In the web application, lifecycle emails are all the rage. Some claiming even 10% revenue when done right. What exactly are they and how can they help? If you are building web and mobile apps for clients, consider implementing these for your clients. They will love you for it. First off here are some claims:
By sending highly-targeted emails to visitors based on their interests, we delighted X-Plane users and doubled the likelihood of a demo user becoming a paying customer. -- Conversion Insights
75% of businesses report that lifecycle marketing programs outperform outbound email programs -- Strongview.com
Even in 2015, email is still king to keep in touch with users. In the context of a web or mobile application, lifecycle emails are simply automated emails that, once they are triggered by an event, are sent to the user in a personalized way with a strong call to action.
Here's an example: I started a sign up with FounderDating but gave up once it forced me to ask others of a recommendation. A day later I got this email:
Whoa! Kristen was really on the ball asking me to come back and finish my profile. The reality is this was likely an automated email triggered for people who started and never completed a profile. However, making it personalized and tailored to my current situation makes it compelling. As you'll see next week, they actually sent me a bunch of emails where I eventually did cave and finish my profile.
What are some common lifecycle emails that are triggered? You've probably received some already:
- User hasn't logged in for a week. Tell them what they've missed.
- User left something in their shopping cart but didn't order. Offer them a promo code to finish their payment.
- User hasn't used any of the key features yet. Tell them how to get started.
- User has subscribed for 4 months. Offer them a discount for an annual plan.
- .. and the list goes on.
Can you see how sending these highly targeted emails can result in a higher conversion, and in turn more revenue? Using the setup a outlined a few months ago will have all the infrastructure you need to get started. Now get out there and start converting!Tweet