Lifecycle Marketing

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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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