Today’s hyper-connected consumers are creatures of habit: they journey through lifecycles on the premise of conformity and uniformity, yet they’re also impulsive. They want to do what everyone else is doing; and most of all, they don’t want to feel left out. Marketers can leverage these shared human instincts with the data they hold on their customers; not necessarily in a big brother-esque ‘freaky’ kind of way, but rather in a soft approach that taps into our human nature. Lifecycle marketing messages should be emotive, precisely because their intention is to encourage an emotional response.
If you’re unfamiliar with the term ‘lifecycle marketing’, Smart Insights defines it nicely as a “Contact strategy to prioritise and integrate the full range of marketing communications and experiences to support customers on their path to purchase.” And we know that adding an emotive and personalized layer to the messaging that’s sent to customers during their journey can really pack a punch.
We have all experienced this personal touch from an email marketing perspective – that birthday email from ASK Italian that made me book a table, for instance; the one-year anniversary email of my India trip which made me book a trip to Russia with the same company! Many brands are effectively using their customer data to drive brand loyalty and ROI. Nevertheless, there was one particular example I wanted to share because I consider it to be an exemplar of using email to enhance your lifecycle marketing.
In 2013, Mothercare had 280,000 names in their database, but now they have around 11 million in total – 3 million of which are active. According to Marketing Director Gary Kibble, the “richness” is in understanding the value of customers. For instance, a pre-natal customer is worth three times as much as a customer that shops after birth. This level of understanding comes from looking specifically at what, when and why customers purchase. Subsequently, Mothercare has built a “rich, visual picture” of customers based on information on the stage of their pregnancy.
Leveraging the above, Mothercare has created no less than 200 triggered emails to inform parents about what’s happening in their pregnancy, what they need to be thinking about, and what/when/why they need to purchase. Knowing the due-date means that this close, emotional relationship can continue after the baby is born and, importantly, remain relevant to the customer. This ties closely to the idea that humans (generally) conform, are uniform, and are impulsive. Here’s a typical example:
“Hmm, yeah, we need a baby rocking chair. It would be weird if we didn’t have a rocking chair, right? I mean, most people probably get one.
“Oooh, I really like that one; shall we buy that one?”
In conclusion, Mothercare has effectively absorbed their customers’ insight, matched it with their product knowledge and, as a result, produced a great relationship with customers. Any retailer can digitally enhance their email marketing lifecycle with the end goal of driving customer value and increasing ROI. Core belief: the devil is in the data!
If you’d like to delve deeper into the world of lifecycle marketing, get a free copy of our guide that outlines why email is your lifeline when making customers for life.