optimizing the customer lifetime value

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: [email protected]

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

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

AVERAGE CONVERSION RATE

3%

NON BUYERS

97%

BUYING ONLY 1 TIME

80%

3%

WHAT CAN YOU DO?

Get in touch with your

(potential) customers

WHERE IS THE NEWSLETTER SIGN-UP?


Share of Wallet

No

. o

f C

ust

om

ers


Umsatz viaAcquisition

No

. o

f C

ust

om

ers

Umsatz viaRetention

Increase CLTV

Share of Wallet

DO NOT TRY THINGS LIKE THAT…

AT LEAST – MAKE IT LOOK NICE

EVEN BETTER – BE FOCUSSED

Email Marketingis much more than

sendingnewsletters

EMAIL MARKETING IS MORE THAN NEWSLETTERS

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!

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

EMAIL MARKETING – 3 WAYS OF DOING ITP

US

H1:

N

SpecialNL

EventNL

Xmas, trade-fair etc.

TopicNL

ProductNL

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

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

CLIENT CASES – THE REAL LIFE

PRODUCT – OFFER SUITABLE PRODUCTS

SPECIAL NEWSLETTER

BE POLITE TO YOUR CUSTOMERS

FOSTER SALES

FROM „FREE“ TO „SOLD“ - AN AUTOMATED PROCESS

CUSTOMER LOYALTY & BASE EXTENTION

TIP A FRIEND

PROMOTE ONE-TIME BUYERS TO A SECOND BUY

CUSTOMER REACTIVATION

SOLVE CLIENT PROBLEMS

SOLVE CLIENT PROBLEMS – WITH DATA ANALYSIS

SOLVE CLIENT PROBLEMS – WITH DATA ANALYSIS

Frequency Score (1..5)

Re

cen

cy S

core

(1

..5

)

Marketing Activity Score (1..5)

OPTIMIZING THE CLTV - FIGURES

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: [email protected]

optimizing the customer lifetime value

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