User Lifecycle Extension Measures

Published: 2016-05-20

Whether it is developing new customers or maintaining old customers, EDM email marketing is a very effective and reliable way of customer communication. Users follow certain lifecycle patterns with companies or brands. Sending the right email at the right time is the key to activating, maintaining and even winning back users. Below, we will help you learn how to use EDM email marketing user lifecycle extension measures to improve customer loyalty and revenue.

1. Potential customer stage
For users who are not familiar with products and services, their purchase intention is generally not very strong, but enterprises can arouse interest through larger discounts. Although such emails will not immediately generate revenue or conversion, they will establish a brand image in the user's mind, so the richness and attractiveness of the content cannot be ignored. Only by leaving a deep impression on users will the enterprise become the user's first choice when they need it next time.

2. New user stage
Make users feel that they are important and unique to the enterprise. Automatically start email tracking after users first register or purchase (it is best to add some personalized elements to the email to make it more targeted), which is very effective for retaining users. This email can be sent by a more important person (president, founder, etc.) or a dedicated customer service representative. Enterprises can thank users for registering or purchasing your products, collect feedback, provide contact information for customer service, and promote the enterprise brand again.

3. Active user stage
Send emails regularly to maintain communication with users, ensure that the brand has continuous appeal to users, and extend users' need for the brand. You can send marketing emails once a week. It is not recommended to only include preferential information in weekly emails. Even if users themselves have no purchase intention, content such as feature articles and weekly interesting news can improve the open rate and readability of emails, thereby increasing the contact time between users and the brand.

4. Short-term lost users
Many enterprises define users who have not made any purchase behavior in the past 30 days as "short-term lost" users. Find these "about to be lost" users and send them an email to retain them. At this stage, users still have a certain degree of recognition and loyalty to the brand. Only a small discount can retain them. Sending an email to users before they continue to stay away from your company or brand will have a huge impact on extending the user lifecycle.

5. Long-term lost users
Many of them are still loyal to your brand and are likely to make further transactions with you. It is recommended to send emails to long-term lost customers quarterly, and at the same time need to offer some big discounts. What are the benefits of this? Compared with potential customers who know nothing about the brand, their resistance will be weaker because they can feel your care.

6. Special seasonal users
If you are selling seasonal products, you should send a round of emails to those lost users to guide them to make seasonal purchases again. They will definitely come into contact with your competitors' marketing information. All you need is a friendly reminder, and they will realize that you have successfully met their needs before. Find these users from your database, communicate with them at the right time, win them back, and improve their value to you.In addition, EDM email marketing also needs to invest time in analyzing the customer structure in the database to ensure that the relationship between users and you is closer, thereby increasing the value they create for you. No matter which stage of the customer lifecycle the enterprise users are in, the first key to successful email sending is to choose an email marketing product that can meet their needs.