In a recent survey of online email marketing participants, an overwhelming 75 percent of respondents said that lifecycle email marketing is far more effective than traditional bulk email marketing. But what is lifecycle email marketing and how does it differ from regular email marketing?
Lifecycle email marketing is triggered by specific events – like anytime a customer subscribes to your marketing newsletter or makes a purchase on your website. When this happens, a single email message is sent to give that customer additional information, to thank them for signing up, or any other number of variables that’s determined by the action that was taken.
It’s important to remember that lifecycle email marketing shouldn’t take the place of your traditional online email marketing efforts with regard to bulk messages and newsletters. To operate a truly effective email marketing campaign, both should be used. There are, however, a number of industries that are starting to phase out bulk email marketing messages in favor of lifecycle email marketing – but the industries that are taking this approach are generally found in the field of hospitality, where customers don’t bring their business on a basis as frequent as other industries that market through online channels.