Lifecycle Marketing

Webinar Series Phase 2: Post-Purchase

Today’s Agenda

•  Quick review: Lifecycle Marketing

•  Post-Purchase Personas & Campaigns

o  First Purchase Series

o  Product Education Series

o  Segmented Promotions

Windsor Circle in 90 Seconds

Predictive Lifecycle & Retention Marketing

Browse Abandonment

Cart Recovery

Segmenting Customer Behavior

Post Purchase Programs

Replenishment Automation

Analytics

Grow Customer Value

REPLENISH TRACK

Behavioral Marketing

RETAIN RECOVER

Retention Marketing

CONNECT ANALYZE

SEGMENT PREDICT

Predictive Marketing

Marketing campaigns that address different customer needs as they progress in their relationship with a brand

What Is Lifecycle Marketing?

Purchase

Retention

Post Purchase

Pre-Purchase

What Is Lifecycle Marketing?

Pre-Purchase Post Purchase Retention

Browse Abandonment First Purchase Win-Back

Welcome Series Product Education Cart Recovery

Segmented Promotions Product Replenishment

Best Customer Series

Lifecycle email marketing was found to increase campaign performance, subscriber engagement and customer satisfaction.

Why Lifecycle Marketing?

http://www.marketingtechblog.com/infographic-the-ecosystem-of-lifecycle-marketing/marketing-lifecycling-mod3-2/

55%

67%

56%

Campaign Performance Subscriber Engagement Customer Satisfcation

Through lifecycle marketing, our clients are seeing:

•  a 20% increase in CLV year-over-year

•  an average retention rate lift of 17%

•  and 10x ROI

Why Lifecycle Marketing?

Meet the Personas

Meet the Personas

Campaign 1 First Purchase Series

Meet New Kid Nancy

Attributes:

•  First time customer

Earn Their Loyalty:

•  Post Purchase Welcome Series

•  The key time to strengthen customer relationships

First Purchase

•  The key time to strengthen customer relationships

•  provide an opportunity to further a c q u a i n t c u s t o m e r s w i t h y o u r company and product offering

First Purchase

•  The key time to strengthen customer relationships

•  provide an opportunity to further a c q u a i n t c u s t o m e r s w i t h y o u r company and product offering

First Purchase

By The Numbers

http://www.emailstatcenter.com/AutomatedMessages.html

•  The key time to strengthen customer relationships

•  provide an opportunity to further a c q u a i n t c u s t o m e r s w i t h y o u r company and product offering

First Purchase

By The Numbers

•  152% higher click rate from triggered messages

http://www.emailstatcenter.com/AutomatedMessages.html

•  The key time to strengthen customer relationships

•  provide an opportunity to further a c q u a i n t c u s t o m e r s w i t h y o u r company and product offering

First Purchase

By The Numbers

•  152% higher click rate from triggered messages•  80% of brands are sending this type of message

http://www.emailstatcenter.com/AutomatedMessages.html

First Purchase Series

Recommended Set Up – 3 part series

1.  About the brand “welcome to the family”

First Purchase

Recommended Set Up – 3 part series

1.  About the brand “welcome to the family”

2.  Call to interact on social

First Purchase

Recommended Set Up – 3 part series

1.  About the brand “welcome to the family”

2.  Call to interact on social 3.  Product / brand

recommendations

First Purchase

Recommended Set Up – 3 part series

First Purchase Email Example

First Purchase Email Example

•  Shows appreciation for the customer’s purchase

First Purchase Email Example

•  Shows appreciation for the customer’s purchase

•  Offers an incentive

First Purchase Email Example

•  Shows appreciation for the customer’s purchase

•  Offers an incentive

•  Includes recommendations of popular products related to the purchased item

First Purchase Email Example

First Purchase Email Example

•  Contains message from the company’s Director

First Purchase Email Example

•  Contains message from the company’s Director

•  Provide links to encourage engagement with the brand’s social media profiles

First Purchase Email Example

•  Contains message from the company’s Director

•  Provide links to encourage engagement with the brand’s social media profiles

•  Previews the content customers can expect on each social media channel

Tip 1

Tip 2

First Purchase Email Tips

Emphasize one clear CTA (Call to Action) per message. Don’t overwhelm readers with multiple next steps this early in the relationship.

Keep the message short. Most people will not read more than a few paragraphs of text, so try to keep them engaged with simple emails.

Campaign 2 Product Education

Meet One-Time Tom

Attributes:

•  One time shopper who has never engaged with your email campaigns

Earn Their Loyalty:

•  Product education emails to ensure he’s using his new items properly

Product Education

Product Education •  Ensure that buyers are using their purchased

items correctly and effectively

Product Education •  Ensure that buyers are using their purchased

items correctly and effectively

•  Demonstrate the value of your product offerings and showcase that you care about your customers’ satisfaction with their purchases

Product Education •  Ensure that buyers are using their purchased

items correctly and effectively

•  Demonstrate the value of your product offerings and showcase that you care about your customers’ satisfaction with their purchases

•  Foster retention by building customer loyalty and brand awareness.

