How To Grow Sales By 30% With Lifecycle Marketing. (Plus 12 Quick-Start Campaign Ideas)

Transcription

1 How To Grow Sales By 30% With Lifecycle Marketing (Plus 12 Quick-Start Campaign Ideas)

2 Is Marketing Dead? Lifecycle marketing depends on marketing, so it s only natural to wonder - in the days of Facebook, Pinterest, and Twitter - is marketing dead? The truth is is the 2nd most effective customer acquisition channel (behind search at 15.8%)1 and now accounts for more than 7% of all e-commerce user acquisitions 1. Customer Lifetime Value (CLV) of customers acquired through is 12% higher than the average 2. To put that into perspective, Twitter s CLV is 23% lower than the average 2. Given these amazing numbers, it s hardly surprising that the average return on marketing investment is $44.25 for every dollar spent 4. is alive and well.that s why online retailers everywhere are increasing their investment in marketing and lifecycle marketing programs.

3 Companies Are Doing It Wrong Most companies mistakenly think that marketing and lifecycle marketing is about sending a weekly or monthly newsletter. But if that s all your company does, you re leaving vast potential on the table. That s where lifecycle marketing comes in. Instead of weekly or monthly newsletters, lifecycle marketing uses to engage customers based on their position in the customer lifecycle. Instead of generic, untargeted blasts, lifecycle marketing allows companies to target customers on a granular level, increasing conversions, average order value and lifetime customer value.

4 12 Example Campaigns In the pages that follow, we ll explain the nitty-gritty function of each campaign. Grab a pen and paper and count how many of these campaigns you don t currently have. 1. Welcome to the family 2. Nurture 3. Cart abandonment 4. First-time customer 5. Repeat customer 6. We ve missed you 7. Due for re-order 8. Just bought something 9. Up-sells and cross-sells 10. Educate your prospect 11. Page abandonment 12. Product updates

5 Campaign 1: Welcome to the family When someone joins your database for the first time, send them a welcome series to build trust and rapport. Key benefits: Increases short-term conversions, long-term conversions and engagement (open rates, clicks, and orders).

6 Campaign 2: Nurture Before your prospects buy, they need to be seduced. Seduce them with a nurture series to get them spending money. Key benefits: Increases conversions, engagement, average order value and lifetime customer value.

7 Campaign 3: Cart abandonment 68% of customers abandon their shopping carts. Recapture lost revenue with a cart abandonment series. Key benefits: Recover 10-15% of your abandoned shopping carts.

8 Campaign 4: First-time customer Make them feel amazing for choosing you (they'll buy more later). When they buy for the first time, give them the "first time customer" experience. Key benefits: Increase average order value, lifetime customer value and purchasing frequency.

9 Campaign 5: Repeat customer When they buy a second or third time (or fourth time), be more aggressive in your follow up to generate more revenue and increase lifetime customer value. Key benefits: Increase average order value, lifetime customer value and purchasing frequency.

10 Campaign 6: We ve missed you Sometimes, people stop responding to your s. Trigger an automatic series designed to reactivate your lost leads and get them buying like they used to. Key benefits: Reactivate dead customers, increase lifetime customer value and purchasing frequency.

11 Campaign 7: Due For Re-Order? Remind customers to re-order when they're about to run out of your product to maximize lifetime customer value. Key benefits: Increase customer life value and re-order frequency.

12 Campaign 8: Just Bought Something Tweak your transactional s to maximize lifetime customer value.they get more opens and clicks than any other s. Key benefits: Increase sales, increase lifetime customer value.

13 Campaign 9: Up-sells and Cross-sells Send an upsell series right after someone buys and generate more revenue. Best time to make a sale? Immediately after a sale. Key benefits: Increase average order value and lifetime customer value.

14 Campaign 10: Educate Your Prospect Quality content makes you stay top-of-mind and positions you as the leader of your industry. Great for keeping leads hot. Key benefits: Keep customers warm, increase lifetime customer value and average order value.

15 Campaign 11: Page Abandonment Follow up based on what pages people visit on your store, and send targeted sales material based on what they were looking at. Key benefits: Increase conversion rate, lifetime customer value and average order value.

16 Campaign 12: Product Updates Generate interest from previous customers and inactive leads by getting them to come back and explore your store. Key benefits: Keep customers warm, increase purchasing frequency and lifetime customer value.

17 Remember, with lifecycle and marketing, almost everything is automated - so once you ve set everything up, it's the gift that keeps on giving.

18 You're Losing 30% A Day... If a lifecycle marketing program could grow your sales by up to 30%, and you don t currently have one, you re losing 30% of your sales every day. The longer you wait before implementing a lifecycle marketing program, the more money you lose. If you re serious about growing sales and increasing revenue, implementing a lifecycle marketing program should be a top priority. Forward this whitepaper to your marketing department, or sit down and map out your lifecycle marketing program yourself. Use the 12 campaigns above as starting points and go from there. What if you need help?

19 That s Where ReEngager Comes In ReEngager helps online retailers and ecommerce companies increase sales by 10-30% with marketing. We create a complex ecosystem of " campaigns" that trigger and interact with each other based on how your customers behave on your website. To be clear, ReEngager is not a software company. Instead of creating another expensive, complicated software "solution" for online retailers, we decided to focus on the strategy and implementation because that's where the real magic happens. When you work with us, you get a complete and lifecycle marketing solution (coding, design, copywriting, software implementation, optimization and analytics). If you ve ever found yourself frustrated with expensive, complicated software, you ll love ReEngager. There is no software to manage or implement. The only thing you need to do is read a weekly report which explains how much we ve grown sales for you.

20 Some clients include...

21 2,225% return on investment with reactivation program.

22 527% return on investment with product launch program.

23 400% return on investment in the first 21 days on nurture program.

24 ReEngager Was Created By A Well-Known Lifecycle Marketing Expert ReEngager was created by John McIntyre, widely-known as a leading lifecycle marketing expert and thought leader. John Created the wildly-popular McMethod Marketing Podcast (200,000 downloads and counting) Taught and mentored over 300 copywriters and marketers through his educational training programs Interviewed over 100 of the world's top lifecycle marketing experts Wrote the Amazon Bestseller Marketing: 63 Money-Making Insights From The Wildly Popular McMethod Marketing Podcast Has been featured on leading news outlets, including Forbes and Entrepreneur.com

25 John McIntyre has been mentioned on...

26 What Next? Use the ReEngager ROI calculator to calculate your potential ROI from lifecycle marketing. Click here to use the Calculator. Reserve a free strategy session with a ReEngager lifecycle marketing expert. Click here to reserve your free strategy session.

27 References 1. now accounts for more than 7% of all e-commerce user acquisitions. It s the 2nd most effective acquisition channel, behind search at $15.8% (source: Custora). 2. Customer Lifetime Value (CLV) of customers acquired through is 12% higher than the average. Twitter s CLV is 23% lower than the average (source: Custora). 3. There are more than 3.2B accounts today (source: The Radicati Group, Statistics Report). Estimates report that there will be about 4.3B accounts by 2016 (source: The Radicati Group, Statistics Report). 4. Average return on marketing investment: $44.25 for every dollar spent (source: Experian).