You need to be able to target the customer exactly where they are in the funnel. Customer lifecycle marketing is a marketing approach that targets individual customers where they currently exist within the customer journey.
A proper customer lifecycle marketing strategy can:

* Increase consumer trust in your brand
* Increase customer retention and loyalty
* Reduce instances of customers abandoning shopping carts
* Reduce customer churn rate

Ultimately, all of this leads to a major increase in profitability. Not only is it inherently profitable to have a solid base of recurring customers spending their money on your products or services, but retaining customers is also much more cost-efficient than acquiring new ones.

You can get more on the how and why of lifecycle marketing in this blog from Fieldboom: http://www.fieldboom.com/blog/customer-lifecycle-marketing/.