Lifecycle Marketing_Stacy Lin (Final)
Transcript of Lifecycle Marketing_Stacy Lin (Final)
A u g u s t 1 7 , 2 0 1 1
Lifecycle Email Marketing Stacy Lin
Agenda
What is Lifecycle Email Marketing?
What Makes a Great Lifecycle Email Marketing Program?
How to Measure Success?
What to be Testing?
How does Social Media Fit In?
What is Lifecycle Email Marketing?
What is Email Marketing? •The use of email to develop relationships with potential customers
and/or clients.
What is Lifecycle Marketing •Take a customer-centric approach to email marketing strategy with
lifecycle messages.
What do we mean by lifecycle?
•Define and communicate the stages through which a customer progresses when considering, purchasing and using products, and the associated business processes a company uses to move the customer through the customer life cycle.
Retention, Not Just
Acquisition
Welcome
Here’s More Info
PurchaseYou
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Key: Retention, Not Just Acquisition
Businesses are Making the Shift to Lifecycle Email Marketing 2011 Lifecycle Email Marketing Survey
Businesses are Making the Shift to Lifecycle Email Marketing
Source: “2011 Lifecycle Email Marketing Survey” was conducted online by Zoomerang on behalf of StrongMail from May 23 to June 3, 2011
Source: “2011 Lifecycle Email Marketing Survey” was conducted online by Zoomerang on behalf of StrongMail from May 23 to June 3, 2011
Lifecycle Marketing is Successfully Applied to Travel & Hospitality/Retail/Tech
Case Study: Travelocity
What Makes a Great Lifecycle Email Marketing Program?
Clear Program
Goals
Tightly Defined Business
Rules
Thoughtful Segmentation
Compelling Relevant Content
Creative Designed for Email
Common lifecycle marketing goals are to:
Increase conversionsIncrease revenue
Increase share-of-walletIncrease customer engagement
Increase brand buzzIncrease referral rate
Decrease attritionDecrease customer servicing costs
How to Measure Success?
Calculate Benchmarks for All Programs & Segments
What to be Testing?
How does Social Media Fit In?
• Contributing to the conversation• Self-Interest• Altruism• Validation• Affinity
Understand what factors influence customers to share :
• Tribal interests• Reward/Incentives• Content• Simple and obvious• Ease of sharing• Creates value• Social acumen and adoption among subscribers
Recognize what makes content shareable: