Lifecycle Marketing
-
Upload
kim-stiglitz -
Category
Technology
-
view
108 -
download
1
description
Transcript of Lifecycle Marketing
![Page 1: Lifecycle Marketing](https://reader036.fdocuments.us/reader036/viewer/2022062511/54c7e3894a79592a5d8b4663/html5/thumbnails/1.jpg)
Presented by:Amber Ricchetti, Lifecycle Marketing
Manager (@Gldnamby) & Kim Stiglitz, Lifecycle Marketing Director
(@Stiggy1)
Building Customer Relationships with Lifecycle Marketing
![Page 2: Lifecycle Marketing](https://reader036.fdocuments.us/reader036/viewer/2022062511/54c7e3894a79592a5d8b4663/html5/thumbnails/2.jpg)
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.
![Page 3: Lifecycle Marketing](https://reader036.fdocuments.us/reader036/viewer/2022062511/54c7e3894a79592a5d8b4663/html5/thumbnails/3.jpg)
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.
![Page 4: Lifecycle Marketing](https://reader036.fdocuments.us/reader036/viewer/2022062511/54c7e3894a79592a5d8b4663/html5/thumbnails/4.jpg)
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.
![Page 5: Lifecycle Marketing](https://reader036.fdocuments.us/reader036/viewer/2022062511/54c7e3894a79592a5d8b4663/html5/thumbnails/5.jpg)
6 Keys to a Lifecycle Marketing Program
• Clear goals• Segmentation• Personalization• Relevant Content• Compelling Email Design• Track & Test
![Page 6: Lifecycle Marketing](https://reader036.fdocuments.us/reader036/viewer/2022062511/54c7e3894a79592a5d8b4663/html5/thumbnails/6.jpg)
Goals of Programs• Increase new customer count• Increase conversion• Increase revenue• Increase engagement loyalty• Increase referrals, WOM• Decrease churn
![Page 7: Lifecycle Marketing](https://reader036.fdocuments.us/reader036/viewer/2022062511/54c7e3894a79592a5d8b4663/html5/thumbnails/7.jpg)
Examples of Lifecycle Programs
•Welcome•Abandoned shopping cart•Birthday/Anniversary•First-purchase•Reactivation•Loyalty
![Page 8: Lifecycle Marketing](https://reader036.fdocuments.us/reader036/viewer/2022062511/54c7e3894a79592a5d8b4663/html5/thumbnails/8.jpg)
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
![Page 9: Lifecycle Marketing](https://reader036.fdocuments.us/reader036/viewer/2022062511/54c7e3894a79592a5d8b4663/html5/thumbnails/9.jpg)
The All Important Welcome
Goal: Increase new customer count & conversions
![Page 10: Lifecycle Marketing](https://reader036.fdocuments.us/reader036/viewer/2022062511/54c7e3894a79592a5d8b4663/html5/thumbnails/10.jpg)
Double-click to enter text
Howdy!
![Page 11: Lifecycle Marketing](https://reader036.fdocuments.us/reader036/viewer/2022062511/54c7e3894a79592a5d8b4663/html5/thumbnails/11.jpg)
Welcome, Friend!
![Page 12: Lifecycle Marketing](https://reader036.fdocuments.us/reader036/viewer/2022062511/54c7e3894a79592a5d8b4663/html5/thumbnails/12.jpg)
Lead Down the Path to Conversion
![Page 13: Lifecycle Marketing](https://reader036.fdocuments.us/reader036/viewer/2022062511/54c7e3894a79592a5d8b4663/html5/thumbnails/13.jpg)
Make that First Purchase
![Page 14: Lifecycle Marketing](https://reader036.fdocuments.us/reader036/viewer/2022062511/54c7e3894a79592a5d8b4663/html5/thumbnails/14.jpg)
The Aha! Moment
![Page 15: Lifecycle Marketing](https://reader036.fdocuments.us/reader036/viewer/2022062511/54c7e3894a79592a5d8b4663/html5/thumbnails/15.jpg)
Customer Engagement
Ideas:• Surveys• Reviews• Testimonials• Contests• Awards• Loyalty Programs
![Page 16: Lifecycle Marketing](https://reader036.fdocuments.us/reader036/viewer/2022062511/54c7e3894a79592a5d8b4663/html5/thumbnails/16.jpg)
Customer Engagement
![Page 17: Lifecycle Marketing](https://reader036.fdocuments.us/reader036/viewer/2022062511/54c7e3894a79592a5d8b4663/html5/thumbnails/17.jpg)
Customer Appreciation
![Page 18: Lifecycle Marketing](https://reader036.fdocuments.us/reader036/viewer/2022062511/54c7e3894a79592a5d8b4663/html5/thumbnails/18.jpg)
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
![Page 19: Lifecycle Marketing](https://reader036.fdocuments.us/reader036/viewer/2022062511/54c7e3894a79592a5d8b4663/html5/thumbnails/19.jpg)
Get 'Em Back
Email Ideas:• Re-Opt-In• Include a coupon for your product or service• Free Giveaway• New product or service enhancements
![Page 20: Lifecycle Marketing](https://reader036.fdocuments.us/reader036/viewer/2022062511/54c7e3894a79592a5d8b4663/html5/thumbnails/20.jpg)
Reactivation Examples
![Page 21: Lifecycle Marketing](https://reader036.fdocuments.us/reader036/viewer/2022062511/54c7e3894a79592a5d8b4663/html5/thumbnails/21.jpg)
Tell 'Em You Miss 'Em
![Page 22: Lifecycle Marketing](https://reader036.fdocuments.us/reader036/viewer/2022062511/54c7e3894a79592a5d8b4663/html5/thumbnails/22.jpg)
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?
![Page 23: Lifecycle Marketing](https://reader036.fdocuments.us/reader036/viewer/2022062511/54c7e3894a79592a5d8b4663/html5/thumbnails/23.jpg)
Test
• Calls to action• Buttons• From name• Subject line• Preheader• Header, other copy• Offer, positioning• Images, creative• Testimonials
![Page 24: Lifecycle Marketing](https://reader036.fdocuments.us/reader036/viewer/2022062511/54c7e3894a79592a5d8b4663/html5/thumbnails/24.jpg)
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
![Page 25: Lifecycle Marketing](https://reader036.fdocuments.us/reader036/viewer/2022062511/54c7e3894a79592a5d8b4663/html5/thumbnails/25.jpg)
Resources
• VR Marketing Blog• Marketing Sherpa• VR Helpsite - help.verticalresponse.com • VR Button Builder - buttons.verticalresponse.com• Anne Holland - Which Test Won?
![Page 26: Lifecycle Marketing](https://reader036.fdocuments.us/reader036/viewer/2022062511/54c7e3894a79592a5d8b4663/html5/thumbnails/26.jpg)