The buzzword or phrase of the week is “lifecycle marketing”. Hoorah for buzzwords and phrases!
Lifecycle marketing is what we call permission marketing when we’re looking at more than just permission to contact someone. In lifecycle marketing we don’t treat everyone the same. We treat people as individuals, just as we should in a Web 2.0 world.
Our most engineered systems will activate events according to a combination of time and user activity. Lifecycle marketing is available to almost everyone who has a properly collected set of data. If you know some one’s birthday you send them a birthday card. If you send them a gift you’ll be even more likely to engage with them. The anniversary of someone joining or their last purchase are key points for enticing customers to start noticing you again.