3 Lifecycle Marketing Examples to Inspire Your Omnichannel Strategy

Imagine if your marketing strategy could speak directly to your customers’ needs—no matter where they are in their journey with your brand. That’s exactly what lifecycle marketing aims to do. By understanding how customers move from discovering your brand to becoming loyal advocates, you can deliver tailored experiences that foster meaningful connections and drive growth.

At its core, lifecycle marketing is all about syncing your efforts with your customers’ journeys. It recognizes that customers don’t all need the same thing at the same time. Some are just getting to know your brand, while others are ready to dive in deeper. By aligning your messaging and offers to each stage, you build trust, spark loyalty, and ultimately drive conversions.

This is where SAP Emarsys steps in. As a leading omnichannel customer engagement platform, SAP Emarsys equips businesses to turn insights into action. By harnessing data-driven personalization and automation, marketers can create campaigns that hit the right note at just the right moment. And it works—brands using lifecycle marketing strategies see a 54% boost in engagement and a 56% increase in loyalty.

To see these strategies in action, let’s explore how three companies—Happy Socks, Brisbane Airport, and Village Roadshow Theme Parks—used SAP Emarsys to connect with their customers in ways that truly mattered.

Challenge: Happy Socks, the Swedish sock brand known for its bold designs, faced a classic growing-pains problem. As they expanded globally, they needed a way to manage a growing customer base and deliver personalized experiences at scale.

Solution: By partnering with SAP Emarsys, Happy Socks unified their customer data, gaining a complete view of each customer’s journey. With these insights, they launched:

• Welcome emails: Fun, engaging introductions to their brand for new subscribers.
• Reactivation campaigns: Personalized incentives and product recommendations to re-engage inactive customers.

Results: These strategies hit home. Welcome email open rates soared, and lapsed customers were tempted back with targeted offers. The outcome? A surge in customer engagement, more frequent purchases, and a noticeable uptick in lifetime value.

Challenge: For an airport as busy as Brisbane’s, connecting with travelers at every touchpoint—before, during, and after their journey—was no small feat. They needed a way to make every interaction seamless and meaningful.

Solution: Brisbane Airport used SAP Emarsys to analyze customer data across touchpoints and create highly personalized experiences. Here’s how they did it:

• Pre-trip emails: Tailored parking info, dining suggestions, and shopping tips based on customer preferences.
• Real-time notifications: Updates on flight changes and exclusive offers sent during their time at the airport.
• Cross-selling opportunities: Predictive analytics helped recommend add-ons like lounge access or car rentals at just the right moment.

Results: Customer engagement took off, with higher email open rates and a boost in non-aeronautical revenue. Brisbane Airport turned routine travel into an elevated, personalized experience.

Challenge: As one of Australia’s top theme park operators, Village Roadshow wanted to turn one-time visitors into loyal fans. They needed a way to make every guest feel seen, whether it was their first visit or their fifth.

Solution: SAP Emarsys empowered the company to use customer data to create campaigns tailored to each guest’s journey:

• First-time visitors: A welcome series that showcased events and promotions to encourage a return trip.
• Lapsed guests: Reactivation campaigns offering special incentives to come back and enjoy the parks again.

They also segmented their audience by demographics, visit frequency, and spending habits to fine-tune their messaging.

Results: The results were impressive: higher retention rates, increased visit frequency, and a boost in average order value. Village Roadshow turned casual park-goers into devoted customers.