0:00
[MUSIC PLAYING] I want to set the stage for some advanced email strategies in this module. Let's begin where we should always begin, with your customers. All your customers have a life cycle. This is their complete lifetime of experience with your brand and your products. For some customers, the life cycle is short. Someone finds your site, buys one product, and she never comes back to your site again.
0:27
For others, the life cycle is long. Someone subscribes your newsletter, makes her initial purchase off that list, then buys fairly frequently for about six months, hangs out on your blog all the time, then she's gone for the holidays, and then she comes back and buys again for another year or so. So all customers have a life cycle. It may be short. It may be long. Here's the important point. The key to increasing your revenue per subscriber, the total revenue from your email list, and ultimately your customer lifetime value is to deliver more relevant messaging and offers to your customer based on where they are in their life cycle.
1:04
Your offers have to meet the customer where she is. Take a brand spanking new visitor who has just subscribed to your newsletter. Let's call her the newbie. She's just starting her life cycle with your brand. We already talked about how to message a newbie, via an email welcome series. The goal of that series is to get her off the fence, to build up some trust and encourage her to make her first order.
1:29
On the other end of the customer life cycle, you have the customer who has kind of done with you right now. We can call her the veteran. Maybe she's had her needs met. Maybe she's bought all she could possibly buy. Maybe she found a better product somewhere. For whatever reason, she's not buying anymore. How do you message her? Via what's called an email win-back series. You want to win her back.
1:54
Win-backs are usually pretty promotional and discount-heavy as this is a buyer segment that is really burned out with your brand already. They need promotions. They need discounts. So as you can see, the more you dial in the messaging and the offers to the stage of the customer life cycle, the more effective you will be in incentivizing customer behavior and the more revenue you will generate from your customers. And the sexy thing about email-- yes, I said sexy-- is that you can define these life cycle buckets, like newbie and veteran, and then automate campaigns targeting each.
2:29
So that is what advanced life cycle marketing is all about. You develop the right campaign and message and offer for the right customer at the right time in her life cycle. In this module, I'm going to lay out some of the top life cycle campaigns you should consider and give you some other ways to extend this learning with email and beyond. This is where we separate the wheat from the chaff where you can almost 10x your overall revenue per subscriber.
2:55
In the next lesson, I'm going to break your customer life cycle into five core buckets that each present easy wins for you. [MUSIC PLAYING]
