What makes a good lifecycle email?
- interesting, exciting, or compelling
- tailored to the customer’s needs & wants
- tailored to the customer’s situation/level/status
- supportive
- a single, well-defined call to action
- a distinct style/voice (as appropriate)
- timely, urgent — not manipulatively so, but just enough of a deadline to get the reader to look, think, and take action (even if that means closing their trial)
Exciting and compelling can be ‘positive’ such as valuable insight or new features — or ‘negative’ such as “don’t lose access to Noko!”
