Email marketing campaigns can be conducted in a number of different ways. You can choose to send bulk emails to everyone on their subscriber list. This is typically used for one off announcements and special offers. Alternatively, you can use your email campaigns to build a relationship with your subscribers, with each message influenced by their habits and activities. This is known as ‘lifecycle email marketing’. It is a particularly useful way of keeping existing customers engaged and interested in your company.
A lifecycle email marketing strategy will be different for every company. But, whatever messages you send, the timing of them is paramount. Here are some of the times when it would be appropriate to send lifecycle marketing messages:
When a Customer First Subscribes
When a customer first opts in to your email marketing list, you can send a message welcoming them and thanking them for their interest in your company. Let them know what they can expect from your emails to keep them interested.
After a Customer Makes a Purchase
When a customer makes a purchase from your website, send them a message confirming their order and thanking them for their custom. You can then send another message letting the customer know that their order has been dispatched. After the customer has received their order, you can send a follow up email to again thank them and request their feedback on the sales process.
When a Subscriber Has Been Inactive
Marketing emails can often get neglected in a user’s busy inbox. If you have any subscribers that have been inactive for between three and six months, send them a message reminding them of your content. Make sure that the subject line is engaging enough to encourage the user to open the message.