A Simplified Approach to Lifecycle Marketing
Despite the fact that JupiterResearch data indicates lifecycle email marketing campaigns generate as much as nine times greater results than other types, few email marketers are taking advantage of this customer-oriented strategy based on the idea of delivering the right message at the right time.
Many marketers are confused about where to begin and are concerned about the additional work required to implement this truly one-to-one strategy. But during a recent presentation to Atlanta-area marketers, Silverpop CEO Bill Nussey detailed a simplified approach to a developing lifecycle marketing program. Read the entire article on lifecycle marketing
Here are some basic things to try. A few of them are already on my list.
Campaign elements appropriate for Interested Recipients might include:
- Welcome messages
- An educational campaign
- Lead warming activities
- Promotions for first purchase
Messaging elements to Engaged Customers can encompass:
- Renewal notices
- Shopping cart abandon notices
- Service alerts
- Receipts
- Reminders of upcoming events
- Special promotions for top customers
- Targeting based on Web site page visits
Tactics to re-engage Lapsed Customers include:
- Sending surveys to identify reasons for lack of engagement
- Offering incentives to re-visit the Web site
- Delivering promotions to encourage purchases
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