Contacts with a lower CLV than the average for your eCommerce and low purchase forecasts 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 likelihood to purchase again.
In this article, you'll learn how to reactivate low CLV customers with a coupon.
Objective: Reactivation.
Difficulty: Intermediate.
When to use it: Anytime.
This strategy is part of our pool of templates. To implement it in your account, log in to your Connectif account and go to "Workflows Create new workflow". In the Create from template section, enter the name of the workflow (Coupon to reactivate customers with low CLV) in the search engine then click Select and Create.
How it works
To send the incentive, check if the contacts belong to the "Customers to reengage" segment. If they do, assign the coupon 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 “Low CLV”, to group contacts that belong to the “Lost” segment from the RFM model and are subscribed to the newsletter.
— A coupon, to serve as an incentive to purchase.
— Two emails, to send the coupons to the corresponding contacts.
STEP 1. "Start" node
(This node will set the target audience for the action).
1. Click (Edit node settings) for the “Start” node.
2. Under Select limitation, check "All my list" and select "Contacts with email".
3. Under Select data source, check “All existing”.
4. Click Update.
STEP 2. "Is in segment" node
(This node will check if the contact belongs to the dynamic plus segment "low CLV").
5. Click (Edit node settings) for the “Is in segment” node.
6. Under Select a segment, choose the segment to check.
7. Click Update.
STEP 3. First “Assign coupon” node
(This node will fetch the coupon 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 settings) in the “Assign coupon” node.
10. Select the set of coupons created for this workflow.
11. Click Complete .
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. Under Google Analytics, click "Enable Google Analytics" then Next .
18. In the Variables step, link any variables there may be.
19. Click Complete .
STEP 5. "Wait" node
(This node will initiate a waiting period before continuing the workflow).
20. Click (Edit node settings) for the “Wait” node.
21. Under Set the time delay, select "A period of time" and enter "7" Days.
22. Click Update.
STEP 6. Second "Is in segment" node
(This node will check if the contact still belongs to the dynamic plus segment “low CLV” after waiting seven days).
23. Click (Edit node settings) for the “Is in segment” node.
24. Under Select a segment, choose the segment to check.
25. Click Update.
STEP 7. "Has purchased" 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 purchased” node.
28. Under Number of purchases made, select "Is greater 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
(This node will send the email with the coupon to 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. Under Google Analytics, click "Enable Google Analytics" then Next .
38. In the Variables step, link any variables there may be.
39. Click Complete .
Success!
Your workflow to reactivate low-CLV customers with a coupon 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.
- Bulk 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.
- Bulk coupon campaign, to send a coupon to all your contacts.