Contacts with a CLV that is below average for your ecommerce site and a low purchase forecast require special attention if you want to turn them into regular customers. By segmenting these contacts and sending them a discount voucher, you’re more likely to reactivate them and increase their purchase recurrence.
In this article, you'll learn how to reactivate low CLV customers with a voucher.
Objective: Reactivation.
Difficulty: Intermediate.
When to use it: Anytime.
This strategy is part of our pool of templates. To implement it in your account, access your Connectif account and go to “Workflows > Create new workflow” . In the Create from template section, enter the name of the workflow in the search engine (Using vouchers to reactivate low-CLV customers) then click Select and Create.
How it works
To send the incentive, check if the contacts belong to the "Customers to retain" segment. If they do, assign the voucher to each contact and send it by email.
If the contact hasn’t made a purchase after seven days, send the email with the voucher again to remind them.
Workflow configuration
Before configuring your workflow, create the following elements:
— The dynamic plus segment “CLV bajo”, to group contacts that belong to the “Lost” segment from the RFM model and are subscribed to the newsletter
— A voucher, to serve as an incentive to purchase.
— Two emails, to send the vouchers to the corresponding contacts.
STEP 1. "Start" node
(In this node, you’ll set the target audience for the action).
1. Click (Edit node configuration) of the “Start” node.
2. Under Select Limitation, check "All my list" and select "Contacts with email".
3. Under Select the data source, check "All existing".
4. Click Update.
STEP 2. "Belongs to segment" node
(This node will check if the contact belongs to the dynamic plus segment "low CLV").
5. Click (Edit node settings) for the “Belongs to segment” node.
6. Under Select a segment, choose the segment to check.
7. Click Update.
STEP 3. First “Assign voucher” node
(In this node, you’ll obtain the voucher that will be emailed to contacts in the segment).
8. At the junction of this node with the previous one, click on the circle until "Yes" appears.
9. Click (Edit node configuration) in the “Assign voucher”.
10. Select the set of vouchers created for this workflow.
11. Click Fininsh .
STEP 4. First “Send email” node
(In this node, the email with the voucher will be sent to low-CLV contacts).
12. Click (Edit node settings) in the “Send email” node.
13. Select the email you want to send and click Next .
14. In the Send to section, select "Contact".
15. Indicate the "Newsletter" type of email.
16. Configure the Parameters section of "Send to contact".
17. In Google Analytics, click "Enable Google Analytics" yand then Next .
18. In the Variables step, link any variables there may be.
19. Click Finish .
STEP 5. "Wait" node
(This node will initiate a waiting period before continuing through the workflow).
20. Click (Edit node configuration) for the “Wait” node.
21. Under Define the time delay, select "A period of time" and enter "7" Days.
22. Click Update.
STEP 6. Second "Belongs to segment" node
(This node will check if the contact still belongs to the dynamic plus segment “low CLV” after waiting 7 days).
23. Click (Edit node settings) for the “Belongs to segment”.
24. Under Select a segment, choose the segment to check.
25. Click Update.
STEP 7. "Has made purchase" node
(This node will identify if the contact has made a purchase during the indicated time).
26. At the junction of this node with the previous one, click on the circle until "Yes" appears.
27. Click (Edit node settings) for the “Has made purchase”.
28. Under Number of purchases made, select "More than" and set "0" purchases.
29. In the next dropdown, select “In the last time interval” and set a value of "7" Days.
30. Click Update.
STEP 8. Second “Send email” node
(In this node, the email with the voucher will be sent to the contacts who have not made any purchases).
31. At the junction of this node with the previous one, click on the circle until "No" appears.
32. Click (Edit node settings) in the “Send email” node.
33. Select the email you want to send and click Next .
34. In the Send to section, select "Contact".
35. Indicate the "Newsletter" type of email.
36. Configure the Parameters section of "Send to contact".
37. In Google Analytics, click "Enable Google Analytics" yand then Next .
38. In the Variables step, link any variables there may be.
39. Click Finish .
Success!
Your workflow to reactivate low-CLV customers with a voucher is now ready.
Do you have questions?
Don’t forget, our Connectif specialists are here to help you. To contact them, just open a Support ticket by clicking the blue “Help” button on your dashboard.
Keep learning!
To make the most of your Connectif account, we recommend reading these articles next:
- Optimized email campaign, to optimize the way you send out your email campaigns.
- Mass web push notification campaign, to send a push notification to all your contacts.
- Lost customer reactivation campaign, to revive the interest of less loyal purchasers.
- Mass voucher campaign, to send a coupon to all your contacts.