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Effective Email Marketing for Each Stage of the Customer Lifecycle

JASON DENT - AUG 28, 2017

Have you ever shared a great product on social media or encouraged a friend to try a service that you can’t live without? In doing so, you’ve made yourself a brand advocate. A brand advocate loves a product so much that they’re willing to tell the world how great it is. 

But you didn’t wake up one day and start complimenting a brand on Facebook or raving about it at a dinner party. It takes time, and deliberate actions from the brand, for customers to reach that point.

From the moment a prospect learns about a brand, they become part of a five-stage customer lifecycle.

  1. Awareness – Prospect learns about the brand or product
  2. Purchase – Prospect purchases product and becomes a customer
  3. Relationship building – Brand nurtures relationship with customer
  4. Retention – Brand retains one-time customer, making them into a loyal one
  5. Advocacy – Customer advocates for brand on social media and beyond

To successfully lead customers through these stages, marketers must know where a customer is in the cycle and send specific email messages that complement the customer’s journey. In this way, email becomes an integral part of creating brand advocates.

In this post, we’ll take a deeper look at the 5 stages of the customer lifecycle, as well as emails you can send during each stage.

Stage 1: Awareness

Awareness is the first step in the customer lifecycle. During this phase, people become aware of your brand and may begin to explore what you offer. When a customer reaches the awareness stage, brands should help subscribers discover and evaluate their product.

Now is a great time to send emails that explain the benefits of your product, or tell subscribers how your product solves a problem. Remember, customers don’t buy products, they buy solutions. It’s important to pitch your product correctly during the awareness stage so subscribers can quickly identify with it.

When La Mer, an online skincare company, wanted to promote a moisturizer, the brand showed how the lotion solves a problem. Most moisturizers leave a shiny look or greasy finish, but this lotion is different.

During the awareness stage, you could also send:

Stage 2: Purchase

Once a subscriber is aware of and more knowledgeable about your product, it’s time to encourage a purchase. Nothing spurs a sale like a discount or a promotion, so consider offering this kind of incentive via email.

Take additional steps to personalize the offer, too. After all, emails with personalized subject lines are 26% more likely to be opened and marketers have found a 760% increase in email revenue from segmented campaigns. You can add the subscriber’s name to the email or encourage the purchase of a product that the subscriber has looked at on your website.

Flight Centre, a travel agency with branches across North America, adds the subscriber’s name to this email and focuses on a trip to London, which the subscriber selected as a preferred destination during the signup process.

During the purchase stage, you could also send:

Stage 3: Relationship building

Once a subscriber has made a purchase, it’s time to develop a fruitful relationship. After all, your goal is to have long-term, loyal customers, rather than just those who make a purchase once and move on.

To keep subscribers engaged with your product and brand, consider sending a regular email newsletter. A newsletter has endless possibilities. You can send content about product improvements, staffing changes, growth potential, industry updates, upcoming events, and much more.

British Airways sends a newsletter to its subscribers with a link to its monthly newsletter.

During the relationship building stage, you could also send:

Stage 4: Retention

Once you’ve built a relationship, you need to nurture it. During the retention stage, brands should make every effort possible to keep subscribers coming back for more.

Focusing on retention is well worth your time, as it costs 5x more to attract a new customer than it does to retain a current one, according to Invesp. As you work to retain customers, remember that it’s not all about selling. You’ve started to build a relationship with customers and retention efforts should build on that premise.

Jaybird, a company that sells wireless headphones, sent its loyal customers an email to download a free music app. The purpose of the email is to provide something extra for loyal customers so they’ll see Jaybird as more than just a headphone provider.

During the retention stage, you could also send:

Stage 5: Advocacy

There’s no secret formula for turning loyal customers into die-hard brand advocates, but targeted email marketing goes a long way to cultivate a positive relationship between a brand and its customers.

As you convert subscribers into customers and continue to build relationships, you’ll see that some customers become brand advocates. To encourage this behavior, focus on customer service and showing your appreciation.

The team at MINDBODY sent an email to subscribers when the brand hit a milestone. This email expressed gratitude to customers. It’s a simple thank you note from the CEO without any product pitches or links. This type of email reminds customers that they’re valued by the brand.

During the advocacy stage, you could also send:

Wrap up

To properly leverage email marketing, marketers need to consider how their efforts support the stages of the customer lifecycle. The email examples above should help marketers analyze each stage and create messages that are geared to deliver the right message at the right time.

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