1.
How to kick-start your
customer lifecycle with
email marketing
PHILIP STOREY, ENCHANT AGENCY

2.
@Kissmetrics
#Kisswebinar
@thuelmadsen

3.
Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft driver in SF, which is also how he ended up as
a Kissmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him hiking
in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Philip is the Founder & CEO at Enchant, the customer
lifecycle agency. Before starting Enchant, Philip spent 15
years both agency and client-side, helping brands to
build relationships with people through marketing. When
he’s not marketing, he can be found on the yoga mat or
meditating in the hills of Vietnam.
PRESENTER NAME
Founder & CEO, Enchant Agency
@philipstorey

4.
@thisisenchant
#Kisswebinar
@philipstorey

5.
1 What is lifecycle marketing
Mindset
Strategic tools
Prioritizing tactics and strategies
2 How to tackle the customer lifecycle with email marketing
3 Great examples of lifecycle email marketing
TABLE OF CONTENTS
#Kisswebinar

6.
What is lifecycle
marketing?

7.
It’s listening to what
people need.
Then doing
something about it.

8.
One thing is for sure…
It’s not about you.

9.
Because there are
only two forces in any
form of relationship…

10.
Contributing

11.
or taking…

12.
Guess which type
doesn’t work?

13.
#Kisswebinar
Everything starts
with understanding
your audience

14.
#Kisswebinar
“Seek first to
understand”

15.
#Kisswebinar
What are we
listening for?
• Interactions on-site
• Interactions in email
• Birthdays
• Anniversaries (purchase etc)
• Browse behaviour
• Negative actions (lack of
engagement)

16.
#Kisswebinar
Be sure to
ask the right
questions…
• At subscription
• At purchase
• Within campaign emails
• When customers lapse
• When customers become
advocates

17.
When we get it
right, if feels great.
The results are
incredible.

18.
#Kisswebinar
But when it’s not
right, the negative
impact can be
irreversible.

19.
#Kisswebinar
• Unsubscribes
• Complaints
• Loss of revenue
• Loss of database
• No recovery option
= It’s over…

20.
You cannot force people
to do things.

21.
To assume that what you
want and what customers
want will be the same, is
foolish.

22.
#Kisswebinar
If we know it’s
bad, then why do
we do it?

23.
We call this…
The campaign marketers
curse.

24.
#Kisswebinar
The causes
of the curse…
• Pressure from those above
• Lack of time to plan
• Unrealistic objectives
• Culture of unhelpful goals
• No customer centricity
• We think we already care
= It’s over…

25.
Where do we start
with lifecycle
marketing?

26.
Map your customer lifecycle
Acquisition Consideration
Getting
excited &
experience
Retention
& advocacy
Win-back

27.
Then add your existing strategies
Acquisition Consideration
Getting
excited &
experience
Retention
& advocacy
Win-back
1 1 1
2 2
Sign-up on-site Sign-up on-site Campaign emails
Cart abandonmentWelcome series

28.
Then map
the customer
journey

29.
Then find out where
customers get stuck or
where they expect you to
go that little bit further.

30.
#Kisswebinar
Look at other
industries

31.
Then use your
imagination.

32.
1.
What’s possible today?

33.
2.
What might be possible
tomorrow?

34.
What will
really make
people
happy?

35.
#Kisswebinar
And don’t
be a creep

36.
#Kisswebinar
You’ll end up somewhere like this
Acquisition Consideration
Getting
excited &
experience
Retention
& advocacy
Win-back
1 1 1 1 1
3 33 3
4 4
3
22
4
5
2 2 2
Sign-up on-site Sign-up on-site Campaign emails
Cart abandonmentWelcome series Customer win-backLoyalty email program
Category browse seriesNurture seriesSign-up on-site
Sign-up on-site
Sign-up on-site Sign-up offline Product browse series Advocacy – tell your friends Product replenishment
Trialist > 2nd purchase Non-engager program
Ask for preferences

37.
There are other ways
to do this too…
Source: Emailcenter Lifecycle email guide

38.
There are other ways
to do this too…
Source: Ometrica customer journey map

39.
Tips

40.
Once you’ve mapped
your tactics and
strategies, you need to
organize them

41.
#Kisswebinar
So use a
grader to
score each
idea, based on
• Perceived cost
• Ease of implementation
• Potential of involving IT
• Impact it will have on the
customer
• Impact it will have on
marketing performance

42.
Every automated email
campaign should be a
series of messages,
by default.

43.
Because asking once,
isn’t really a conversation.

44.
Ask your customers what
they might like…

45.
Who’s good at putting
people first?
Who’s good at listening
and understanding their
audience?

46.
#Kisswebinar
Campaign
Monitor

47.
#Kisswebinar
Campaign
Monitor

48.
#Kisswebinar
Campaign
Monitor

49.
#Kisswebinar
Campaign
Monitor

50.
#Kisswebinar
Just Eat

51.
#Kisswebinar
eflorist

52.
#Kisswebinar
GANT

53.
#Kisswebinar
Redbubble

54.
#Kisswebinar
New Look

55.
#Kisswebinar
Urban
Oufitters

56.
#Kisswebinar
Reebok

57.
#Kisswebinar
Santander

58.
#Kisswebinar
Ocado

59.
#Kisswebinar
Cineworld

60.
#Kisswebinar
PlayStation

61.
#Kisswebinar
Withings

62.
This gets results.
I’ve seen brands 400%
their revenue from email
marketing by
putting people first.

63.
#Kisswebinar
• Happier customers
• Better retention
• Easier to get consistent results
• Less day-to-day pressure on you
• Overall, a more consistent marketing performance
And it’s not just revenue…

64.
#Kisswebinar
But there
are dangers
ahead to
avoid…

65.
#Kisswebinar
• Always try to find ways to put customer needs first
• Map your customer lifecycle
• Map the customer journey
• Then map how you’ll make changes
• Next, prioritise them with a grader (low-hanging fruit comes first)
• Put it into action
• And never stop improving!
Let’s recap

66.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?
PHILIP STOREY
Founder & CEO, Enchant Agency
@philipstorey
philip@enchantagency.com