Often, customers buy on marketplaces because they don’t see the point in ordering products on the website. A loyalty program is a way to give them additional value and make the website a priority platform.
See the case
How we warmed up the audience to purchase outside the client's official website and received 3000+ new contacts
It may include:
exclusive discounts for members only;
accrual of bonuses for each purchase;
free shipping for members;
gifts for birthdays and other holidays.
Additionally, you can implement a referral program: then clients will not only buy themselves, but also bring friends.
invitation to the Timeweb referral program with a promise of a discount
Timeweb hosting offers users to invite friends and receive a cash reward
Optimize your email newsletters
Implement content newsletters -they will help increase customer bank data loyalty. To understand what will be interesting to the audience, you can request feedback in a regular orNPS survey.
Review the frequency of promotions, especially ifOpen Ratefalls, and CTORis growing: this is a sign that those who open letters are simply looking for discounts and no longer respond to standard offers. In this case, you need to gradually reduce the number of communications related to discounts and replace them with useful content. It also makes sense to test and refine the topics of mailings to increase the Open Rate.
Work on reactivation letters.Add useful selections and special offers, and implement surveys: ask customers why they stopped buying and what can be improved.
Select a segment to reactivate
Not all subscribers in the database should be reactivated. It is important to choose the right segments so as not to waste resources on reactivating the wrong audience.
1.Define the customer life cycle.This will help you understand whether you have a chance to reactivate it. For example, the life cycle of a developer's audience ends at the moment of purchasing an apartment, while the life cycle of a cosmetic brand's audience is measured in years.
2.Assess the likelihood of reactivation.The highest chances of reactivating those who have already purchased from the brand, but “fell asleep” rather than leaving the brand.