The Power of Lifecycle Emails

A friend recently sent me an extremely insightful article from HelpScout entitled "Lifecycle Emails: Magic Pixie Dust for User Onboarding". This article gives some great tips and tricks for e-mail marketing. The idea is that users need to be reminded and supported into signing-up and repeatedly purchasing. To do this, e-mail marketing is most effective when it is inline with the user lifecycle. It should not just be an e-mail for the sake of an e-mail but rather an e-mail at a key point in the user's relationship with the brand. Here is the lifecycle as defined by HelpScout:

Beyond mapping out the lifecycle, this article provides some helpful e-mail tips including:

1. Match e-mails to activities
2. Make sure your subject lines are catchy and entice people to open the e-mail
3. Be clear on the action you want people to trigger & the benefit of that action (entice, don't command)
4. Don't overcrowd the e-mail with too much copy or too many links. It should have one rationale and one clear CTA

This article was so helpful, that I will likely leverage some of the tips and tricks in my recommendations to my digital marketing client. :)