Customer engagement is the ongoing interactions between company and customer, offered by the company, chosen by the customer.” Paul Greenberg, CRM Expert
Customers choose to interact with businesses that offer them value and service them throughout the customer journey.
While some may believe email marketing is dying, it is actually the backbone of digital marketing. It shows up at every step of the customer journey and the customer life cycle. The more customer centric and personalised the emails the higher the engagement and conversion.
Kath Pay, consultant at Holistic Email Marketing, shares her wisdom and gives insight on how lifecycle marketing can optimise customer engagement.
Kath is well-known for her conversion-focused approach and is a huge fan of testing and optimising. She introduced the principles of consumer psychology and behavioural science into email more than five years ago, and this, combined with conversion-centred design; are applied throughout the customer journey within Kath's holistic approach to email marketing.
Takeaway #1 Lifecycle marketing is a form of personalization.
Takeaway #2 Strategy first. Tactics second.
Takeaway #3 Reframe what you do, your site, your email, your language in a way that connects with the customer.
Connect with Kath Pay
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