Onboarding Series Example

Onboarding new customers is a vitally important part of the customer life cycle. Remarkably, many companies ignore this critical time between the first purchase and long-term loyalty. In this example, the onboarding period is 12 months. However, depending on your business model, this could be 3 weeks, 3 months or even 3 years.

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It is a website’s “best practice” to have a means for interested customers to sign up to receive email or other communications (special offers, newsletters, etc.) from the business. The following example of an automated campaign begins with a customer visiting your website.

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Customer Purchase
The customer makes an online purchase, which is recorded in R:AMP.
P+4 Days: Email
Four days after the first purchase, a personalized email is automatically sent to the customer. The email includes a customized offer based on the value of the customer’s first purchase. Also, a link to complete a survey—ideally with an incentive—sends the customer to a PURL (personalized web page). Responses to this data are immediately appended to the customer profile in the R:AMP database and can be used for future (or immediate) segmentation and personalization.
P+30 Days: Email & Direct Mail
One month after the first purchase (pending no additional purchases), both an email and direct mail piece are sent to the customer. These are timed to be received within days of each other with complementary offers and messaging through two channels.
P+6 Months: Direct Mail
Six months after the first purchase, the customer automatically receives an email with messaging regarding the time since last purchase and a special offer based on the 6-month milestone.
P+11 Months: Email
With the “onboarding period” coming to a close, an email is sent to the customer at the 11 month point since last purchase. This is an automated effort to present an offer that will entice a customer to make another purchase. As with all emails, the content and offers are personalized which supports increased redemption.
P+1 Year: Direct Mail
Ideally, the customer has made additional purchases throughout the first year and is now a part of the loyalty cycle. However, for those that after one year have not made an additional purchase, a final direct mail piece is sent with a special offer and “It’s been a year” messaging. Based on the response to this final piece, the customer may enter either the Reactivation or Welcome Back series.
Customer Purchase
The customer makes an online purchase, which is recorded in EC:AMP.
P+4 Days: Email
Four days after the first purchase, a personalized email is automatically sent to the customer. The email includes a customized offer based on the value of the customer’s first purchase. Also, a link to complete a survey—ideally with an incentive—sends the customer to a PURL (personalized web page). Responses to this data are immediately appended to the customer profile in the EC:AMP database and can be used for future (or immediate) segmentation and personalization.
P+30 Days: Email & Direct Mail
One month after the first purchase (pending no additional purchases), both an email and direct mail piece are sent to the customer. These are timed to be received within days of each other with complementary offers and messaging through two channels.
P+6 Months: Direct Mail
Six months after the first purchase, the customer automatically receives an email with messaging regarding the time since last purchase and a special offer based on the 6-month milestone.
P+11 Months: Email
With the “onboarding period” coming to a close, an email is sent to the customer at the 11 month point since last purchase. This is an automated effort to present an offer that will entice a customer to make another purchase. As with all emails, the content and offers are personalized which supports increased redemption.
P+1 Year: Direct Mail
Ideally, the customer has made additional purchases throughout the first year and is now a part of the loyalty cycle. However, for those that after one year have not made an additional purchase, a final direct mail piece is sent with a special offer and “It’s been a year” messaging. Based on the response to this final piece, the customer may enter either the Reactivation or Welcome Back series.