A great example is an email welcome series, triggered after a customer joins a loyalty program.
Like triggers, messages take many forms.
Common types of messages include specific content (blog posts, white papers, testimonials), product guides, various offers, and solicitations for feedback.
Unfortunately, many brands limit the types of messages they send. Often, the biggest difference between a basic and advanced lifecycle marketing strategy includes a significant difference in the types of messages sent.
3. Lifecycle Marketing Channels
Channels are the final component of lifecycle marketing. The channel defines where you will engage the customer.
In 2020, email remains the most prominent channel used by eCommerce stores. However, there are a multitude of channels you should consider.
Customer lifecycle marketing meets the customer where they are. It is a true omni-channel strategy that selects the right channel based on the last customer interaction.
Social
Push notifications
Website personalization
Dynamic content (advanced pop-ups, live chat)
Direct mail
Now that we've covered the basic components, I want to showcase examples of lifecycle marketing campaigns from the top eCommerce stores in the world.
Customer Lifecycle Marketing Examples, Strategies & Tactics
1. Integrating personalized recommendations into welcome series ft. Mercari (acquisition lifecycle stage)
Trigger: Prospect signs up to newsletter or creates an account