2 .Messages: Messages define the actual offer as well as how it is being presented (in an image, text, video, or other type of customer experience).
3. Channels: Channels detail where the customer experience is taking place.
Let’s break down these three components of a lifecycle marketing campaign further.
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1. Lifecycle Marketing Triggers:
A trigger is a predefined condition that a customer satisfies. Typically, it is an action a customer takes such as opting into a newsletter or making a purchase.
However, a trigger can also be an absence of an action. For example, if a certain number of days pass without you hearing from a customer, it might be a trigger to follow-up.
Triggers represent a core difference between lifecycle and traditional marketing.
Traditional marketing is initiated by a brand. Lifecycle marketing is initiated by the customer. Triggers success in email marketing have led it to be adopted in other channels and are a key component in customer lifecycle marketing strategies.
Below are a number of common lifecycle marketing triggers. However, keep in mind that this is an incomplete list. Any customer action (or non-action) can be used as a trigger.
Date & Time a prospect does not complete a purchase
Customer birthdays
Customer anniversaries
Customer purchases
Customer’s browse behavior
Changes in customer accounts
2. Lifecycle Marketing Messages
The second component of lifecycle marketing is messages. Messages are what you actually send to your customer.
You should make your messages both relevant and contextual.