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6 Essential Lifecycle Marketing Strategies for 2023 [Don’t Miss Out

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6 Essential Lifecycle Marketing Strategies for 2023 [Don’t Miss Out

As data privacy concerns and restrictions grow, many brands and advertisers have had to rework their approach and strategies to continue reaching their target audiences and meeting their goals. Some channels have naturally been more heavily impacted than others, but they all have one thing in common: They can benefit from better leveraging their lifecycle marketing data.
 

 
Lifecycle Marketing—which includes email, mobile, and onsite messaging—is built on valuable, privacy-compliant zero-party and first-party data. That data enables lifecycle marketers to answer for today’s consumer demands in another key way—it makes the highly personalized communications they prefer possible.

If it’s starting to sound like Lifecycle Marketing’s time to shine has never been more apparent, you’re right. As we explore in greater detail in our 2023 Lifecycle Marketing Guide, the insights it can offer are capable of powering your cross-channel data and audience strategies in the privacy-by-default future. But before we can help others, we have to help ourselves!

We asked our Lifecycle Marketing experts to share a few of their top tips and considerations for crafting the best campaigns in 2023.
 

Pssst: Don’t forget to register for our upcoming FREE 2023 Lifecycle Summit.

 

 

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1. Don’t Just Collect Information—Use It with Intention

 
As consumers are increasingly bombarded with advertisements across their physical and digital worlds, they have come to expect more from the communications they intentionally agree to receive. It is your responsibility as a marketer to honor that wish by fully leveraging the 0P and opted-in data at your fingertips.

“We need to be targeting subscribers to the degree they want and expect; otherwise, they’re going to pass over your messages. You not only have the information they provided when they signed up, but also behavior learnings along their customer journey. You know what they’re interested in, what they’ve been browsing and clicking on, and what they’ve ordered—all of that ties into the data that we’re collecting for our audience communication strategy. With that valuable information at our fingertips, we have to be utilizing it in every communication we send.”

Emily Clarkson

Emily Clarkson, Sr. Director, CRM & Email at Tinuiti
 

2. Personalization Expectations will Heighten

 
Keep your advertising goals at the forefront of every data point you collect, pre-considering how you’ll leverage any insights that you expressly ask for, as well as insights you have thanks to the opted-in nature of lifecycle marketing.

“Your customers will continue to expect more and more personalized experiences. Marketers need to become an advocate for their own customers while looking at their own marketing goals by finding the balance between their customer’s need for privacy and ensuring there is value in the communications they receive. Don’t be invasive. Don’t be one-sided in your goals. Respecting these needs will drive loyalty.”

Portrait of Leah Lloyd

— Leah Lloyd, Group Director, Lifecycle Marketing at Tinuiti
 

3. Be Mindful of Overflowing Inboxes and Send Messages that Matter

 

Chart showing how many billions of emails were or will be sent each day worldwide from 2017 to 2025

Image Source: https://www.statista.com/statistics/456500/daily-number-of-e-mails-worldwide/

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A staggering 333 billion emails were sent and received daily throughout 2022, and that number is expected to steadily climb for at least the next several years. Aim to be the email that stands out in a sea of general subject lines and content, providing customers with relevance and value in every communication.

“Consider quality over quantity when planning your email strategy. Now is not the time to send just for the sake of sending. Inboxes are flooded with emails and you can stand out by targeting your audience with thoughtful segmentation and by using sophisticated personalization. Send relevant emails and increase the value of your content by altering it to fit subscriber’s interests with the utilization of data; consider purchases, location, browsing history, and even past email engagement.”

Portrait of Kristin Feliciano

— Kristin Feliciano, Associate Director, Lifecycle Marketing at Tinuiti
 

4. Invest in Technology with Multichannel Capabilities

 
The consumer journey is more multipathed than ever before, and technologies with multichannel capabilities baked in can help in future-proofing messaging options.

“Multichannel awareness in your martech stack is no longer a nice-to-have, it is quickly becoming a need-to-have. We’re seeing more and more technologies leaning toward multi-channel capabilities in their features and releases. Having this allows the marketer to adapt to trends in real-time, utilizing metrics and insights from their platforms to target the right audience members at the right time.”

Portrait of Diana Mitchell

— Diana Mitchell, Associate Director, Lifecycle Marketing at Tinuiti
 

5. Elevating Your Campaigns is Table Stakes

 
Email marketing will always be the oldest member of the Lifecycle Marketing crew, but onsite and mobile messaging aren’t youngsters anymore, either! Today, fully integrated campaigns are an absolute must, with all elements upping their game individually, and as a team.

“When we look to 2023, all of the nice-to-have components of programs become need-to-have components. These include using SMS alongside email, implementing on-site pop ups and banners, hyper-personalization and key data collection and usage strategies within lifecycle as well as to fuel cross channels marketing efforts.”

Portrait of Emily Clarkson

— Emily Clarkson, Senior Director, Lifecycle Marketing at Tinuiti
 

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6. Don’t Forget Your Foundation

 
No matter how experienced the marketer, or elevated the strategy they’re applying, the essentials will always be just that—essential.

“In the growing world of digital marketing, it’s more important than ever to make sure you have your basics covered. It’s amazing how many companies let the basics slide. Do you have (and honor) permission? Are you sending relevant and timely messaging? Are you planning cross-channel to ensure your customers are receiving the same, cohesive message across all channels? Are you considering the context of the subscriber with each message you send? If you answer each of those questions with “yes”, then you will have a leg up on many companies out there. “

Portrait of Eric Miller

— Eric Miller, Director, Lifecycle Marketing at Tinuiti
 

Want to Learn More?

 

Last Chance To Register For 2023 Lifecycle Marketing Summit

 
You don’t want to miss out on our upcoming “2023 Lifecycle Marketing Summit”. This year, we’re hosting 2 days’ worth of incredible insights and strategy you can put to use immediately.
 

 

Hype-worthy sessions on topics such as:

 

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  • The Most Important KPIs to Really Drive Your Lifecycle Program
  • Lifecycle as an Engine to Power Other Channels
  • Lifecycle and AI: Where We’re At and Where We’re Going
  • How to Keep Up Your Creative Testing After Budget Cuts
  • Leveraging Your Tech Stack – Migration Execution: Best Practices for Both
  • And more!

 

Featuring Lifecycle and Marketing Brand Experts including:

 

  • Sandcloud
  • Marigold
  • Iterable
  • JustUno
  • Blotout
  • Yotpo
  • Wellby Financial
  • Tinuiti

Limited Space Available – Register Today!

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MARKETING

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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MARKETING

More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

Get MarTech! Daily. Free. In your inbox.

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