Explore the Lifecycle Marketing Funnel
The lifecycle marketing funnel explores the theory of leading a prospect throughout each step of their customer journey whilst monitoring their movements and using data to analyse behavioural patterns. This allows you to then set up actions to encourage progression through the funnel in a much more effective and efficient manner, as you understand the needs and wants of the prospects.
Here is a typical sales funnel, which takes the contacts through from their first awareness of the business to a customer and beyond.
Let’s explore each stage of the funnel in little more detail:
At this first stage, you are simply trying to create awareness that you exist in a potential customers mind-set. This should introduce your brand, and what your company is about. It should inform the recipient how you can help them.
Once you have a contact’s attention, you need to think about a new message type that creates and drives consideration. Unlike awareness-related emails, consideration messages contain educational elements that actively move the reader toward taking an action to buy or try your service.
Conversion or sales emails provide the most common form of marketing messages that a person receives. These messages are your standard, “Buy it now” and “Sign up today” messages. But you should be aware that these messages can be the worst performers in terms of ROI.
After the initial sale has been made, many marketers get lazy and stop contacting their clients and customers. Instead you should keep the conversation flowing through the use of an email series that keeps them engaged. You could even use this type of message to survey clients and candidates that have used your service.
Similar to retention messages, loyalty or advocacy emails are sent only after a transaction has taken place. The difference is that these messages drive the client to use the service they have just purchased and the messages encourage the reader to share their resulting feedback with colleagues and business associates.
Explore more about how to use email marketing to drive customer loyalty here.