Discover How to Increase Effectiveness of Lifecycle #Email Marketing
A customer lifecycle can be described as the nature of a customer’s relationship with a brand or company. A customer lifecycle has ups and downs and can be divided into different phases and different periods of activity. Before potential customers convert, they are simply prospects who may not be aware of your offering and services. As a #marketer it is first job to inform them about the product, brand and company and generate interest, which will eventually convert them into active customers. Establishing trust and security is important. By mastering email marketing, you can effectively convert prospects to active customers.
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Making your product visible
It has been witnessed that a prospect needs to hear your message at least seven times before they are finally willing to buy. The more visible your product is to customers, higher are the chances of them converting. At times potential customers may be on the lookout for what you are offering, but may be drawn to your competitors offering a more lucrative deal. Even if they are interested in your product, at this time they may choose to shop from another website. To gently remind the prospect about your product, you can consider emailing. The answer to this lies in sending lifecycle #emails. You can send emails which are designed for a particular stage the customer is in. You can achieve the end goal of purchase through these emails. By providing value to the customers over time, you can expect happier and more satisfied customers.
Adopting lifecycle email marketing strategy
Although research indicates that lifecycle email marketing generates nine times greater results, few email marketers are taking advantage of this strategy. Marketers are confused about where to begin and are mainly concerned about the additional work which is required to implement the one-to-one strategy. You should have set of goals which align with the customer’s mindsets at each lifecycle stage. Although businesses understand the benefits of email marketing, they do not know much about personalization in lifecycle email marketing.
Adding a personal touch
Personalizing #emails increase the likelihood of the mails being read. An #email which addresses consumers as “Dear Customer” and comes with an even less appealing subject line will lead to deletion. However, if customers are greeted with their name and the subject line interests them, they would open the mail. Building trust too could be a challenge. Start by ditching the spam and trust would be easier to establish. Personalized content beyond the subject line will increase engagement. A personalized email with a personal touch will lead customers to click on links, accept an offer or share the email through social media.
Do’s for lifecycle emails
You can consider the non-financial incentives. You can try something like free shipping upgrades, a sneak peek into new products or offer consultation with a personal shopper. Carry out tests till you narrow down on what works best for your customer base. Call to actions play an important role in lifecycle messaging. You can encourage customers to act through limited time-offers and short window promo codes. Lastly, measure the impact of campaigns on your customers. You can get an insight into profit, revenue and conversions. Consider adopting a customer centric marketing approach. It will require a shift in view on how customers are behaving over time and how your organization can maximize the value of customer relationship.
Don’ts for lifecycle emails
You should not over segment before experimenting. High achieving marketing teams may go from no lifecycle to a multitude of segments. The output can be difficult to maintain. It is important to start on a broader note and allow the data to dictate where the team should be focusing at. Through experimentation and iteration, you can expand the segmentation efforts.
It is advisable that you do not allow assumptions to dictate your marketing strategy. It is best to avoid rigid and preset assumptions. It is worth testing tactics which may work out for you. It is important to bear in mind that one tactic which has worked for another firm may not work out for you. Make sure that you lay a strong foundation before over-engineering processes. It may be impossible for you to shift from universal discount codes to individualized serial codes at the moment. It is advisable that you start simple, get results, keep learning and refine strategies with time.
Learn the art of creating customer lifecycle programs within email marketing in 'Big Things, Little Resources' by Lauren Purcell, Email Marketing Program Manager, FramesDirect.com and Creating Lifecycle Programs by Jennifer Newheiser, Email & CRM Manager, Rover.com at the Modern Marketing Experience in Las Vegas from April 26-28, 2016.
Join the thousands of people expected to attend Modern Marketing Experience North America April 26–28, 2016 at the MGM Grand in Las Vegas. Personally engage and network with Modern Marketing leaders and industry icons to gain valuable insights. Evolve your methods by taking home best practices from practitioners and experts in session tracks featuring cross-channel orchestration, optimization and personalization, social and content marketing, mobile engagement, data and programmatic advertising, and marketing automation. Explore today’s proven strategies and tools that you can use to power digital marketing innovation and revenue generation tomorrow.