Customer’s life cycle and emailing are directly related. Indeed, optimizing the relationship you, business, maintain with your customers by accompanying them from beginning to end, and building with them a relationship of trust, will allow you in the long term to boost your profitability. For this, you need to adapt your email marketing strategy at each stage of the customer’s lifecycle.
Understand the customer life cycle
He intervenes in the management of the customer relationship. It refers to the different stages by which a person passes during the sales process, his progression of the prospect status to that of a loyal customer of a company. It is therefore a kind of path punctuated by the different stages of the customer/company relationship:
- The conquest, which consists of attracting the attention of the prospect to your product/service, seduce and show it the value that your business can bring.
- The conversion corresponds to the transformation of the prospect to client.
- Growth is the phase during which you are discovering your customer other products/services tailored to its needs to bring it to make other purchases, but also to keep it as a customer.
- Loyalty is the culmination, because here the customer is now faithful. It has become a real asset for your brand by having bought several times with it. The goal is to consolidate its links with you to maintain its interest and loyalty, to encourage it to share its opinion on the company (via social networks for example) to attract new customers.
- Attrition; The loyal customer becomes less active and is less interest in your company’s products / services. You must understand why this decline in involvement to remedy and do not lose your client.
- Re-conquest or reactivation; This step applies to customers who have stopped responding to your business communications and buying its products / services. You can then revive them in a suitable and natural way, to know if they still want to receive your information or not. This is an opportunity to engage them again or, if necessary, delete them from your database.
Emailing and Customer Lifecycle
Adapt your emailing at the customer’s life cycle is the guarantor of better results in terms of Profitability on the long course. Indeed, the customer’s life cycle will serve as a benchmark for your shipments, allow you to better know your target, and thus help you distribute the right message at the right time.
Emailing is a tool that should not only be used for one step, but for each of them, to achieve your goals. Here are some examples :
The idea is to help prospects to discover your brand, to encourage them to join. You can send an email explaining clearly and accurately the benefits of a product/service, but also how it meets their needs.
When prospects know better what your company has to offer, it’s time to encourage them to buy for transform into customers. For this, you can for example send a promotion on a product/service while thinking of customizing the email so that the recipient feels privileged and unique.
Once the first purchase has been made, the goal is to develop a sustainable and profitable relationship, to transform the one-off customer into a loyal customer over the long term. Here, the sending of a regular newsletter allows you to maintain the interest that your customers bear you. This can talk about the release of new products / services, upcoming events, etc.
Now that your customer is acquired, it is important to maintain, feed this relationship. For the loyalty and maintain its interest, you can for example send an exclusive offer through A loyalty program, a gift or link to interesting content for the target. The goal is to make the same customer feel that his loyalty makes him a privileged person for the brand.
After analytics and when you understand why your client shows a drop in involvement and interest , It’s time to take action. For example, you can send an email reminiscent of the value you bring and presenting new products / services likely to interest him, or an email informing him that a previously ordered product is again in stock.
It is advisable to send a simple and welcoming re-engagement email to the inactive to find out if the person wants to continue to receive content and offers from you or not. Do not forget to leave it the option to unsubscribe by itself if it wishes, via a call-to-action button or a link for example. This type of message first shows the interest of your business for each of its customers, but also its willingness to meet their expectations while leaving them the choice.
It is important to understand the customer’s life cycle to ensure the continued growth of your business. No step should be favored relative to others. All must be taken into account, analyzed and optimized equally because it is a global process.