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

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

4. Key Customer Segments
Leads
Active
At risk
Lapsed

5. Key Customer Segments
Leads
Active
At risk
Lapsed

6. Order Gap Analysis
Repeat customers

7. Example A

8. Example B

9. Customer Lifecycle Map

10. 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

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

12. 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 s
Campaign structure
1 - Set expectations, brand values, social proof - immediate
2 - Tell your brand story – 4-8 days (time of day?)
3 - Get social, product range – 8-12 days

13. 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

14. Post First Purchase Campaign aims A thank you for becoming a customer
After sales support
Product review
Encourage (incentivise?) repeat purchase
Campaign structure
1 (post order confirmation) – days
Follow-up – for non-openers, or incentive reminder

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

16. VIP / Loyalty Welcome Campaign aims A thank you for their trust
A reward for their loyalty
Encourage next purchase
Campaign structure
1 – 2-3 days
Follow-up – for non-openers, reward reminder

17. 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

18. 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

19. 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
1 – at risk – X weeks after last purchase
2 – follow up for non-converters – X+2 weeks
3 – lapsed– Y weeks after last purchase
4 – follow up for non-converters – Y+2 weeks

20. 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

21. 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

22. THANK YOU