Downloaded 50 times
Uploaded byKissmetrics on SlideShare
How to Kick-Start Your Customer Lifecycle with Email Marketing
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.
More Related Content
Similar to How to Kick-Start Your Customer Lifecycle with Email Marketing
![Email Marketing Course: HubSpot Academy [ALL YOU NEED]](https://cdn.slidesharecdn.com/ss_thumbnails/mbhubspotli-180804073406-thumbnail.jpg?width=640&height=640&fit=bounds)
![How to Salely Buylinkedin Connection-[Stap by Stap Guide].pdf](https://cdn.slidesharecdn.com/ss_thumbnails/howtosalelybuylinkedinconnection-stapbystapguide-251128160456-020f6973-thumbnail.jpg?width=640&height=640&fit=bounds)
How to Kick-Start Your Customer Lifecycle with Email Marketing
- 1. How to kick-startyour customer lifecycle with email marketing PHILIP STOREY, ENCHANT AGENCY
- 2.
- 3. Thue is theKissmetrics 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
- 4.
- 5. 1 What islifecycle 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
- 6.
- 7. It’s listening towhat people need. Then doing something about it.
- 8. One thing isfor sure… It’s not about you.
- 9. Because there are onlytwo forces in any form of relationship…
- 10.
- 11.
- 12.
- 13.
- 14.
- 15. #Kisswebinar What are we listeningfor? • Interactions on-site • Interactions in email • Birthdays • Anniversaries (purchase etc) • Browse behaviour • Negative actions (lack of engagement)
- 16. #Kisswebinar Be sure to askthe right questions… • At subscription • At purchase • Within campaign emails • When customers lapse • When customers become advocates
- 17. When we getit right, if feels great. The results are incredible.
- 18. #Kisswebinar But when it’snot 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 forcepeople to do things.
- 21. To assume thatwhat you want and what customers want will be the same, is foolish.
- 22. #Kisswebinar If we knowit’s bad, then why do we do it?
- 23. We call this… Thecampaign marketers curse.
- 24. #Kisswebinar The causes of thecurse… • 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 westart with lifecycle marketing?
- 26. Map your customerlifecycle Acquisition Consideration Getting excited & experience Retention & advocacy Win-back
- 27. Then add yourexisting 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
- 28.
- 29. Then find outwhere customers get stuck or where they expect you to go that little bit further.
- 30.
- 31.
- 32.
- 33. 2. What might bepossible tomorrow?
- 34.
- 35.
- 36. #Kisswebinar You’ll end upsomewhere 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 otherways to do this too… Source: Emailcenter Lifecycle email guide
- 38. There are otherways to do this too… Source: Ometrica customer journey map
- 39.
- 40. Once you’ve mapped yourtactics and strategies, you need to organize them
- 41. #Kisswebinar So use a graderto 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 campaignshould be a series of messages, by default.
- 43. Because asking once, isn’treally a conversation.
- 44. Ask your customerswhat they might like…
- 45. Who’s good atputting people first? Who’s good at listening and understanding their audience?
- 46.
- 47.
- 48.
- 49.
- 50.
- 51.
- 52.
- 53.
- 54.
- 55.
- 56.
- 57.
- 58.
- 59.
- 60.
- 61.
- 62. This gets results. I’veseen 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.
- 65. #Kisswebinar • Always tryto 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 OperationsManager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions? PHILIP STOREY Founder & CEO, Enchant Agency @philipstorey philip@enchantagency.com