Lifecycle Email Optimization
Can we talk?
As you’re gaining more and more customers for your ecommerce brand, don’t forget the person behind each sale.
Lifecycle emails (done right) meet customers’ needs throughout their journey with your brand.
So, as you set goals for your flows and plan your email content, keep in mind what happens at each stage:
- Awareness: Your target audience knows about your brand and what you offer.
- Attraction: Consumers want to learn more about your products or services.
- Acquisition: Shoppers decide it’s time to buy from your brand for the first time.
- Accommodation: You provide relevant, timely messaging to keep them coming back.
- Advocacy: Customers become raving fans of your brand and tell everyone.
And then, identify exactly what your customers need to hear from you. (You need to talk to your customers, not AT them.)
But to do this . . .
You need to KNOW your customers.
Get to know your customers by talking to them (yup, hop on a few calls). And send strategic surveys to specific segments of buyers.
Also, read your reviews and feedback (the good and the bad). Then, use those insights and first-party data to give customers the support they need from your brand.
The links in this issue about the big idea and customer-first marketing will help guide your content creation.
That’s right! You will send the right message at the right time.
Not sure which flows to set up?
Start with these crucial automations:
- Welcome
- Browse Abandonment
- Abandoned Cart
- Post-Purchase
- Repeat Customer
- VIP Customer
- Re-engagement
- Win Back
And if you don’t have the team to do them all right now, start with the welcome, abandoned cart, and post-purchase flows. Then, add the rest later. (The sooner, the better.)
Stick around. I’ll share more about these flows and other lifecycle emails. And show you how to optimize them to create an exceptional customer experience as we go along.
Robin
Customer Experience
Big Ideas and where to find them — Damn Write | Ecommerce DTC Email Strategy
Ami Williamson is a brilliant DTC ecommerce email strategist and copywriter. Her blog post, "Big Ideas and Where to Find Them," is a must-read if you've ever struggled to find the big idea for your brand and marketing messages.
Here's an excerpt . . .
A Big Idea will help you build a brand that people feel an affinity with, that feeds into their aspirational self-identity (aka who they want to be), and that naturally attracts the people who will dig it (and yes, repels the ones who won't).
Ecommerce Marketing Spotlight
Customer First Marketing: Data, Privacy & Growth | Klaviyo Resources
Klaviyo's guide helps brands shift to a customized customer-first marketing strategy using data from the people who matter most — their customers.
That means every single “ecommerce marketing playbook” you’ve ever been sold is a lie. Maybe not entirely, and maybe not a lie for everyone, but the harsh truth is that no playbook works effectively for every single brand because every single brand has different customers.
Besides, if everything was as easy as implementing a playbook, wouldn’t every online brand be incredibly successful?