How Brands Use Email to Engage Customers at Every Stage of the Life Cycle

In the era of the connected consumer, marketing has become more competitive and challenging than ever. Today’s consumers are better informed and more empowered, and they expect a personalized experience at every stage of the customer life cycle. This is why email has become the #1 channel for delivering offers, information, and customer service communications tailored to the needs, interests and behaviors of the consumer.

In this presentation that Joel Book of Salesforce and I gave yesterday at Salesforce Connections in Atlanta, we shared:

• Case studies from innovative brands that use email to engage consumers and deliver personalized content at each stage of the customer life cycle
• How to use customer data and predictive analytics to trigger email execution and personalize email content based on the customer’s needs and intent
• Creative tips and techniques to optimize email click-through and conversion
• How to use email in combination with other channels to engage consumers

Here are the slides from our presentation:

And here is a list of additional resources that we shared with attendees so they could take a deeper dive into each stage of the lifecycle:

Awareness

Don’t Confuse Bad Processes with Bad Subscribers: 3 Pitfalls of Offline Opt-ins (ExactTarget)

More Fields, Fewer Subscribers (Email Marketing Rules)

Evaluation

The Complete Guide to Lead Nurturing (Pardot)

Shopping Cart Abandonment Email Trends (Salesforce)

Try a Cart Abandonment Email ‘Sandwich’ (Cloud.IQ)

Purchase

What is Predictive Intelligence—and Why Should Every Marketer Care? (Salesforce)

Four Keys To Improved Subscriber Journey With Progressive Profiling (MediaPost)

The Long and Short of Progressive Profiling (Email Marketing Rules)

Usage

How FC Barcelona Incorporates the Latest Email Trends to Drive Higher Engagement (ExactTarget)

6 Steps to Creating a Successful Welcome Email Experience (Litmus)

Repurchase

Winback vs. Re-Engagement: What’s the Difference? (Salesforce)

How to Manage the 3 Kinds of Inactive Email Subscribers (Litmus)

3 Emails to Send Now to Improve Your Holiday Campaign Results (Litmus)

Advocacy

7 Tips to Turn Existing Customers Into Your Small Biz’s Biggest Advocates (Salesforce)

Uncovering the Metrics Behind an Award-Winning Email (Litmus)

The Viral Email Report: Benchmarks, Tactics, and Topics of the Most Forwarded Emails [eBook] (Litmus)

Overall

2016 State of Marketing (Salesforce)

Email Marketing Rules (2nd Ed.) (Amazon.com)