frontmatter records trust signals.** Since OKF v0.2, provenance is structured: `generated` records who produced the content and when; `sources` lists the material a concept draws on; `verified` records review events; `stale_after` dates mark content due a freshness check. - **Links are the structure.** Concepts reference each other with ordinary Markdown links, turning the directory into a navigable graph. Broken links are allowed and simply mark knowledge not yet written. - **Reserved files.** `index.md` gives a directory a human-readable table of contents; `log.md` records the change history. - **No required tooling.** If you can read Markdown and clone a git repo, you can read and ship this bundle. See [`references/about-this-bundle.md`](references/about-this-bundle.md) for the conformance details and where the content comes from. ## How it's organised Start at [`index.md`](index.md), then follow the layer your question sits in: - **[`principles/`](principles/)**: the stances every recommendation should serve (list quality, metrics discipline, the welcome window, engagement as deliverability, …). - **[`foundations/`](foundations/)**: the cross-channel operations: customer data and identity, segmentation and its models, consent, list building, lifecycle mapping, copywriting, message design, automation, offers, loyalty, campaign planning, orchestration, ESP selection, AI decisioning and personalisation, plus the AI agents that reach the stack and the customer. - **[`channels/`](channels/)**: the media you send through: email, SMS and RCS, push, in-app and direct mail, each with its permission, reach, filtering, technical specifics, constraints and measurement. - **[`measurement/`](measurement/)**: the metric tree; holdouts and control groups; attribution; retention and LTV; experiment sizing and volume thresholds; frequentist versus Bayesian inference; uplift and incrementality. - **[`references/`](references/)**: external platform behaviour, the email-intelligence and notification-decisioning research, legislation and compliance, plus a glossary. ## Attribution Each concept declares its sources in a frontmatter `sources` list (the OKF v0.2 convention), grounded in primary and authoritative material: standards and RFCs, platform documentation, regulators (FTC, ICO, FCC) and recognised industry and research references. Where a page attributes individual claims, it uses Markdown footnotes whose labels match the `sources` ids. ## Community If you work in this field, the [Email Geeks](https://email.geeks.chat/) community is where a lot of the practitioners behind these sources hang out, a vendor-neutral Slack for email, deliverability and lifecycle marketing. A good place to ask the questions this bundle doesn't yet answer. ## Contributing Corrections, sharper explanations and missing concepts are welcome. The bundle is **vendor-neutral**: cite tools to show how something works, never to sell them. Disclose any relationship you have with a product or vendor you add or cite. See [`CONTRIBUTING.md`](CONTRIBUTING.md) for the conventions and the rules on disclosure and self-promotion. > [!TIP] > Spotted something missing or wrong? Open an issue or a pull request. A correction with a primary source attached is the most useful kind. ## License See [`LICENSE`](LICENSE).