optimizing the customer lifetime value
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YOUR LOGO
THE KEY TO SUCCESS IN E-COMMERCE
OPTIMIZING THE CUSTOMERLIFETIME VALUE
Zoomio NederlandBen van der LaanManaging Director NederlandT: 020 497 06 57W: www.zoomio.nl E: ben@zoomio.nl
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ABOUT ZOOMIO
Founded 2003 in Kopenhagen
Leading European supplier in email marketing
Offices all over Europe: DK, NL, D, UK, S, RUS
More than 850 international clients
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HOW TO GROW IN E-COMMERCE
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HOW TO GROW IN E-COMMERCE
Ads PPC Keywords
148,129 61,976
28,480 10,406
7,435 3,549
16,792 11,925
294,651 201,687
16,221 15,579
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AVERAGE CONVERSION RATE
3%
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NON BUYERS
97%
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BUYING ONLY 1 TIME
80%
3%
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WHAT CAN YOU DO?
Get in touch with your
(potential) customers
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WHERE IS THE NEWSLETTER SIGN-UP?
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WHERE IS THE NEWSLETTER SIGN-UP?
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WHERE IS THE NEWSLETTER SIGN-UP?
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HOW TO GROW IN E-COMMERCE
Share of Wallet
No
. o
f C
ust
om
ers
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HOW TO GROW IN E-COMMERCE
Umsatz viaAcquisition
No
. o
f C
ust
om
ers
Umsatz viaRetention
Increase CLTV
Share of Wallet
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DO NOT TRY THINGS LIKE THAT…
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AT LEAST – MAKE IT LOOK NICE
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EVEN BETTER – BE FOCUSSED
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Email Marketingis much more than
sendingnewsletters
EMAIL MARKETING IS MORE THAN NEWSLETTERS
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CUSTOMER LIFECYCLE MARKETING
Potential Customer
First TimeBuyer
Establ.Customer VIP
ReactivatedCustomer
Exclusive offerfor you!Be the first to…!
Thank you forchoosing…!
Safe & easyshopping!
We miss you!
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CUSTOMER SEGMENTS
Cost no object – as long as it is the lastest fashion
€ No Matter
Brand Addict
Willing to spend money – but only for the favorite designers
Only able (or willing) to buy, when items are on sale
I Love Sale
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EMAIL MARKETING – 3 WAYS OF DOING ITP
US
H1:
N
SpecialNL
EventNL
Xmas, trade-fair etc.
TopicNL
ProductNL
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DO NOT GET BORING
Promotes products,assortments or
services.Example: new ski
models
The focus is on acertain topic
Example: Safety tipps for skiing
If there is something special, make it special.Example: new brand orsaison sale
The communication isrelated to a specific event.Example: Ski opening inthe Alps
THERE ARE 4 DIFFERENT TYPES OF NEWSLETTERS
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EMAIL MARKETING – 3 WAYS OF DOING IT
Promote Opt-In Potential 1st Timer 2nd Purchase Established Premium
PreventOpt-Out
PU
SH
1:N
PU
LL
1:n
/1:1
SpecialNL
EventNL
Xmas, trade-fair etc.
TopicNL
ProductNL
WF:Sign-upCaputre leadsonsite
WF:Honey MoonTurning prospects intocustomers
WF:1st TimersFeedbackmails & mollow-upincentive
WF:ReactivationAfter 90 days180 days
WF:Tell a friend
WorkFlows – automated processes
CAMP:ProductActions
Targeted sales
CAMP:UpSelling
Sell more expensive
CAMP:CrossSelling
Sell aditionalitems
WF:BirthdayGreetings
WF:Premium ProgramWelcome
CAMP:Clear Warehouse
Sell overstock
CAMPaign – segmented actions
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CLIENT CASES – THE REAL LIFE
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PRODUCT – OFFER SUITABLE PRODUCTS
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PRODUCT – OFFER SUITABLE PRODUCTS
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PRODUCT – OFFER SUITABLE PRODUCTS
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SPECIAL NEWSLETTER
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BE POLITE TO YOUR CUSTOMERS
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BE POLITE TO YOUR CUSTOMERS
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FOSTER SALES
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FOSTER SALES
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FOSTER SALES
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FOSTER SALES
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FOSTER SALES
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FOSTER SALES
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FROM „FREE“ TO „SOLD“ - AN AUTOMATED PROCESS
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CUSTOMER LOYALTY & BASE EXTENTION
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CUSTOMER LOYALTY & BASE EXTENTION
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CUSTOMER LOYALTY & BASE EXTENTION
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CUSTOMER LOYALTY & BASE EXTENTION
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CUSTOMER LOYALTY & BASE EXTENTION
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CUSTOMER LOYALTY & BASE EXTENTION
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TIP A FRIEND
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PROMOTE ONE-TIME BUYERS TO A SECOND BUY
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CUSTOMER REACTIVATION
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SOLVE CLIENT PROBLEMS
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SOLVE CLIENT PROBLEMS – WITH DATA ANALYSIS
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SOLVE CLIENT PROBLEMS – WITH DATA ANALYSIS
Frequency Score (1..5)
Re
cen
cy S
core
(1
..5
)
Marketing Activity Score (1..5)
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OPTIMIZING THE CLTV - FIGURES
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CONCLUSION
Get the right balance between customer acquisition and customer retention
Work smarter, not harder – let marketing automation do the work for you
Say „Goodbye“ to simple mass mailings – targeted communication will boost your sales
Fragen?Your questions,Your questions,please!please!
Zoomio NederlandBen van der LaanManaging Director NederlandT: 020 497 06 57W: www.zoomio.nl E: ben@zoomio.nl
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