When your customers stop buying, you need to win them back or try to engage them on another channel, before suppressing them from further marketing activity.
This lifecycle tactic identifies inactive contacts and re-engages with them product recommendations and incentives via email. If they fail to respond, you can stop using that channel and try another one.
It supports the Revenue objective by contributing to the following strategies:
- Win back inactive customers
The Tactic filters for inactive customers (as defined by your Smart Insight eRFM settings), sends them an email with an incentive to buy, and a reminder 4 days later if no purchase has been made.
In addition to email, you can also add the contact to a Web Channel audience and a CRM Ads audience at the same time. The Tactic will check every day for 5 days to see if a purchase has been made, and remove the contact from both audiences if this is the case.
Automation Center program
The program itself looks like this, with the basic email workflow on the top path, and CRM Ads (1) and Web Channel (2) on the path below.
The program starts with a Recurring filter node that runs every day and uses a Smart Insight segment that returns inactive customers.
The program then waits for 4 days after the initial email before filtering to see if a purchase has been made. If TRUE, the contact exits the program. If FALSE, a reminder email is sent.
Web Channel / CRM Ads path
After adding the contact to the respective audience, the program filters each day for "predict last purchase date was in the last 2 days". If TRUE, the contact is removed from the audiences. If FALSE, they remain in the audience.
After 5 days the contact is removed from the audiences automatically.
From the Advanced package, this tactic uses:
- Web Extend
- Smart Insight
- Predict Email Recommender
From the Max AI package, this tactic can use:
- Incentive Recommendation
- Send Time Optimization
The required data sources are:
- Contact data
- First name (subject line and content personalization)
- Web behavior data
- Predict last purchase date (to exit contacts from the program)
- Product data
- Product name, price, image and URL (for the Predict widgets)
- Sales data
- Smart Insight data is required for the entry node segment
- Web Channel
- CRM Ads
Preparing the Tactic for use
First, you should check that your account assets are ready for use.
Make sure that the data sources listed above are correctly configured and contain values for all the fields you will need.
You will need to upload a pool of voucher codes to use as incentives, or configure Incentive Recommendation if you are using that instead.
Then modify the message content for each of the channels.
If you have already downloaded and updated the Tactics template, you will already have made most of the necessary changes to the email content, and you only have to make the changes specific to this actual campaign (see Configuring a Tactic > Email campaigns for details).
Make any necessary changes to the creatives.
Open the Predict widget in the 4-column product block and change its settings to the Personal logic.
If you are using Web Channel, create a campaign to match the email and select this in the Web Channel - add node.
If you are using CRM Ads, create an ads campaign in your network of choice and create the audience that will link to it. Then select the audience in the CRM Ads - add to audience node.
When you are done, set the program's Participation Settings.
Customers should be able to re-enter this program as they can defect many times over their lifetime, but set it to a figure that reflects your eRFM settings for inactive customers, e.g. every 180 days.
Activating the Tactic
When you are done, activate the program. You will be able to check on the performance in the reporting pages of the Strategic Dashboard.
Tips & hints
Differentiate email content by customer type
If you want to show different content or incentives to different customer types (e.g. Gold, Platinum, etc.) then you can use block targeting for this.