A post-conversion or retention email marketing program, although sometimes overlooked, should be a very powerful component of your overall marketing strategy. So much focus is directed to email acquisition and driving the first conversion that what happens next is ignored. That is a mistake because the next stage of the lifecycle provides clear opportunities to set up some quick-win email programs.
A lot of my retail customers would define someone who has made one purchase a "trier" only and not a customer. People become customers once they have made that secound purchase. If this is you, what email programs do you have in place to drive that second purchase?
Let's look at what post-conversion email can do for email marketing success and your brand:
There are three programs you should optimize and put into place today:
Post-purchase communications should not be overlooked. They are vital to ensure repeat purchases and customer retention, and are great for building brand awareness, creating stickiness, and keeping your company top of mind with your customers.
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Matt Hayes is the director of services strategy at Lyris. With experience in the e-mail industry both in the U.S. and in the U.K., Matt has deep knowledge and experience working with clients in the strategy and development of welcome programs, lifecycle campaigns, list retention and growth, Web behavior segmentation, and e-mail design. Matt started his e-mail career at a U.K. agency that became Lyris UK and was instrumental in managing e-mail marketing campaigns for some of the biggest brands in the U.K. Matt's background is specialized in high-end fashion retail where he set up revenue-driving campaigns. In 2009, Matt moved to San Francisco to manage a team of campaign specialists and drove e-mail marketing strategy for clients in the U.S.
March 19, 2014