Who is this guide for?
B2C Marketing, Communications and Retention professionals focused on engaging customers throughout their lifecycle, increasing customer spending and building brand advocates.
Introduction
Existing customers are crucial to growing your business. Not only do they spend more, they are worth 7 times more than newly acquired customers.
The big question is, how do you gain these high-value customers and keep them engaged with your brand? The key is to send the right message at the right time. The most precise way to achieve this is through scientific lifecycle marketing. Scientific lifecycle marketing uses data analysis to profile and predict where customers are at critical points in their consumer lifecycle, such as their level of engagement, spending habits, and lifetime value. Targeted and timely campaigns are then sent to drive repurchasing and encourage customer advocacy. This scientific lifecycle marketing guide provides strategies, tips and examples from a scientific viewpoint on how to use predictive analysis to build successful customer lifecycle marketing campaigns.
Lifecycle marketing allows you to nurture all your revenue sources, including leads, sales, repeat cutomers, churning customers, and upsells.
The most effective way of implementing lifecycle marketing campaigns is by breaking customers down into four different groups:
Interested Prospects, Engaged Customers, Inactive Customers, and Advocates.
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Interested Prospects are email recipients who have
requested communication with your business.
Engaged Customers are currently active with your
brand through purchases and communications.
Inactive Customers have stopped purchasing and opening your emails.
Advocates are customers that continue purchasing and tell all their friends about your brand.
Relevant campaigns such as a Welcome, Activation, Win-Back, and Rewards series are then sent to each customer as they hit each stage in their lifecycle.
Welcome Series
Focus on educating new email subscribers or customers about your brand.
Activation Series
Encourage the subscriber to purchase or become a paid member.
Win-Back Series
Focus on getting churning customers to repurchase.
Reward Series
Offer incentives, exclusive promotions and events to loyal customers.
Welcome Series
Purpose
A Welcome Series focuses on educating new email subscribers or customers about your brand to keep them engaged and purchasing. Audience
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New subscribers who have not previously engaged with your brand. Customers who made their first purchase without having been on the email list prior to converting. First impressions are important - so make them count! Most businesses trigger one, maybe
