Introduction:
Why Timing Matters in Customer Communication
If you have a product/business, your customers expect timely, relevant, and personalised communication at every stage of their journey—from the first touchpoint to post-purchase engagement.
A research by McKinsey shows that personalisation can deliver 5–8x the ROI on marketing spend and lift sales by more than 10%. This underscores the growing importance of lifecycle email automation—a strategy that aligns email communication with specific customer lifecycle stages.
What Is Lifecycle Email Automation?
Lifecycle email automation refers to the process of sending automated, targeted emails based on where a customer is in their relationship with a brand. It ensures that customers receive relevant messages—such as welcome emails, onboarding guides, product recommendations, feedback surveys, and re-engagement nudges—exactly when they need them.
For example:
A *new user* gets a welcome series.
An *active user* receives product tips.
An *inactive user* is nudged with re-engagement content.
This automation helps businesses build trust, increase conversions, and reduce churn—all while saving time and manual effort.
How Contacto by BigWorks Powers Smarter Email Journeys
Contacto is an advanced email automation app built natively on Salesforce, designed to simplify and scale lifecycle email communication. It helps businesses move beyond batch-and-blast emails to deliver intelligent, timely, and action-triggered messages.
Here’s how Contacto makes lifecycle automation seamless:
- Event-Based Triggers That Match the Customer Journey
Contacto’s automation engine integrates deeply with Salesforce data, enabling emails to be triggered based on real-time user behaviour or lifecycle events:
- Account created
- Purchase completed
- Subscription nearing renewal
- Customer inactive for X days
Example: A SaaS platform using Contacto can send a personalised onboarding series triggered the moment a user signs up, guiding them through setup, activation, and feature adoption.
- Personalisation at Scale
Contacto taps into Salesforce CRM data—names, purchase history, user preferences—to enable deep personalisation. Businesses can create dynamic email content that changes based on customer attributes or behaviour.
Example: A financial services company might send investment tips personalised to a customer’s risk profile and goals.
- Performance Analytics That Close the Loop
Contacto provides detailed metrics on:
- Open rates
- Click-through rates
- Conversion outcomes
- Drop-off points in journeys
This data enables marketing teams to iterate and optimise journeys in real-time.
The Result: Stronger Relationships, Better Retention
Lifecycle email automation is not just about operational efficiency—it’s about delivering value when it matters most. By combining real-time triggers, CRM-based personalisation, and scalable workflows, Contacto helps businesses turn one-time customers into long-term brand advocates.
According to Salesforce, 79% of marketers consider email to be their top channel for content distribution. With a tool like Contacto, that channel becomes even more powerful—contextual, automated, and insight-driven.
Conclusion
Whether you’re onboarding new users, nudging leads toward conversion, or reactivating dormant customers, lifecycle email automation is the bridge between data and impact. And with Contacto by BigWorks, that bridge is built right into Salesforce, where your customer data already lives.
It’s not just about sending emails. It’s about sending the right emails to the right people at the right time.
