Once you've successfully integrated an email marketing strategy into your business, it can seem like the work is mostly done. Aside from a few tweaks here and there, there's not much higher you can advance, right?
Wrong. Lifecycle email marketing allows you to take your email marketing strategy to the next level. By doing so, you'll be able to improve your conversion rate, thus increasing your revenue. Here are some effective strategies for lifecycle email marketing in 2019 and beyond.
What is Lifecycle Email Marketing?
Lifecycle email marketing is a more targeted campaign effort that meets your prospects and customers where they're at in your sales funnel. Traditional email marketing flows target the stages of the funnel themselves, rather than diving into what people are doing in those stages.
The development and improved accessibility of AI have transformed email marketing and made lifecycle email marketing possible. With the right tools in place, you can pull data from your website and trigger emails based on preset thresholds. The emails use details from individual customers to speak to them directly, with the goal of making a sale.
Email Lifecycle Marketing Strategies by Stage
To create an email lifecycle marketing strategy, you need to understand what's happening within each stage of the funnel. Here's what you need to know about each stage, and how you can target customers within them.
During the awareness stage, you can't send emails to leads. However, that doesn't make this stage any less important. Awareness is the entry point of your funnel.
To build awareness, create great content that attracts potential customers. Use SEO tips to create a strategy that drives organic traffic, as well as compelling social media content. You need to capture people at this stage so that you can enable email marketing later.
2. Interest and Decision
The interest stage is where you capture an email address, using a lead magnet or opt-in. Depending on the nature of your business, this could be a discount incentive or an exclusive piece of content.
At the interest stage, there are two main targets for lifecycle email marketing: browse abandonment and cart abandonment.
Browse abandonment occurs when someone is looking at products but doesn't add anything to their cart. Triggering reminder emails about the products they spent time looking at can redirect them to your site and encourage them to start a transaction.
Cart abandonment takes place when items are left sitting in a cart. Triggering follow-up emails reminds customers that they forgot something, and encourages the completion of the transaction-- in essence, making a decision. Both of these strategies are simple and effective for boosting conversions.
At the action stage, a customer has completed a transaction, and money has been exchanged for goods or services. Now is the time to use targeted email strategies to help customers feel good about their purchase.
In addition to the usual email flow that thanks them for their purchase and provides information about how they access their product or service, you should be using follow-ups. Send a follow-up with helpful tips or tricks for getting the most of their purchase. Another targeted email can ask for feedback and ratings in return for a discount on their next purchase.
After a customer has made a purchase, you want to keep them coming back for more.
One of the best strategies for targeting lapsed customers is a "we miss you" email that asks them to come back after a period of inactivity. This could be triggered after six weeks, 90 days, and six months without a purchase. Adding an incentive to come back is ideal for this lifecycle email marketing strategy.
Using Lifecycle Email Marketing Effectively
The main objective of lifecycle email marketing is to remove barriers and friction from the sales process. A customer might have an interest in your product, but abandon the cart because they're price sensitive. Reminding them of their interest after payday could be the key to taking action.
By considering customer psychology and predicting what they need, you can use lifecycle email marketing to improve your conversion rate drastically.