It is already a reality that mass marketing is losing power to relational marketing . This new strategy allows us to analyse the information we obtain from users and their behaviour in order to get to know them better and achieve better results. At this point, the User Life Cycle becomes relevant, which is the model that helps us to know how to treat each russia mobile phone number list user based on their status (client or potential client) throughout the life of their relationship with the brand. In fact, it is a model that has been used precisely to justify and apply relational marketing.
Why is it important to keep it in mind in our Email Marketing strategy?
The User Life Cycle will allow us to know what relationship each of our subscribers has with our brand. In this way, we will be able to know what type of emails we can send them and what their content should be. It is important to bear in mind that we cannot treat all users equally; if we do, the only thing we will achieve is that the unsubscribe rate will increase and the positive indicators (opening rate, clicks and clicks to open) will decrease. The User Life Cycle has 5 different phases that, as we have mentioned, are related to the involvement that a person, in this case the subscriber, has at a given time.
Acquisition and activation phasecrocs
In this phase we would place all potential clients who, for different reasons, have decided to give us their consent to start interacting with them. What should a brand do with this type of user? It should focus on meeting the subscriber's expectations in order to start establishing quality links with them. The objective is for the user to start interacting with the brand and become an active user , that is, someone who opens and reads the emails we send, visits our website and participates in social networks. Therefore, we could summarise that the objective of this phase is to achieve high activity rates . At all times it will be really important to know how to distinguish active from inactive registrations in order to be able to act in each case.
On the right you can see an example of an activation email that not only welcomes the user, but also offers an exclusive discount through a code.
Conversion phase
In the conversion phase we would find those users who already have a good relationship with the brand and who are active, but who have not yet made a first purchase. Therefore, at this stage we would focus on moving to the next level and achieving conversion . It will be very interesting to design emails designed to get the user to take action, for example, with an attractive discount or some exclusive benefit.
