In the world of marketing, the term "lifecycle" is no stranger to seasoned professionals. It is often paired with email marketing, and time and again, it has been discussed and explored. Based on past experiences, the lifecycle is a complex and intricate system, and when applied to customers, it can sometimes feel daunting and challenging to implement. However, Focussend has simplified the process into three easy steps, outlining the essential tasks that customers need to complete within the lifecycle, for everyone's reference and inspiration.

A well-designed lifecycle email campaign can yield unexpected results, and the method of creating these emails is of utmost importance. The key is to find a way to have customers complete your desired actions with as little time and effort as possible.

Generally speaking, lifecycle emails must be:

Relevant (so that the customer understands why they are receiving the message)

• Simple and easy to understand

• Focused on a specific conversion goal

Keep these principles in mind, and let's take a look at this extremely easy method for creating these emails.

The 1-2-3 Lifecycle Email Method

Imagine a customer who needs a financial management software to help them manage their finances. How can the "Quick Cash" app better capture this customer?

Dear [Customer],

Welcome to Quick Cash, the best app to help you build wealth from your spare change. To get started, please complete the following steps:

1. Ensure your personal information is up-to-date

2. Link your accounts to the Quick Cash app

3. Download our mobile app

If you have any questions for our support team, simply reply to this email, and we'll be happy to assist you.

Best regards,

The Quick Cash Team

This is the 1-2-3 method - simple and actionable.

Once people sign up for a trial, subscribe to a newsletter, or create an account, you need to tell them what the next steps are. Never assume they know what to do next. The longer you wait, the less likely they are to take action.

The 1-2-3 method works effectively because it simplifies any process (literally as easy as "1-2-3"). It makes it easy for the recipient to accept and take action. (By the way, if you ask the recipient to do more than three things, you're probably asking too much.)

How to Start the 1-2-3 Lifecycle Email Method

First, you need to have a long-term plan, but within that long-term plan, you must include short-term interactions. In other words, consider all the different stages of the lifecycle, including registration, login, and so on, to form a comprehensive whole.

For example, social media platforms know they need to acquire new users and have them complete their profiles. This additional personal information helps the platforms better personalize the user experience and provide better value. Once users log in to the website, the social media platform can even provide familiar visual cues to help users understand all the features.

Completing user profiles can be a significant obstacle, so they undoubtedly send new users 1-2-3 style emails. These emails not only require users to complete three steps, but they also provide matching visual guidance to help these new users easily complete their profile information.

Airbnb is doing the same thing, with each email increasing its brand image in people's minds.

Additionally, Brian has adopted a plain-text welcome mode in his new projects, with clear step-by-step articles to guide readers through the click-through process.

More 1-2-3 Lifecycle Email Case Studies

Following the 1-2-3 method, combined with powerful call-to-action copywriting, Pinterest has become an excellent lifecycle email example.

Elevate provides users with various apps and uses this interactive approach to address user churn issues, relieving users' concerns on multiple fronts and conducting reasonable marketing based on the user lifecycle.

(They often send emails, and lifecycle emails have proven to be more welcome to users.)

If Not Using the 1-2-3 Method

The 1-2-3 method is not suitable for all situations; each lifecycle email has its own most appropriate approach.

When testing lifecycle emails, you can improve through the test results, and quantitative data will generate some free trial users. Digging deeper into this part of the user base may uncover potential long-term customers.

Shopify is a successful case that does not use the 1-2-3 method. They know that free trial users are more likely to accept products that allow online payment, so Shopify's emails contain more content to encourage trial and purchase.

About Focussend

Focussend (www.focussend.com), founded in 2008, is currently China's best-licensed email marketing service provider and the first company in China to develop an email service platform based on advanced American core engines that meets the user experience of Chinese users. Since its establishment, Focussend has adhered to the core values of "Simple, Reliable, and Affordable," providing comprehensive email lifecycle marketing planning and execution services to tens of thousands of clients. Currently, Focussend provides professional and effective online marketing services to companies in various fields, including e-commerce, education and training, tourism, aviation, hotels, media, and fast-moving consumer goods.