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Customer Lifecycle Marketing Case Study Floweraura

Customer lifecycle marketing involves sending targeted messages to customers based on where they are in their relationship with a brand. It focuses on maximizing customer value at each stage from sign up to repeat purchases or lost customers. Implementing a customer lifecycle strategy provides benefits like increased profits from retaining existing customers, insights-driven personalized engagement, and higher relevancy leading to greater customer loyalty. The strategy groups customers into stages like new, loyal, at risk, and lost to send appropriate communications like welcome series, cart recovery, or win back campaigns to move them along their journey.

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Deepak Gupta
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307 views13 pages

Customer Lifecycle Marketing Case Study Floweraura

Customer lifecycle marketing involves sending targeted messages to customers based on where they are in their relationship with a brand. It focuses on maximizing customer value at each stage from sign up to repeat purchases or lost customers. Implementing a customer lifecycle strategy provides benefits like increased profits from retaining existing customers, insights-driven personalized engagement, and higher relevancy leading to greater customer loyalty. The strategy groups customers into stages like new, loyal, at risk, and lost to send appropriate communications like welcome series, cart recovery, or win back campaigns to move them along their journey.

Uploaded by

Deepak Gupta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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CUSTOMER

LIFECYCLE
MARKETING
WHAT IS CUSTOMER LIFECYCLE
MARKETING?
"Customer Lifecycle Marketing involves sending the right message
to the right customer at the right time, based on their evolving
relationship with your e-commerce store."

The Customer Lifecycle describes key milestones that every customer


goes through over the course of their relationship with a brand. User
signs up, makes their first purchase, some of them turn into repeat
buyers - and eventually, as unfortunate as it may be, some customers
stop purchasing altogether.

The goal of Customer Lifecycle Marketing is to tailor marketing


communication based on the lifecycle stage of the customer. It is an
approach that focuses on maximising the value for each customer
throughout their customer journey and recognises that different
stages on the journey to becoming a loyal, active customer require
different marketing messages and strategies.

When you develop a marketing strategy that’s based on the


customer’s lifecycle, you take a look at every individual customer and
pinpoint where he or she is along on a path common for all your
customers. The idea is that while the goal is always the same -
developing loyal, repeat customers - there are different tactics and
messages that are likely to resonate most with customers at different
stages of the customer lifecycle.
IMPORTANCE OF CUSTOMER
LIFECYCLE MARKETING
Why is e-commerce lifecycle marketing important, and what benefits
does it have compared to other e-commerce marketing strategies?

80%
According to the Gartner
Group, 80% of your
company’s revenue comes
from just 20% of your
existing customers. To savvy OF YOUR
marketers, it’s no surprise
that existing customers are
BUSINESS
key to growing your business COMES FROM
and hence crucial for the
success of your ecommerce 20% OF YOUR
store.
CUSTOMERS 

The key to great customer engagement lies in understanding your


customers and tailoring your engagement points accordingly. This is
best achieved through Customer Lifecycle Marketing. As the name
suggests, Customer Lifecycle Marketing is based on the idea that
customers go through certain stages while they are engaged with your
company. From the very first spark of interest in a product to the last
purchase they make with your store, Customer Lifecycle Marketing
focuses on identifying the best ways to engage your customers based
on where they are in the lifecycle.
A
5%
increase in customer retention
can increase a company's profitability

75%
by

- Bain & Company


BENEFITS OF CUSTOMER LIFECYCLE
MARKETING
Here are a few benefits of deploying Customer Lifecycle Marketing for
your e-commerce store:

Long-term Profitability: According to Bain and Company, a 5%


increase in customer retention can increase a company’s profitability
by up to 75%. With its focus on increasing a customer’s lifetime value,
Customer Lifecycle Marketing focuses on long term profitability.

Insights-driven: Customer Lifecycle marketing is based on insights


pertinent to customers with specific behaviour. These insights then
shape marketing decisions such as content, timing and offerings and
allow for a personalized and relevant experience for the customer -
one that is driven by customer behaviour.

