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.

Transforming your data into customer intelligence

Customer data is one of a company’s greatest assets. Yet, this data is often underutilized. Learning about your customers and using that behavioral and transactional data to create more relevant and meaningful customer communications is the key to building and maintaining strong customer relationships.

Email marketing lends itself to tracking so marketers can gain a real-time sense of how well a campaign is performing, and pinpoint problems or areas that need improvement. The challenge a lot of marketers face is how to make sense of all the data and use it effectively. Organizing the data you accumulate from your email campaigns—and making sense if it all—can be daunting. However, developing a better understanding of customer behaviors, attitudes, and preferences enables more effective and relevant messaging.

Email intelligence tactics can help you take your marketing to the next level. For example:

• Identify and segment newly married from empty nesters (these consumers are at distinct phases in their lives)

• Segment by geography (don’t advertise Red Sox baseball caps to New York residents)

• Profile the characteristics of your most profitable customers (buys frequently, high-volume)

• Focus your sales efforts on the leads that meet qualifying criteria (demographics, firmographics)

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.

StrongMail is for Everyone

StrongMail

I love StrongMail. StrongMail’s email marketing platform, Message Studio, is one of the most modern and versatile interfaces I have ever used. And that’s saying a lot.

I’ve butted heads with more email marketing tools than I can remember, and a lot of them barely scratched the surface of what Message Studio can do.