Three Steps to Excel Marketing Efficiency

December 9, 2024

Building a Full Lifecycle User Marketing System

The foundation of effective email marketing lies in identifying the right target audience and aligning your content with the lifecycle stages of your users. By tailoring your messaging to the specific needs of users at each stage, you can maximize engagement and drive better results. As you map out your customer lifecycle, you’ll gain clearer insights into your EDM strategy goals, enabling you to plan more effectively.

The user lifecycle is typically divided into five stages: Introduction, Growth, Maturity, Sleep, and Loss. Correspondingly, the operational strategy focuses on four key phases: Acquisition, Conversion, Retention, and Reactivation. Each stage requires distinct email marketing tactics and target groups.

Step 1: Acquisition Phase

The primary goal of this stage is to build your subscriber base by collecting user data through various channels. This data helps refine user personas, enabling more targeted email campaigns in the future. Once the data is complete, you can begin segmented email pushes.

For users in the introduction phase (new subscribers), focus on sending emails such as:

Welcome messages
First-order discounts
Exclusive benefits for new subscribers

These campaigns aim to encourage first-time purchases and boost product awareness.

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Step 2: Growth Phase

In this stage, the focus shifts to improving user retention and driving repeat purchases. Merchants should prioritize enhancing the shopping and product experience for new customers, encouraging deeper engagement with the website, and converting users into repeat buyers.

At this point, users should have a positive impression of your brand. Leverage the marketing calendar to send emails tied to:

E-commerce events (e.g., Double 11, Black Friday)
Holiday promotions (e.g., Mother’s Day, Christmas)
Weekend discounts

These campaigns aim to increase user activity and drive second and third purchases.

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Step 3: Maturity Phase

Users who have made three or more purchases enter the maturity stage. The key objective here is to deepen their engagement with your platform, fostering a habit of repeat purchases. Mature users can also act as brand advocates, attracting new users through sharing and referrals.

For mature users, design personalized email content, such as:

Product recommendations based on past purchases
Replenishment reminders
Weekly bestsellers
Wishlists
Referral rewards

These tailored campaigns encourage mature users to actively participate in the growth of your platform.

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Step 4: Sleep/Loss Phase

For users in the sleep or loss stage, the goal is to re-engage them without causing annoyance. Use innovative methods, such as:

User surveys
Re-login incentives
Limited-time offers

These strategies aim to reactivate dormant users and recover those who have churned.

Email Promotion Rhythm and Content Planning

Once your EDM goals are clear, start planning your monthly email promotion rhythm at least one month in advance. Your plan should include details such as:

Sending dates
Email subject lines and content
Target audience and mailing lists
Content production sources
Responsible team members

Below is an example of a monthly promotion planning table for common email marketing scenarios:

By transforming email promotion into a full lifecycle user marketing strategy, you can maximize the value of your email campaigns. Focus on understanding your users at each stage of their journey, tailor your content accordingly, and optimize your promotion rhythm and execution. With these steps, you’ll not only improve email marketing efficiency but also drive long-term user engagement and growth.

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Three Steps to Excel Marketing Efficiency

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