Some people mistakenly think that lifecycle management applies only to companies that sell products or services. After all, one of the most powerful applications of lifecycle management is timing communications that fit into customers’ place in the sales cycle. The opportunities are endless – retailers and travel sites tailoring message content and timing based on past purchases, cable companies developing complete lifecycle programs to maximize ROI and retention, etc.

In a previous blog I wrote about beginning with a single step - some helpful strategies to increase your customer retention through acquisition and the early stages of your email marketing program. I reviewed the importance of providing a message preview, setting expectations of frequency, following an industry best practice of a double opt-in procedure and ensuring that they know how to add you to their “safe sender” list.