Chapter 10
Back-end Marketing – 为了服务现有客户（acquire 新客户是Chapter 9）
Maximizing the customer you already have. The goal is to retain customers and maximize the profit you get from them.
The four phases of a customer’s Life cycle
New Customer: Initial Purchase
Existing or Active Customers: Customers are in Growth Curve.
Declining Customer: Potential value falls during this phase. people have stopped purchasing as frequently.
Lapsed Customers: dead customers. （这种客户还是要boost）
Granular Segmentation的细分 客户群体
- Products bought and browsed (通过物品来分)
- 他们感兴趣的产品
- 他们的地址和身份信息
- 他们花费的钱
Key idea:
don’t market something a customer has already purchased to that customer unless the product is consumable.
Back-end Retargeting Promotions: three core retargeting promotions.
- Dynamic Products Ads
- Customer Reactivation
- Active advertising Support P292
Four types of campaigns.
- New Customer Campagin (给刚刚买的人发email）
- Targeted Offer Campaigns. ( 让人变成repeat buyers)
- VIP Campaigns
- Win-back campaign (如果一个人把购物车跳出了/或者太久没有买，那就继续 measure defection time. ）
如何做Win-back campaign,
30 days no purchase: 15 percent off their next order
45 days no purchase: 25 percent off their next order
60 days no purchase: 35 percent off their next order
90 days no purchase: 60 percent off their next order
capripopcorn.com 