A key factor in improving the margins of your e-commerce is the ability to retain customers over time, or to increase their CLV (Customer Lifetime Value).
As Steve Dennis very well highlights in this Forbes article, there are three main elements that are putting the life of many online businesses at risk:
Ever-increasing marketing costs, which bring the cost of acquisition to often unsustainable levels
More promotions, less attractiveness: as business grows, in an attempt to acquire new consumers, the promotional lever is often abused, in a process that accustoms consumers to expect these discounts with a relative detriment to gross margins. Consumers acquired aggressively are therefore worth much less than those acquired "organically"
Questionable (if not pitiful) Lifetime Value: the consequence of the two previous points inevitably foresees that over time the number of customers with very low or even negative CLV will increase .
The underlying idea behind this reasoning is that without engagement , that is, without the ability to build a relationship with our consumers that transfers value to them (and not just convenience), our destiny risks being truly complicated.
So how do we get out of this vicious circle?
Knowing your consumers is the starting point to get out of this vicious circle. How can we think of developing winning marketing and commercial strategies if we have no idea of what our visitor and customer base is made up of? We are not talking about traditional analytics but about a new way to get to know our audience , from the anonymous ones to our hero users.
audience segmentation
Thanks to AI, it is list of argentina consumer email now possible to continuously learn from the behavior of similar users, so as to be able to predict which products/services might arouse their greatest interest.
The greater the user's interest in our product, the less sensitive they will be to price and promotion.
It is at this point that it is essential, thanks to marketing personalization , to be able to offer them personalized browsing and subsequent re-engagement experiences, so that they remain tied to our brand not only thanks to prices and promotions but also thanks to valuable content. If you want to learn more about this topic you can read this article on the use of content in a B2C e-commerce .
In conclusion
In a sea of similar proposals, among dozens of emails competing in your inbox, how do you think we can make a difference? Are we communicating the right content to the right person at the right time? What do we do to encourage them to come back to us? How do we pamper our best customers and how do we encourage them to feed the word of mouth?
In this last question you will find the solution to many of your problems. By following our blog you will find many suggestions on this subject... but if you really can't wait for the next episodes , contact us , it will be a pleasure to discuss it with you!
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