Customer Winback through Retention Cycle

Initial situation
Relationship management with existing customers is often neglected. Many companies focus their marketing activities on lead generation. However, winning a new customer is many times more expensive than persuading existing customers to buy again. An important aspect of existing customer marketing is to motivate customers with waning interest in the company to buy again.

Solution
Automated mail scales are set up once and sent on an ongoing basis to recipients who meet the defined criteria. In this case, a target group for the retention cycle was defined on the basis of a CHURN analysis for the different sales segments (VIP, A, B, C, etc.). Consequently, customers with higher sales are selected for the cycle after a longer period of inactivity (purchase and click behavior). Customers with lower turnover, on the other hand, are selected earlier. In the first step, recipients receive a “We miss you” email with an individual coupon. After 20 days, an interactive satisfaction survey is sent by email. In the third e-mail, after ten more days, recipients receive a reminder to redeem the voucher. The final step is a reminder postcard. This activates the voucher via a different channel, since the customer apparently does not respond to the e-mail channel. Sending the postcard is a step towards an automated omnichannel campaign. As soon as the customer redeems the voucher, he is taken directly to the end of the cycle.

Technology and innovation

No additional interface is required for sending the mail relay. The transaction data from the existing order confirmation mails is used. For the implementation of individual voucher codes, however, the connection to the voucher interface is necessary. Via this, the exact number of personalized voucher codes required is requested daily before the first email is sent and allocated to the appropriate recipients.

A/B testing with two versions was created for the first email.

Version 1 focuses on discount communication
Version 2 emotions are put in the foreground

Therefore, the discount appears only at the end of the email. In order to analyze the success over the whole campaign (email opening, click to order), two different coupon code variants were used.

n the second email, an interactive satisfaction survey is completely integrated into the email. Since the feedback is given directly in the email, there is no channel change. If the recipient has not yet responded after the third email, he or she receives a postcard. It is implemented by means of a fully automated correction service of the postal addresses with a partner agency. The postcards are only sent to deliverable addresses that have either already been delivered correctly or can be corrected. The corrected addresses are returned to the client so that he can make the corrections in his own CRM. In this way, returns in the offline channel can also be reduced for future campaigns, and segmentation errors of geographical characteristics can be prevented.

Mayoris supported the customer in the present projects along the entire value chain. Starting with the conception on an analytical, technical and content level. Then with the definition of the dispatch logic, the configuration of the voucher interface and the implementation of the mail scale as well as the programming of the interactive elements of the emails.

The campaign runs on the Selligent Marketing CloudEine Marketing Cloud Technologie umfasst verschiedene Module für die aktive Bewirtschaftung und Dialogführung von Kunden über eine digitale Marketing Plattform, welche selbst als SaaS-Dienstleistung - also über das Internet und nicht proprietär im eigenen.... The initial costs for creating the automated cycle are offset by low variable costs. The campaign runs automatically according to the defined criteria of interactivity and pursues the goal of motivating the selected customers to buy the products. The mail relay therefore has a “positive return” very quickly. The success of the campaign is monitored regularly and, if necessary, optimizations are made to the cycle.

Advantages