Learn how to move your customers from subscriber to first purchasers in this quick webinar. We'll walk through key personas and campaigns you can run to move the needle.

1. Lifecycle Marketing
Webinar Series
Phase 1: Pre-Purchase

2. Today’s Agenda
• What Is Lifecycle Marketing?
• Why Lifecycle Marketing?
• Pre-Purchase Campaigns
o Browse Abandonment
o Welcome

3. Windsor Circle in 90 Seconds

4. Predictive Lifecycle & Retention Marketing
Browse
Abandonment
Cart Recovery
Segmenting
Customer
Behavior
Post Purchase
Programs
Replenishment
Automation
Analytics

5. Grow Customer Value
REPLENISHTRACK
Behavioral
Marketing
RETAINRECOVER
Retention
Marketing
CONNECT ANALYZE
SEGMENT PREDICT
Predictive
Marketing

6. Lifecycle Marketing
The What & Why

7. Marketing campaigns that address different customer needs as they progress in
their relationship with a brand
What Is Lifecycle Marketing?
Purchase
Retention
Post
Purchase
Pre-
Purchase

8. What Is Lifecycle Marketing?
Pre-Purchase Post Purchase Retention
Browse Abandonment First Purchase Win-Back
Welcome Series Product Education Cart Recovery
Segmented Promotions Product Replenishment
Best Customer Series

9. Lifecycle email marketing was found to increase campaign performance,
subscriber engagement and customer satisfaction.
Why Lifecycle Marketing?
http://www.marketingtechblog.com/infographic-the-ecosystem-of-lifecycle-marketing/marketing-lifecycling-mod3-2/
55%
67%
56%
Campaign Performance Subscriber Engagement Customer Satisfcation

10. Through lifecycle marketing, our
customers are seeing:
• a 20% increase in CLV year-
over-year
• an average retention rate lift of
17%
• and 10x ROI
Why Lifecycle Marketing?

11. Meet the Personas

12. Meet the Personas

13. Pre-Purchase Campaigns
Browse Abandonment

14. Meet Ghost Gabby
Attributes:
• Anonymous site visitor
Earn Their Loyalty:
• Track onsite behavior
• Enable a browse abandonment campaign

15. • Browse abandonment is a sort of
virtual window shopping
Browse Abandonment

16. • Browse abandonment is a sort of
virtual window shopping
Browse Abandonment
By The Numbers
https://www.experian.com/assets/marketing-services/reports/ccm-bestpractices-remarketing.pdf

17. • Browse abandonment is a sort of
virtual window shopping
Browse Abandonment
By The Numbers
• 4x the lift in conversion rates
https://www.experian.com/assets/marketing-services/reports/ccm-bestpractices-remarketing.pdf

18. • Browse abandonment is a sort of
virtual window shopping
Browse Abandonment
By The Numbers
• 4x the lift in conversion rates
• 6x rise in revenue per email
https://www.experian.com/assets/marketing-services/reports/ccm-bestpractices-remarketing.pdf

19. • Browse abandonment is a sort of
virtual window shopping
Browse Abandonment
By The Numbers
• 4x the lift in conversion rates
• 6x rise in revenue per email
• $0.37 RPE (industry avg. $0.11)
https://www.experian.com/assets/marketing-services/reports/ccm-bestpractices-remarketing.pdf

20. Browse Abandonment Email
by Product Category

21. Browse Abandonment Email
by Product Category
• Dynamically pulls in browsed category

22. Browse Abandonment Email
by Product Category
• Dynamically pulls in related categories
• Dynamically pulls in browsed category

23. Browse Abandonment Email
by Product

24. Browse Abandonment Email
by Product
• Dynamically pulls in images of recently
viewed products

25. Browse Abandonment Email
by Product
• Dynamically pulls in recommended
products
• Dynamically pulls in images of recently
viewed products

26. Browse Abandonment Examples

27. Browse Abandonment Examples

28. Tip 1
Tip 2
Browse Abandonment Email Tips
Include images of browsed items
or product categories in each
email.
Enable frequency capping to
avoid sending too many emails
during a certain timeframe.

