The best email marketers increasingly are switching to the more relevant and recipient-focused lifecycle campaigns.
Instead of sending batch-and-blast emails, they send emails based on the stage the person is in – the first sign-up with the brand, the first purchase, ongoing interactions, and the dormant.
A 2017 study by Mailchimp shows that segmented campaigns perform a lot better than the non-segmented emails, including:
64% higher unique open rates
Develop parameters for lifecycle marketing
You first must detail the parameters of your lifecycle email marketing program, from segmenting to email designs.