More and more retailers are realizing that sending batch-and-blast emails to all customers is not an effective form of email marketing. This is where lifecycle marketing comes into play, which refers to marketing campaigns that address different customer needs as they progress in their relationship with a brand.
More specifically, a lifecycle marketing map can be beneficial because it allows you to envision each step of the customer journey, and develop the right message for every point of the cycle.
Retention automation flourishes with a lifecycle marketing map, because messages can be automatically triggered when the customer reaches a certain time in the lifecycle. This type of targeted messaging helps foster the relationship between a brand and its customers, ultimately increasing retention.
TeeTurtle, an online apparel retailer that specializes in humorous, pop culture‐themed t-shirts, used a lifecycle marketing map to optimize their automated emails to increase customer retention, engagement, and revenue.
TeeTurtle created Turtle SNAP (Sales-Nurturing Autoresponder Program), their branded version of a lifecycle marketing map, to help inform their company of marketing initiatives.
With this program they wanted to make a ‘TeeTurtle’ centric way of talking about their email marketing program, so everyone in the company would remember and embrace it.
In the map, users are separated into two groups: newsletter subscribers and first time purchasers, with each group receiving different messages.
Turtle SNAP triggers a series of automated emails when a customer makes their first purchase, or when someone who has yet to make a purchase signs up for the company newsletter.
When creating this program, TeeTurtle set up the timing of these emails to differ for each bucket of customers based on purchase recency.
For instance, some percentage of customers purchase again within 10 days and some in 30, and with TurtleSNAP, messages are sent to motivate customers to move to an earlier bucket.
The building of this program also coincided with a layout redesign of the automated emails that comprised the welcome series for customers and newsletter subscribers. TeeTurtle’s new lifecycle marketing strategy, along with the redesigned emails, has led to a 146% increase in customer engagement.
For more details, including results, email examples, and tips, download the full TeeTurtle case study.