CRM, animation, loyalty: 5 marketing actions to take for the recovery

suhashini9898

Every opportunity is good to improve your customer relationship. But sometimes, caught up in the obligations and hectic pace of everyday life, we all struggle to take a step back from our marketing strategy. However, this is what I suggest you do today, in order to be ready when the time for recovery really comes . Get in the starting blocks, we have prepared an action plan for you to be on top. Cleaning up your CRM, qualification, segmentation, customer loyalty and sponsorship program... you will discover in this article actions that are easily activated and yet full of impacts for your e-commerce site.

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IN THE SUMMARY OF THIS ACTION PLAN:

Clean your base

Animate your community

Collect data and use it

Prepare your loyalty program

Put your customers to work!

1 - Clean your base

If there’s one thing we never take the time to do, it’s a little cleaning. Put away the feather dusters and microfiber, and instead dive headfirst into your CRM . It may seem tedious, but trust me, it’s worth it.

Have some of your acquisition marketing campaigns turned out to be of poor quality? Result: your opening rates are plummeting. Some friendly competitors have had fun leaving addresses in yopmail (incidentally, in SPREAD they wouldn't have been able to enter? It's your shopify website design deliverability that's taking a hit. And I won't mention the typos of people who are nevertheless very motivated...

What do all these profiles do besides clutter your base, lower your stats, and cost you storage?

Create a retention scenario

Now is the time to act. The ideal way to do this is to design a retention scenario to detect people who are showing disinterest. You can first try to re-engage them with special offers, for example, and then you will have to resolve to eliminate the diehards.

Step 1: Segment

Create your starting segment , which will then allow you to trigger your scenario. You can include those who, for example, have not opened your emails for 3 months. Those who have had no interaction with you for 6 months. It's up to you to set a rule to define the inactivity of your contacts.

Step 2: Ask questions

Prepare a questionnaire that will allow you to collect the reasons for the disinterest of your non-openers . In a few quick questions, you will be fixed on their main motivations and will be able to really adjust your long-term strategy.

Step 3: Inform

Send a first email that is to your target audience. Tell them that it's been a long time since they opened your communications and that you would like to know why. You can also plan a hyper-incentive offer to reawaken their interest , but it is not an obligation. Finally, make it clear that without action on their part, you will soon delete their profile.

Step 4: Last call

Segment the non-openers of this requalification and revalidation campaign, 15 days after the end of it. Send them a final message warning them that you are about to delete their profile. You can also tell them that they can re-register whenever they want.

Delete inactive ones

This is step 5. It hurts, but it is a necessary evil for the health of your CRM. So here we go. Segment the inactive profiles one last time, and launch the deletion of these. You will then have a smaller base, certainly, but much more qualitative and above all more active! Enough to please your future reporting.

Our client Slow Cosmétique created a particularly successful retention scenario, which allowed it to re-engage many contacts but also to clean up "lost causes". Result: a healthier, more engaged base, and incomparable opening rates.