Lifecycle Marketing strategies will govern the development of email marketing over the next few years. Not since Peppers and Rogers envisioned the "One to One Future" has the capability to manage customer relationships been so cost effective. This presentation was given to both the TFM&A London and Manchester events during 2011.

1. Building Customer Lifecycle Marketing Strategies Using Behavioural and Engagement Data 26 May 2011 TFM&A Manchester

4. Diverging Strategies in Email

5. Maximising Relevance Email Address Preference Centre RFM Data Behavioural Data Engagement Data

7. Email engagement data in action A combination of engagement and RFM can be used to select frequency of mailings. Sending emails to people who want to receive them, is vital to ensuring email deliverability. More frequent Less frequent Toxic segments

10. How the combined strategies work Visitors Browsers Info Gathering Comparing Basket Abandon Engagement is the first stage of any journey Purchase Drop off communications Browser programme Brand reinforcement and USPs Competitor Positioning Basket Abandonment Engagement

11. Automated Welcome Programme

12. Automated Welcome Programme

15. Behavioural Search Criteria Holiday specific search criteria will drive the content and trigger