We often talk about the customer lifecycle when discussing triggered emails and when to send the most appropriate email to a customer. Understanding the customer lifecycle is a crucial aspect of email marketing, ensuring that the right message is delivered to the right customer at the right time. So what are the main stages of the lifecycle, and what should you be sending at each stage?
First of all, it can be used as a method of validation, ensuring that you have captured the correct email address. Secondly it’s a great opportunity to begin the relationship with your customer and set the expectations of what they have signed up for and what they can expect to receive. Additionally, welcome emails can be used as an opportunity to capture more data from your customers, allowing you to send them more relevant content. Finally it’s a great opportunity to generate some buzz around your brand, not forgetting the potential sales opportunity whilst your customer is engaged.
First purchase or enquiry stage
Where emails are captured during the purchase process, but that purchase is not completed you have an opportunity to break down some of those barriers stopping the customer from going further. For a retailer, perhaps this might be concerns over delivery costs or credibility – this is where cart recovery can be extremely useful at overcoming these concerns and recovering sales.