Lifecycle Messaging consists of targeted emails that are sent in response to a subscriber’s action, inaction, or need. These messages help accomplish the goals of the various stages of the Subscriber Lifecycle…

1. OUTSTANDING
EMAIL Marketing EXAMPLES
OF
LIFECYCLE MESSAGING
A free
companion
resource
for

2. Outstanding Email Marketing Examples of Lifecycle Messaging
Lifecycle messaging consists
of targeted emails that are sent
to help accomplish the goals of
the various stages of the
Subscriber Lifecycle…

3. Outstanding Email Marketing Examples of Lifecycle Messaging

4. Outstanding Email Marketing Examples of Lifecycle Messaging
While some lifecycle messages
are solely segmented or
personalized, the most are
automated emails that are
triggered by one of the following
five conditions:

5. Outstanding Email Marketing Examples of Lifecycle Messaging
1. An action by the subscriber
2. Inaction by the subscriber
3. A date associated with the
subscriber
4. The operations of the sender
5. A machine owned by the
subscriber that’s web-connected

6. Outstanding Email Marketing Examples of Lifecycle Messaging
With that in mind, here are
some of my favorite lifecycle
messages. For each of them, I
also highlight the lifecycle stage
and the type of automation
trigger. I hope it inspires you.

7. The following outstanding
email marketing examples
demonstrate the concepts,
tactics, and strategies around
lifecycle messaging as
discussed in the the 4th
Edition of Email Marketing
Rules.

8. Outstanding Email Marketing Examples of Lifecycle Messaging
Barça Fans
gets their new
subscribers excited
about football season
and the team by
giving them player
content, club news,
and more.
Onboarding – Action Triggered

9. Outstanding Email Marketing Examples of Lifecycle Messaging
But, their welcome
email also recognizes
how national pride fuels
their fans by featuring
one of six different
players depending on
what country the
subscriber is in.
Onboarding – Action Triggered

10. Outstanding Email Marketing Examples of Lifecycle Messaging
Segmenting
their welcome email
by country lets them
take advantage of
powerful regional
player affinities.
Onboarding – Action Triggered

11. Outstanding Email Marketing Examples of Lifecycle Messaging
Home Depot’s
product review form
looks very familiar
and standard…and
then you realize the
form is inside the
email itself using AMP
for Email functionality.
Super-Engagement – Action Triggered

12. Outstanding Email Marketing Examples of Lifecycle Messaging
The first time I
encountered it, I
didn’t realize it’d written
the review in the email
until I hit submit.
Having the form in the
email makes it much
easier to take action.
Super-Engagement – Action Triggered

13. Outstanding Email Marketing Examples of Lifecycle Messaging
Zulily sends
a progressive
profiling campaign to
learn which brands
subscribers are
interested in.
Engagement

14. Outstanding Email Marketing Examples of Lifecycle Messaging
The limited
assortment retailer
then follows up with
highly relevant “in
stock” alert emails.
Super-Engagement – Action Triggered

15. Outstanding Email Marketing Examples of Lifecycle Messaging
Quip’s replenish-
ment emails lets
service plan members
double-check their
mailing address, but
more importantly
walks them through
the service process.
Super-Engagement – Operations Triggered

16. Outstanding Email Marketing Examples of Lifecycle Messaging
They accomplish
this through a series of
five 1- to 6-second
animations. While
animated gifs are often
used for fun, Quip
shows how instructive
they can be.
Super-Engagement – Operations Triggered

17. Outstanding Email Marketing Examples of Lifecycle Messaging
Blue Nile
sends a traditional
“You left this in your
shopping cart”
abandonment
message. However…
Super-Engagement – Action Triggered

18. Outstanding Email Marketing Examples of Lifecycle Messaging
If the subscriber
doesn’t convert, they
shift their messaging
and suggest
alternative products.
And…
Super-Engagement – Action Triggered

19. Outstanding Email Marketing Examples of Lifecycle Messaging
If the subscriber still
doesn’t convert, they
conclude their cart
abandonment email
series with a combo
message.
Super-Engagement – Action Triggered

20. Outstanding Email Marketing Examples of Lifecycle Messaging
Nintendo pays
attention to the
games you play and
then sends emails
that try to extend
engagement…
Super-Engagement – Action Triggered

21. Outstanding Email Marketing Examples of Lifecycle Messaging
…whether that’s
through amiibo
figures, downloadable
crafts, or promoting
games you might like
based on past
purchases.
Super-Engagement – Action Triggered

22. Outstanding Email Marketing Examples of Lifecycle Messaging
Mini ties to get
a click and a
laugh with this
reengagement email.
With a colorful list of
silly questions…
Reengagement – Inaction Triggered

23. Outstanding Email Marketing Examples of Lifecycle Messaging
…the quirky car
brand gives
subscribers lots
of opportunities to
click and reaffirm
their interest.
Reengagement – Inaction Triggered

24. Outstanding Email Marketing Examples of Lifecycle Messaging
Pinkberry
sends this mobile app
reengagement email
when subscribers
haven’t used it in a
while.
Reengagement – Inaction Triggered

25. Outstanding Email Marketing Examples of Lifecycle Messaging
Their mobile
app acts like a stored
value card, so if
loyalty members
aren’t using it, they
aren’t buying yogurt.
Reengagement – Inaction Triggered

26. Outstanding Email Marketing Examples of Lifecycle Messaging
Tripadvisor
does what almost no
one else does—they
close the loop on
reviews by letting
you know how
others are benefiting
from your advice.
Super-Engagement – Date Triggered

27. Outstanding Email Marketing Examples of Lifecycle Messaging
In addition to telling
you how many
people have read
your reviews, they
suggest other review
opportunities. It’s a
powerful motivator to
submit more reviews.
Super-Engagement – Date Triggered

28. Outstanding Email Marketing Examples of Lifecycle Messaging
JetBlue sends
this re-permission
email to subscribers
who have not
engaged in a long
time.
Transition – Inaction Triggered

29. Outstanding Email Marketing Examples of Lifecycle Messaging
JetBlue gives
recipients the
choice to
(a) stay subscribed,
(b) change their
preferences, or
(c) unsubscribe.
Transition – Inaction Triggered

30. About the 4th Edition of
Email Marketing Rules
The most comprehensive email marketing
book from the most prolific email
marketing author helps you master the
most misunderstood marketing channel.
Chad S. White, the author of nearly 4,000
posts and articles about digital and email
marketing, takes you step by step through
184 best practices, shares extensive
tactical checklists, and gives you strategic
frameworks for long-term success.

31. If you want to improve your email program by…
 Setting the right program goals
 Building high-performance lists
 Ensuring your emails are delivered
 Crafting relevant messaging
 Automating your messaging
 Developing efficient workflows
Get the updated and greatly expanded
4th Edition of Email Marketing Rules now!