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[PENDING] Use Lifecycle Emails to Drive Repeat Visits

Posted on 1.06.2015

It's not uncommon for Web businesses to fail in the quest to acquire new users to take advantage of their products or services. They miss out on the value - particularly at the beginning.

The concept of onboarding has sparked a great deal of interest in the user experience community of late, but it's more than just introducing new users to a product/service's features. It's about fostering an environment where those users can achieve some immediate success and driving repeat visits.

In order to do that, of course, it's necessary to come up with ways to drive those repeat visits. Unless your product is just insanely useful/entertaining/educational, it's not going to be easy. Fortunately, savvy 'Net professionals know that the best way to keep users coming back is to go where they are - the inbox. For that reason, let's do a digital dive into life-cycle emails.

Relationships must be cultivated if the aim is for trust to be built - and, believe me, it most definitely is. The best way to do that today is through email (despite what those often very vocal social media mavens would have you believe.

To be successful with life-cycle emails, companies must define these campaigns in terms of the relationship with customers. The idea is to develop a strategy around important moments in teh customers's life-cycle and create emails that are as useful as possible within that moment. Essentially, marketers should aim to provide timely guidance with their life-cycle emails. So how exactly can enterprises match user activity to the right email?

It is important to keep in mind that the aim is to get users interacting with the product or service so that they are more successful for doing so. Take a freelancer website for example. If a user (the freelancer) never details their skills sets or completes their previous project history, you can be sure that new prospective employers will pass them over for users that provide more details.

The thing to remember with life-cycle emails is that the purpose is to trigger continued action. To trigger the action you want, abide by all those best practices (using interesting subject lines, creating compelling calls to action, leveraging a non-cluttered layout, etc.). So how do you get started with your own lifecycle email campaign?

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