Acquire. Convert. Grow. Retain. Reactivate. These are the objectives of your email at different stages of the customer lifecycle. You start out with a welcoming campaign with a new customer. You nurture them with loyalty campaigns and grow them with cross-sell and upsell campaigns. You improve the lifecycle and avoid quick drop-offs.

Lindsey Ganahl, a sales development representative at the Responsys booth at the shop.org show, was just getting started.

"It's a more strategic approach," she said about the Responsys Lifecycle Campaign Management Solution, "using strategically designed programs as opposed to ad hoc campaigns." She added that Responsys partners and integrates with Coremetrics, WebSideStory, Webtrends, Google Analytics and other web analytics firms in providing a pre-built data gateway that allows marketers to leverage their web behavioral data, in order to send highly targeted email campaigns that reach customers at perfectly timed moments in their own unique lifecycles.

Responsys takes existing profile data and integrates that with real-time web behavioral data to gain a more comprehensive picture of the customer.

"It's all about executing the right message at the right time through the right channel. It's individualized lifecycle marketing."

Amen.

--Posted by Adrian Courtenay