lifecycle marketing webinar: pre-purchase

Lifecycle Marketing

Webinar Series Phase 1: Pre-Purchase

Today’s Agenda

•  What Is Lifecycle Marketing?

•  Why Lifecycle Marketing?

•  Pre-Purchase Campaigns

o  Browse Abandonment

o  Welcome

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

Lifecycle Marketing The What & Why

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 customers 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

Pre-Purchase Campaigns Browse Abandonment

Meet Ghost Gabby

Attributes:

•  Anonymous site visitor

Earn Their Loyalty:

•  Track onsite behavior•  Enable a browse abandonment campaign

•  Browse abandonment is a sort of virtual window shopping

Browse Abandonment

•  Browse abandonment is a sort of virtual window shopping

Browse Abandonment

By The Numbers

 https://www.experian.com/assets/marketing-services/reports/ccm-bestpractices-remarketing.pdf

•  Browse abandonment is a sort of virtual window shopping

Browse Abandonment

By The Numbers

•  4x the lift in conversion rates

 https://www.experian.com/assets/marketing-services/reports/ccm-bestpractices-remarketing.pdf

•  Browse abandonment is a sort of virtual window shopping

Browse Abandonment

By The Numbers

•  4x the lift in conversion rates•  6x rise in revenue per email

 https://www.experian.com/assets/marketing-services/reports/ccm-bestpractices-remarketing.pdf

•  Browse abandonment is a sort of virtual window shopping

Browse Abandonment

By The Numbers

•  4x the lift in conversion rates•  6x rise in revenue per email•  $0.37 RPE (industry avg. $0.11)

 https://www.experian.com/assets/marketing-services/reports/ccm-bestpractices-remarketing.pdf

Browse Abandonment Email by Product Category

Browse Abandonment Email by Product Category

•  Dynamically pulls in browsed category

Browse Abandonment Email by Product Category

•  Dynamically pulls in related categories

•  Dynamically pulls in browsed category

Browse Abandonment Email by Product

Browse Abandonment Email by Product

•  Dynamically pulls in images of recently viewed products

Browse Abandonment Email by Product

•  Dynamically pulls in recommended products

•  Dynamically pulls in images of recently viewed products

Browse Abandonment Examples

Browse Abandonment Examples

Tip 1

Tip 2

Browse Abandonment Email Tips

Include images of browsed items or product categories in each email.

Enable frequency capping to avoid sending too many emails during a certain timeframe.

Pre-Purchase Campaigns Welcome Series

Meet Browsing Bill

Attributes:

•  Notorious online window shopper who just signed up for your newsletter

Earn Their Loyalty:

•  Deploy a subscriber welcome series•  Browse abandonment emails (if applicable)

•  Triggered after a user subscribes to your email newsletter

Welcome Series

•  Triggered after a user subscribes to your email newsletter

•  Builds brand loyalty from the start of the relationship

Welcome Series

•  Triggered after a user subscribes to your email newsletter

•  Builds brand loyalty from the start of the relationship

Welcome Series

By The Numbers

http://myemma.com/brainiac/welcome

•  Triggered after a user subscribes to your email newsletter

•  Builds brand loyalty from the start of the relationship

Welcome Series

By The Numbers

•  4x the open rate of batch & blast

http://myemma.com/brainiac/welcome

•  Triggered after a user subscribes to your email newsletter

•  Builds brand loyalty from the start of the relationship

Welcome Series

By The Numbers

•  4x the open rate of batch & blast•  5x the click rate of batch & blast

http://myemma.com/brainiac/welcome

•  Triggered after a user subscribes to your email newsletter

•  Builds brand loyalty from the start of the relationship

Welcome Series

By The Numbers

•  4x the open rate of batch & blast•  5x the click rate of batch & blast•  33% more long-term engagement

http://myemma.com/brainiac/welcome

ü  Outline important brand information like company history

ü  Highlight customer service

ü  First purchase incentive

ü  Featured products section

Welcome Series – Email 1

ü  Orient new subscribers to future email content & website content

ü  Call to follow on social

ü  Dynamic product recommendations

Welcome Series – Email 2

ü  Showcase products

ü  One more call for social

ü  Incentive to make first purchase

ü  Dynamic product recommendations

Welcome Series – Email 3

ü  Showcase products

ü  One more call for social

ü  Incentive to make first purchase

ü  Dynamic product recommendations

Welcome Series – Email 3

Other OptionUse this email to gather more information such as birthday, interest, or other custom info

Welcome Email Example

Welcome Email Example

•  Triggered the hour after subscription to the Long Tie Store newsletter

Welcome Email Example

•  Triggered the hour after subscription to the Long Tie Store newsletter

•  Includes a 10% coupon code to motivate the first purchase

Welcome Email Example

•  Triggered the hour after subscription to the Long Tie Store newsletter

•  Includes a 10% coupon code to motivate the first purchase

•  Pulls in dynamic and static product recommendations

Welcome Email Example

Welcome Email Example

•  Conveys store policies, “Free Express Delivery & Free Returns” to highlight the easy online shopping experience

Welcome Email Example

•  Conveys store policies, “Free Express Delivery & Free Returns” to highlight the easy online shopping experience

•  Includes first name personalization

Welcome Email Example

•  Conveys store policies, “Free Express Delivery & Free Returns” to highlight the easy online shopping experience

•  Includes first name personalization

•  Provides company contact information to build trust

Tip 1

Tip 2

Welcome Email Tips

Personalize the message with the customer’s first name & create a relevant subject line that helps motivate consumers to open the email.

Give customers an easy next step to engage with the brand (ex. “Like us on Facebook for 10% off your next purchase.”)

Phase 2:

Post-Purchase Campaigns

•  Thursday, May 5

•  3 pm EST

Up Next:

Questions?

Resources

Lifecycle Marketing Guide

WindsorCircle.com/LifecycleGuide

Customer Lifetime Value Game

www.GuestToBest.com