Envato Talks: Learn About the Power of Email Marketing for Any Business

The importance of Customer Lifecycle and Behaviour-based Emails

Transcript

1. EDMS AND YOUR CUSTOMER LIFECYCLE
2. “I WANT THEIR HEADS ON PIKES OUTSIDE MY OFFICE” – MARKETING MANAGER, LARGE NATIONAL COMPANY
3. “GIVEN HUMAN NATURE, THE VARIABILITY OF HUMAN DESIRES, AND NEED FOR SCARCE RESOURCES TO FULFIL THOSE DESIRES, THE STATE OF NATURE, MUST BE A WAR OF ALL AGAINST ALL.” – THOMAS HOBBES
5. A STAGGERING ONE MILLION AUSSIE HEALTH INSURANCE POLICY HOLDERS SWITCH PROVIDERS EACH YEAR* *JESSICA GARDNER COMPANIES & MARKETS DEPUTY EDITOR, FAIRFAX
6. VICTORIA LEADS THE WORLD AS THE HIGHEST ENERGY MARKET FOR SWITCHING. 28% OF ALL HOUSEHOLDS SWITCHING EACH YEAR* *ENERGY RETAILERS ASSOCIATION OF AUSTRALIA LIMITED
7. HOW MUCH DOES IT COST TO ACQUIRE A NEW CUSTOMER? FOR AGL IT’S $200 IN OFFERS – NOT INCLUDING MEDIA, TIME AND RESOURCES* *http://reneweconomy.com.au/2013/graph-of-the-day-why-australian-households-hate-energy-companies-42376
8. HOW CAN CUSTOMER LIFECYCLE EDMS COMBAT THIS?
9. WIN BACK GROW KEEP GET
10. 600+ EMAIL VARIENTS BASED ON CUSTOMER VALUE AND STAGE IN CUSTOMER LIFECYCLE 5 First Shop - Offer eDMs First Shop - Reminder Offer eDMs ARLY LIFECYCLE - FIRST SHOP livery costs are one of the biggest barriers to trial. Following registration customers receive an initial offer eDM free delivery on their first shop. If they fail to place an order in the following week they will receive a reminder M confirming the offer is still valid. 5 First Shop - Offer eDMs First Shop - Reminder Offer eDMs RLY LIFECYCLE - FIRST SHOP costs are one of the biggest barriers to trial. Following registration customers receive an initial offer eDM delivery on their first shop. If they fail to place an order in the following week they will receive a reminder nfirming the offer is still valid. Spend Stretch eDMs e.g. Delivery spend stretch Spend Stretch eDMs e.g. Click & Collect spend stretch ACTIVE CUSTOMERS - SPEND STRETCH Customers are grouped based on their average order spend and receive promoted offers to encourage an increase spend to receive $$ off their shop. These use strong offer based creative and create a sense of urgency with limited valid dates. 10 Switch Services eDMs e.g. New Click & Collect store/switch from delivery Switch Services eDMs e.g. Click & Collect awareness and offers ACTIVE CUSTOMERS - SWITCH SERVICES Once customers have a regular shopping cycle choosing the delivery option, the Click & Collect service is promoted as another convenient alternative to home delivery. Migrating established customers to the Click & Collect service is much more profitable for the business. First Shop - Offer eDMs First Shop - Reminder Offer eDMs Spend Stretch eDMs e.g. Delivery spend stretch Switch Services eDMs e.g. Click & Collect awareness & offers
11. CONVERTING LEADS INTO CUSTOMERS WIN BACK GROW KEEP GET
12. WHY AM I PAYING ALL THIS MONEY AND I DON’T GET ANY COST BACK FOR X SERVICE? WIN BACK GROW KEEP GET
13. WIN BACK GROW KEEP GET HIGHLIGHTING PRODUCT BENEFITS POST CLAIM
14. WIN BACK GROW KEEP GET INCREASING BASKET SIZE POST PURCHASE
15. WIN BACK GROW KEEP GET RE-ENGAGING CUSTOMERS TO REPURCHASE
16. WIN BACK GROW KEEP GET Retain customers, increase purchase frequency and basket size, for less than acquisition.
17. THANK YOU