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Mapping Customer Type to Email Content

Type of Customer Email #1 Email #2 Email #3
New to Brand Genuine Welcome to the product, brand, or service. A little background on the company “How to” resources relating to recent product purchased or service provided, if opt-in occurs through checkout. “Did you know” information related to product/ service. What to expect in coming months (from emails) Request for product review (email should be sent 1 month from purchase); request to join social channels; Light cross-sell
New to Email- General Opt- in, Current Customer Welcome to email list and glad you want to hear from us, recognize current customer status. “Did you know” information related to products/services. What to expect in coming months (from emails) Request to join social channels; light cross-sell
New Product, Current Customer Product/Service Thanks for purchase, recognize current customer status. “How to” relating to recent product purchased or serviceprovided, if opt-in occurs through checkout. “Did you know” information related to product/ service. What to expect in coming months (from emails) Request for product review (email should be sent 1 month from purchase); request to join social channels; Light cross-sell
High Value Customer, New Product Product/Service, Thanks for purchase, recognize valuable customer status by offering accessory discount or special gift. “How to” relating to product/service, including premium customer support options for help. “Did you know” information related to product/service. What to expect in coming months (from emails). Request to join on social channels; light cross- sell. Request for product review or company review.
Previous (no purchase in X years) Customer, New Product Product/Service. Thanks for purchase, recognize previous relationship with brand (with product if possible). Offer accessory discount (less than valuable customer). “How to” relating to product/service “Did you know” information related to product/service. What to expect in coming months (from emails). Request to join on social channels. No product or company review; offer light cross-sell to related items if available

Leveraging the Customer Journey

How Much Do You Want Them?

1 Year CV *>$100 1 Year CV $101-$500 1 Year CV <$500
1 Month, No opens No offer, Reminder Offer 15% Offer 20%
2 Months, No opens No offer, Reminder Offer 20% Free gift w/ purchase
3 Months, No opens Offer 10% Offer 25% Offer 20%, free gift w/ purchase
After 3 months no Opens Move to broadcast general list, once/month Send email to update preferences, re- confirm opt-in Send email to update preferences, re- confirm opt-in
 
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