Customer lifecycle email is a key part of getting your customers coming back to you. While your loyalty program gives them powerful incentives to have you top of mind, and loyalty points give them a reason to come back and buy from you - triggered lifecycle email reaches them with the right message at the right time.
What is customer lifecycle email exactly? A customer lifecycle email is any email that's triggered to go out to your customer based on a certain action they've taken - whether that's adding an item to the cart, placing an order, giving a review, adding an item to their wishlist, etc.
Abandoned carts are a great example - they're sent out to a prospective customer within an hour of so of the very beginning of their lifetime with you - an important time to reach out to them to close the deal and build the relationship.
Win Back emails are another great example. Let’s say that for your particular business, your most loyal customers will purchase every 3 months.
What that means is that if a customer doesn’t purchase after the 3 month mark, they’re becoming an inactive customer. So, at the 3 month mark, you can send them an email to incentivize them to come back and make a purchase.
The Win Back email is generally sent around 90 days after your customer's last order with you, but that number depends on your business's purchase cycle. If you sell furniture, the number is going to be a bit longer - but the concept remains the same - there's a certain point in a customer's lifecycle where they're at risk of becoming inactive.
By bringing the customer back to purchase, not only are you gaining the revenue from that purchase, but you’re also keeping that customer engaged with you and increasing the likelihood that they will go on to become loyal.
Including a discount in that email, as well as a number of other lifecycle emails, can be a great way to increase its conversion rate.