Effective Email Marketing for Each Stage of the Customer Lifecycle
Digital Branding

Effective Email Marketing for Each Stage of the Customer Lifecycle

The effective email marketing takes places in five stages of customer lifecycle.

  • Awareness - Knowing about the brand
  • Purchase - Buying a product and becomes a customer
  • Relationship builder - It qualifies a customer.
  • Retention - Making customer into loyal customers.
  • Advocacy - Loyal customers starts to promote your brand to their friends.

For the reach of leads successfully, marketers should know where their customers are in these 5 stages of lifecycle and this helps them to send specific emails to their customers. Now let's take a deeper look at these five stages of customer lifecycles.

Lifecycle #1: Awareness

Awareness is the first stage of customer lifecycle, where customers gets awareness of your product and begins to explore your offers. The awareness stage should give solutions to the customers and make them buy your product.

  • Emails can be sent which can include testimonial.
  • Links to relevant content: The follow-up emails can be sent for directing your customer to an article about the benefits of your product.
  • Testimonial: A review site can be linked so they can see the reviews of your product from the real customers.

Lifecycle #2: Purchase

Once customer is aware of your product then it's time to encourage your customers to purchase. Encourage them by personalizing the offer; it may increase your revenue from segmented campaign.

During purchase stage, you can include free shipping option and invitation.

  • Free shipping option: Most of the customers prefer free shipping while they purchase a product.
  • An invitation: Invite your customer for the demonstration where they can see your product or service in action.

Lifecycle #3: Relationship building

It's time to build fruitful relationship with your customer once they purchased your products rather than to just move on. To keep customers loyal and engaged to your product you can send continuous emails regarding your promotions, product improvement, growth potential, industry updates and upcoming events.

You can include post-purchase follow-ups and survey during building relationship.

  • Post-purchase follow-ups: Provide your customers with your support team phone number and ask them about recent purchase and if they require any assistance.

Lifecycle #4: Retention

Retention is the important stage in this customer lifecycle so that it saves your time spent in the previous stages. But remember that you're not selling; you're just retaining your customers to become loyal and get engaged.

You can provide loyalty programs, incentives and links to helpful contents during retention stage.

  • Offer through a loyalty program: Loyalty program makes customer to drive sale by rewarding them for repeat business.
  • Incentives: Provide incentives by segmenting them into group to buy again.
  • Links to helpful content: Help your customer by sending them the instruction link for their utilization.

Lifecycle #5: Advocacy

Email marketing helps to go long away to build a positive relationship between customer and brand and this make your customer die-hard brand advocates. Focusing on customer service can encourage your brand advocates all the time.

You can provide encouragement for referrals and personal messages to VIPs during your advocacy.

  • Encouragement for referrals: You can encourage your customer by providing them coupons or loyalty points for referring their friend via email.
  • Personal messages to VIPs: Ask your die-hard customers to write a blog or give testimony on your product to share their experience. In return you can provide discount towards a future purchase for their honest feedback.

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