Relationships between customers and companies can be easy to form and maintain. There are so many different things a company has to take into consideration both when approaching and when being approached by a customer and these can either aid or degrade the interaction.
Lifecycle email campaigns can help a customer feel closer to a brand and help guide them through the entire journey of them meeting your brand and putting their trust into your products. Here are some tips to help you create these types of campaigns successfully.
What are lifecycle emails?
Lifecycle emails can be a little tricky, as they aren’t always something businesses keep in mind when planning their marketing strategy. They are essentially the different stages a customer experiences as they come in contact with your brand.
Lifecycle email campaigns evolve along with the natural progression of a customer’s relationship with your brand. They are customized and personalized emails you can send out when a person first signs up for your email list, when they have something left in their cart, or once they have completed their first purchase.
All of these email types will follow the course of a customer’s actions and even help guide them in order to make certain decisions. Your goal will be to create automated and also customized emails which will play an important role.
Attracting more people to your brand
Attracting more customers is the main thing for lifecycle email campaigns to be successful. This is important mainly because the more new people you attract to your brand, the more likely people are to sign up for your email list. This is the way for you to reach out to them through regular and planned communications.
After someone signs up to your email list, you should make sure to send a welcoming email which will let them know you are there to help with anything they need. You can also offer a small discount which can expire within just a few hours after their sign up, something that can potentially motivate them to make a purchase to try your products or services.
Sending offers in the form of emails
Sending promotional material, offers and discount codes through your emails can be a great way to engage your potential customers and help them feel more ready to make a purchase on your website. There are many occasions when it is appropriate for you to send out such an email:
- When they first sign up for your email list
- When they have added something to their cart
- When they haven’t logged into their account in a while
- On holidays and other special events such as Christmas or Valentine’s Day
No one wants to pass up a good offer and this can help motivate your brand followers to take the necessary step and make a purchase and therefore try one or more of your products and services. This action will take you to the next step of the lifecycle.
It is also important to make sure that the emails you send out are always looking professional yet friendly and that you have checked that they are free of any types of mistakes which can degrade the quality of your text. You can easily use an online tool such as Hemmingway Editor, or even pick a professional writing service of your choice to help you out with your writing and editing needs.
Making sure people are happy with your products and services
After they have become a customer, it is time for you to ensure they will be happy with your products as well as the help you provide them with. It is a good idea to send them regular emails asking them if they are having any issues with the delivery of the order before they have to, and also let them know you are available to help at any time.
Just like the previous steps, this will help you show your customers that your brand cares and that you always think about the experience they are having by putting their trust in your services.
Helping your contacts go from customers to promoters
Lastly, another part of this cycle is encouraging your happy customers to promote your products and speak highly of your company. When someone is happy with the products they received and the way they were treated by the company, they are more likely to speak to friends and peers about your brand. Design a communication to your customer post-purchase that embeds a survey link, or even a link to your Yelp or Google Reviews.
This form of marketing is the ultimate goal of your lifecycle email campaign and it will be what helps you stand out from your competitors. Happy customers will speak about their experience on social mediaand that will help you create a strong brand image and attract even more new customers.
How will you implement lifecycle email campaigns into your brand strategy?