In business, keeping customers interested is important for lasting success. It’s cost effective for the business to keep current customers happy rather than finding new ones. (but new customer acquisition is good) Understanding Customer Lifecycle Marketing and the connection to email marketing can help achieve this. Therefore, it’s crucial to understand the concept of Customer Lifecycle Marketing and how it relates to email marketing.
Understanding Customer Lifecycle Marketing
Customer Lifecycle Marketing (CLM) is a powerful strategy that guides potential customers through every stage of their journey with your brand, starting from the first contact. It involves creating a well-managed communication strategy that spans various marketing channels. This approach allows your marketing efforts to have an always-on digital presence, marketing the same service and/or products on multiple platforms at the same time.
These channels include:
- Automated Email Marketing
- Display Ads (PPC and SEM)
- On-Site Personalization (like product recommendations)
- Social Media Re-targeting
- Traditional Marketing (such as direct mail and phone calls)
Email Marketing: A Vital Component
Email marketing plays a significant role in the lifecycle marketing mix.
As with CLM, email too, has its own lifecycle, with a beginning, a middle, and an end.
An email journey includes:
The initial subscription to your list by potential or Interested customers. Steps to take in this stage include:
- Confirming their subscription. Setting expectations through a welcome letter.
- Collecting email preferences.
They are current, engaged customers, and enjoy your email messages. Focus on:
- Acknowledging their patronage.
- Sending personalized and relevant messages.
- Email renewal notices.
- Crafting messages based on their website interactions. Encouraging them to share their experiences and show gratitude.
List subscribers who are now disinterested or lethargic. Your emails go unopened or marked as spam. To reengage them:
- Segment subscribers by the length of time they became unresponsive.
- Plan a reactivation email campaign with incentives specific to those created segments.
A Measurable and Manageable Journey
As you navigate this journey, it’s important to note that each stage is measurable, predictable, and manageable. Plan your email campaigns with different goals for each stage. Just as you plan your campaigns, have a strategy for the lifecycle of email. The best part? It’s easy to do.
Keep subscribers engaged at every stage of their journey by optimizing the email marketing lifecycle. These types of marketing plans build stronger customer relationships and long-term success for your business. So, go ahead and master the art of email marketing within the broader context of Customer Lifecycle Marketing—it’s a journey worth taking!