Email & Lifecycle Marketing

Email and lifecycle marketing nurture leads, onboard new users, and retain existing customers through targeted, automated messaging. A well-structured email strategy guides potential customers through the buyer journey and keeps them engaged long-term.

Why it's Important

Keeps prospective and existing customers engaged.
Helps move leads down the sales funnel through nurturing sequences.
Improves customer retention and lifetime value.
Automates personalized touchpoints for scalability.
Provides valuable insights on customer behavior and preferences.

How to Implement

Segment email lists based on customer stage and behavior.
Develop targeted email sequences (onboarding, engagement, reactivation).
Use personalization and dynamic content to increase relevance.
Automate workflows to trigger emails based on actions (signup, inactivity, purchase).
A/B test subject lines, CTAs, and content to optimize performance.
Monitor open rates, click-through rates, and conversions for insights.

Available Workshops

Customer Journey Mapping to align email sequences with user needs.
Email Copywriting & Subject Line A/B Testing for improved engagement.
Lifecycle Stage Segmentation Exercise to refine email targeting.
Drip Campaign Development to map out automated touchpoints.
Retention Strategy Session to address churn reduction.
Behavioral Email Analysis to refine email timing and triggers.

Deliverables

Segmented email lists based on lifecycle stage.
Email campaign templates for different customer touchpoints.
Automated workflows for onboarding, retention, and reactivation.
Performance dashboard tracking email engagement and conversions.

How to Measure

Open rates (indicating subject line effectiveness).
Click-through rates (CTR) (measuring engagement with content).
Conversion rates (email-driven purchases, signups, or upgrades).
Unsubscribe and bounce rates (indicating content relevance and deliverability).
Customer lifetime value (CLV) uplift from lifecycle campaigns.

Real-World Examples

Duolingo

Uses automated, gamified emails to re-engage inactive users.

Grammarly

Sends weekly reports with personalized insights to boost retention.

Netflix

Uses recommendation emails based on user behavior to drive continued engagement.

Get It Right

Keep emails short, engaging, and value-driven.
Personalize content based on customer data and behavior.
Optimize send times for maximum engagement.
Use clear CTAs that guide users to the next step.
Continuously test and iterate based on performance data.

Don't Make These Mistakes

Sending too many emails, leading to unsubscribes.
Using generic, non-personalized messaging.
Ignoring A/B testing opportunities.
Failing to follow up on key customer actions (e.g., abandoned cart emails).
Not tracking metrics and optimizing based on performance.

Provided courtesy of Catherine St Clair, Product Marketing Manager, St Clair GTM Consulting