You need to master lifecycle email marketing if you want your business to thrive.
Sending the right emails at the right time to the right people can feel overwhelming. But take a deep breath — we're here to be your guide.
In this ultimate handbook, we'll walk through everything you need to know to take your lifecycle strategy from meh to phenomenal.
We’ll cover:
- What is lifecycle email marketing exactly?
- Tips to help you rock at lifecycle email marketing
- Best practices for lifecycle email marketing
Let’s dive right in.
What is lifecycle email marketing exactly?
You've likely heard the term "lifecycle email marketing" thrown around. But what does it actually mean?
Lifecycle email marketing is all about sending the right message to the right person at the right time. It's a way to guide your customers through their journey with your brand, from the moment they first show interest to (hopefully) becoming loyal, repeat buyers.
Segmenting your email list
Sending the same email to everyone on your list? That's a rookie mistake. You have to segment if you want real results.
Here’s how you do it:
- Tailor your emails to individual users with the Lindy AI email rewriter: Newbies, loyal fans, cart abandoners — get to know them all like the back of your hand and talk to them with personalized messages.
- Embrace those fancy segmentation tools. They let you divide lists into targeted groups. With the right tools, you can create hyper-relevant campaigns that feel like they were made just for each individual subscriber.\
Welcome emails
The welcome email is your first real chance to make an impression. Mess it up, and that new subscriber could tune out forever. No pressure!
Here’s how to win it:
- A warm welcome. Your welcome email is like a big hug greeting new subscribers. Make them feel right at home with a friendly, engaging tone.
- Deliver on your promise. Did they sign up for a freebie? A discount code? Whatever bait you have used to reel them in, make sure to provide it right away.
- Set expectations. Give a sneak peek of the awesome content coming their way, whether it's weekly tips, monthly newsletters, or promotional offers. Get them excited!
Onboarding emails
Now they’re here to (hopefully) stay. But you’ve got to lead new customers by the hand so they can continue their journey with you.
Here’s how you can do that:
- Provide step-by-step guidance. Break down complex tasks into easy-to-follow steps. This helps new users feel confident and in control as they navigate your offering for the first time.
- Offer helpful tips and tutorials. Show subscribers how they can be more productive and save time using your product or service. Make these actionable so they're motivated to implement the advice.
- Encourage first-time usage. Try offering incentives, reminders, or exclusive early access. Reach out to new subscribers who haven't gotten started yet and provide extra hand-holding and support. The sooner they begin using your offering, the more likely they are to become long-term customers.
Engagement emails
You send them a welcome email, maybe even a couple of nurture sequences. But then… crickets. Don't take it personally — staying engaged is just tough in today's crowded inboxes.
Here are some icebreakers:
- Crack some jokes to liven up the conversation. A little humor can go a long way in re-engaging dormant subscribers.
- Share a helpful tip or resource related to your product. Remind them why they signed up in the first place.
- Tease an upcoming promotion, feature release, or event. Get them excited for what's next from your brand.
Retention emails
Retention emails are a great secret sauce for keeping clients engaged after their first purchase — which is when they’re most likely to vanish into the ether.
Try this:
- Launch a "miss you" email series. Remind lapsed subscribers why they signed up in the first place with tempting content teasers and special re-engagement offers. A little FOMO goes a long way!
- Automate the process based on inactivity timeframes. Subscribers quiet for 3 months get one message, while 6-month stragglers get another re-engagement sequence. If they don't bite, it’s okay to let go.
- Put some passion into it. Emotionally reconnect with clever copy that makes them laugh or tugs at the heartstrings. This isn’t just a desperate, maudlin plea — it’s you saying, “We’re worth your time.”
Offer exclusive deals and promotions
This is a great bait for customers who have pretty much fallen off the face of the Earth. Nothing grabs attention like the siren call of a sweet deal or reward.
Check it out: Dangle that discount carrot. Craft an enticing promotion just for your inactive peeps — maybe a juicy percentage off or a freebie thrown in. Give them a compelling reason to say, “I’m back for good!”
- Loyalty has its privileges. Reward your ride-or-die customers with an exclusive perk or “just-for-you” treatment. A little love goes a long way in keeping them engaged and feeling valued.
- The comeback kid. Identify those once-loyal customers who've gone AWOL and roll out the red carpet with a "we miss you" reactivation campaign. A personalized touch and incentive might just do the trick.
Upsell and cross-sell emails
Your subscribers are already interested — that’s why they opted in. Don't leave money on the table by failing to suggest additional products or services that could enrich their experience.
Try out these strategies:
- Go extra. Got an e-book on social media marketing? Why not tee up a video course for an upsell? A little "you may also like..." can go a long way.
- Personalized recommendations. Running a flash sale on winter coats? Recommend some snazzy accessories to really pull the look together. Suggest socks and hats as an easy add-on.
- Get them to try the premium features. Offering a monthly subscription box? Cross-promote your quarterly "best of" collection or seasonal specialty items to keep things fresh. Cha-ching!
Feedback and survey emails
Ugh, feedback and survey emails — the bane of every inbox. “This’ll take just a minute” is right up there with “We’ll have to do a root canal” for less-wanted phrases. But these unassuming little messages can be potent tools for understanding your customers and shaping your business.
Try these tips instead:
- Create surveys that feel like casual conversations, not interrogations. Keep it breezy and fun, and people might actually fill them out.
- Timing is everything. Hit your customers up when they're most likely to feel chatty. Maybe right after a purchase when the warm fuzziness of dopamine is flowing?
- Make them feel like a part of the family. Incentivize participation with discounts, contests, or by simply appealing to their ego. Everyone loves feeling like an insider who gets to shape a brand.
Best practices for lifecycle email marketing
But with so many touchpoints, lifecycle email marketing can feel like a juggling act worthy of Cirque du Soleil.
Let's dive into some best practices to keep those emails spinning in harmony:
- Create subject lines that sizzle. Think pun-tastic wordplay, teasers, or straight-up bangers that demand to be opened. Just don't go overboard with the emojis — this is email marketing, not TikTok.
- Ditch the boilerplate stuff. Nobody wants a cookie-cutter experience, so sprinkle in those dynamic fields and watch your open rates soar higher than a helium balloon.
- Optimize for the on-the-go peeps. Let's face it, most of us are glued to our phones more than a kindergartner to a juice box. Make sure those emails are responsive and easy to read on tiny screens because nobody wants to pinch and zoom their way to purchase. (Think about the people with big fingers!)
Summing up
That was the ultimate guide to lifecycle email marketing, conveniently packaged in one place.
You now have the keys to the email kingdom, or at least to marketing success.
Now, don’t get overwhelmed by all of these tactics. Pick a few, use them well, then move down the list.
Next steps
Need help with your lifecycle email marketing? Meet Lindy, the AI assistant designed to make your life easier.
Here's how Lindy can level up your email marketing:
- Nurture leads with custom email campaign management: Engage your leads with targeted email sequences that guide them through the customer journey, making them feel valued and understood.
- Beat the blank page with the Lindy email generator: Writing emails day in and day out can be exhausting. Let Lindy take email writing off your hands by instantly generating thoughtful, well-written replies.
- Automate your entire lifecycle with AI email automation: Let Lindy handle everything from welcome emails to abandoned cart reminders and re-engagement campaigns.
- Build your own marketing team: Create a "society" of Lindies to handle different jobs, from email marketing to content creation. Plus, watch them collaborate together for added results.
- Connect with your favorite tools: Lindy integrates with all popular tools, including CRMs and email platforms, making it easy to incorporate into your existing operations.
