Spring is a Great Time for a Lifecycle Marketing Campaign Review

Annual spring lifecycle events are taking place all around us—spring has sprung, the landscape is slowly changing to the colors of spring and March Madness is winding down. So as long as you’re thinking lifecycle, how about taking a look at your business lifecycle marketing campaign and see if you’re getting the most out of it?

Don’t have a lifecycle marketing campaign in place? No worries, you can implement a basic one quite easily. All you need to do is invest some time and some effort. Think your company is too small to need one? Think again. What’s at the heart of a successful lifecycle marketing campaign is delivering the right message at the right time through the right channel to the right customer. That’s it.

Think about this. Once a month you engage in a conversation with your customers when you send them their monthly invoice. Research shows us that transactional documents have an open-and-read rate of 97 percent. So by including a marketing message on your invoice you are almost guaranteed of having your message read.

But don’t think that you have to wait until the bills are being sent out to speak with your customers. Get creative. Brainstorm and see what ideas you can come up with in between billing cycles. Look at the calendar and see what’s coming up and then tailor your message accordingly. Are you planning a spring sale? Maybe you want to get to know your customers better through a customer survey. Or maybe you’re starting a loyalty program. There is no limit to what you could communicate with your customers about.

Finally, use this opportunity to see if any of your current materials need to be updated, rewritten or retired. It might be something as easy as refreshing the color scheme but do take a few minutes to see if anything needs a makeover.

From welcome postcards to calendar inserts to win-back programs, lifecycle marketing can help you grow and nurture long-term relationships with your customers.

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