A01 chaf6542 06 se fm indd

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Life cycle stage. This is very useful where customers follow a particular sequence in buying 

or using a service, such as online grocery shopping or online banking. Automated  event- 

 triggered email marketing can be developed for this audience (as explained in Chapter 9). 

For example, bank First Direct uses a  six-  month welcome strategy based on email and 

direct mail communications. For other campaigns, the status of a customer can be used 

for targeting, for example not purchased or used service, purchased once, purchased more 

than five times and active, purchased more than five times and inactive, etc.