Abandoned Cart Recovery
Use Case:
When a customer adds products to their cart but leaves the website without completing the purchase.
Goal/KPIs:
• Increase new buyer conversion rate.
Data Needed:
• email_address: append email -> physical address via address enrichment feature
• Full address data
Timeline for Trigger:
• 24-48 hrs post abandon. This gives the customer time to convert via a cheaper conversion like email, but is still fresh enough for the postcard to reach in-home and have the offer still be relevant.
Creative Tactics:
• Offer a small discount or free shipping to incentivize completing the purchase. If targeting new buyers specifically, can provide a first-time order offer.
• Offer a generalized or generic product recommendation related to the items left in the cart. Only broad categories allowed, do not use exact products on offer.
New Subscriber Welcome Series
Use Case:
When a new subscriber signs up for your newsletter or creates an account but has not converted
Goal/KPIs:
• Increase first-time-buyer conversion from subscribers.
Data Needed:
• email_address: append email -> physical address via address enrichment feature
Timeline for Trigger:
• 24 hrs after subscribing.
Creative Tactics:
• Provide a welcome discount code for their first purchase.
• Other suggestions to include with main offer:
• Introduce them to your brand story and values.
• Offer a freebie such as an e-book, guide or sample product.
• Invite them to follow your social accounts for exclusive content or deals.
• Offer a deal for a tell-a-friend! Create your very own ambassadors.
Lapsed Customer Reactivation
Use Case:
When a customer hasn't made a purchase or engaged with your emails for a certain period of time.
Goal/KPIs:
• Increase LTV of 1-time buyers to second.
Data Needed:
• Full address data
Timeline for Trigger:
• 30 Days post purchase up to 180 days post purchase depending on the avg. customer churn.
Creative Tactics:
• Offer a special discount or exclusive offer to entice them back.
• Showcase new products or collections that may interest them.
• Provide a personalized recommendation based on their past purchases.
• Ask for feedback on why they haven't been engaging and offer a discount or incentive for providing feedback.
Browser Abandon Recovery
Use Case:
When a customer visits the site and is logged in / has given their email to the company already, but then abandons the site without converting. Built into Klaviyo - only works if the person is on the same device as before.
Goal/KPIs:
• Increase new buyer conversion rate.
Data Needed:
• email_address: append email -> physical address via address enrichment feature
Timeline for Trigger:
• 24-48 hrs post abandon. This gives the customer time to convert via a cheaper conversion like email, but is still fresh enough for the postcard to reach in-home and have the offer still be relevant.
Creative Tactics:
• Offer a small discount or free shipping to incentivize completing the purchase. If targeting new buyers specifically, can provide a first-time order offer.
• Offer a product recommendation related to the items left in the cart.
Post-Purchase Follow-Up
Use Case:
After a customer completes a purchase.
Goal/KPIs:
• Increase first time buyer retention and convert again for a higher customer LTV.
Data Needed:
• Full address data
Timeline for Trigger:
• 14 days - 30 days post purchase.
Creative Tactics:
• Thank them for their purchase and offer a discount on their next order.
• Encourage them to leave a review or provide feedback in exchange for a discount on their next purchase.
• Cross-sell or upsell related products based on their purchase history.
• Provide helpful tips or usage ideas for the products they purchased.
Occasions Offers
Use Case:
Sending personalized offers to customers on their birthday or anniversary of becoming a customer.
Goal/KPIs:
• Increase retention and LTV.
Data Needed:
• Full address data
Timeline for Trigger:
• Trigger same month. We cannot guarantee a specific in-home date, so keeping the occasion offers broad and redeemable for the entire month is best practice. This also works by downloading the segment of birthdays and uploading that list as a One Time Send through the Poplar platform.
• Batch-send the segment on a monthly basis for all birthdays in the month. Send on the 1st of every month.
Creative Tactics:
• Offer a birthday discount or free gift.
• Provide a special anniversary discount as a thank you for their continued support.
• Offer a referral bonus or discount if they refer a friend or family member.