Customer Focused: All brands aspire to be “Customer Focused,” or


“Customer Centric.” Employing a Customer Lifecycle Marketing
strategy puts your money where your mouth is. Your marketing goals
become aligned with your overall business goals. It helps you focus
on improving metrics like customer lifetime value, customer loyalty
etc.

Increased Relevancy: As opposed to broadcast campaigns, lifecycle-


based marketing contains content that is tailored for a specific
customer, or a customer segment, and is therefore, more relevant
and engaging.
5X
"Acquiring a new customer costs

more than to retain an existing one."


THE STAGES OF CUSTOMER
LIFECYCLE
There are various ways one could define the different stages in the
customer’s lifecycle. Betaout uses the following framework to sort
customers based on their purchase behaviour:

Champions

Loyal Customers

Potential Loyalist

New Customers

Promising

Customers Needing Attention

About To Sleep

Can't Lose Them

At Risk

Hibernating

Lost
What you have to focus on, is about how you move your customers
through the purchase process and then retain them for hopefully a
very long time. You need to send timely, targeted and relevant
communication to these recipients whether they’ve just signed up for
your store or they’ve been a customer for a long time. Following are
some simple examples.

WELCOME SERIES
The Welcome Email Campaign focuses on educating new email
subscribers or customers about your brand, including your products
or mission statement. This series of emails, sent over the course of a
week or more, is key to engaging your customers and introducing
them to your brand values. 
CART RECOVERY

Cart Recovery refers to targeting


cart abandoners (users who
leave items in their shopping
carts) with timely-triggered and
contextually relevant re-
engagement, enticing them to
complete the purchase and
hence mitigating cart
abandonment.

WIN BACK CAMPAIGN

This is the Recovery Stage of the


customer lifecycle, where you
need to identify the churning or
about-to-churn customers to get
them to stay. The Win-Back Series
focuses on these at-risk or
already-churned customers to win
them back and encourage them to
re-engage and repurchase. An
effective Win-Back Series rebuilds
your relationship with unhappy or
indifferent customers and renews
their interest in your brand.
SUCCESS STORY

"How Floweaura uses Betaout’s all-in-one marketing


automation platform to send triggered emails, increasing
repeat rate and generating significant additional online revenue
through customer lifecycle marketing"
THE CHALLENGE THE SOLUTION
Floweraura was keen on ensuring Using Betaout, Floweraura set up
that its marketing messages an automation strategy aimed at:
remained relevant to the interests
of each individual customer,  - Setting up the lifecycle strategy
rather than sending the same,
undifferentiated messages to - Re-capturing cart abandoners by
their whole contact base each sending cart recovery emails to
time. those who have shown buyer
intent by adding items to their
Realizing that marketing cart.
automation based on real-time
customer insight would help - Identifying ‘At Risk’ and ‘About
them send their customers To Sleep’ customers using
relevant messages at the right Betaout’s RFM Analysis/CLM and
time, Floweraura turned to reactivating them with automated
Betaout. email campaigns, segmented to
offer incentives based on the
lifetime value of each customer. 
THE RESULT

6% 50% ₹300 8x
INCREASE IN  INCREASE IN  GENERATED FOR EVERY HIGHER OPEN RATES
TOTAL REVENUE REPEAT RATE CART ABANDONMENT ON TRIGGERED
WITHIN 4 MONTHS EMAIL SENT EMAILS
OF ACQUISTION
The real-time data capture, execution, and analytics capabilities of Betaout
perfectly matched Floweraura’s needs. With powerful omni-channel
engagement automation, available via a highly easy-to-use interface,
Floweraura could easily manage their digital marketing strategies to meet
their objectives using engaging and personalized customer content.
Take Your Ecommerce Marketing To
The Next Level

Humanizing Ecommerce Experience

About βetaout
Betaout is an all-in-one eCommerce Marketing Solution. Using the power
of real-time segmentation and hyper-targeted personalisation, Betaout
enables marketers to automate engagement across multiple channels
including Email, Mobile Push, On-site, Browser Push, Cart Recovery,
Facebook Re-targeting and SMS. 

www.betaout.com Contact Sales: ajish@betaoutinc.com

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