how do you lifecycle? training webinar slides
TRANSCRIPT
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TWEET!
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Follow us on Twitter! @WhatCounts @MattlrWC @laurenamberbell Tweet about this webinar using #HowDoYouLifecycle
MATTHEW RAMOS Director, Strategic Account Management
LAUREN BELL Director, Strategy Services
INTRODUCTIONS
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AGENDA FOR TODAY’S WEBINAR
• What is Lifecycle Marketing?
• Why Triggered Messages and Lifecycle Marketing?
• Where can I find things and what are the key terms?
• AFAFA do you Lifecycle?
• When and what will our next phases of Lifecycle look like?
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LIFECYCLE MARKETING
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ACQUIRE CONVERT GROW RETAIN WINBACK
WHY LIFECYCLE MARKETING?
“Marketers that do this right (<20% of marketing organizations today) will see their marketing messages receive, at minimum, 5x the response rate of non-targeted push messages.” (According to Adam Sarner, Research VP at Gartner)
The Email Experience Council reported Click Rates 119% higher for triggered messages than “Business as Usual” messages in Q1 of 2012.
(Epsilon and the Direct Marketing Association)
39% of respondents to a 2013 Email Marketing Benchmark Survey said they used triggered [Lifecycle] email to increase relevance and engagement of their email campaigns, more than any other method. (Marketing Sherpa)
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TRIGGERED CAMPAIGNS
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Source: http://www.marketingsherpa.com/article/chart/automated-emails-sent-by-organizations
KEY TERMS YOU NEED TO KNOW
• List Definitions – – Must create a list definition as it is required for lifecycle campaigns. This houses
the basic email requirements such as your from, reply-to, and bounce addresses. This is essentially the same information you’re requested to complete when you create a new list.
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KEY TERMS YOU NEED TO KNOW
• Phases –
– Identify the pivotal phases of an overall Lifecycle Marketing strategy for a customer. They include:
• Acquire • Convert • Grow • Retain • Winback
• Campaign Types –
– Identify the type of messages that are being delivered in the Lifecycle Campaign. They include:
• Transactional • Promotional • Newsletter • Loyalty • Lifecycle • Service
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KEY TERMS YOU NEED TO KNOW
• Categories –
– Identify the different types of lifecycle series one can use to engage their customers under the different phases.
• Welcome Series • Birthday • Anniversary • Reengagement • Winback • Survey • Customize Your Own!
• Definitions –
– Lifecycle Templates that map out the different touches in a Lifecycle Series – Build these to use as the framework for your lifecycle campaigns
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KEY TERMS YOU NEED TO KNOW
• Campaign – – An individual lifecycle series you can activate, deactivate, update, copy or
delete.
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NOW LET’S CREATE A LIFECYCLE TOGETHER
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FUTURE PHASES TO LIFECYCLE
• Updates to the Lifecycle platform will continue to occur throughout the next 30 days.
– New features include: • Data Check feature – allows you to create a mini segmentation rule in your Lifecycle
campaign based off of subscriber data, event data, and custom data • Data Set – allows you to update fields for other sequences. • Better Error Messaging on templates
• Enhanced Reporting – This will be rolled out over the course of several months.
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ADVANCED LIFECYCLE TRAINING
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How do you Lifecycle? Advanced Training
When: Wednesday, Oct. 30 | 2-3 p.m. ET Speakers: Matthew Ramos, Director of Strategic Account
Management and Lauren Bell, Director of Strategy Services
Register now!
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