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Lifecycle Email Marketing Stacy Lin

Agenda

What is Lifecycle Email Marketing?

What Makes a Great Lifecycle Email Marketing Program?

How to Measure Success?

What to be Testing?

How does Social Media Fit In?

What is Lifecycle Email Marketing?

What is Email Marketing? •The use of email to develop relationships with potential customers

and/or clients.

What is Lifecycle Marketing •Take a customer-centric approach to email marketing strategy with

lifecycle messages.

What do we mean by lifecycle?

•Define and communicate the stages through which a customer progresses when considering, purchasing and using products, and the associated business processes a company uses to move the customer through the customer life cycle.

Retention, Not Just

Acquisition

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Key: Retention, Not Just Acquisition

Businesses are Making the Shift to Lifecycle Email Marketing 2011 Lifecycle Email Marketing Survey

Businesses are Making the Shift to Lifecycle Email Marketing

Source: “2011 Lifecycle Email Marketing Survey” was conducted online by Zoomerang on behalf of StrongMail from May 23 to June 3, 2011

Source: “2011 Lifecycle Email Marketing Survey” was conducted online by Zoomerang on behalf of StrongMail from May 23 to June 3, 2011

Lifecycle Marketing is Successfully Applied to Travel & Hospitality/Retail/Tech

Case Study: Travelocity

What Makes a Great Lifecycle Email Marketing Program?

Clear Program

Goals

Tightly Defined Business

Rules

Thoughtful Segmentation

Compelling Relevant Content

Creative Designed for Email

Common lifecycle marketing goals are to:

Increase conversionsIncrease revenue

Increase share-of-walletIncrease customer engagement

Increase brand buzzIncrease referral rate

Decrease attritionDecrease customer servicing costs

How to Measure Success?

Calculate Benchmarks for All Programs & Segments

What to be Testing?

How does Social Media Fit In?

• Contributing to the conversation• Self-Interest• Altruism• Validation• Affinity

Understand what factors influence customers to share :

• Tribal interests• Reward/Incentives• Content• Simple and obvious• Ease of sharing• Creates value• Social acumen and adoption among subscribers

Recognize what makes content shareable: