presentatie emailgarage - dbfact

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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