While triggered emails can be incredibly successful, it’s important to know why you’re using them. For example, triggered emails can be used for two very different purposes: lead nurturing and customer lifecycle marketing
Lead nurturing sends automated, triggered emails to a lead in order to convert them into a customer. The purpose of lead nurturing is usually for acquisition. A lead may sign up showing initial interest and will be cultivated through a series of emails. These emails may be as simple as a follow-up email every week to gauge the lead's interest or more elaborate topic-specific email.
Customer lifecycle marketing
Customer lifecycle marketing sends automated emails to customers in order to retain and deepen the relationship, thereby increasing customer value. By having successful touch points with your customers via triggered emails, your brand will remain top of mind when the time comes to purchase. Examples include abandoned shopping carts, newsletters, sales transactions, birthday wishes, etc.
Lead nurturing and customer lifecycle marketing are different, yet very complimentary. Both use triggered emails to fulfill their purpose. They can be used together as leads become converted into customers.
Here at I.R. Gilyeat & Company, we have deep experience in automated triggered marketing. On a daily basis, we use both lead nurturing and customer lifecycle marketing to help our customers achieve their goals.
Every company can do better in acquiring new customers and retaining the customers they already have. Lead nurturing and event triggered emails should always be considered as part of your solution to improve company performance. It is simply one of the most efficient ways to leverage marketing in today’s technology driven environment.
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