This is usually because the recipient is tired of the content; they’ve decided the newsletter is not for them; the content no longer seems relevant; or they see very similar content too often.
Yes, some people will unsubscribe or report spam, but generally that involves a lot more effort – in a crowded inbox, it’s often easier to hit delete or simply ignore. Customer lifecycle email campaigns aim to control the churn, and to stop people losing interest.
A triggered email is simply an email that is sent in response to a customer’s action. It could be a thank you for signing up to our newsletter email, or thank you for your order, enquiry, phone call etc.
Lifecycle email describes the automatically sent, customer-focused emails that aim to keep your recipient engaged with your product or service via great content – tailored to their interests. It’s about sending them the right email, at the right time, to keep them interested.
When you start to see the inevitable downward trend in response, you’ll need to ‘up your game’. Utilising lifecycle emails at the right time will pick up the response, and re-awaken the recipient’s interest in your company.
The Lifecycle Report within the Jarrang system shows how long your database stays engaged after subscribing and the benefit of being able to use it is to improve the length of engagement after sign up. To do this we can create tailored strategies including welcome programmes and testing different campaigns for their effectiveness, eventually coming out with the best performing series of emails.
Introducing measures such as increased segmentation and tailored content, reduced frequency and multi-stage programmes all aid engagement over the period of a recipient’s lifecycle.
It’s easy to get carried away and start sending out lifecycle emails as soon as they’ve signed up. Lifecycle doesn’t have to be immediately following a sign up, it could be about tailoring content later on, perhaps for a specific event.The lifecycle would be the lead up to that event and the adequate communication of interesting and relevant information, then the follow up thereafter.
To illustrate the opportunity for lifecycle emails, let’s use the example of a travel company:
Here is where lifecycle emails can really kick in, as the campaigns the travel company send could be tailored around the break: