Grow With The Flow - Chase Dimond
Your opens may be dead, but that doesn't mean they were all that important when they were alive to begin with. Some of the craftier brand operators and marketing agents have been making the most out of everything else available from customers while the majority of the industry was happy with a steady diet of staple open rates.
While in the past some have mocked them for ignoring the easiest to gather intel, with the rollout of iOS 15, they're the ones comfortably laughing now, far ahead of the game and worry free.
Thankfully, Chase Dimond has connected 6 key customer segments you should pay attention to today and after iOS 15 has launched that will give you the insight those lucky few have until now exclusively enjoyed, and lead your customers to be all they can buy.
Laying Out The Track
These groups are determined by a combination of order data, revenue data and click data, so there will be absolutely no loss or effect come iOS 15, allowing you to continue the process uninterrupted.
The secret to the success of understanding and utilizing these 6 key customer segments, says Chase, is to use them in succession, pushing and pulling VIP customers from one level to the next, processing them into better, more loyal and engaged customers every step of the way.
- Dead Weight. Non-purchasers who have signed up for emails they don't open, promoting sales they don't take advantage of. This segment is a money pit, and the smaller it is the less cash it will cost you. Contact them occasionally to see if there's a nibble, but don't chase after them
- Nearly There's. The interest is there, but the purchase history is not with the next group, people who seem interested and active on your site and in your emails, but never leads to a sale. These people are looking for a reason to buy from you, so give them one. Try anything, getting them across that buying threshold is all that matters.
- Potential Brand Enthusiasts. They've made a few purchases, and are clicking through to some emails. Up their engagement and get them really interested and into your brand culture, so they can move on to...
- Brand Enthusiasts. Die hard loyalty and a history of purchasing, but with potentially months long spaces between purchases. The interest in your brand is there, you just need to capitalize on it with special offers and direct engagement
- Potential High Rollers. These are your soon-to-be VIPs who already have a healthy buying history and love of your brand, but haven't quite yet committed to dropping the big bucks. Entice them with a taste of real exclusivity, then wait as they come to you to take the next step.
- High Rollers. These are your big-money spenders, who like to make frequent and frequently large purchases. These people love you already, so maintaining their loyalty is mostly a matter of staying the course, and not upsetting or annoying them. The only thing they can't easily buy is the status of exclusivity, so give them that.
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