Product Education •  Ensure that buyers are using their purchased

items correctly and effectively

•  Demonstrate the value of your product offerings and showcase that you care about your customers’ satisfaction with their purchases

•  Foster retention by building customer loyalty and brand awareness.

By The Numbers

https://www.campaignmonitor.com/blog/email-marketing/2016/01/70-email-marketing-stats-you-need-to-know/

Product Education •  Ensure that buyers are using their purchased

items correctly and effectively

•  Demonstrate the value of your product offerings and showcase that you care about your customers’ satisfaction with their purchases

•  Foster retention by building customer loyalty and brand awareness.

By The Numbers

•  6x higher transaction rates from personalized emails

https://www.campaignmonitor.com/blog/email-marketing/2016/01/70-email-marketing-stats-you-need-to-know/

Product Education •  Ensure that buyers are using their purchased

items correctly and effectively

•  Demonstrate the value of your product offerings and showcase that you care about your customers’ satisfaction with their purchases

•  Foster retention by building customer loyalty and brand awareness.

By The Numbers

•  6x higher transaction rates from personalized emails•  10% higher conversions from personalized emails

https://www.campaignmonitor.com/blog/email-marketing/2016/01/70-email-marketing-stats-you-need-to-know/

Product Education Example

Product Education Example

•  Sent to customers who recently bought a specific product, Epoxy Clay

Product Education Example

•  Sent to customers who recently bought a specific product, Epoxy Clay

•  Offers a tutorial video for a craft project that uses that particular item

Product Education Example

•  Sent to customers who recently bought a specific product, Epoxy Clay

•  Offers a tutorial video for a craft project that uses that particular item

•  Positions company as experts in the industry by providing product use advice

Product Education Email Example

Product Education Email Example

•  Customers who purchase ski boots are automatically enrolled in a three-part education series

Product Education Email Example

•  Customers who purchase ski boots are automatically enrolled in a three-part education series

•  Offers further information on the product, a guide to putting the ski boots on, and detailed contact information

Product Education Email Example

•  Customers who purchase ski boots are automatically enrolled in a three-part education series

•  Offers further information on the product, a guide to putting the ski boots on, and detailed contact information

•  This series significantly decreased return rates for ski boots

Tip 1

Tip 2

Product Education Email Tips

Trigger emails for at least one week after the product has shipped. This ensures that the customer has already received their items in the mail.

Encourage customers to share how they’re using the items they purchased with you on social media.

Campaign 3 Segmented Promotions

Meet Trendy Trey

Attributes:

•  Knows all about the latest trends•  Super loyal customer as long as you meet, or

exceed their high standards.

Earn Their Loyalty:

•  Segmented promotions relevant to his interests and past purchases

•  THE WHAT: the act of is dividing your customer list into distinct groups based on common traits, like purchase history or demographics

Segmented Promotions

•  THE WHAT: the act of is dividing your customer list into distinct groups based on common traits, like purchase history or demographics

•  THE WHY: ensures that each specific audience will receive messages and offers tailored for them

Segmented Promotions

•  THE WHAT: the act of is dividing your customer list into distinct groups based on common traits, like purchase history or demographics

•  THE WHY: ensures that each specific audience will receive messages and offers tailored for them

Segmented Promotions

http://mailchimp.com/resources/research/effects-of-list-segmentation-on-email-marketing-stats/

By The Numbers

•  THE WHAT: the act of is dividing your customer list into distinct groups based on common traits, like purchase history or demographics

•  THE WHY: ensures that each specific audience will receive messages and offers tailored for them

Segmented Promotions

http://mailchimp.com/resources/research/effects-of-list-segmentation-on-email-marketing-stats/

By The Numbers

•  13% higher open rates when compared to batch & blast

•  THE WHAT: the act of is dividing your customer list into distinct groups based on common traits, like purchase history or demographics

•  THE WHY: ensures that each specific audience will receive messages and offers tailored for them

Segmented Promotions

http://mailchimp.com/resources/research/effects-of-list-segmentation-on-email-marketing-stats/

By The Numbers

•  13% higher open rates when compared to batch & blast•  52% higher click rates when compared to batch & blast

Segmented Promotion Email Example

Segments: •  Customers who purchased

the Ultrafeed sewing machine

•  All others

Segmented Promotion Email Example

35% Open Rate16% Open Rate

Segments: •  Customers who purchased

the Ultrafeed sewing machine

•  All others

Segmented Promotion Email Example •  Used geotargeting to showcase

National Football League branded products

•  By zip code proximity, MyBinding segmented customers by the NFL team closest to them

Tip 1

Tip 2

Segmented Promotion Email Tips

Offer different incentives for each segment. For instance, give churning customers a larger discount than other groups as a way to bring them back into the purchase cycle.

Start with the four basic segments (one-time buyers,win-back, non-purchaser, and all others).

Phase 3:

Retention Campaigns

•  Thursday, May 19

•  3 pm EST

Up Next:

Questions?

Resources

Lifecycle Marketing Guide

WindsorCircle.com/LifecycleGuide

Customer Lifetime Value Game

www.GuestToBest.com