Using triggered emails, behavioural marketing and data capture through the customer lifecycle to achieve ideal outcomes. Avoid customer dropout by using these email marketing tactics. Silverpop Engage, Barilliance, CrackaWines.com.au, TAB Ozbet.
Managing customer lifecycles: Email innovation zone by TDavis Silverpop
1. TONY DAVIS
HEAD OF DIGITAL STRATEGY
SILVERPOP
Managing
Customer
Lifecycles
2. Acquisition > Activation> Growth > Retention > Re-Activation
Landing Pages
Suspect > Prospect > Active Customer > Valued Customer > Recaptured Customer >
Lead Scoring
Inactive Record
Reactivation
Ideal
Customer
LifecycleSocial Sign-In
Web Forms
Customer >
Welcome
Programs
Loyalty Offers
Conversion
Program
Offer with
Purchase
Churn Reduction
Loyalty
Statements
Recharge, Renew
Preference
Centre
Newsletter
Partner Offers
Birthday
Renewal Alerts
Post Purchase
Survey
Web tracking
Cart
Abandonment
Relationship
Anniversary
Subscription
Renewal
Progressive
Profiling
Targeted
Cross-Sell
Customer Win-
Back offer
Typical
Customer
Lifecycle
3. Behavioural Data Points
• Purchase history
• Survey results
• Loyalty points
• Product searches
• Spend level
• Product return
• Age
• Gender
• Nearest store
• Product preferences
• Buy for self/as a gift
• Language
• Nationality
• Cart abandoned
• Product searched
• Form completed
• File downloaded
• Video viewed
• Custom event
• Retweet
• Like
• Opened email
• Did not open email
• Clicked on link
in email
• Bounced
• No mailing activity
• Sharing
• Voucher redemption
• Store purchase
• Event attendance
• Call centre activity
• Catalogue request
• Check-in
Demographics Email behaviour Relational data Web behaviour Off-line behaviour
11. Lifecycle
11
2 ACTIVATION
Sophistication is good but by
no means essential to get
amazing results from your
Welcome Program
A simple 3-stage email Welcome
Program can be just as effective
26. Our series of cart abandonment emails
delivers 97X the revenue than our
promotional emails.
Our conversion rate on cart abandonment
emails is now 400% higher
97X
400%
27. Acquisition > Activation> Growth > Retention > Re-Activation
Landing Pages
Suspect > Prospect > Active Customer > Valued Customer > Recaptured Customer >
Lead Scoring
Inactive Record
Reactivation
Ideal
Customer
Lifecycle
Acquisition
Program
Web Forms
Customer >
Welcome
Programs
Loyalty Offers
Activation
Program
Offer with
Purchase
Churn Reduction
Loyalty
Statements
Recharge, Renew
Progressive
Profiling
Newsletter
Partner Offers
Birthday
Renewal Alerts
Post Purchase
Survey
Web tracking
Cart
Abandonment
Relationship
Anniversary
Subscription
Renewal
Progressive
Profiling
Targeted
Cross-Sell
Customer Win-
Back offer
Typical
Customer
Lifecycle
28. Behavioural Data Points
• Purchase history
• Survey results
• Loyalty points
• Product searches
• Spend level
• Product return
• Age
• Gender
• Nearest store
• Product preferences
• Buy for self/as a gift
• Language
• Nationality
• Cart abandoned
• Product searched
• Form completed
• File downloaded
• Video viewed
• Custom event
• Retweet
• Like
• Opened email
• Did not open email
• Clicked on link
in email
• Bounced
• No mailing activity
• Sharing
• Voucher redemption
• Store purchase
• Event attendance
• Call centre activity
• Catalogue request
• Check-in
Demographics Email behaviour Relational data Web behaviour Off-line behaviour
30. A D M A G L O B A L F O R U M | 6 A U G
Automotive
B2B /
Technology
Consumer
Goods
Agency
Finance /
Insurance
Healthcare Travel
5,000+ Brands and 16,000 marketers use Silverpop
31. A D M A G L O B A L F O R U M | 6 A U G
Tony Davis
Head of Digital Strategy
Silverpop
Now, let's do
this thing!
1300 SIL POP (1300 145 161)
tdavis@silverpop.com.au
au.linkedin.com/in/tkdavis