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Five Customer Lifecycle Campaigns Every Retailer Should Be Five Customer Lifecycle Campaigns Every Retailer Should Be

Five Customer Lifecycle Campaigns Every Retailer Should Be - PowerPoint Presentation

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Uploaded On 2017-06-15

Five Customer Lifecycle Campaigns Every Retailer Should Be - PPT Presentation

How to Build a Lifecycle Marketing Programme 21 Percentage of revenue driven by email Key Customer Segments Leads Active At risk Lapsed Key Customer Segments Leads Active At risk Lapsed ID: 559594

customer purchase customers email purchase customer email customers weeks campaign loyal leads product encourage repeat shopped brand reward segment

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Presentation Transcript

Slide1

Five Customer Lifecycle Campaigns Every Retailer Should Be Running

How to Build a Lifecycle Marketing ProgrammeSlide2

21%

Percentage of revenue driven by emailSlide3
Slide4

Key Customer Segments

Leads

Active

At riskLapsedSlide5

Key Customer Segments

Leads

Active

At riskLapsedSlide6

Order Gap Analysis

Repeat customersSlide7

Example ASlide8

Example BSlide9

Customer Lifecycle MapSlide10

3 Golden Rules

You can’t thank your customers too much

Never let contacts go more than 2 months

without a personal touch

Don’t overdo incentives, and balance

with rewardsSlide11

Leads

Not yet converted

Warm leads vs cold leads

Visit data vs email open rates (vs social media?)

Browse abandon pop-ups, newsletter sign-upsSlide12

Welcome series

Campaign aims

To set out your brand story and key selling points

To convey the breadth of your product range

To encourage new subscribers to interact with you on other channels

To encourage people to provide further details and preferences

To set subscriber expectations about the frequency and nature of your emails

Campaign structure

Email 1 - Set expectations, brand values, social proof - immediate

Email 2 - Tell your brand story – 4-8 days (time of day?)

Email 3 - Get social, product range – 8-12 daysSlide13

Active Customers

Everyone who has shopped in your store in the last

n

months

Sub-segment into:

Single purchase (new vs older)

Repeat

VIPs/LoyalSlide14

Post First Purchase

Campaign aims

A thank you for becoming a customer

After sales support

Product review

Encourage (

incentivise

?) repeat purchase

Campaign structure

Email 1 (post order confirmation) – 10-20 days

Follow-up – for non-openers, or incentive reminderSlide15

VIP / Loyal Customers

Spend X in Y months

Spent X in total

Made

nth

orderSlide16

VIP / Loyalty Welcome

Campaign aims

A thank you for their trust

A reward for their loyalty

Encourage next purchase

Campaign structure

Email 1 – 2-3 days

Follow-up – for non-openers, reward reminderSlide17

At Risk Customers

Not shopped for between X and Y weeks/months

Sub-segment into:

Warm (visited since X?) vs cold

Previously repeat/loyal vs one time

Seasonal shoppers, anniversary shoppersSlide18

Lapsed / Dormant Customers

Not shopped for Y weeks/months

Do they consider themselves lapsed? Survey!

Sub-segment into:

Warm (visited since Y?) vs cold

Previously repeat/loyal vs one timeSlide19

Winback

Campaign aims

To reactivate customers who have not shopped for a while

To encourage (

incentivise

?) next purchase

To remind them of new products

Campaign structure

Email 1 – at risk – X weeks after last purchase

Email 2 – follow up for non-converters – X+2 weeks

Email 3 – lapsed– Y weeks after last purchase

Email 4 – follow up for non-converters – Y+2 weeksSlide20

More Touchpoints

Customer service message

After sales, extended guarantee, care tips

Review

Product review

Survey

Asking for additional information, purchase preferences, feedback

Anniversary of first purchase

Thank you message

Birthday

Reward

Replenishment

Product based, X weeks after last purchase

Event invite

Geographic segmentationSlide21

CUSTOMER INSIGHT AND MARKETING AUTOMATION FOR ECOMMERCE

38 Park Street

Mayfair

London

W1K 2JF

James

Dunford

Wood

Co-Founder

Chief Customer Officer

james@ometria.com

0207 016 8383Slide22

THANK YOU