What is the most important objective for email marketing in the coming year and
emails with content that is relevant to where the prospect/lead is in the sales
business has a different customer and sales lifecycle, therefore one of the
first things to do before you consider automation is mapping this out. You need
to know how you sell, and more importantly, how customers buy. This way you can
plan your timings around a typical customer engagement or a sales process.
In fig 1 below
you will see a hypothetical campaign to 2,000 customers mapping an engagement
lifecycle over an 18 month period. For illustration purposes, I have
highlighted 4 typical touch-points or "phases" that present opportunities for
manual or automated intervention (more on this below).
important to note here is the two lines - the green represents the natural
cycle of user response when an email is sent to an unqualified list, i.e. down!
Our objective in this case is to identify the orange line - those that are
genuine prospects. An effective email marketing campaign will narrow the gap
between the green and orange lines through techniques mentioned in previous blogs,
including list growth and management, as well of course, as segmentation.
highlight the potential role of automation in a lifecycle (sales or customer
engagement), fig 2 below explains each of the 4 phases from fig 1 in more
detail. You can see that there is an opportunity to automate during each phase
- from the initial newsletter/welcome programme introduction, through to
promotions during the reactivation phase, through to upsell or cross-sell
propositions when the customer relationship becomes more clearly defined.
point here is that these phases must first be identified before the automated content can be generated.
A final point, in fig 2 above I have
highlighted the necessary support activities that accompany an automated
process. It is important to keep in mind that there will always be a need for
manual, human oversight regardless of whether you run an automated campaign or
In the second part of this blog
section on lifecycles we will highlight the complexity of combining automation
with basic segmentation techniques.
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* Unidentified customer response as
per the "2011 Email Marketing Survey", Marketing Sherpa, 2010