Tips for a Successful Lifecycle Marketing Campaign

Last week was the official start of Autumn. As you watch the seasons transition one to the next your thoughts might turn to other lifecycles moving along like your company’s lifecycle marketing campaign. If you have one. And if you don’t, maybe this change in season might prompt you to think about launching one.

Implementing or maintaining a lifecycle marketing campaign is not as daunting as it might seem. And truly does not take up as much time as you might think. It’s really all about delivering the right message, at the right time, through the right channel to the right customer.

So how do you get started? If you send out a monthly invoice you’re already on your way. Once a month you actually have the opportunity to initiate a conversation with your customers through the monthly invoice. Thanks to features like Full Color Dynamic Messaging and Full Color Envelope Messaging, you can include targeted messages to your customers. And research shows us that transactional documents (ie, invoices) get opened and read 97 percent of the time. That number means you are virtually guaranteed to have your invoice, and whatever message you included on it, seen by your customers.

Not sure what kind of message to include? Think about whether you have any upcoming specials planned and then craft something around that. Or look at the calendar for inspiration. In the coming months Rosh Hashana, Columbus Day, Halloween, Veteran’s Day and Thanksgiving are coming up. Use the holidays as a way to be in touch. Either through a targeted message or in a separate mailing specific to the holiday. Even when there are no holidays in the near future you can always send a customer survey and ask your customers to let you know how you’re doing.

If you need help, the OSG Creative Studio is always available to you. 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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