29. Pre-Purchase Campaigns
Welcome Series

30. Meet Browsing Bill
Attributes:
• Notorious online window shopper who just
signed up for your newsletter
Earn Their Loyalty:
• Deploy a subscriber welcome series
• Browse abandonment emails (if applicable)

31. • Triggered after a user subscribes to
your email newsletter
Welcome Series

32. • Triggered after a user subscribes to
your email newsletter
• Builds brand loyalty from the start of
the relationship
Welcome Series

33. • Triggered after a user subscribes to
your email newsletter
• Builds brand loyalty from the start of
the relationship
Welcome Series
By The Numbers
http://myemma.com/brainiac/welcome

34. • Triggered after a user subscribes to
your email newsletter
• Builds brand loyalty from the start of
the relationship
Welcome Series
By The Numbers
• 4x the open rate of batch & blast
http://myemma.com/brainiac/welcome

35. • Triggered after a user subscribes to
your email newsletter
• Builds brand loyalty from the start of
the relationship
Welcome Series
By The Numbers
• 4x the open rate of batch & blast
• 5x the click rate of batch & blast
http://myemma.com/brainiac/welcome

36. • Triggered after a user subscribes to
your email newsletter
• Builds brand loyalty from the start of
the relationship
Welcome Series
By The Numbers
• 4x the open rate of batch & blast
• 5x the click rate of batch & blast
• 33% more long-term engagement
http://myemma.com/brainiac/welcome

37. ü Outline important brand information
like company history
ü Highlight customer service
ü First purchase incentive
ü Featured products section
Welcome Series – Email 1

38. ü Orient new subscribers to future
email content & website content
ü Call to follow on social
ü Dynamic product recommendations
Welcome Series – Email 2

39. ü Showcase products
ü One more call for social
ü Incentive to make first purchase
ü Dynamic product recommendations
Welcome Series – Email 3

40. ü Showcase products
ü One more call for social
ü Incentive to make first purchase
ü Dynamic product recommendations
Welcome Series – Email 3
Other Option
Use this email to gather more information
such as birthday, interest, or other custom info

41. Welcome Email Example

42. Welcome Email Example
• Triggered the hour after
subscription to the Long Tie Store
newsletter

43. Welcome Email Example
• Triggered the hour after
subscription to the Long Tie Store
newsletter
• Includes a 10% coupon code to
motivate the first purchase

44. Welcome Email Example
• Triggered the hour after
subscription to the Long Tie Store
newsletter
• Includes a 10% coupon code to
motivate the first purchase
• Pulls in dynamic and static
product recommendations

45. Welcome Email Example

46. Welcome Email Example
• Conveys store policies, “Free
Express Delivery & Free Returns” to
highlight the easy online shopping
experience

47. Welcome Email Example
• Conveys store policies, “Free
Express Delivery & Free Returns” to
highlight the easy online shopping
experience
• Includes first name personalization

48. Welcome Email Example
• Conveys store policies, “Free
Express Delivery & Free Returns” to
highlight the easy online shopping
experience
• Includes first name personalization
• Provides company contact
information to build trust

49. Tip 1
Tip 2
Welcome Email Tips
Personalize the message with the
customer’s first name & create a
relevant subject line that helps
motivate consumers to open the
email.
Give customers an easy next step
to engage with the brand (ex. “Like
us on Facebook for 10% off your
next purchase.”)

50. Phase 2:
Post-Purchase Campaigns
• Thursday, May 5
• 3 pm EST
Up Next:

51. Questions?

52. Resources
Lifecycle Marketing Guide
WindsorCircle.com/LifecycleGuide
Customer Lifetime Value Game
www.GuestToBest.com