Download - Class 2 Email Marketing Certification course: Sending the Right Message with Lifecycle Marketing
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Sending the Right Message with Lifecycle Marketing
Professor: Isaac Moche
Email CertificationBrought to you by HubSpot Academy
CLASS 02
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1 WHY LIFECYCLE MARKETING IS IMPORTANT
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LIFECYCLE MARKETINGHow you communicate with your contacts –
from their first point of contact all the way
through their lifespan as a paying customer.
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73% of your leads will not be sales-ready when first
generated
SOURCE: GLEANSTER
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Email is one of the
most effective ways
to nurture leads.
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It’s not worth marketing to leads and customerswho won’t see value from your business.
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• What messaging resonates with your ideal customer
• The challenges, goals, and pain points of your prospects
• Which offers best generate these ideal customers
• What content to create
WHAT MARKETING CAN LEARN FROM SALES
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The boat moves faster
when everyone is
rowing in the same
direction
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56% of U.S email users unsubscribe from a
business or non-profit email subscription
because content is no longer relevant
SOURCE: CHADWICKMARTINBAILEY
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PEOPLE USED TO SAY BUYER BEWARE. NOW IT’S SELLER BEWARE.
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Loyal customers are worth up to10X as much of their first purchase.
SOURCE: WHITE HOUSE OFFICE OF CONSUMER AFFAIRS
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YOU NEVER GET A SECOND CHANCE TO MAKE A FIRST IMPRESSION.
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8% Of companies truly deliver a
superior customer experience
SOURCE: BAIN AND COMPANY
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• Offer light-weight support to your customers
• Respond to inquiries and requests quickly and efficiently
• Stay in communication in-between phone calls
• Provide access to additional products and services of value
EMAIL IS A FLEXIBLE CUSTOMER SUCCESS TOOL
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• Generate more revenue through renewals
• Have your customers pay you more as they get more value
out of your products and services.
• Turn your customers into evangelists
CUSTOMER SUCCESS CAN HELP YOU:
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Ready for more?Get the full experience and more with the
free Email Marketing Certification.
Take the course!
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2 HOW TO USE EMAIL TO DO LIFECYCLE MARKETING
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Map the content in your emails to the buyer’s journey
LIFECYCLE MARKETING FOR LEADS
Identify key touch-points in your marketing and sales
process
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Map the content in your emails to the buyer’s journey
LIFECYCLE MARKETING FOR LEADS
Identify key touch-points in your marketing and sales
process
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THE BUYER’S JOURNEYThe research process a buyer goes through
leading up to making a purchase.
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THE BUYER’S JOURNEY
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THE BUYER’S JOURNEY
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THE BUYER’S JOURNEY
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THE BUYER’S JOURNEY
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AN IN-DEPTH UNDERSTANDING OF YOUR BUYER’S JOURNEY IS THE FOUNDATION OF A SUCCESSFUL EMAIL MARKETING STRATEGY.
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Map the content in your emails to the buyer’s journey
LIFECYCLE MARKETING FOR LEADS
Identify key touch-points in your marketing and sales
process
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• Subscribing to your blog
• Filling out a contact form
• Requesting a consultation
• Downloading a key offer
POTENTIAL KEY TOUCHPOINTS
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YOUR LEADS ARE BUSY. THEY ARE DISTRACTED.BE RESPECTFUL OF THEM AND THEIR TIME.
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YOUR JOB AS A COMPANY IS NOT COMPLETE SIMPLY BECAUSE A CUSTOMER HAS PURCHASED.
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Capture the right data
LIFECYCLE MARKETING FOR CUSTOMERS
Map out the important parts of the customer lifecycle
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Capture the right data
LIFECYCLE MARKETING FOR CUSTOMERS
Map out the important parts of the customer lifecycle
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A great email marketer recognizes when not to send an email.
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Capture the right data
LIFECYCLE MARKETING FOR CUSTOMERS
Map out the important parts of the customer lifecycle
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1. New customers
2. Ongoing customers
3. Evangelists
THREE CUSTOMER STAGES
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HOW CAN YOU GET YOUR NEW CUSTOMERS TO SEE THE VALUE OF THEIR PURCHASE AS QUICKLY AS POSSIBLE?
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• Why did your customers purchase?
• What does success look like to them?
• How will they measure success?
• How can you help them be successful quickly and
sustainably?
CAN YOU ANSWER THESE QUESTIONS?
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• Transactional emails
• Welcome emails
• Confirm appointments
• Recap meetings
USING EMAIL WITH NEW CUSTOMERS
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1. Provide value
2. Listen for cues
3. Pay attention to context
THREE RULES FOR ONGOING CUSTOMER SUCCESS
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EVANGELISTSCustomers who believe so strongly in a product or service
that they freely try and convince others to buy or use it.
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• Provide exclusive access
• Give customer discounts
• Create a referral program
CREATING EVANGELISTS USING EMAIL
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• Social communities
• Case studies
• Testimonials
• Customer reviews
CUSTOMER EVANGELIST PROGRAMS
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WHAT A GREAT LIFECYCLE EMAIL LOOKS LIKE3
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GET EMAIL MARKETING CERTIFIED.
START TODAY
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THANK YOU.