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Recognise and reward the anniversary of purchase to drive revenue and reward loyalty.
Tactic details
Overview
This lifecycle Tactic is enhanced with an additional content block for personalized recommendations for the individual customer and an offer for leads, defecting and inactive customers.
It supports the Revenue objective and affects the following strategies:
- First-time buyers to repeat
- Retain active customers
- Win back defecting customers
- Win back inactive customers
Basic workflow
This tactic makes a simple check of the exact date of purchase and then uses a personalized voucher to drive repeated purchase.
Automation Center program
The program looks like this.
-
Entry node
The program starts with a Recurring filter node that runs every day and uses a Smart Insight Days since last purchase segment that returns all customers who have made a purchase exactly 351 days ago and sends an email with a personalized voucher code (e.g. 10% off). -
Email path
The program then waits seven days after the initial email before filtering again to see if a purchase has been made in this period. If TRUE, the contact exits the program. If FALSE, a reminder email is sent.