#marketing-cx-cs-retention

I just started issuing store credit in Shopify for warranty & repair issues. Now instead of a return/exchange process we just give them store credit. So far the upsell rate when they come back has been amazing. This certainly turns my frown upside down.

What’s the best SMS platform out there? We’ve been using Emotive and quite happy with it. Haven’t felt the need to switch, but I’ve now been hearing quite a lot of good things about Postscript 👀

How are you segmenting your BFCM emails? Do you exclude let’s say last 30 day customers? Do you send to entire email list or only ‘active’ in the last 180 days etc?

1. Maybe goaffpro? Not 100% sure though

1. Malomo.
2. Smile.io could be cost effective. Can look at Stamped as well.

Malomo is great! Happy to connect with the team.

I worked at Wonderment and it was great then but now they're acquired by Loop, so not sure.

Anyone got recommendations?

Curious, what’s the biggest challenge you’re seeing in your retention flows right now?
Welcome emails, post-purchase follow-ups, win-backs… something else? Would be cool to hear what’s working and swap ideas. Sometimes just seeing how others handle it sparks the best improvements.

Hey everyone!

Curious, which channels are you actively using in your retention flows right now? (pick all that apply)
1️⃣ Email
2️⃣ SMS / Text
3️⃣ Push notifications
4️⃣ Messenger / Chat apps
5️⃣ In-app messaging
6️⃣ Other (reply below!)

Would love to see which channels are working best for everyone!

Collecting zero-party data upfront about pain point/goal/motivation and then mapping that up to the post-purchase communication is great - resource heavy due to the content variation needed but massively increases relevance of comms which lends itself to better retention.

<@U087CT353DF> makes a great point - RFM models show that recency is one of the strongest indicators for likelihood of another purchase. There's nuance to it based on the brand and price point (e.g. immediately upselling someone as a basic t-shirt brand is great, but doing it as a mattress brand likely won't perform anywhere near to the same level and could even tarnish the relationship).

A cool one to try is using the order editing app to hold peoples orders and allow them to add additional items at a discount.

I've got a cool plain-text email format I'll share on the session 👀

Love this point, <@U087CT353DF>! @Tobi Chapman, you’ve been talking about this too. Mind sharing what you’ve seen work for other founders when it comes to post-purchase email/SMS strategies?

Also, for anyone interested, Tobi’s going to dive even deeper on this in an upcoming session, so stay tuned for tips on squeezing more value post-purchase! 🎉

Wondering…did Sendlane just fade into obscurity or has the platform improved significantly in the last year?

https://www.mailmodo.com/tools/ai-email-writer/

Heard good things about this

Anyone here in FMCG feel like they are really killing it with their email marketing?

hi everyone! Looking for email-related advice. what is the best way to sync your Shopify customer profiles (those who placed an order and created an account) to Klaviyo? I know there is a way to use Klaviyo segmentation based on Shopify tags, and I believe there is a way to use Zapier to make it more automatic. any insights would be greatly appreciated!

@Tobi Chapman is your man!

Also vouch for @Tobi Chapman

Thanks @Nativ Yanko - <@U07MA4RJ3HA> I'll shoot you a message

Strong recommend @Tobi Chapman

Have worked with him before

I know the best one - Magnet Monster @Wiehan Britz

Hey Caitlin - I have one, feel free to DM me

Anyone doing FSA/HSA reimbursements and can recommend their vendor? 🙂

<@U07J20YNPE1> sorry I’m late to the thread, but I bring great context! Where you are now, do you have a customer community? Anyone handling customer experience, enablement, success? This is the whole ethos behind digital success as an approach and movement in pure play applications. It’s taking a bit of what enterprise customers would get in their relationship with their customer success manager, and scaling access through a community first model.

This usually includes starting a digital library of integration, implementation, and training materials (pdfs, videos, etc), and then capturing the answers to any questions asked by a customer, and proactively sharing answers in the library. It can also be occasional office hours, where non-enterprise customers can stop by to ask only what they need to get back to using your product, or use it better. And they can listen to others’ questions being answered. And if you capture the call on video, you can add recordings or clips to your library.

So it scales the personal touch of having a consulting partner, while also revealing patterns about what customers want to know. Which can become new recordings. Also, it creates safe space for questions, so you can see issues before they grow big! And just proving a space to ask & learn leads to opportunities to personalize service, educate, and foster connections.

Especially now, this can make the difference for your customers to feel part of something—and invested in you. It starts with what you’ve been doing, and just moving that up before they ask. That anticipation, it feels very personal. Happy to chat about it! 😊

After diving deep into our customer journey’s for a number of our brands, we identified that a second purchase rate ranged between 9 and 14%.

Here is some of the key takeaway’s from the deep dive of one of the brands.
• 11.18% made a second purchase in a 12 month period.
• AOV $98
• Average discount 9%
• Average order per customer 1.15
• LTV $119.28
• 80% of second purchases were made within 120 days of their first purchase
• 40% in the first 30 days of their first purchase
We determined that by lifting the second purchase rates from 11.18% to 12.18% (8.94%) we would generate an additional $750K per year. So if there was 70000 customers in the 12 month period, you would need to get an additional 6000 odd customers to make that second purchase… I hope that makes sense.

We continued to deep dive into customer behaviours, purchasing patterns, successful email campaigns topic, reviews etc and then created a 90 day post purchase flow which was a series of 14 emails. The flow had a range of triggers based on the customers purchase, and then ran through a series of emails which included product information/FAQ’s, UGC+ reviews, discount offer (exclusive), complementary product recommendations, Founders note / and brand insights etc. ::Note that the time of the flow and offers for this PP flow was determined by all the data collected.

Here are some results. It has been running for 4 weeks today.

Revenue
Week 1 - $518
Week 2 - $2053
Week 3 - $2647
Week 4 - $6706

Customers are only at most 28 days through the 90 day email journey. If they make a second purchase they then move to another VIP flow where they begin another journey all together… can go into it another time.

I am yet to see how the second purchase rate is tracking as its still very early, but it appears to far so go without looking into the actual numbers.

I would welcome feedback from anyone that has done similar. Happy to also answer any questions.