How to Double Sales without Acquiring New Customers -

RETENTION MARKETING

Presenting Metrilo’s mission at Google’s HQ in Dublin, Ireland

E-commerce Entrepreneurs’ highest priority is increasing Revenue!

The E-commerce Revenue Formula

Acquired customers

Average order size

Retention rate

REVENUE (in eCommerce)

According to Harvard Business Review article, “increasing customer retention by 5% can potentially increase profits by 25-95%.”

Zero Defections: “Quality Comes to Services” in the September–October 1990 issue.

Source: Windsor Circle, Retention Trends Webinarhttps://vimeo.com/183736035

Retail Retention Rates

Retention MarketingWhat is retention-focused marketing?

That’s marketing strategy with the simple focus to create more engaged customers who return to your store repeatedly.

Understanding the different customer segments (personas)

in your client base is the key to retention

Customer segments you should be monitoring

Repeat customers

New customers

Spending habits

Buying habits

CreatingNew Customers segment

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2

3 4

CreatingRepeat Customers Segment

SegmentingBased on Purchasing Behavior

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2

3

4

SegmentingBased on Spending Habits

How to set it up

Segment-based remarketing

Different people, different offers

Turn your GA’s segments into Adwords Audiences

Create the same segments using FB pixel on your website

List of available events via FB pixel

Plan your remarketing strategy

Dog Lovers Cat Lovers

Ads containing Dog content only!

Ads containing Cat content only!

Always consider timing when you are setting up your next promotion!

You can’t ask people buy more food for their pet, if they already have enough!

How to utilize email marketing to improve retention

Post-purchaseemails

Setting up “trip-wire” email

promos

Do the up-sales based on data

1 2 3

Post-purchase email seriesPositive experience is the key to customer loyalty

or in our language - Better Retention

Right after the purchase

Once delivered

35 - days later

RIGHT AFTER a person places an order

The DAY AFTER the order was delivered

35 DAYS AFTER the order. The estimated time to expect the next order.

No random products here. Use data to discover relevant products

Trip-wire email campaignRelying on data while setting up your email promotion

results in Better Retention

What are trip-wire emails?Emails with relevant offers set to trigger when it is very

likely that a customer of yours is going to churn

How to find out when people churn

Calculate your Average Time-Between Orders!

Free Resource: AVG time-between orders calculator

Set-up an email drip campaign that triggers at the right time!

• Email 1- try to avoid discounts, simply offer relevant products

• Email 2 (a day later) - Offer better incentive (small discount)

• Email 3 (3-5 days post trigger) - Offer great incentive (bigger discount)

How a pet food retailerkicked Retention %

using Metrilo

Segment, Plan, Email - Go

The Results?

• The Emails had 117% higher conversion rate than standard promotions!

• The Remarketing campaigns had 53% higher CR than their average

• Overall: We managed to bump up retention rate of New customers with 25%

Use customer behavior

to adjust product promotions

Build extremely precise targeting for your emails &

remarketing

Once again, the key is…

LET`S TALK!