Using the Customer Lifecycle in Email Marketing

Timing is Everything.

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

Here’s a question for you.

How do you turn a stranger into a paying client?

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

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

Why? Because sending newsletters is all about building trust with your subscribers.

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

And we do this by tapping into the customer lifecycle.

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

What is lifecycle email marketing?

Lifecycle email marketing is a strategy for sending targeted, personalised newsletters to your subscribers, based on the different stages of the buying journey.

Aligning your emails with the stages of the customer lifecycle can result in better conversions. But first, you need to understand the customer lifecycle.

Think of the customer journey in five simple steps:

• Awareness: People have a problem they need to solve. Grab their attention and get them on your email list.
• Consideration: They’re interested in what you have to offer. Nurture them with email content that speaks to the transformation you provide.
• Acquisition: They choose you and buy your service.
• Retention: Keep them happy and in your world. Think about cross-sell and upsell opportunities. 
• Advocacy: They like you so much, they tell their friends. A great time to ask for referrals and feedback.

So when you consider what types of emails you should be sending, when and who, keep the above five stages in mind.

Are you curious about how you can align your emails to each stage? Dive deeper below or reach out for a personalised approach to newsletters and EDMs.

Create emails based on the customer lifecycle

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

Not sure what a lead magnet is? Check out my freebie here (P.S. It’s an Email Marketing ROI Calculator).

Once someone has opted in and permitted you 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 newsletter tips

Regardless of whether you’re providing a service to another business or directly to the consumer, you should follow these essential newsletter 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 or have a large list to use email marketing to leverage the customer lifecycle.

Small B2B and B2C service businesses can do it too.

And that includes you! 

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.