Improve your relationship with your audience by showing them you are aware of the connections you have already established with them. Send very timely, targeted and relevant emails to your recipients whether they’ve just made a purchase or they’ve been a long-time customer.
Sound overwhelming? These types of campaigns are referred to as Lifecycle Marketing and are built around the simple concept of trigger-based events. Events that trigger an email marketing campaign can be anything from a new signup to a purchase on your website.
Lifecycle emails are an ideal way to show subscribers that you’re aware of the connections you’ve established with them. Best of all they work; in fact, they work really well. Gartner reports that marketers can expect a 600% lift in performance over outbound campaigns by leveraging event-triggered marketing tactics.
From welcoming new subscribers, to converting them into paying customers, these are great examples of how to easily introduce lifecycle messages into your email marketing initiatives:
Welcome Program: Introduce a new subscriber or customer to the brand, build trust, help inform and drive the subscriber toward a first purchase or related conversion event.
Abandon Program: Send offers to customers who have abandoned the purchase of a product or the completion of a form. Effectively recapture lost revenue by motivating customers to complete a process.
Post-Purchase Program: Engage with a customer post-purchase to build upon the relationship and gain “earned media” that can drive referral revenue and facilitate word-of-mouth marketing.
Winback Program: Re-engage customers who have not visited your site or made a purchase within a certain timeframe. By increasing engagement with less active segments, you can improve both revenue and deliverability.
Event Countdown Program: Send a string of informational messages and targeted offers to customers who have purchased or registered for an upcoming event, driving attendance while building value and trust with customers.
While it’s proven that triggering messages based on customer lifecycle events is an extremely effective marketing technique; marketers often found tools that allow them to implement automated lifecycle program difficult to use. This left a valuable marketing tool underutilized and decreased the potential email marketing ROI for many companies.
Email Service Providers have worked to develop easy to use tools that simplify the process of automating lifecycle campaigns; many of which can integrate with your current marketing platforms. If you are not familiar with what tools are available to you, contact your provider and setup a demo of their lifecycle marketing solution. Think of what a 600% lift in performance could do for your bottom line.