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Lifecycle Email Marketing: A Primer

At first glance, “lifecycle email marketing” looks like three nearly-unrelated words stirred haphazardly together into a lukewarm buzzword hash. But appearances can be deceiving: Chris Sturk at Mequoda has written an excellent series of posts on lifecycle email marketing that give great insight into something we could all stand to be doing more of, and better.

– Lifecycle email marketing is about creating a relationship between you and your recipient through well-timed emails. Sturk outlines seven points during the typical customer lifecycle that would be good times to send an email.

– But what goes in those emails? There are plenty of opportunities to offer rewards to prospects and customers alike for their engagement, but it’s possible to do it wrong. Would you like some tips for email reward campaigns? Who wouldn’t?

– Knowing the lifecycle is great and all, but it would also help to segment your audience, so you can send the right messages to the right people. One useful way to differentiate the crowd is by — you guessed it — engagement.

– Just as there are plenty of ways to slice an onion, there are plenty of ways to write a good email. Sturk caps off the series by offering some good examples.

Lifecycle email marketing: less of a buzzword hash and more of a nourishing strategy stew. If you’re ready to start digging in, and you want some help with the audience side — segmenting your users by engagement, for instance — feel free to get in touch. You know where to find us!

Guy Nirpaz

Guy Nirpaz is a Silicon Valley-based Israeli entrepreneur and CEO of Totango, a Customer Success software platform. A pioneer in the Customer Success field, Guy established the Customer Success Summit and is a well-regarded industry speaker and community contributor. Guy loves people and technology and has dedicated his career to improving the way in which business is done through innovation. Fun Facts: Guy moonlights as the lead guitarist in a rock band based out of his garage in Palo Alto and used to command a tank well as having grown oranges.

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