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Optimizing the customer lifetime value
- 1. THE KEY TOSUCCESS IN E-COMMERCE OPTIMIZING THE CUSTOMER LIFETIME VALUE Zoomio Nederland Ben van der Laan Managing Director Nederland T: 020 497 06 57 W: www.zoomio.nl E: [email_address]
- 2. ABOUT ZOOMIO Page  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
- 3. HOW TO GROWIN E-COMMERCE Page 
- 4. HOW TO GROWIN E-COMMERCE Page  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
- 5. AVERAGE CONVERSION RATEPage  3 %
- 6. NON BUYERS Page  97 %
- 7. BUYING ONLY 1TIME Page  80 % 3%
- 8. WHAT CAN YOUDO? Page  Get in touch with your (potential) customers
- 9. WHERE IS THENEWSLETTER SIGN-UP? Page 
- 10. WHERE IS THENEWSLETTER SIGN-UP? Page 
- 11. WHERE IS THENEWSLETTER SIGN-UP? Page 
- 12. HOW TO GROWIN E-COMMERCE Page  Share of Wallet No. of Customers
- 13. HOW TO GROWIN E-COMMERCE Page  Umsatz via Acquisition No. of Customers Umsatz via Retention Increase CLTV Share of Wallet
- 14. DO NOT TRYTHINGS LIKE THAT… Page 
- 15. AT LEAST –MAKE IT LOOK NICE Page 
- 16. EVEN BETTER –BE FOCUSSED Page 
- 17. EMAIL MARKETING ISMORE THAN NEWSLETTERS Page 
- 18. Page  Email Marketing is much more than sending newsletters EMAIL MARKETING IS MORE THAN NEWSLETTERS
- 19. CUSTOMER LIFECYCLE MARKETINGPage  Potential Customer First Time Buyer Establ. Customer VIP Reactivated Customer Exclusive offer for you! Be the first to…! Thank you for choosing…! Safe & easy shopping! We miss you!
- 20. CUSTOMER SEGMENTS Page  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
- 21. EMAIL MARKETING –3 WAYS OF DOING IT Page  Event NL Xmas, trade- fair etc. Topic NL Product NL PUSH 1:N Special NL
- 22. DO NOT GETBORING Page  Promotes products, assortments or services. Example: new ski m odels The focus is on a certain topic Example: Safety tipps for skiing If there is something special, make it special. Example: new brand or saison sale The communication is related to a specific event. Example: Ski opening in the Alps Product Special Topic Event THERE ARE 4 DIFFERENT TYPES OF NEWSLETTERS
- 23. EMAIL MARKETING –3 WAYS OF DOING IT Page  Promote Opt-In Potential 1 st Timer 2 nd Purchase Established Premium Prevent Opt-Out Event NL Xmas, trade- fair etc. Topic NL Product NL WF: Sign-up Caputre leads onsite W ork F lows – automated processes CAMP aign – segmented actions PUSH 1:N PULL 1:n/1:1 Special NL WF: Honey Moon Turning prospects into customers WF: 1 st Timers Feedback mails & mollow-up incentive WF: Reactivation After 90 days 180 days WF: Tell a friend CAMP: Product Actions Targeted sales CAMP: UpSelling Sell more expensive CAMP: CrossSelling Sell aditional items WF: Birthday Greetings WF: Premium Program Welcome CAMP: Clear Warehouse Sell overstock
- 24. CLIENT CASES –THE REAL LIFE Page 
- 25. PRODUCT – OFFERSUITABLE PRODUCTS Page 
- 26. PRODUCT – OFFERSUITABLE PRODUCTS Page 
- 27. PRODUCT – OFFERSUITABLE PRODUCTS Page 
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- 29. BE POLITE TOYOUR CUSTOMERS Page 
- 30. BE POLITE TOYOUR CUSTOMERS Page 
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- 37. FROM „FREE“ TO„SOLD“ - AN AUTOMATED PROCESS Page 
- 38. CUSTOMER LOYALTY &BASE EXTENTION Page 
- 39. CUSTOMER LOYALTY &BASE EXTENTION Page 
- 40. CUSTOMER LOYALTY &BASE EXTENTION Page 
- 41. CUSTOMER LOYALTY &BASE EXTENTION Page 
- 42. CUSTOMER LOYALTY &BASE EXTENTION Page 
- 43. CUSTOMER LOYALTY &BASE EXTENTION Page 
- 44. TIP A FRIENDPage 
- 45. PROMOTE ONE-TIME BUYERSTO A SECOND BUY Page 
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- 47. SOLVE CLIENT PROBLEMSPage 
- 48. SOLVE CLIENT PROBLEMS– WITH DATA ANALYSIS Page 
- 49. SOLVE CLIENT PROBLEMS– WITH DATA ANALYSIS Page  Frequency Score (1..5) Recency Score (1..5) Marketing Activity Score (1..5)
- 50. OPTIMIZING THE CLTV- FIGURES Page 
- 51. CONCLUSION Page  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
- 52. Fragen? Your questions,please! Zoomio Nederland Ben van der Laan Managing Director Nederland T: 020 497 06 57 W: www.zoomio.nl E: [email_address]