May 26 2010
Lifecycle Campaigns We Can Learn From
In just a few weeks I’ll be hopping on a plane to South Africa. This will be a long trip, and as such, has required me to make several travel-related online purchases that have yielded some particularly interesting email lifecycle campaigns.
The first example comes courtesy of Toktumi, a company offering VOIP calling via an iPhone application and service. Like many subscription-based services, Toktumi offers a free trial period of their product followed by an enrollment deadline. Toktumi’s lifecycle campaign, while very rudimentary from a creative perspective, is outstanding in several other key areas including time of delivery, relevant content and especially clear subject lines.
- Subject: Congratulations! Your Line2 account has been created
Deployed: Immediately after trial registration (triggered)
Content: How to get started, trial period information and discount code. - Subject: Getting the most out of Line2
Deployed: 14 days after registration
Content: Links to tutorial videos, list of features, call to action - Subject: Time Flies! Only 5 days left in your Line2 free trial
Deployed: 25 days after registration
Content: Link to special rate, reminder to register - Subject: Is this goodbye?
Deployed: 30 days after registration
Content: Reminder of what you will miss out on, reminder about special discounted rate - Subject: Toktumi account registration
Deployed: Immediately after sign-up (triggered)
Content: Congratulations on activating your phone service, account information
I simply love this lifecycle campaign. The cadence of messaging is spot-on, as is the content included in each message. The subject lines are so clear, you can easily tell what you’re going to get by opening the message. Toktumi is clearly a company that knows when to deliver that next crucial piece of information that will motivate the customer to make a purchase. For a relatively small operation, they are running a super sophisticated email lifecycle program.
