How to Use Lifecycle Email Marketing to Sell High Ticket Services

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High-ticket services take a little more convincing to sell, and lifecycle emailing is a surefire and necessary way to get the ball rolling. Lifecycle emails influence and entice prospective and recurring customers and guide them on their journey with the high-ticket service you provide. You can successfully market your high-ticket service with well-planned lifecycle emails.

To use lifecycle email marketing for high-ticket services, you should plan your email lifecycle by evaluating your service and dividing the customer journey into email stages. Once you have mapped out your high-ticket service email stages, you can tailor emails and devise strategies for each.

Planning marketing emails for your high-ticket service is easier said than done. We will cover how to market your service with email lifecycles and explain some strategies you can use within an email lifecycle model to help you plan.

How to Market High Ticket Services with Lifecycle Emails

Since your service is high-ticket, your marketing is vital as potential customers take longer to consider your product due to price. Your email cycle needs to pierce through a customer's reluctance to spend money and fill the gaps for any objections they may have.

Your sales cycle is unique to your service, as high-ticket services can range from life coaching to legal advice. Research is vital in marketing, so you'll need to understand your customer base to the T before you can structure a well-thought email. You also need to understand your potential clients' mindset from the browsing stage to post-service to reel them in and have them become repeat customers.

The customer journey starts before they purchase your service and continues afterward. Understanding life cycle email psychology helps you set up your marketing strategy. Your emails must function according to the lifecycle stages to build your customer base and loyalty.

The email lifecycle stages are:

  • Brand awareness ─ letting potential clients know what your high-ticket service is about
  • Contemplation ─ convincing customers who have shown interest
  • Buying ─ emails for those who purchased your service or signed up for a free trial
  • Retention ─  targeting emails to customers who have purchased your services
  • Rewarding loyalty ─  taking care of your customer advocates via email

You can design your email lifecycle by considering the different stages, and it is advised to cater to each for a successful email marketing approach.

We will have a look at the various phases and examples of each.

1. Brand Awareness Email Lifecycle

Brand awareness lets potential customers know what your high-ticket service is all about. When structuring awareness emails, you'll want to consider all the aspects that attract and convince your target market.

It would help if you considered what your service provides, the value of your service, your business's mission statement, core business values, and anything you'd like your business to represent.

  • Send welcome emails. First impressions are a big deal, and so is the first email of the lifecycle. You can automate this email after a person subscribes to your newsletter or signs up for a free consultation, but it needs to be well-crafted to convey your high-ticket service impeccably. Welcome emails greet your customer and set the tone for their experience with your service. You should add something to the email the subscriber can act on, such as booking an appointment or answering a quick quiz that can help you personalize emails for them.

2. Contemplation Email Lifecycle

The most important aspect of the contemplation stage is to show the value your service brings. Once someone has shown an interest in your high-ticket service, an email can convert them into a paying customer. You still need to bring awareness of your service, but the email should try to be more personal and show what your service can do for them.

  • Send free offer or discount emails. After your welcome email, offering a free consultation or a small discount can bring a high turnover, as the person has already shown some interest in your service. High-ticket services can seem like a pain to a customer's wallet, and a little financial nudge could hook them in and make them feel important.
  • Send a purchase abandonment email. If your service can get paid for online, and a customer has abandoned the purchase or missed their free consultation, you can tailor an email to close the gap of any questions they may have. You can add value by adding service reviews or playing on the customer's emotional position to need your service. A small discount could also work.

3. Buying Email Lifecycle

A thank you is due when your customer has graced you with payment. You aim to keep customers returning, so maintaining their loyalty is vital. You should make paying customers feel special and have them feel heard.

  • Send payment confirmation emails. Payment confirmation emails can be more than just confirming details. You can introduce loyalty programs or cross-sell other services, but make sure to thank the customer for their purchase and make them feel welcome.
  • Send customer review emails. Feedback helps you improve your high-ticket service, makes the customer feel like they have a say in their experience with you, and builds their trust in your brand. You can also use reviews for marketing purposes or to target specific emails.

4. Retention Email Lifecycle

If you want to keep customers returning to buy your service, emails can help with that. Retention emails keep your customer engagement high and stop them from forgetting about your service and losing interest.

  • Send marketing emails. You can regularly send marketing emails highlighting the worth of your service. You can get creative with marketing emails and send them to customers at any stage of the email lifecycle.
  • Send lapsing customer emails. If your customer has not engaged with your business after some time, you can run an email campaign to win them back. You'll need a captivating subject line, receiver-relevant content, and action.

5. Rewarding Loyalty Email Lifecycle

A business should always notice customer loyalty. Word-of-mouth marketing is the most powerful. If a customer has taken their time to spread the word about your high-ticket service or has become a regular customer, making them feel special strengthens their relationship with the business.

  • Send referral discount emails. Giving discounts for referrals is a powerful tool in email marketing. Ensure the email makes the customer feel honored rather than a marketing tool. You'll get more business from the sender and get more clients at the same time.
  • Send loyalty reward emails. If a customer has used your high-ticket service numerous times, giving back will keep them happy. A small discount can go a long way and looks good on the business if they can look after their loyal customers.

Final Thoughts

An email lifecycle is a crucial marketing tool for your high-ticket service. You can design emails between brand awareness, contemplation, buying, retention, and rewarding loyalty email lifecycles.

Although it takes some effort to set things up, your email list and that connection may end up being your company's most important resource. So it’s work worth doing.

(Related: 9 Email Nurture Campaign Best Practices That Will Quickly Turn Leads Into Customers)

About the Author

I have been in the 'online business' space since 2009 when I started an eCommerce business selling motorcycle parts (sold in 2012). Since then I have owned and operated several successful online business (and had a fair share of failures), along with owning offline home services businesses. Currently my focus is online businesses that are profitable with paid traffic. As a 'self employed individual' I do not use Linkedin, but you can connect with my on my personal instagram and youtube which largely revolve around my mountain biking passion!