How to Optimise Engagement Through Customer Lifecycle Marketing| Kath Pay

Guest: Kath Pay

Here's a summary of the great stuff that we cover on this show:

- Lifecycle marketing is personalised, adapting communication and experiences based on the customer's position in the journey—Acquisition, Conversion, Retention, and Reactivation—conveyed through targeted email campaigns.
- Develop a strategy aligned with business goals and marketing objectives for each lifecycle stage before implementing tactics, ensuring a cohesive and focused approach.
- Lifecycle marketing prioritises customer service, aiming to understand and meet customer needs at every stage, creating meaningful and customer-oriented email content.
- Brands with personalised and customer-centric email content experience higher engagement, emphasising the importance of helpful, empathetic, and value-driven communication.
- The key metric for success in lifecycle marketing is conversion, mapping successful stages back to specific objectives, highlighting the need to prioritise tangible business outcomes over superficial metrics like open rates and click rates.

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