The Calendar is a Valuable Tool in Lifecycle Marketing
As hard as it may be to believe, New Year’s is but a memory and holiday-laden February is just ahead. Are you using the calendar to inspire your Lifecycle Marketing Campaign? In February alone we will celebrate Groundhog Day, Lincoln’s Birthday, Washington’s Birthday, Presidents’ Day, Valentine’s Day, Black History Month and American Heart Month. Each of these holidays and observances lends itself to some type of communication from you and even if you don’t have anything specific to share, each is a great excuse to be in touch with your customers.
Here are three reasons it’s important to maintain a Lifecycle Marketing Campaign (or launch one if you don’t already have one in place).
- Every time you send an invoice or bill to your customer, you’ve opened the door to a one-on-one conversation. Take advantage of it. Transactional documents are open and read 97% of the time according to InfoTrends. That makes your monthly invoice or statement the perfect place to include a targeted message because it’s almost guaranteed to be read.
- It’s easy. Simply put it’s delivering the right message, at the right time, through the right channel, to the right customer. But you think you’re too small a company to implement or maintain a Lifecycle Marketing Campaign? No you’re not. All it takes is some time and effort and you’ll be amazed at what you’ll get in return.
- You already have these customers on board. You want to keep them, right? Use the calendar as a way to stay in touch with them throughout the year. Pick any of the upcoming holidays and give your customers a reason to celebrate. Don’t feel like using the calendar. How about sending out a survey to get customer input? Since part of the reason you’re staying in touch is to keep them, it’s good to know how they feel about your company and if you’re meeting their expectations.
From welcome postcards to calendar inserts to win-back programs, lifecycle marketing can help you grow and nurture long-term relationships with your customers.