Onboarding Emails and Lifecycle Management Increase Customers’ Lifetime Value Potential
A retail clothing brand was experiencing low retention rates among first-time online purchasers.
We helped to develop an email program unique to first-time online purchasers and designed to strengthen the customer relationship while driving additional sales. We also supported it with cross-media messaging opportunities.
We suspected that a major reason for customer attrition after an online purchase was the immediate availability of this brand in third-party retail stores combined with a weak follow-up experience to online purchases.
This six-touch on-boarding stream was designed to impact the customer at the onset of their lifecycle, encourage satisfaction with online shopping, and create a subsequent online purchase.
A second online purchase was a strong indicator of long-term retention and thereby significantly higher lifetime value.