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
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Slide1
Five Customer Lifecycle Campaigns Every Retailer Should Be Running
How to Build a Lifecycle Marketing ProgrammeSlide2
21%
Percentage of revenue driven by emailSlide3Slide4
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