8 min read

Plan your eCommerce Customer Lifecycle Campaigns with this Detailed Guide

Written by Andriy Boychuk
8 min read
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    If you’ve been on the business scene for a while, you probably know how incredibly rare it is to convert a customer the first time they encounter your brand.

    Thankfully, with the right customer lifecycle campaigns and consistency, you can win customers over to your side. Experts call this process lifecycle marketing.

    However, if you’re creating your first customer lifecycle campaign, figuring out the best strategies to implement may seem like an impossible task. Or perhaps you’re looking to improve your customer lifecycle management.

    Whichever the case may be, we can help!

    This article shares some vital tips to help you with your customer lifecycle planning and improve your results. You will also discover proven strategies and crucial touchpoints to build a relationship with your potential customers and convert them to loyal, paying customers.

    So, let’s get into it!

    What are Customer Lifecycle Marketing Campaigns?

    Before we explore what a customer lifecycle campaign is, let us examine the customer lifecycle itself.

    Customer lifecycle describes the stages of interaction between a brand and its customers. In other words, it represents the various phases a customer goes through from when they discovered your brand to when they become loyal customers.

    Therefore, customer lifecycle marketing represents a series of strategies a business implements to positively influence and guide the actions of their customers as they move through each stage in their customer lifecycle.

    The compilation of these strategies then forms the customer lifecycle marketing campaigns.

    Generally, there are five stages in the customer lifecycle:

    • Awareness stage
    • Engagement stage
    • Conversion stage
    • Retention stage
    • Loyalty stage

    Once you’ve mapped out these stages, the next step is to define where your customers are with reference to the lifecycle. Sometimes, the answer is straightforward, while some other stages require you to carry out a more extensive analysis of your customer data.

    But remember, having an in-depth understanding of these various stages will give you insight into what should go into your customer lifecycle campaigns. This way, you can provide the best value to your customers at each specific stage.

    Planning Your Customer Lifecycle Campaigns: What You Need to Know

    Effective customer lifecycle campaigns cater to customers’ needs at each stage of their customer lifecycle. We’ll share some practical tips to help you with your customer lifecycle planning in a few moments.

    Awareness: Start with awareness

    The awareness or discovery stage is when your customer makes their first contact with your brand. Here, your brand is on their radar. But you don’t want it to end there. Instead, you want to capitalize on this discovery and show your value.

    The objective of the awareness stage is to help your potential customers learn more about your brand and what sets you apart from the competition. This way, they become more interested in your business, and you can move them along to the next stage in the cycle.

    Effective channels for increasing customer awareness include:

    • Website content
    • Blog posts
    • Landing pages
    • Podcast
    • Videos
    • Social media content.

    Goal: To boost your eCommerce visibility, provide some value to your prospects and start building their trust.

    Podcasts are a customer lifecycle campaign that brings awareness

    Consideration: Be present when they’re weighing their options

    Most customers will compare several businesses that offer the products or services they need before choosing. Therefore, you need to give your potential customers a reason to remember your brand in their time of need.

    One way to do this is to put yourself in your customers’ faces while providing them with some free value. Remember, you need to show them you can solve their problems.

    However, during this stage, a good rule of thumb is to provide more detailed and specific content. Why? Customer’s in the consideration stage are already aware of their needs and are looking for possible solutions.

    For instance, a customer search for the most popular bass guitars is likely to be further along in the sales funnel than someone searching for types of guitars.

    Here are some tips to get your prospects through the consideration stage:

    • Use blog posts
    • Update your website contents
    • Implement email journeys
    • Use lead magnets

    Goal: The aim is to engage your customers and build trust here.

    Conversion: Convince your prospects to buy

    A conversion campaign tries to trigger a purchase from potential customers. However, customers in this stage usually have some final questions before crossing the threshold. Other times, they are looking for some incentive to convince them to make the purchase.

    Some of the answers these customers are looking for include:

    • Price comparison between alternatives you offer
    • Feature comparisons between alternative products or services
    • Testimonials or reviews from previous buyers.

    You can also throw some first-time purchase discounts or special offers into the mix to sweeten the pot and improve your conversion rate.

    Aside from that, you can also collect surveys from your previous buyers to find out what made them make their first purchase. Then, you can include this information in your customer lifecycle campaigns.

    Retention: Offer after-purchase support and build on the relationship

    The customer lifecycle does not end when visitors make their first purchase. Instead, you want to keep them coming back for more.

    Thankfully, customer retention campaign planning focuses on improving customer engagement with your brand. But, of course, you also want to provide more value such that the relationship is mutually beneficial.

    An excellent way to do this is to send out how-to guides on your products or FAQs for the services you offer. Also, you can provide more discounts and perhaps coupons to make repeat purchases even more appealing.

    Besides, sharing details and updates about your brand that are not available to non-customers is another sure-fire way to make your customers feel valued!

    Goal: To inspire repeat purchases.

    Customer receiving customer lifecycle campaigns

    Combining Email Marketing with Your Customer Lifecycle Campaigns

    Now that you have more insight into making your customer lifecycle campaigns better, let’s examine how you infuse some email marketing into your customer lifecycle planning. Remember, emails are one of the most effective marketing tools. So, including them in your lifecycle marketing is a pro move!

    Here are some tips on combining emails with your lifecycle marketing:

    • Use a series of welcome emails to tell new prospects about your brand and why they should trust you
    • Highlight positive, glowing reviews with your emails to customers who discover your eCommerce website but left
    • Email reminders can be effective for customers who added products to their cart but then abandoned it
    • Send receipts immediately after a customer makes a purchase and use that opportunity to introduce exclusive offers or even loyalty programs
    • Roll out emails with subscription plans or cross-sales to encourage repeat purchases
    • Send appreciation emails and celebrate milestones with your customers to inspire loyalty.

    Wrapping It Up

    Your brand’s customer lifecycle campaigns are crucial to ensuring your business attracts, converts, and, most importantly, retains its customer.

    Therefore, investing in your customer lifecycle planning is a wise and excellent decision. Hopefully, this article has helped highlight what you need to improve your customer lifecycle and get the best out of your campaigns.

    Do let us know how it goes!

    Further Reading

    Customer Lifecycle and Journey: What is the Difference?

    Understanding the Customer Adoption Lifecycle in eCommerce

    How to Choose a Software Specialized in Customer Lifecycle

    Customer LifeCycle Metrics To Pay Attention To If You Own An eCommerce Business

    How to Approach the Online Customer Lifecycle

    The Customer Lifecycle Data: Understand & Organize it

    Talk email strategy with an expert