It's well known that it usually is far easier and costs less to get repeated business from existing customers than it is to acquire new ones. Thanks to customer lifecycle marketing automation you can reward customers in real-time, on their conditions. Here is some inspiration about what to fill the processes with.
Turn new customers to recurring friends by confirming their choice of reward program, repeat your offer and inspire them to visit you again. Welcome them in your preferred channel and consider available customer data when addressing them. At this stage you probably already know their name, gender, age, and where they live. Use the information to get personal. It can be as simple as exposing different pictures to women and men in welcome emails.
- Welcome including onboarding offer
- Reminder of offer redemption
- Introduce you reward program
- Product warranties
Once you've onboarded your new customers, it's soon time to pay attention to them again. Their next visit (and purchase) is of high importance for your future relationship. There is a correlation between a revisit and long-term profitability. Now you really need to address the customer with relevant emails (or text messages depending on preferred channel). Remember that there's no "one size fits all", and you'll need to use segmentation to succeed in this phase.
Suggestion of different segments:
- First time buyers
- Shops on sale
- Inspiration hunters
- Reward payback lovers
- Favorite products on the web
These customers require different types of activities. Here are some suggestions:
- Repeat the value proposition
- Personal offers
- Abandoned carts
- Product recommendations
Retain and reward
After activation you'll have a pretty good picture of your customers. Do your outmost to keep them in this stage, where profit and brand loyalty are built.
Divide your customers in segments based on spend and potential, to assess who you should spend your budget on. Suggestion of segments:
- Top spenders—reward them! Attention must be payed to these contacts, regardless of whether you have an official reward program or not. Top spenders deserve personal recognition and special offers or services
- Next best spenders—a group with high potential since they show a clear interest in your products. Pay attention to them, and try to increase their engagement
Suggestion of different activities and content:
- Favorite products
- Product care
- Supplementary products
- Time to refill
- Campaigns with additional point accrual
- Close to member level up grade
- Close to next reward voucher payment
Sometimes customers move from active to inactive. Do your best to understand why they haven’t visited you for a while. Is it because they have moved, are in a new life stage, are dissatisfied with quality or service? Regardless of the reason, these insights will help you improve and adjust to attain an even better customer experience. Read more about how Predictive Scoring can be at help to identify churners at an early stage here.
It might be hard to face that some of your customers will not come back. It's time to say goodbye. There is no point in keeping them in your database, since their inactivity will lower your KPIs, and your efforts won’t result in any positive results. Before closing their account: inform them about the exit and welcome them again if their situation changes.
Next step: Hands-on checklist: Build automated flows in Engage