Re-engagement campaigns are all about reinvigorating that spark that once existed when a customer purchased. Image source: LD. To avoid losing inactive customers to the abyss, these campaigns must be creative, clear and concise, reassert your benefits, and inspire action. Inactive and defecting customer campaigns can be thought of as a sort of last-ditch effort to earn back the business of contacts. From the second visitors land on your website, customer data is being generated. Data capture is happening at every point in the customer lifecycle, too.
Look at each stage, the data generated there, and how you can use it and match it to each lifecycle stage. The following diagram illustrates which types of data can be generated and collected at each stage.
How to Perform Lifecycle Email Marketing
Data quickly becomes the coal needed to power your long-term loyalty engine. Ask whether your buyers fall into the following categories:. Over time, data will shed light on the answer. Cross-referencing the above data will help you segment your customers into clusters which you can then target across channels and with different kinds of campaigns. It illuminates areas of focus — customers and campaigns that are converting — and lending insight that shows you how to best allocate dollars.
Automation technology with quality data recommends the best course of action to optimize your strategy. In effect, data unlocks your true potential. Campaigns will run in the background so you can get back to analyzing results, re-examining your goals, tweaking campaigns accordingly, and continuously adjusting and improving strategy, content, and creative. Opening the door aboard a moving train is a bad idea that could have disastrous consequences; so too is sending unpersonalized or irrelevant content to customers. There are five things to avoid at all costs with your lifecycle marketing strategy and execution.
Disjointed systems set the stage for ineffective data unification, inhibiting your ability to succinctly store and centralize information about customers. Using multiple point solutions for each marketing activity — email, social, mobile, website, and more — serves as a dangerous roadblock that will prevent you from reaching the destination. The entire purpose of a successful lifecycle marketing strategy is personalizing content based on where each customer sits in their lifecycle at any given moment.
One of the biggest mistakes, then, is neglecting to personalize interactions. With powerful personalization engines, you can automate and scale meaningful content to each person in your database and at any point for higher engagement.
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At the perfect time. With the perfect content within the email. Maintenance of tone, messaging, and style is crucial not just for customer lifecycle marketing, but also brand building in general. Lifecycle marketing is only good insofar as your ability to scale it for each and every customer. Effective customer segmentation, relevant content placement, and efficient automation of everything presented in this guide needs to be scaled and mechanized regardless of database size or customer attributes.
Avoid fragmented, disconnected customer experiences and help your customers stay on track for their entire journey, delighted by your excellent in-transit interactions, speedy and seductive service, and unparalleled personalized marketing. Michael is a content marketing, audience development, and customer experience fanatic.
As Digital Content Manager at Emarsys, Michael helps manage the content hub where he and his team create helpful content for e-commerce and digital marketers. He resides in downtown Indianapolis. Michael Becker.
Fire up your engines! Driving traffic.
1. Poor Coordination Between Other Departments and Channels
Boost traffic via referrals and social media advertising. Get conversions. Inspire visitors or anonymous audiences to sign up. Capture new subscribers — or even immediate buyers — from social media and your owned channels website, mobile app. Always prompt new contacts whether transactional or not to also subscribe to your e-newsletter and set their expectations in your preference center. Welcome new contacts. Get that initial transaction. Drive first-time online purchases and transactions.
Create browse abandonment and cart abandonment campaigns — via email and the website — for contacts that browse or build carts without buying. First-time buyer to second-time. Driving one purchase is easy; ensuring that new customers return is tougher. Do this with strategic follow-up content. Post-purchase and repurchase.
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Back in stock and price drop. Ensure customers are updated when their favorite items are available again or when these items go on sale. Execute promotional emails. Be certain to send promotional emails for anniversaries, birthdays, holidays, and apologies if necessary. VIP and loyalty member programs. Show your customers the benefits of becoming a VIP.
Win back inactive and defecting customers. Win-back campaigns and subscriber reactivation communications remind customers of the value of doing business with you. You can also target inactive contacts via social channels. Reminders to reorder previously bought products can help to get customers back and buying. Ensuring you optimize the post-purchase flow to understand the experience, build on the engagement and drive to the second purchase is perhaps t he biggest problem in marketing.
Bad post-purchase emails offer the same product customers bought — and more retailers are doing this than should be the case. Good post-purchase content includes material, offers, and information related to previous purchases, usually as recommended items. Seek feedback. Feedback is the single biggest category of qualitative unstructured data you can get. What better time to seek reviews or to share a brief survey than after a first-time purchase?
Test engagement frequency.
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Timing of post-purchase up-sell and cross-sell emails differ depending upon industry, products, and mostly, the tendencies of individual customers. Step 3: Win back defecting and inactive customers The growth stage is all about turning a first-time buyer into an active buyer by inspiring repurchase. Luckily, you have several options when it comes to defective or inactive contacts.
You can: Delete or unsubscribe them entirely from your list.
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Take them off any main lists, and instead include them only on sporadic or specific one-off emails. Test variations of re-engagement e.
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When executing strategically, this is the best option. Defecting customer win-back. This segment of customers are showing tell-tale signs of leaving and never coming back — making purchases less predictably, buying much less, or making returns often. Subscriber reactivation. Subscribers are buyers waiting to happen! When they go inactive, it behooves you to try and win them back with repermission campaigns.
Replenishment marketing. Social retargeting. Embeds 0 No embeds. No notes for slide. Viral Strategies and Buzz Marketing 1. About Emakina Emakina is the leading independent Belgian web agency. Some Emakina Customers 5. Buzz Marketing— An event or activity that generates publicity, excitement, and information to the consumer. Viral Marketing— An attempt to deliver a marketing message that spreads quickly and exponentially among consumers. It isnt dishonest or unnatural. Word of Mouth— The most powerful medium on the planet— Its the actual sharing of an opinion about a product or service between two or more consumers— Its what happens when people become natural brand advocates— Its the holy grail of marketers, CEOs and entrepreneurs, as it can make or break a product.
If a large percentage of recipients forward something to a large number of friends, the overall growth snowballs very quickly. If the pass-along numbers get too low, the overall growth quickly fizzles. Highly profitable and targeted, but also fairly focused and controllable. Celebrities, ultra-trendy youth, Often used as part of the "seeding" campaign to help get the word out about a new viral ad. But, the main focus of the campaign is on the creative -- the thing thats so neat-o that people feel compelled to spread the word. People dont spread the ad because they love your brand, they spread it because they cant help but adore your content.
Theyre not evangelists serving you, they are self-serving.
Onboarding Emails: What Happens After They Sign Up For Your “Free Thing”
Instead of an ad they want to zap. Make people laugh2. Recommend something3. Competition join or help you win 4. Call for charity, noble cause6. Join a petition7. Self appreciation Chain mail! Any of the above can be marketing vectors for your product Plan the campaign2. Define objectives: buzz or traffic3. Research the audience - where and how to stimulate4.
Timing and phasing5. Seed the viral spread6. Measure and monitor8. Attachments sizes and forwarding mechanisms9. Incentives and legalities Follow-up the campaign It can be implemented as a micro-site or an extension of a marketing site— The first large scale application of blogs was launched by Nike. These sites assure more branding visibility than normal television coverage Word- of-mouth works great but it needs an initial critical mass to take off This is why marketers are now turning to online viral marketing.
Viral Marketing kills two birds with one stone— It avoids the need to have a product with a wow factor in order to raise awareness, generate buzz and kickstart peer-to-peer spread.! The focus is on campaigns with material that consumers want to spend time interacting with and spreading proactively.!