Rolling Out a Successful Lifecycle Marketing Campaign

Rolling Out a Successful Lifecycle Marketing Campaign

Not too long ago, one of our clients was asking about the best way to roll out a lifecycle marketing campaign (LCM or drip). For those of you who are not aware of what an LCM campaign is – it is an email marketing technique for sending multiple messages to a group of subscribers in an automated fashion. This client’s goal was to increase qualified leads in order to boost sales.

7 tips for writing great welcome emails

What do you do when someone new subscribes to your email list?

If you’re like most organizations, you send them an automated “thanks for subscribing” message and leave it at that. At a bare minimum, you should be doing this, so that new subscribers know you received their request to opt in. However, if this is all you’re doing, you’re missing a great opportunity to start building a strong relationship with your new subscriber right away. We recommend going the extra mile to welcome them to your community of subscribers, whether it’s through a single email or a series of automated messages over a period of days or weeks.

You can use a welcome series to thank your subscriber for joining your list, make them aware of other ways to stay in touch (via your social networks, for example), offer them new subscriber discounts or coupons, incentivize them to tell their friends about you, or all of the above. It doesn’t matter which of these you choose, but it does matter how you execute.

Win the Attention of Undecided Prospects

Email marketing is still one of the most effective channels to nurture prospects due to its low cost, and the willingness of buyers to receive email from companies with whom they already have some kind of relationship. According to DemandGen Report, nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. The following lead nurturing best practices will help you build relationships with your prospects:

  • Get their permission. Before sending marketing messages to your prospects, be sure to ask for their explicit permission, preferably via double opt-in, so they do not see it as unsolicited email or spam. This shows respect by giving your prospects a choice, which will set the tone for relationship building and partnership. The success of your email marketing campaign depends on this more than anything else.
  • Automate your lead nurture strategy. Implement automatically triggered campaigns (a series of automated emails called a “drip” campaign) that deliver consistent brand messages at specified time intervals and when leads reach certain milestones. Drip marketing is a strategy that will help you keep your company fresh in your recipients’ minds until they’re ready to buy. Over time, as prospects respond, you’ll learn more about their needs and interests.

Differentiate customers, not just products

Differentiate customers, not just products

The managing of customers in your database is of equal if not greater importance than the management of the products and services you generate. Careful monitoring and review of the relationship fostered between you and your customers plays a critical role in retaining their business. Consider how wants and needs might differ among them, and how those differences might influence their purchasing patterns and behaviors. Over time, it becomes apparent that some customers are more valuable than others and purchase more often and make larger purchases (and by that same logic, it may be revealed that other customers may not be worth quite as much as the attention they have been receiving thus far). So it’s important for companies to understand the needs of customers within different profitability tiers and adjust their service levels accordingly.

Behavioral Marketing: Subscribers Demand More Personalized Content

Differentiate customers, not just products

Targeting tactics should be a key component of your marketing strategy

Behavioral targeting starts with understanding who your target audience is, what they’re interested in and what their needs are. Crafting your email with their needs in mind will help keep them engaged.

Identifying a target market’s pain points and recognizing differences between groups of customers, is at the heart of marketing. What you think is relevant and what a prospect or customer finds relevant may be two different things.

Harness customer data to improve relevancy

Differentiate customers, not just products

Moving into the New Year, marketers will need to make better use of customer data to engage and drive more relevant communications. By gathering insight about customers, marketers can begin to have more meaningful interactions through rich and deep customer intelligence.

Business intelligence data offers immense opportunity to better serve and engage customers. Expanding the customer profile with a combination of transactional and behavioral interaction data collected across multiple channels, empowers marketers to create highly targeted automated messaging. Start by tracking behavioral interactions, such as purchase history, clicks in your emails, and website activity. Use this data to segment your list and create actionable offers that are more integrated, personalized, and relevant across all your marketing activities.

Hotelier Email Marketing Challenges & Solutions [Post 4 of 5]

Email marketing is an excellent tool for hoteliers to stay in touch with their guests and prospects. Travel related email campaigns retain a loyal audience and create direct revenue opportunities with past, present, and future customers. In this five part blog series we will address common challenges hoteliers face and explore how email marketing is the most effective solution to meet these challenges.

Today’s blog post highlights how transactional or “service” emails can be turned into revenue opportunities. Whether you are new to email marketing or are looking to refine your email campaigns, learn how you can use email to drive action and increase profits.

Hotelier Email Marketing Challenges & Solutions [Post 3 of 5]

Email marketing is an excellent tool for hoteliers to stay in touch with their guests and prospects. Travel related email campaigns retain a loyal audience and create direct revenue opportunities with past, present, and future customers. In this five part blog series we will address common challenges hoteliers face and explore how email marketing is the most effective solution to meet these challenges.

Today’s blog post highlights how hotel marketers can consolidate data to deliver one-to-one messages in real-time. Whether you are new to email marketing or are looking to refine your email campaigns, learn how you can use email to drive action and increase profits.