At just three years old, online womenswear brand Finery is leading the way when it comes to email marketing; often showing old-school, veteran brands how it’s done.
Just like its beautiful clothes, Finery’s emails are modern, stylish, inspiring and well-designed. They’re also highly relevant, thanks to the brand’s investment in different methods of personalisation—including customer lifecycle marketing (CLM).
To recap, CLM is an approach to marketing that takes its cue from where a customer is in their journey with your brand, ensuring the right message is sent to the right person at the right time.
In order to start using CLM, ecommerce marketers need to split their customer base into different lifecycle segments or ‘stages’. The nature of these segments will vary from business to business, but they tend to be split into: