1. Building Customer
Relationships with
Lifecycle Marketing
Presented by:
Amber Ricchetti, Lifecycle Marketing Manager
(@Gldnamby) &
Kim Stiglitz, Lifecycle Marketing Director
(@Stiggy1)

2. What is Lifecycle Marketing?
Leading a customer or
prospect down a path to
take the desired action
based on where they are
or what actions they have
or haven't taken.

3. Why Is It Important?
JupiterResearch indicates lifecycle email marketing
campaigns generate as much as nine times greater
results than other types, and few email marketers are
currently taking advantage of this customer-oriented
strategy based on the idea of delivering the right message
at the right time.

4. Get On Target
To build productive relationships with your
customers you must move beyond the traditional
email "blasts" from the past. Time your
communications to your customers' needs.

5. 6 Keys to a Lifecycle Marketing
Program
• Clear goals
• Segmentation
• Personalization
• Relevant Content
• Compelling Email Design
• Track & Test

6. Goals of Programs
• Increase new customer count
• Increase conversion
• Increase revenue
• Increase engagement loyalty
• Increase referrals, WOM
• Decrease churn

7. Examples of Lifecycle Programs
•Welcome
•Abandoned shopping cart
•Birthday/Anniversary
•First-purchase
•Reactivation
•Loyalty

8. Example Customer Lifecycle
Prospect Customer Customer Active Customer Recaptured
Customer
• Where are they in the process?
• Segment your list to match.
• What obstacle must they overcome?
• Match your message to the desired outcome.

9. The All
Important
Welcome
Goal: Increase new
customer count &
conversions

10. Howdy!
Double-click to enter text

11. Welcome, Friend!

12. Lead Down the Path to Conversion

13. Make that First Purchase

14. The Aha! Moment

15. Customer Engagement
Ideas:
• Surveys
• Reviews
• Testimonials
• Contests
• Awards
• Loyalty Programs

16. Customer Engagement

17. Customer Appreciation

18. Keep 'Em Loyal
Loyalty programs
• Insider programs
• Email bonus rewards
• Happy Birthday emails
• Anniversary emails
• Rewards programs/card
• Points programs/cards
• Mileage programs
• Member programs
“B2B marketers report most of their new sales come from current customers, but only
one-half say their companies have departments that focus primarily on customer
retention, according to a survey by Loyalty 360 and SAS.”

19. Get 'Em Back
Email Ideas:
• Re-Opt-In
• Include a coupon for your
product or service
• Free Giveaway
• New product or service
enhancements

20. Reactivation Examples

21. Tell 'Em You Miss 'Em

22. Track
Based on your segment, customer position in the
lifecycle, and goals, how'd you do? Here are
some things to track and measure:
• Increased conversions?
• Increased revenue?
• Increased customer engagement?
• Increased buzz and WOM?
• Decreased inactive customers?

23. Test
• Calls to action
• Buttons
• From name
• Subject line
•Preheader
• Header, other copy
• Offer, positioning
• Images, creative
• Testimonials

24. Quick Recap
• Targeted lifecycle marketing programs are effective
• Set your goals based on stages of the relationship
• First impressions are everything
• How do you get them to the “Aha” moment?
• Help overcome obstacles to convert
• Tailor your messages
• Keep the conversation going
• Keep customers happy
• If things go sour, get 'em back
• Track, measure, test

25. Resources
• VR Marketing Blog
• Marketing Sherpa
• VR Helpsite -
help.verticalresponse.com
• VR Button Builder -
buttons.verticalresponse.com
• Anne Holland - Which Test
Won?