Mintel International - 2008
Mapping out the right marketing message and tactics to the lifecycle of the customer >
ACQUIRE
CONVERT
>
GROW
>
RETAIN
>
RE-ACTIVATE
BEST CUSTOMER LIFECYCLE Win-Back
Preferred
2nd Purchase Transactional
Cross-sell
Abandon
Re-engage
Up-sell
Nurture
Web Capture
POS Capture
Suspect
TYPICAL LIFECYCLE
Prospect
Customer
Active Customer
Best Customer
Recaptured Customer
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.
Mintel International - 2008
Opportunity 4: Segment your database to start a conversation with your customer based on his preferences ‌ Lifecycle Target groups
Interest
SEGMENTATION
Buying history
EmalGarage Email Marketing Master Class
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Demographics
Click-through behaviour
31 January 2012 |
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Click-through behaviour
PERSONALISATION Interest
EmalGarage Email Marketing Master Class
‌
Personal data
31 January 2012 |
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