In this webinar, you'll hear the following:
- What is a subscriber lifecycle, and why is it important?
- The stages of subscriber lifecycle.
- Tips for each lifecycle.
Here's the Q&A:
- In the Starbucks example, how much time was there in-between each of the emails?
- While I don't have the cadence Starbucks uses for their onboarding series specifically, the more important thing to consider here is what makes sense for your own email program and the cadence of your regular campaigns. I also want to clarify that during the onboarding stage, subscribers should not receive any other marketing or promotional emails to mitigate any confusion and overwhelm the subscribers with the volume of emails they're receiving. With that said, here are a few examples of cadences that could work for your email program. 1. (high frequency cadence) If you send your promotional/marketing emails on a weekly cadence, it might make sense for your onboarding emails to deploy every other day or every couple of days, wrapping up the onboarding stage in a week so that the subscriber is only missing about one week of promotional/marketing emails. 2. (low frequency cadence) If you only send once a month, then I recommend sending the onboarding emails on a weekly cadence. This way you can still keep in touch with the subscriber without front-loading them with several emails all at once and then no communication for a few weeks.
- Do you have any recommendations or best practices for the email cadence?
- That's a great question, and this will really depend on your business and what makes sense for your business and the purchase cycle of your product/service. As I mentioned during the webinar, the engagement stage is really a stage where you can interact with your subscribers outside of just sending promotional emails. So, what's really important here is making sure you have a healthy mix of non-promotional and promotional emails without overwhelming and fatiguing your subscribers. For example, if you send the same promotion on a weekly basis, maybe you can incorporate newsletters to break up the monotony. If this were the case, I would send a promotion on week 1, non-promotion (like a newsletter) on week 2, promotion on week 3, and non-promotion on week 4. That way you're still reaching out to the subscriber using the same cadence (one that they're already used to) but incorporating various types of emails to keep the subscriber engaged.
Get the slides here: