Download - 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