Lifecycle Marketing — Chapter 6

Early Lifecycle Marketing

"Early Lifecycle" means Awareness and Discovery (Pre-Purchase). Objective: Drive member-to-buyer conversion (aka first purchase). For early lifecycle customers (members who haven’t yet converted), set up a system to automate contact at key points over time: for example, at the 1-week, 1-month, and 2-month marks.


Set Up a Welcome Series 

When a site visitor registers to your site, send them a welcome email - or a series of a few emails, over the course of the first few days following the registration. Use these emails to introduce the new member to your store, its benefits and unique features, and also to promote repeat site visits and ultimately conversion and first purchase. Focus on discovery. New "members" who signed up for your emails may not be aware of all of your product or service offerings. Lifecycle emails can fill in the gap by educating new users (“See what’s new in our handbags department”) or (“Explore recommended beach reads for the season”). Leverage what you know. It can be difficult to talk to members in a way that feels personal. They haven’t bought anything yet, so you may not know much about their preferences. One tactic can be leveraging on-site member behavior: Which products and pages on your site has the member been browsing since joining? In addition, you can look at what you know about members who look like your newly acquired member. For example, members who were acquired through a blog solely covering high-end handbags might tend to love buying handbags, once they convert. You can use these insights to segment your members upfront and provide more relevant creative and messaging to each.


Look for Differences

Maybe members acquired from one affiliate prefer dollar-denominated discounts, while those acquired from another really gravitate towards percent-denominated incentives. Identifying differences in response rate by acquisition source or demographic (age range, gender, or geography) can help you figure out the best way to talk to different groups of users.


Try (Smart) Promotions

For example, a marketer might consider testing a 5% discount for members who haven’t converted by the 30-day mark; a 10% discount for members who haven’t converted by the 60-day mark; and a 15% discount for members who haven’t converted after 90 days. Promotions can also be limited to specific product categories the member has expressed interest in, either passively (by browsing related products) or actively (when signing up).

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