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Presentatie EmailGarage - DBFACT
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Mintel International - 2008
Mapping out the right marketing message and tactics to the lifecycle of
the customer
Re-engage
Win-Back
BEST CUSTOMER
LIFECYCLE
Web Capture
POS Capture
Abandon
Transactional
Nurture
Cross-sell
Preferred
Up-sell
2nd Purchase
TYPICAL
LIFECYCLE
ACQUIRE > CONVERT > GROW > RETAIN > RE-ACTIVATE
Suspect Prospect Customer Active
Customer
Best
Customer
Recaptured
Customer
Mintel International - 2008
Mintel International - 2008
• 83% report that knowing the sender is very or extremely important
Mintel International - 2008
Consumers report a high tolerance for multiple communications, up to
once every three days — if they have a relationship with the company.
10 31 January 2012 |
SEGMENTATION
Target groups Lifecycle
Demographics Interest
Buying history Click-through behaviour
…
…
EmalGarage Email Marketing Master Class
Opportunity 4: Segment your database to start a conversation with your
customer based on his preferences
12 31 January 2012 |
PERSONALISATION
Interest
Click-through behaviour
Personal data …
EmalGarage Email Marketing Master Class
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