Lifecycle Marketing

Lifecycle marketing works to guide potential customers through identified milestones in the sales funnel or brand relationship. This form of marketing is meant to tailor messages based on the stage of the customer. Marketing stages can include the “member” as someone who signs up for a newsletter list; a “single purchase customer,” who makes one purchase and may not come back; an “active customer,” who makes repeat purchases, an “at risk customer,” whose repeat purchase cycle begins to slow; or a “lost customer,” who no longer purchases. Each step in this lifecycle requires a different message in order to keep a customer engaged and avoid losing them.