Lifecycle Comms / Automation
SETTING
As our 6-month membership pilot came to a close, our team shifted our attention to enhancing Specialized’s lifecycle communications and marketing automation through the use of our emails and in-app communications.
CHALLENGE
Develop deeper Rider relationships to drive brand loyalty
ROLE
Amanda: Marketing Manager
Researcher of the company’s current processes and industry best practices/expectations
Leader of meetings and conversations
Collaborators: Email/CRM, Director of Apps, Brand
MEASURE OF SUCCESS
Customer Lifetime Value
Subscribers
Accounts
% of Engaged Riders
NPS
OUR APPROACH
A 3-phased approach that includes a welcoming and onboarding flow, sustained engagement once we’ve collected more information about the individual and can send them tailored content, and win back content. This approach leverages triggered automotive flows in both email and in-app communications.
Onboarding | Brand, Account, and Product
Engagement | Newsletter, Breaking News, Milestone Celebrations
Winback | Win-back, Re-engage
RESULTS
During this project, unfortunately, Specialized laid off 35% of the global marketing team, including the entire membership/lifecycle team. While we didn’t get the see our efforts from this particular project come to fruition, here are some wins for the organization:
Foundation of automated lifecycle communications with a more methodical and clear approach created
Inter-department pathways and ways of working established
MATERIALS CREATED
Lifecycle MVP deck (not original format with formatting errors)
