Are you underutilizing email marketing and marketing automation? The chances are that you're only scratching the surface of what's possible. The customer lifecycle should be your primary focus when looking to communicate with your customers and you need to map out the key touchpoints to effectively target customers with relevant messages and offers.
99% of retailers are merely doing the basics with email marketing automation. In this webinar, Philip Storey, Founder and CEO of Enchant Agency, will show you how to kick-start your customer lifecycle with email and help you become one of the 1% winning at email marketing.
You’ll learn:
The fundamentals of the customer lifecycle
Why email marketing is still the most effective channel for nurturing customer relationships
The importance of really listening to your customers
How to map out your customer lifecycle for email
How to create new interactions that generate revenue and improve the customer experience
Great lifecycle email examples from top brands across different industries
3. Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft driver in SF, which is also how he ended up as
a Kissmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him hiking
in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Philip is the Founder & CEO at Enchant, the customer
lifecycle agency. Before starting Enchant, Philip spent 15
years both agency and client-side, helping brands to
build relationships with people through marketing. When
he’s not marketing, he can be found on the yoga mat or
meditating in the hills of Vietnam.
PRESENTER NAME
Founder & CEO, Enchant Agency
@philipstorey
5. 1 What is lifecycle marketing
Mindset
Strategic tools
Prioritizing tactics and strategies
2 How to tackle the customer lifecycle with email marketing
3 Great examples of lifecycle email marketing
TABLE OF CONTENTS
#Kisswebinar
15. #Kisswebinar
What are we
listening for?
• Interactions on-site
• Interactions in email
• Birthdays
• Anniversaries (purchase etc)
• Browse behaviour
• Negative actions (lack of
engagement)
16. #Kisswebinar
Be sure to
ask the right
questions…
• At subscription
• At purchase
• Within campaign emails
• When customers lapse
• When customers become
advocates
17. When we get it
right, if feels great.
The results are
incredible.
24. #Kisswebinar
The causes
of the curse…
• Pressure from those above
• Lack of time to plan
• Unrealistic objectives
• Culture of unhelpful goals
• No customer centricity
• We think we already care
= It’s over…
41. #Kisswebinar
So use a
grader to
score each
idea, based on
• Perceived cost
• Ease of implementation
• Potential of involving IT
• Impact it will have on the
customer
• Impact it will have on
marketing performance
62. This gets results.
I’ve seen brands 400%
their revenue from email
marketing by
putting people first.
63. #Kisswebinar
• Happier customers
• Better retention
• Easier to get consistent results
• Less day-to-day pressure on you
• Overall, a more consistent marketing performance
And it’s not just revenue…
65. #Kisswebinar
• Always try to find ways to put customer needs first
• Map your customer lifecycle
• Map the customer journey
• Then map how you’ll make changes
• Next, prioritise them with a grader (low-hanging fruit comes first)
• Put it into action
• And never stop improving!
Let’s recap