Session at Email Sherpa 2010 conference on basing a lifecycle email marketing program on the actual lifecycle of your customer/subscriber. Includes case study from Parenting.com/Bonnier.

1. Baby Oh Baby! Lifecycle Marketing That Starts at the Zygote Stage January 21, 2010

10. Batch and Blast is the Past

11. Hope is Not a Strategy

13. Overloaded Inbox

14. Channels Are Exploding

15. Email Needs to be a Conversation

16. Consumers Have More Choices

17. Irrelevant vs Relevant Higher Expectations From Marketers

18. And Lifecycle Delivers a Better ROI

21. Lifecycle Stages

23. Welcome - Incentive

24. Welcome – Getting Started

25. Post Purchase – Pre Use

26. Post Experience – Repeat Purchase

27. Happy Birthday

31. Parenting.com: Who we are The digital sibling in The Parenting Group family

34. Growing and gaining momentum – with newsletters an integral part of the growth strategy Source: Omniture Holiday Newsletter Daily Pregnancy Planner Trying to Conceive Relaunch

35. Parenting.com readers Our visitors are moms or moms-to be. Source: Parenting.com Consumer Profile Study, June 2009; n= 4,991 (Total respondents) 91% have at least one child in the HH with an average age of 2 80% are married 49% graduated college Median age 31 36% quit working to be a stay-at-home mom Of those that work, 80% work outside their home while 20% work at home full time or sometimes On average 55% visit Parenting.com once a week or more 15% are currently expecting a child

37. The Newsletters Weekly: Trying to Conceive Daily Pregnancy Planner : Babygram Weekly: Ages & Stages Concentration The Early Years Anticipation Pregnancy Conception Getting Pregnant Integration The PreSchool Years

39. Trying to Conceive

41. Daily Pregnancy Planner

45. Daily Pregnancy Planner: Week 20, Day 3 Automatic sweep from last DPP template into first template of Ages and Stages based on due date

46. Ages and Stages

48. Visual and Text-Based Clues

49. Open & CTRs for Lifecycle Campaigns