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7. Marketing campaigns that address different customer needs as they progress in
their relationship with a brand
What Is Lifecycle Marketing?
Purchase
Retention
Post
Purchase
Pre-
Purchase
8. What Is Lifecycle Marketing?
Pre-Purchase Post Purchase Retention
Browse Abandonment First Purchase Win-Back
Welcome Series Product Education Cart Recovery
Segmented Promotions Product Replenishment
Best Customer Series
9. Lifecycle email marketing was found to increase campaign performance,
subscriber engagement and customer satisfaction.
Why Lifecycle Marketing?
http://www.marketingtechblog.com/infographic-the-ecosystem-of-lifecycle-marketing/marketing-lifecycling-mod3-2/
55%
67%
56%
Campaign Performance Subscriber Engagement Customer Satisfcation
10. Through lifecycle marketing, our
customers are seeing:
• a 20% increase in CLV year-
over-year
• an average retention rate lift of
17%
• and 10x ROI
Why Lifecycle Marketing?
16. • Browse abandonment is a sort of
virtual window shopping
Browse Abandonment
By The Numbers
https://www.experian.com/assets/marketing-services/reports/ccm-bestpractices-remarketing.pdf
17. • Browse abandonment is a sort of
virtual window shopping
Browse Abandonment
By The Numbers
• 4x the lift in conversion rates
https://www.experian.com/assets/marketing-services/reports/ccm-bestpractices-remarketing.pdf
18. • Browse abandonment is a sort of
virtual window shopping
Browse Abandonment
By The Numbers
• 4x the lift in conversion rates
• 6x rise in revenue per email
https://www.experian.com/assets/marketing-services/reports/ccm-bestpractices-remarketing.pdf
19. • Browse abandonment is a sort of
virtual window shopping
Browse Abandonment
By The Numbers
• 4x the lift in conversion rates
• 6x rise in revenue per email
• $0.37 RPE (industry avg. $0.11)
https://www.experian.com/assets/marketing-services/reports/ccm-bestpractices-remarketing.pdf
28. Tip 1
Tip 2
Browse Abandonment Email Tips
Include images of browsed items
or product categories in each
email.
Enable frequency capping to
avoid sending too many emails
during a certain timeframe.
30. Meet Browsing Bill
Attributes:
• Notorious online window shopper who just
signed up for your newsletter
Earn Their Loyalty:
• Deploy a subscriber welcome series
• Browse abandonment emails (if applicable)
31. • Triggered after a user subscribes to
your email newsletter
Welcome Series
32. • Triggered after a user subscribes to
your email newsletter
• Builds brand loyalty from the start of
the relationship
Welcome Series
33. • Triggered after a user subscribes to
your email newsletter
• Builds brand loyalty from the start of
the relationship
Welcome Series
By The Numbers
http://myemma.com/brainiac/welcome
34. • Triggered after a user subscribes to
your email newsletter
• Builds brand loyalty from the start of
the relationship
Welcome Series
By The Numbers
• 4x the open rate of batch & blast
http://myemma.com/brainiac/welcome
35. • Triggered after a user subscribes to
your email newsletter
• Builds brand loyalty from the start of
the relationship
Welcome Series
By The Numbers
• 4x the open rate of batch & blast
• 5x the click rate of batch & blast
http://myemma.com/brainiac/welcome
36. • Triggered after a user subscribes to
your email newsletter
• Builds brand loyalty from the start of
the relationship
Welcome Series
By The Numbers
• 4x the open rate of batch & blast
• 5x the click rate of batch & blast
• 33% more long-term engagement
http://myemma.com/brainiac/welcome
37. ü Outline important brand information
like company history
ü Highlight customer service
ü First purchase incentive
ü Featured products section
Welcome Series – Email 1
38. ü Orient new subscribers to future
email content & website content
ü Call to follow on social
ü Dynamic product recommendations
Welcome Series – Email 2
39. ü Showcase products
ü One more call for social
ü Incentive to make first purchase
ü Dynamic product recommendations
Welcome Series – Email 3
40. ü Showcase products
ü One more call for social
ü Incentive to make first purchase
ü Dynamic product recommendations
Welcome Series – Email 3
Other Option
Use this email to gather more information
such as birthday, interest, or other custom info
42. Welcome Email Example
• Triggered the hour after
subscription to the Long Tie Store
newsletter
43. Welcome Email Example
• Triggered the hour after
subscription to the Long Tie Store
newsletter
• Includes a 10% coupon code to
motivate the first purchase
44. Welcome Email Example
• Triggered the hour after
subscription to the Long Tie Store
newsletter
• Includes a 10% coupon code to
motivate the first purchase
• Pulls in dynamic and static
product recommendations
46. Welcome Email Example
• Conveys store policies, “Free
Express Delivery & Free Returns” to
highlight the easy online shopping
experience
47. Welcome Email Example
• Conveys store policies, “Free
Express Delivery & Free Returns” to
highlight the easy online shopping
experience
• Includes first name personalization
48. Welcome Email Example
• Conveys store policies, “Free
Express Delivery & Free Returns” to
highlight the easy online shopping
experience
• Includes first name personalization
• Provides company contact
information to build trust
49. Tip 1
Tip 2
Welcome Email Tips
Personalize the message with the
customer’s first name & create a
relevant subject line that helps
motivate consumers to open the
email.
Give customers an easy next step
to engage with the brand (ex. “Like
us on Facebook for 10% off your
next purchase.”)