How to Kick-Start Your Customer Lifecycle with Email Marketing
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The document discusses email marketing strategies for improving customer lifecycle engagement, emphasizing the importance of understanding customer needs. It highlights tactics for mapping the customer journey and prioritizing marketing initiatives based on their impact. Additionally, it warns against common pitfalls in marketing practices and advocates for continuous improvement and customer-centric approaches.
How to Kick-Start Your Customer Lifecycle with Email Marketing
- 1. How to kick-start your customer lifecycle with email marketing PHILIP STOREY, ENCHANT AGENCY
- 3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Philip is the Founder & CEO at Enchant, the customer lifecycle agency. Before starting Enchant, Philip spent 15 years both agency and client-side, helping brands to build relationships with people through marketing. When he’s not marketing, he can be found on the yoga mat or meditating in the hills of Vietnam. PRESENTER NAME Founder & CEO, Enchant Agency @philipstorey
- 5. 1 What is lifecycle marketing Mindset Strategic tools Prioritizing tactics and strategies 2 How to tackle the customer lifecycle with email marketing 3 Great examples of lifecycle email marketing TABLE OF CONTENTS #Kisswebinar
- 7. It’s listening to what people need. Then doing something about it.
- 8. One thing is for sure… It’s not about you.
- 9. Because there are only two forces in any form of relationship…
- 10. Contributing
- 11. or taking…
- 12. Guess which type doesn’t work?
- 15. #Kisswebinar What are we listening for? • Interactions on-site • Interactions in email • Birthdays • Anniversaries (purchase etc) • Browse behaviour • Negative actions (lack of engagement)
- 16. #Kisswebinar Be sure to ask the right questions… • At subscription • At purchase • Within campaign emails • When customers lapse • When customers become advocates
- 17. When we get it right, if feels great. The results are incredible.
- 18. #Kisswebinar But when it’s not right, the negative impact can be irreversible.
- 19. #Kisswebinar • Unsubscribes • Complaints • Loss of revenue • Loss of database • No recovery option = It’s over…
- 20. You cannot force people to do things.
- 21. To assume that what you want and what customers want will be the same, is foolish.
- 22. #Kisswebinar If we know it’s bad, then why do we do it?
- 23. We call this… The campaign marketers curse.
- 24. #Kisswebinar The causes of the curse… • Pressure from those above • Lack of time to plan • Unrealistic objectives • Culture of unhelpful goals • No customer centricity • We think we already care = It’s over…
- 25. Where do we start with lifecycle marketing?
- 26. Map your customer lifecycle Acquisition Consideration Getting excited & experience Retention & advocacy Win-back
- 27. Then add your existing strategies Acquisition Consideration Getting excited & experience Retention & advocacy Win-back 1 1 1 2 2 Sign-up on-site Sign-up on-site Campaign emails Cart abandonmentWelcome series
- 29. Then find out where customers get stuck or where they expect you to go that little bit further.
- 33. 2. What might be possible tomorrow?
- 35. #Kisswebinar And don’t be a creep
- 36. #Kisswebinar You’ll end up somewhere like this Acquisition Consideration Getting excited & experience Retention & advocacy Win-back 1 1 1 1 1 3 33 3 4 4 3 22 4 5 2 2 2 Sign-up on-site Sign-up on-site Campaign emails Cart abandonmentWelcome series Customer win-backLoyalty email program Category browse seriesNurture seriesSign-up on-site Sign-up on-site Sign-up on-site Sign-up offline Product browse series Advocacy – tell your friends Product replenishment Trialist > 2nd purchase Non-engager program Ask for preferences
- 37. There are other ways to do this too… Source: Emailcenter Lifecycle email guide
- 38. There are other ways to do this too… Source: Ometrica customer journey map
- 39. Tips
- 40. Once you’ve mapped your tactics and strategies, you need to organize them
- 41. #Kisswebinar So use a grader to score each idea, based on • Perceived cost • Ease of implementation • Potential of involving IT • Impact it will have on the customer • Impact it will have on marketing performance
- 42. Every automated email campaign should be a series of messages, by default.
- 43. Because asking once, isn’t really a conversation.
- 44. Ask your customers what they might like…
- 45. Who’s good at putting people first? Who’s good at listening and understanding their audience?
- 62. This gets results. I’ve seen brands 400% their revenue from email marketing by putting people first.
- 63. #Kisswebinar • Happier customers • Better retention • Easier to get consistent results • Less day-to-day pressure on you • Overall, a more consistent marketing performance And it’s not just revenue…
- 64. #Kisswebinar But there are dangers ahead to avoid…
- 65. #Kisswebinar • Always try to find ways to put customer needs first • Map your customer lifecycle • Map the customer journey • Then map how you’ll make changes • Next, prioritise them with a grader (low-hanging fruit comes first) • Put it into action • And never stop improving! Let’s recap
- 66. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions? PHILIP STOREY Founder & CEO, Enchant Agency @philipstorey philip@enchantagency.com