Friday, September 14, 2012

Email tips to consider across different stages of a customer lifecycle

1. Acquisition

Consider a push-pull relationship with your social media channels and think about the right time to drive people into social, and the right time to pull them back into email.  ‘Likes’ lack real attributable value but we can transfer these into ‘subscribers’ which you are able to measure the value of.
It's important to encourage sharing via social and then from social ensure you provide a form for people to sign up to your email as well.  Incentivizing can work really well to encourage database growth.

2. Conversion

How do we treat those who aren’t ready to buy today? Consider integration with other channels based upon clickstream information.  Is it possible to use telemarketing (certainly for higher value sales) based upon activity, or non-activity? Or can you provide value through useful content to increase engagement and ease them on a journey towards conversion?

3. Growing Value

Use automated content post purchase to give customers more value, whether that’s helping them to get the most out of a free software trial, giving them tips on using their new purchase or even providing other useful content relevant to or in the same field as the product or service you provide.  These always provide upsell or cross-sell opportunities.
4. Retention
Think about including reminder emails.  This could be for anything from toilet paper to unused vouchers to birthday cards.
5. Re-Activation
Attempt to reactivate recipients before they unsubscribe.  Choose a time period of inactivity that you consider to be ‘lapsed’.  Once recipients fall into this category, look to treat them differently. 
Remind them about the strong points of your offering, or give them the option to receive less or perhaps even different content.  Be careful on the use of offers at this time; or at the least ensure that the ‘lapsed’ period is long enough for them to have missed out. 

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