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Part 1 of 5: Customer Lifecycle And Email Marketing.

March 2, 2017

 

As mentioned in the blog series introduction, email marketing is one of the most powerful marketing channels in terms of customer acquisition and retention.

 

How to get started? First, you need to understand how to communicate with your contacts (leads) from the first touch-point on your site all the way to their lifespan as a customer. This is what we call lifecycle marketing. Email offers a unique ability to contact your leads and customers at any given moments with personalized messages.

 

Source: Smartinsights

 

When done correctly, personalized email messages combine all kinds of data to deliver extremely relevant and useful information to both leads and customers.

 

LEADS

 

Most of your new leads won’t be ready to purchase your products or services when first generated. It is your job to educate and provide value to these leads and generate interest in working with your business. You have to nurture your leads.

 

How does email lifecycle marketing help nurture your leads?

 

First, map the content of your email to the buyer’s journey: let’s refer to HubSpot buyer’s journey scheme:

  • Awareness stage e.g. are they new subscribers to your blog doing some research on a problem they have?

  • Consideration stage e.g. are they currently evaluating your company in relation to your competitors so they can determine who to buy from?

  • Decision stage e.g. are they a customer who just purchased?

Knowing where your leads stand in the buyer’s journey is key to building your email marketing strategy.

 

Then, you need to identify key touch-points:

  • Have your leads just subscribed to your blog or newsletter?

  • Did they fill out a contact form?

  • Did they request a demo?

  • Did they add a product to cart?

  • Etc.

Here are some examples of great lifecycle email marketing for leads:

 

Abandoned Cart Email: ALDO 
 

Aldo sends this email to shoppers who put an item into their shopping cart, but don’t purchase. They identified a crucial part of their lead’s lifecycle and are using emails to encourage people to complete purchase.

 

A couple of things that Aldo does well in this email:

  • Their logo is at the top and immediately visible. The user knows who is sending this email.

  • They create a sense of urgency by saying “they won’t last for long as they sell out fast”.

  • They provide an image and a description of the item so readers don’t have to go back to the site to remember what they left in their cart.

  • They use clear, concise and actionable language in their call-to-action “Complete your order”.

 

 
New email newsletter sign-up: Techcrunch
 

There are a couple of things that make this a great example: first, it sets clear expectations on how many emails they plan to send. The email is also short, friendly and to the point.

 

Lastly, they provide the reader information on how to engage with other Techcrunch’s newsletters and how to manage their settings.

 

 

New email newsletter sign-up: LiveOutThere

 

This email sets clear expectations on what to expect from the Ecommerce site based on the reader’s behaviors (explorer type of person, urban, etc). The email is also signed by the CEO. It creates a personal touch and makes the reader feel valued. The CEO sent me an email, wow! 

 

Lastly, they provide the reader with a coupon code. The aim is to use a discount coupon as an incentive and get your new subscriber to make their first purchase. 

 

 

Now let’s move on to the customer side. How to adapt your email lifecycle strategy to them?

 

CUSTOMERS

 

Your should not take your customers for granted. They purchased a product or a service on your site for a good reason. It is your mission to ensure that they are satisfied with the outcome and make them happy.

 

How can email lifecycle marketing help delight your customers?

 

First, map the content of your email to the three customer stages using a different type of messages:

 

 

Here are some examples of great lifecycle email marketing for customers:

 
New customer: Amazon
 

This is a valuable example because it’s an easy blueprint to follow. This is an email triggered off of a customer’s first purchase, so it’s expected and provides some helpful information. Amazon keeps it super simple.

 

 
Incentive email: Moo

 

This email is triggered 30 days after purchase and the aim is to use a discount coupon as an incentive to get your first-time customer to come back to the store and make that second purchase.

 

In the original email, the green box is animated. The reader pays immediate attention to it and opens the box. Then, he lands on a specific landing page that includes a coupon code.  

 

The email also offers the reader with five different ways to provide immediate feedback via social media.

 

 
Get Immediate Feedback from Paying Customers: Warby Parker

 

This email is sent to request for feedback and create an opportunity for you to identify unsatisfied customers. The flip side is also true. Use positive feedback to identify your happy customers and use their feedback as testimonials to grow your brand.

 

In this particular example, Warby Parker thanks their customers and asks them to fill out the survey by a certain date and enter the chance to win a gift card.

 

 

So there you have it. A methodology for mapping the emails you send to your leads and customers using lifecycle marketing. Now it’s your turn to make it work.

 

Stay tuned next week with Part 2 of 5: Components Of A High-Performing Email.

 

Blog Series: How To Become Successful With Email Marketing - Introduction.

Part 1: Customer Lifecycle And Email Marketing.

Part 2: Components Of A High-Performing Email.

✓ Part 3: Get To The Consumer's Inbox - Email Deliverability.

✓ Part 4: Measuring Success.

Part 5: Optimizing & Testing.

 

If you enjoyed this article, consider sharing it.

 

Thanks,

 

Virginie

 

virginie@delighter.co

https://www.delighter.co/blog-en

 

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