I’m sure all digital and email marketers have heard of the concept of  ‘customer lifecycle management.’  The concept is a bit antiquated in that it assumes we manage the customer’s lifecycle instead of the customer’s lifecycle guiding our marketing. In the age of twitter it’s close to impossible to manage a customer’s behavior but it’s very possible and highly advisable to find opportunities to communicate based on predictions of our customers’ behaviors.

I was recently at the receiving end of a piece of conversation that some may consider the first email communication in the customer lifecycle marketing program. What set this email apart from other typical and predictable lifecycle emails (does dropping email at 15-30-60-90 days since acquiring the customer ring a bell?) is that this email was written in a very personal manner.

Dear Ms. Open Digital,

I wanted to first say thank you for purchasing Aqua Lung equipment. We realize in these tough economic times a customer like you is a rare find and you have many choices in regards to selecting diving gear.

I have received your online form for the Gear Up & Go campaign. I will be sending you via email a voucher containing the redemption code for use with your choice of the participating resorts within the next few days. In the mean time, if you have any questions or concerns, please feel free to call me at the number listed below or (800) xxx-yyyy or by email.

Best Regards,

Signature

This simple and clever email made me feel like a valued customer much more so than just receiving a voucher in the mail would have. Thinking back on it now I can trace the entire customer engagement strategy here:

1. Aqua Lung creates a program whereby they both sell gear and capture customer information– if you buy a package of gear and mail in a form you get a discount and travel vouchers

2. Aqua Lung receives returned forms and start customer dialogue by immediatelly responding in acknowledgement

3. Aqua Lung emails again with travel vouchers

4. If customer opted in to receive offers the emails probably continue

It’s a brilliant plan to keep customers engaged.

Here is how I would make it even better–I would put email offer opt-in links in the original welcome and thank you email.  I did not check the box to receive offers from aqualung in the form I mailed in, so after making me feel warm and fuzzy with their welcoming email they could get me to opt in. It would also offer them an additional way of measuring the effect of their welcome email.

The aqua lung program is designed in such a way that it targets customers who make high-ticket purchases and who voluntarily offer their contact information. So it narrows down the communication pool and makes it more maneageable to send personalized communication.

I’ve made higher ticket purchases in my life– a car, a big-screen TV, all that nice dental work, etc. I remember nothing about my experience when I purchased those items.  I felt very little connection with the entity behind the brand. Aqua Lung, on top of making the lighest regulator on the market today,  gave me a communication experience I will always remember.