Presented by:Amber Ricchetti, Lifecycle Marketing

Manager (@Gldnamby) & Kim Stiglitz, Lifecycle Marketing Director

(@Stiggy1)

Building Customer Relationships with Lifecycle Marketing

What is Lifecycle Marketing?

Leading a customer or prospect down a path to take the desired action based on where they are or what actions they have or haven't taken.

Why Is It Important?JupiterResearch indicates lifecycle email marketing campaigns generate as much as nine times greater results than other types, and few email marketers are currently taking advantage of this customer-oriented strategy based on the idea of delivering the right message at the right time.

Get On TargetTo build productive relationships with your customers you must move beyond the traditional email "blasts" from the past. Time your communications to your customers' needs.

6 Keys to a Lifecycle Marketing Program

• Clear goals• Segmentation• Personalization• Relevant Content• Compelling Email Design• Track & Test

Goals of Programs• Increase new customer count• Increase conversion• Increase revenue• Increase engagement loyalty• Increase referrals, WOM• Decrease churn

Examples of Lifecycle Programs

•Welcome•Abandoned shopping cart•Birthday/Anniversary•First-purchase•Reactivation•Loyalty

Example Customer Lifecycle

• Where are they in the process? • Segment your list to match.• What obstacle must they overcome? • Match your message to the desired outcome.

Prospect Customer Customer Active Customer Recaptured Customer

The All Important Welcome

Goal: Increase new customer count & conversions

Double-click to enter text

Howdy!

Welcome, Friend!

Lead Down the Path to Conversion

Make that First Purchase

The Aha! Moment

Customer Engagement

Ideas:• Surveys• Reviews• Testimonials• Contests• Awards• Loyalty Programs

Customer Engagement

Customer Appreciation

Keep 'Em Loyal

“B2B marketers report most of their new sales come from current customers, but only one-half say their companies have departments that focus primarily on customer retention, according to a survey by Loyalty 360 and SAS.”

Loyalty programs• Insider programs• Email bonus rewards• Happy Birthday emails• Anniversary emails• Rewards programs/card• Points programs/cards• Mileage programs• Member programs

Get 'Em Back

Email Ideas:• Re-Opt-In• Include a coupon for your product or service• Free Giveaway• New product or service enhancements

Reactivation Examples

Tell 'Em You Miss 'Em

Track

Based on your segment, customer position in the lifecycle, and goals, how'd you do? Here are some things to track and measure:

• Increased conversions?• Increased revenue?• Increased customer engagement?• Increased buzz and WOM?• Decreased inactive customers?

Test

• Calls to action• Buttons• From name• Subject line• Preheader• Header, other copy• Offer, positioning• Images, creative• Testimonials

Quick Recap• Targeted lifecycle marketing programs are effective• Set your goals based on stages of the relationship• First impressions are everything• How do you get them to the “Aha” moment?• Help overcome obstacles to convert• Tailor your messages• Keep the conversation going• Keep customers happy• If things go sour, get 'em back• Track, measure, test

Resources

• VR Marketing Blog• Marketing Sherpa• VR Helpsite - help.verticalresponse.com • VR Button Builder - buttons.verticalresponse.com• Anne Holland - Which Test Won?