The Email Subscriber Life Cycle
In 2011, HubSpot produced an interesting study that essentially revealed that the longer an email subscriber had been on an email list, the less likely they were to engage in what those emails had to offer. On the other hand, marketers must bear in mind that it is much simpler to transform an existing customer into a repeat one than it is to find a new one.
Think about the folks who are currently on your emailing list. If the findings in the HubSpot report are to be believed, then they may become bored over time, or they may begin finding your company’s offerings to be irrelevant to their current situation.
So what is the trick to creating an email that is going to be applicable to everyone? The answer is….there isn’t one. Instead, what we teach our clients to do is create an email marketing campaign with content that is designed to target a specific group within your email list. These messages are sent at regular intervals, and they provide you with an excellent method of reaching both seasoned subscribers and new contacts.
With Regards to the New Subscriber…
A new subscriber is going to be the one that is most interested in the content of your email marketing campaign. Since they just signed up, you know you already have their attention. Here are a few things that you should send to them:
- A Welcoming Email – The purpose of this email is to thank them for their interest and for signing up. It also provides you with valuable information regarding the most important segments of your website, like where to look for certain products or services or whom to contact for assistance if they are having trouble.
- Coupons – This is the email that will convert the new subscriber from a subscriber to a new client. It is easy to attract their attention by offering promotions and coupons that can only be accessed by email subscribers.
- Historical Summary – Is there an interesting story behind how your company got started? Share it with your new subscribers. It can go a long way in creating a bond of friendship between your business and a client.
The welcoming email should be sent out immediately, and the other emails can be sent out at predetermined intervals. Because you know you have the undivided attention of a new subscriber at this point, if you have something important to say, make sure you say it!
After the First Four Weeks
After the first 4-5 weeks, the chances are good that new email subscribers have become familiar with your business, the layout of your website, and the products or services that your business has to offer. More than likely, they have already purchased something from you at this point. In order to engage their repeat business, here is the next series of emails that you need to send out:
- Cross Selling – Take a look at the products that a new client has purchased. Does your business offer services or products that will complement this purchase? Share it with them. Talk up the beneficial points of that product or service, and think about offering them a coupon or discount.
- Upselling – If the product or service that your client purchased can be upgraded to something more expensive, now is the time to share with them why doing so is a good idea.
- Industry Related News – If there is a new trend or product in your industry that is making waves, then your clients are most likely going to want to learn about it and learn how it can benefit them. When you become a source they can count on for up to date information, it is establishes your business as a leading authority figure in your field.
To successfully execute cross selling and upselling emails, you will need to track which customers are purchasing what. In doing so, you will easily be able to send them a one off message to a particular segment. While the latest industry news is going to be interesting to most, new subscribers, who are still receiving the follow up campaign, should be left off of this list.
After the First 3 Months
If there is a particular segment of your email list that may be nearing the end of their lifecycle, but on the other hand, they may just need a little encouragement in order to keep purchasing from your business. There are a few methods you can employ to find out more information.
- Surveys and Polls – These tools can be used to learn what your clients want more of and what they are tired of seeing. Your marketing strategy can then be adjusted according to the info you uncover.
- Encouraging Social Media Discussions – Facebook and Twitter are two social media platforms that can be utilized to nurture and foster discussions about your business. More than likely, an individual will remain a fan of your business’s page on Facebook, even if they unsubscribe from your emails.
Finally, simple tools, such as Google Docs, can be used to track the results you uncover in your polls and surveys. The rest of your email marketing campaign can then be adjusted accordingly.
To spark media discussions regarding your business, add a simple line or two about how to find, follow, and review your brand on a variety of social media platforms. Utilizing social media platforms gives everyone the chance to participate in these forums.