The webinar covers lifecycle marketing, focusing on the importance of triggered messages, which reportedly yield a significantly higher response rate compared to non-targeted messages. Key concepts include phases of lifecycle marketing, campaign types, and essential terminology for effective email marketing strategies. Upcoming updates to the lifecycle platform and advanced training sessions are also highlighted.

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2. TWEET! 2
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3. MATTHEW RAMOS
Director, Strategic Account Management
LAUREN BELL
Director, Strategy Services
INTRODUCTIONS 3

4. AGENDA FOR TODAY’S WEBINAR
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What is Lifecycle Marketing?
•Why Triggered Messages and Lifecycle Marketing?
•Where can I find things and what are the key terms?
•AFAFA do you Lifecycle?
•When and what will our next phases of Lifecycle look like?
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5. LIFECYCLE MARKETING 5
ACQUIRE
CONVERT
GROW
RETAIN
WINBACK

6. WHY LIFECYCLE MARKETING?
“Marketers that do this right (<20% of marketing organizations today) will see their marketing messages receive, at minimum, 5x the response rate of non-targeted push messages.” (According to Adam Sarner, Research VP at Gartner)
The Email Experience Council reported Click Rates 119% higher for triggered messages than “Business as Usual” messages in Q1 of 2012. (Epsilon and the Direct Marketing Association)
39% of respondents to a 2013 Email Marketing Benchmark Survey said they used triggered [Lifecycle] email to increase relevance and engagement of their email campaigns, more than any other method. (Marketing Sherpa) 6

7. TRIGGERED CAMPAIGNS 7
Source: http://www.marketingsherpa.com/article/chart/automated-emails-sent-by-organizations

8. KEY TERMS YOU NEED TO KNOW
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List Definitions –
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Must create a list definition as it is required for lifecycle campaigns. This houses the basic email requirements such as your from, reply-to, and bounce addresses. This is essentially the same information you’re requested to complete when you create a new list. 8

9. KEY TERMS YOU NEED TO KNOW
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Phases –
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Identify the pivotal phases of an overall Lifecycle Marketing strategy for a customer. They include:
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Acquire
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Convert
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Grow
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Retain
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Winback
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Campaign Types –
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Identify the type of messages that are being delivered in the Lifecycle Campaign.
They include:
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Transactional
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Promotional
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Newsletter
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Loyalty
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Lifecycle
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Service 9

10. KEY TERMS YOU NEED TO KNOW
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Categories –
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Identify the different types of lifecycle series one can use to engage their customers under the different phases.
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Welcome Series
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Birthday
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Anniversary
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Reengagement
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Winback
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Survey
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Customize Your Own!
•Definitions –
–Lifecycle Templates that map out the different touches in a Lifecycle Series
–Build these to use as the framework for your lifecycle campaigns 10

11. KEY TERMS YOU NEED TO KNOW
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Campaign –
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An individual lifecycle series you can activate, deactivate, update, copy or delete. 11

12. NOW LET’S CREATE A LIFECYCLE TOGETHER 12

13. FUTURE PHASES TO LIFECYCLE
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Updates to the Lifecycle platform will continue to occur throughout the next 30 days.
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New features include:
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Data Check feature – allows you to create a mini segmentation rule in your Lifecycle campaign based off of subscriber data, event data, and custom data
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Data Set – allows you to update fields for other sequences.
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Better Error Messaging on templates
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Enhanced Reporting
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This will be rolled out over the course of several months. 13

14. ADVANCED LIFECYCLE TRAINING 14
How do you Lifecycle? Advanced Training
When: Wednesday, Oct. 30 | 2-3 p.m. ET
Speakers: Matthew Ramos, Director of Strategic Account Management and Lauren Bell, Director of Strategy Services
Register now!
whatcounts.com>resources>webinars

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16. REACH OUT TO US 16
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