“What is a lifecycle email campaign?” you might ask? A simple way to describe it is as one that is based on predictable future needs or desires, as indicated by a previous customer action. A triggered lifecycle campaign typically consists of scheduled emails distributed at defined intervals. These campaigns can also be based on certain behaviors or changes of status.
While lifecycle campaigns can run consistently for months at a time, the following is an example of an automated lifecycle campaign around the purchase of a digital camera:
- One week after purchase: A thank you and simple check-in email can provide the customer with online documentation and support numbers they may need for their new camera.
- One month after purchase: A triggered email to the client can express that you hope they’re happy with their camera and that it is working well. A link to a survey about their new product could be included, and can also feature tips to help them get the most out of their new piece of equipment.
- Two months after purchase: After you’ve started to build the relationship with the customer, you can follow up with upsell and cross-sell opportunities—you know what product(s) they have, so you can reasonably predict what other items they might need. For a digital camera, this could be a memory card, a carry case, a different lens, a special photo printer, photo paper or online storage.
With a highly sophisticated, data-driven program, you can make behavior-based adjustments and recommendations to each of these triggered emails; enabling marketers to develop more targeted messages to those who are highly engaged.
For those who do not easily engage, you can look at data to better understand their communication preferences—how they want to hear from you and what they want to hear from you about—and looking at those preferences, share offers, competitions, events, product information and other details that will effectively elicit a response.