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Using the Customer Lifecycle in Email Marketing

Using the Customer Lifecycle in Email Marketing

Table of Contents

Timing is Everything.

The success of email marketing hinges not on what you say, but when you communicate it.

Here’s a question for you.

How do you turn a stranger into a loyal fan of your brand?

The answer: By understanding and using the Email Marketing Customer Lifecycle.

This can be your secret sauce to getting results from your emails.

Email marketing for B2B/B2C service providers is building trust with potential clients.

So when they are ready to spend money, you’ll be top of mind.

And we do this by tapping into the customer lifecycle and using email marketing to make it happen.

Then you’ll be sending the right email to the right person at the right time.

The Customer Lifecycle in a Nutshell

Aligning your emails with each stage of the customer lifecycle can be a game-changer. But first, you need to understand the customer lifecycle.

Think of the customer journey in five simple steps:

  • Awareness: People learn about your brand.
  • Consideration: They think about using your service and look at other options.
  • Acquisition: They choose you and buy your service.
  • Retention: You keep them happy and they stick around.
  • Advocacy: They like you so much, they tell their friends.

Curious about aligning your emails to each stage? Dive deeper below or reach out for a personalised approach to newsletters and EDMs.

Crafting Emails for B2B and B2C

Often we use lead magnets and special offers to entice people to give us permission to email them. 

Not sure what a lead magnet is? Check out my freebie here.

Once someone has opted in and given you permission to email them, here’s how you can craft your emails for each stage of the customer lifecycle. 

B2B Businesses:

  1. Awareness: Send introduction emails. Tell them about your services.
  2. Consideration: Share whitepapers or success stories by email.
  3. Acquisition: Send a welcome email. Tell them what to expect next.
  4. Retention: Keep them updated with regular emails about your services.
  5. Advocacy: Offer rewards for referrals through email.

B2C Businesses:

  1. Awareness: Welcome them with an email series. Make your brand stand out.
  2. Consideration: Share happy customer reviews in emails.
  3. Acquisition: Thank them for choosing you. Share helpful tips by email.
  4. Retention: Send loyalty offers or ask for feedback.
  5. Advocacy: Ask them to review or refer a friend. Offer a thank-you gift.

Feeling a disconnect between your emails and audience response? Our email audit service might be the clarity you need.

Essential Email Marketing Tips

Regardless of whether you’re providing a service to another business or direct to the consumer, you should follow these essential tips:

Make it Personal: Write emails like you’re talking to a friend.

Send at the Right Time: Send a special offer a few weeks after they first buy.

Keep it Valuable: Share stuff they care about.

Track Your Results: Look at how well your emails are doing.

Final Thoughts from Louise

You don’t need to be a big company to use email marketing to leverage the customer lifecycle.

Small B2B and B2C service businesses can do it too.

The key is to engage at every touch point. The goal is to foster strong relationships with your warm audience.

So when they’re ready to spend, they’ll think of you first.

Need a guiding hand with your email newsletters or automation?

Let’s talk.

Contact me for email coaching or request an email audit today.

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