CRM & Lifecycle Marketing

What is CRM?

CRM = Customer Relationship Marketing, and describes the tactics and tools used to manage customer relationships. Done right, CRM technology should allow you to achieve 3 things:

  1. Store data for building detailed customer profiles
  2. Design and deploy messaging – namely Email, Mobile & Modal
  3. Measure and attribute behaviors and actions to the messages you’re sending

Email, Mobile & Modal are incredibly effective channels to utilize throughout the entirety of the customer journey, as they allow one to interact with customers at specific moments in time, in a highly personalized way. They’re also owned channels – meaning your brand has complete control over how often you communicate with customers, when, and with what creative and messaging. The importance of owned digital marketing channels can’t be underestimated when viewed alongside paid and earned media.

A good CRM program will tailor messaging based on what a customer has or hasn’t done – just as you would tailor a conversation with a friend based on lived experience. At it’s core, CRM is about building human relationships with the people who interact with your brand.

What is Lifecycle Marketing?

Lifecycle Marketing tracks the various steps that customers take as they interact with your brand, otherwise known as the customer journey.

Most customer journeys follow a similar series of actions, from first site visit to 5th purchase, and Lifecycle Marketing strategies should be deployed to delight customers at every stage. A good strategy will ensure that messaging and tactics are tailored and deployed to guide customers, provide value and keep them actively engaged and continually cycling through the customer journey.

The goal of Lifecycle Marketing is to find the optimal way to communicate with your customers over time. By doing so you show that you’re a reputable and transparent brand that can be trusted, unlocking loyalty along the way.

CRM & Lifecycle Marketing work together to provide the strategy, tools and tactics to communicate with, engage with and provide value to customers as they move throughout the customer journey.

There are five distinct stages in a customer lifecycle –

Awareness

This is the moment a person lands on your website. They have an issue or problem they need to solve for, and they’re wondering if your product will provide the solution. Your goal should be to get the customer to raise their hand, and you can do so by leveraging on-site modals and opt-in forms to encourage registration.

Key takeaway: People have a problem they need to find a solution for. Encourage engagement on your website, sign-ups for your Email and SMS lists, and downloads of your App. Campaigns that work well here:
Email & SMS Opt-In Modal
App Download Prompt

Consideration

You know that the customer is interested, but may need a bit more information to move the needle to buy. Say hello to new subscribers with an automated Welcome flow, provide information about your brand and product, answer frequently asked questions and address common concerns. Begin to establish trust, i.e. by sharing testimonials.

Key takeaway: People are eager to find out how your products can solve their problem. Establish trust by sharing testimonials, case studies, etc. Campaigns that work well here:
Welcome Series
Brand Awareness
Newsletter Subscription
Abandoned Cart
Abandoned Browse

Conversion

Hooray! The customer has made a purchase. Continue nurturing each customer relationship and give people a reason to come back. Make it clear that you’re providing value – share tips and tricks for product use, or highlight related items that would complement and enhance their original purchase.

Key takeaway: Provide value and nurture each customer relationship. Happy customers spend more, engage more and become brand advocates. Campaigns that work well here:
Thank You
First & Second Post Purchase
Product Education
Upsell & Cross-Sell

Retention

Now is the time to get personal. Ask the customer how they’re feeling about their new relationship with your brand, talk about the brand mission they’re supporting, or offer exclusive perks to make them feel special.

Key takeaway: Turn one-time shoppers into loyal shoppers. Campaigns that work well here:
Feedback Survey
Back In Stock
Replenishment Reminder
Exclusive Perks

Loyalty

After succesfully surprising and delighting, the customer is now an important asset to the brand. They are a loyal, repeat customer, possibly even a brand ambassador who can help to bring new people into the Awareness stage. Never underestimate the power of these customers and continue to listen to them at every turn.

Key takeaway: Brand loyalty is critically important and a direct results of the previous four stages. Campaigns that work well here:
Birthday / Anniversary
Refer Friends & Family
Re-Engagement

It’s also important to call out how to handle customers who are at risk of churning –

Reactivation

When a once active customer starts to disengage and lose interest in your brand, that’s the time to start deploying re-engagement strategies. Start with a gentle, personal nudge that shows you truly care. Offer incentives to encourage repeat purchases, add social proof, or promote bestsellers. Some customers may simply lapse over time, but it’s worth a shot.

Marketing Metrics estimates the probability of selling to an existing customer is 60-70%, compared to just 5-20% for a new prospect, so you want to do what you can to continue engagement.

Key takeaway: Reactivation campaigns matter and can help you recover potential lost sales. Campaigns that work well here:
Win-Back
Special Offer
Welcome Back

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