Lifecycle Marketing
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- Valerie Ferguson
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1 Lifecycle Marketing A Magento Webinar Presented by Digital Evolution Group 13 July 2011
2 About Digital Evolution Group
3 About Digital Evolution Group
4 Polling Questions How many of you currently use Magento? work with an ESP?
5 Agenda Lifecycle Marketing Defined Defined Segmentation Best Practices and Examples
6 Lifecycle Marketing
7 Lifecycle Marketing Generate 6X lift in Performance Over traditional Outbound s Gartner, Top 7 CRM Marketing Processes for 2011, April 2011
8 Lifecycle Marketing Strategic plan which drives customer engagement at various stages during the Lifecycle.
9 Lifecycle Marketing
10 Lifecycle Marketing Average Annual Churn Rate 25 30% Lyris, Guru Guide 2011
11 Lifecycle Marketing
12 Lifecycle Marketing Tactical Recommendations Acquisition Interested Subscriber Engaged Subscriber Influencer Lapsed Cultivate Long- Term Customers Facilitate First Purchase Maintain or Increase Purchase Levels Encourage Social Sharing Reengage Welcome Series Progressive Profiling Continue Progressive Profiling Utilize Demographic or Geographic data for dynamic content Product Lifecycle Loyalty Program Product Lifecycle Acquisition of Facebook Fans and Twitter Followers Social sharing of products User-generated content Winback Campaign
13 Relevancy = Revenue
14 Best Practices and Examples
15 Lifecycle Marketing - Acquisition
16 Welcome Series Goal Cultivate long-term customers among highly engaged new subscribers Single vs. Series < 1% of delivered s, 10 20% total revenue Real Time / Automation
17 Welcome Series Content #1 Dynamic offer/content based upon method of sign-up Set expectations Quick links to Customer Service, Account, Profile Center
18 Welcome Series Content #1 Dynamic offer/content based upon method of sign-up Set expectations Quick links to Customer Service, Account, Profile Center #2 Begin Progressive Profiling Feature Popular Product Lines / Product Benefits Website Features / Ways to Shop
19 Progressive Profiling via Preferences Center
20 Progressive Profiling via Preferences Center
21 Progressive Profiling via Preferences Center
22 Progressive Profiling via Preferences Center
23 Preferences Center Magento
24 Welcome Series Content #1 Dynamic offer/content based upon method of sign-up Set expectations Quick links to Customer Service, Account, Profile Center #2 Begin Progressive Profiling Feature Popular Product Lines / Product Benefits Website Features / Ways to Shop #3 Promote Social Interactions Facebook, Twitter, Blogs, Communities Update Profile / Create an Account
25 Welcome Series - Example
26 Welcome Series Magento
27 Lifecycle Marketing Interested Subscribers
28 Birthday & Anniversary s Goal Continue relationship building along the consumer lifecycle by utilizing customer data Time of Send & Automation 1% of s Delivered, 2 10% of Total Revenue Offer
29 Birthday & Anniversary s Types Birthday Subscriber Birthday Store Birthday Anniversary Subscriber Anniversary length of subscription Company Anniversary Wedding Anniversary
30 Birthday & Anniversary s Examples
31 Birthday & Anniversary s Examples
32 Birthday & Anniversary s Examples
33 Birthday & Anniversary s Magento
34 New Subscriber Offer Goal Facilitate the first purchase for a newer subscriber who has not converted yet Time of Send Automation Offer
35 New Subscriber Offer
36 New Subscriber Offer Magento
37 Lifecycle Marketing Engaged Subscribers
38 Loyalty s Goal Encourage repeat purchases by featuring points balances and providing exclusive offers to Loyalty members 40% Higher Open Rate, 22% Higher CTR Increase Revenue Per 11% Boost Transaction Rates 29% Experian CheetahMail, The Loyalist: Leveraging Relationships with Existing Customers to Increase ROI January 2009 June 2010
39 Loyalty Examples
40 Lifecycle Marketing Influencers
41 Social Influencer s Goal Encourage: Acquisition of Facebook Fans and Twitter Followers Social sharing of products User-generated content
42 Acquisition of Fans and Followers
43 Social Sharing of Products
44 Social Sharing of Products
45 User-generated Content
46 Lifecycle Marketing Lapsed
47 Winback s Goal Reactivate subscribers at various levels of unengagement Prevent subscribers from becoming Lapsed Reengage subscribers who do not open/click Target Audience KPIs Automation Tiered Offer Strategy
48 Winback s
49 Winback s
50 Lifecycle Marketing
51 Thank you! Text LIFECYCLE Address to to receive this presentation to your inbox.
52 Thank you! Questions?
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