Several times we have told you why it is important and today we want to talk about what you can do with email marketing at each stage of your customer’s life cycle to boost the sales of your online store.
Before continuing, it is important to clarify that, when we talk about the life cycle of a client, we refer to all the instances that the relationship that you establish with them goes through. There are many stages and they can vary in each case, so the main thing is that you know these phases and understand which of them each client is in to ensure that the relationship is as long and fruitful as possible. One of the key tools to be able to achieve this is the type of communication you use and, in particular, everything you communicate by email.
So, how can the life cycle of your customers be and what type of email marketing can you apply in each case?
1. Recruitment of potential clients
Paradoxically, the life cycle of a client begins when they are not yet your client. This means that this stage will probably be the most challenging of all and email marketing strategies are only part of the tasks that you can do right now. Use the different ones to complement your email marketing actions and thus capture as many customers as possible.
In this phase, the most important thing is that you can identify the leads, that is, the people who show interest in your product or service by visiting your page, in order to transform them into subscribers and start receiving your emails. A good way to obtain emails from potential users interested in learning about your products or services is to place a form on your site so that visitors can subscribe and receive them directly in their email boxes.
Usually, at this stage of your client’s life cycle, the only email that is usually sent is the welcome one, with first steps and tips. But if you send regular newsletters, they will also start receiving them.
2. Customer conversion
Congratulations! If you are in this phase, it means that potential customers became “real” customers by buying a product or hiring your services and thus you obtained their emails to be able to send them the content that you consider appropriate. Now is the time to focus your efforts on building a long-term relationship with your customers, so we advise you to send them emails with:
- Information about the product or service they just bought.
- Content related to what they bought or viewed on your site.
- Some special offer after a month from your first purchase.
3. Retention of your active customers
The effort paid off: you have reached the point where you and your client have managed to build a relationship and you are both enjoying it. But it is important that you can maintain a fluid dialogue with these loyal customers, so you can consolidate your relationship with them by giving them more and better email content, such as the following:
- News about products that your customer likes.
- Notices about new features or invitations to use tools or features that you do not yet know or how to use.
- Customer feedback request when they spend a certain amount of time as users of your store.
- Sending discount coupons.
- Invitations to select groups of clients to special events (organized by you or by third parties).
- Interesting information on topics that you know your customers are interested in but not necessarily selling them something.
4. Recovery of inactive clients
Don’t worry; As in any relationship, there are ups and downs. Surely you will find customers who have no activity in their account or who decided to leave your online store. To prevent a user from being part of the first group, we suggest this type of email:
- Queries when a client inactivity is recorded in a certain period of time. It can be valuable for him to know that you appreciate him and invite him to use your store again.
- Account expiration notices (if this feature is available on your site).
- Feedback requests.
For customers who have chosen to leave your online store (in many cases for reasons you can’t control, such as when their financial situation changes), you can ask them for feedback at that time to find out why they decided to leave the site. Take note of these reasons so that you can then optimize the service you offer. Finally, make sure you don’t send them emails of any kind again so they can see that you respect their decision.
If you are interested in the subject and want to start planning your email marketing campaigns, here is more material that may be useful to you:
Well, now you know what the life cycle of your customers can be like and how you can contribute from your email marketing strategy so that your relationship with them is valuable and lasting. So let’s sell!
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