How to Build a Lifecycle Marketing Programme Five Customer Lifecycle Campaigns Every Retailer Should Be Running

Percentage of revenue driven by email 21% Percentage of revenue driven by email

Key Customer Segments Leads Active At risk Lapsed

Key Customer Segments Leads Active At risk Lapsed

Order Gap Analysis Repeat customers

Example A

Example B

Customer Lifecycle Map

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 rewards

Leads Not yet converted Warm leads vs cold leads Visit data vs email open rates (vs social media?) Browse abandon pop-ups, newsletter sign-ups

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 days

Active Customers Everyone who has shopped in your store in the last n months Sub-segment into: Single purchase (new vs older) Repeat VIPs/Loyal

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 reminder

VIP / Loyal Customers Spend X in Y months Spent X in total Made nth order

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 reminder

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 shoppers

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 time

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 weeks

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 segmentation

Chief Customer Officer 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 8383

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