4 Steps to Effective Lifecycle Email Marketing
It's one thing to send a message that says “We miss you.” It's another thing entirely to say, “We know you haven’t purchased since Aug. 3, 2010 at 1:22 p.m. and we miss you.” Your copy should speak to the purpose of the data event, not the data itself. Be creative and concise. But most of all, be relevant.
4. Test your theory. If you're heading down this path, you're clearly making the assumption that this effort is going to improve your program’s performance. Before you pull the trigger, do some testing. Hold a control group that continues to receive email communications from you as it always has. Then segment a control group that falls into the lifecycle stream to prove your theory. It's this type of test that will make the incremental behavior most obvious, which is especially helpful when you're asking for additional funds to get your hands on more of your own data for future efforts.
Getting your lifecycle email program optimized and functional is an ongoing process and won't happen overnight. With a good plan and plenty of patience, however, it will prove successful.