Have you taken into consideration the various customer life cycles?

Melanie Gill

The customer life cycle is often overlooked with regards to relevance in email. The type of information recipients expect to receive from your email newsletter has a direct correlation to their stage of the life cycle. If you are just getting started in life cycle planning for your email marketing efforts, here are three key areas to focus on:

1) Prospects: What better time to start educating subscribers than when they are new customers or prospects? During this period of time, it is your duty to reinforce value. Let them know they’ve made the right choice in considering—or choosing to work with—your organization.

2) Active  customers: I am sure you have heard the phrase “80% of your business comes from 20% of your customers”. Unfortunately,  those 20% are not often recognized as your most valuable customers but they are. This is the group that not only drives the revenue but…

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