2. Lifecycle Messaging and
Marketing Automation

3. Kat Johnson
Marketing Manager, Allen Edmonds
Sarah Veit Wallis
Chief Operating Officer, Indochino

4. Lifecycle Messaging is
Timely, targeted, relevant

5. Lifecycle Messaging Benefits
If you get it right, you achieve
• Happier customers
• Higher sales
• Lower costs

6. Lifecycle Messaging is Important
If you don’t consider the customer’s mindset,
you will
• Lose the personal touch and the relationship
becomes a one way communication.
• Lose prospects’ and customers’ interest and
engagement.
• And spend more money on lower performing
campaigns.

7. How to Approach Lifecycle Messaging

8. Lifecycle Mapping and Data
Engagement
Post-purchase
Purchase
Consideration
Reengagement
Awareness

9. Lifecycle Messaging Examples
2nd
Order
Message: “It’s easy to order
again now that we have your
measurements”
Segment: One-time buyers
Results: 2.25x revenue/email
sent over segment benchmark
How I Wear Essential Gray
Message: “This is a versatile
suit”
Segment: Customers who have
not purchased a suit
Results: 1.5x revenue/email
sent over segment benchmark
Reactivation (A/B Test)
Message A: $499 for a suit, shirt, tie
Message B: 10% off a suit, shirt, tie
Segment: Buyers who have not
purchased in 9 or more months
Results:
A: 10x revenue/email sent over
segment benchmark
B: almost zero result

10. Marketing Automation
How cool would it be
if you could make
lifecycle messaging
happen by itself?
You can!

11. The Batch & Blast
You are probably working late...
freaking out about deadlines…

12. Marketing Automation Benefits
• Reduce Operating Cost
• Better Insights in to
What Works
• Higher ROI

13. Marketing Automation Examples
Onboarding/Welcome
Message
Cart Abandonment
Message: “Still deciding”
Message: “Welcome to
Allen Edmonds, The
American Original”
Segment: Abandoned
online cart
Results: 20:1 ROI
Segment: New subscribers
Post Purchase Series
Message: “You have the shoes –
how about that matching belt”
Upsell
Matching Belt
Purchase
Caring for
Your Shoes
Time for a
Recraft
X Days
X Days
X Days
Segment: Customers who have
purchased a pair of shoes.

14. Marketing Automation ROI
Volume
Automated
12%
Allen Edmonds:
• Send 2+ million messages
per month.
Promotional
88%
• Email channel generates
60% of revenue online and
40% in retail stores.
Revenue
Automated
32%
Promotional
68%

15. 4 Take-a-ways
•
•
•
•
Keep it simple for starters.
Test, Test, Test.
Let the data speak and assist in your plan.
You can automate!