Automating your customer lifecycle communications
Lifecycle emails are automated messages sent to a contact after a certain period of time, such as at 1 month, 2 months, 6 months etc. These emails are usually used to remind the recipient to make an action (activate a card, pop in for an oil change) and either has them repeat a purchase or convert them back into active customers.
Automated
As lifecycle emails are usually entirely automated (once built) they’re a great way to keep in touch and reconnect with those customers who may have slipped through the cracks. If there is no contact from the recipient after 12 months they are typically removed from the database.
This might sound like a lot of work and time to send some emails but once your lifecycle (funnel to some) automation is up and running it’s a matter of maintenance.
If you can think of your customer database like a garden – an image of a garden just popped into your mind, right? – the ground needs to be cleared, then you add your plants, plant your seeds and once the hard work is done all that’s required is a little pruning here, some watering there, and a bit of attention to allow it to flourish.
With an email database it pays to be vigilant over the contents of that customer database, pay attention to it, and if it needs watering (metaphorically) then get on to it quickly. Doing so will pay dividends and get you better results.
Action
As a final exercise, plan out a timeline of emails about a particular topic. This could be informing readers of an event 6 months out and then sending monthly reminders with more information. It could be information on the cricket season, but it should be strategic with a goal throughout the timeline (such as onboarding people into a tuition program or encouraging them to make a booking or purchase).
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