THE ULTIMATE

CUSTOMER
LIFECYCLE
MANAGEMENT
KIT
Tanya
SCOPE 

Session 1

CUSTOMER RETENTION
Origins

DO YOU CRM?
Pros & Cons of various channels used for customer
interaction

ANATOMY OF AN EMAIL
Things to Know

CAMPAIGN ANALYTICS
Basic Metrics

Q&A
Open Discussion

2
CUSTOMER RETENTION

“ The customer retention definition in marketing is the process of engaging

existing customers to continue buying products or services from your
business. It’s different from customer acquisition or lead generation because
you’ve already converted the customer at least once. “
CUSTOMER RETENTION
CUSTOMER RETENTION
CUSTOMER RETENTION
GROWTH HACKING

“
“
CUSTOMER FUNNEL

USER TASKS CHANNELS

ACQUISITION SEM | SEO | SOCIAL | BLOGS |
How do users find you? AFFILIATES
ACTIVATION MERCHANDISING | LANDING PAGE
Do users have a great first experience? OPTIMIZATION
RETENTION CRM - EMAILS|PN|SMS|
Do users come back? WHATSAPP|CHAT|RETARGETING
REVENUE PRICING | SUBSCRIPTION
How do you make money?

REFERRAL GAMIFICATION |
Do users tell others? CONTESTS
CRM

“
Customer relationship management (CRM) is a term that refers
to practices, strategies and technologies that companies use to
manage and analyze customer interactions and data “
throughout the customer lifecycle, with the goal of improving the
customer lifetime value.
DO YOU CRM?

APP- IN-APP / WEB-

EMAILS SMS CALL
PUSH ON-SITE PUSH

Better Reach Very High

Conversion Non- Non- Better
Better Reach
Good Intrusive Intrusive Assistance
Conversion Free of Cost

Limited High Cost Very High

SPAM Reach Limited Limited Cost
Low Reach Reach
Conversion` Very Intrusive
ANATOMY OF
AN EMAIL
ANATOMY OF AN EMAIL 
From Name From Address

Subject Line

1 Optimal Email Width

Preview Line

2 Optimal Email Size Nav

3 Text to Image Ratio

Hero Offer
4 Alt Text

5 Email Heatmap
CTA

6 Responsive Design
Social

Company Details

Update Preferences
12
 
CAMPAIGN ANALYTICS

Unique &
DELIVERY RATES CLICK TO
Total
OPEN
OPEN RATES

BOUNCE RATE
Hard Bounce Inbox CLICK RATES CLICK TO VISIT
Soft Bounce Placement Unique & DROP
Total
 
CAMPAIGN ANALYTICS

FORWARD /
CONVERSION
SHARE RATE

UNSUBSCRIBE
RATE VISITS ADD TO CARTS REVENUE
AMAZING EMAIL STATS
There are 4.3Bn Email 64% users read their emails on
4Bn accounts in the world 64% Mobiles

For every $1 spent, $44.25 is 72% of users prefer

$44 the average return on 72% communication with brands
investment via email

73% of users prefer to do

82% of users open emails from
73% business with brand that uses 82% their place of work.
personalization

15
DELIVERABILITY
Domain
Reputation

IP
Warming

Certificates

Return
Path

Postmasters
Tool
 
CAN-SPAM POLICIES

DOUBLE OPT IN DOMAIN HEALTHY UNSUBSCRIBE

REPUTATION ENGAGEMENT

S P A M
 

SUNSETTING
POLICY
 
Unsubscription
LEARNING RESOURCES 

Session 1

 Growth Hacking |link

 Email Facts | link

 Personalized Communication | link

 Preferred Communication Channel | link

 International Email Law | link

 7 Places to put opt in forms |link

 21 Opt-in ideas to grow your list | link

20
SCOPE 

Session 2

MARKETING ORCHESTRATION
Evolution of Marketing Communication

CUSTOMER LIFECYCLE MODEL

Campaigns at User Lifestage

SEGMENTATION
Customer Lifecycle & User Insights

TIME & FREQUENCY

Deliverability Fundamentals

Q&A
Open Discussion

21
EVOLUTION OF
MARKETING
COMMUNICATION
EVOLUTION 

BATCHED

SEGMENTED

DYNAMIC

PREDICTIVE

AGILE

23
PHILOSOPHY 

THE RIGHT MESSAGE,

TO THE RIGHT PERSON,
AT THE RIGHTTIME,( Real Time)

WITH THE RIGHTFREQUENCY,

FROM THE RIGHTCHANNEL. 24
 THE RIGHT MESSAGE 

DESCRIPTIVE (& DERIVED) INSIGHTS

Describes the user, preferences,
likes/dislikes, habits, etc.

E.g Demographics (Age, Gender,

Life-stage, Category Affinity, Clothing Style
Preference) INACTIVE SIGNALS PROMOTIONS
Create Active
PREDICTIVE INSIGHTS signals
Predict the next behavior or event of a
user

E.g Probability of purchase in session,

Probability of cancellation/return, Next
purchase, etc

AUTOMATION
DIRECT INSIGHTS Move Customers to
ACTIVE SIGNALS
Directly derived from user data, without next step in Journey
derivation

E.g Categories Purchased, # Visits, Total TRANSACTIONAL

Spent, Time since last purchase, etc Create Active 25
signals
CUSTOMER FUNNEL
SEGMENTATION 

GENDER BASED
SEGMENTATION

26
MYBESTSEGMENTS BY
NIELSEN
PROMOTION PROGRAM TYPES 

New
Looks
Arrivals

27
PROMOTION PROGRAM TYPES 

Collections Lists

28
PROMOTION PROGRAM TYPES 

Editor’s
Offers
Pick

29
PROMOTION PROGRAM TYPES 

Season’s
Festivals
Special

30
50 MUST-HAVE EMAIL
CONTENT IDEAS
 

Housing Transport Non Profit

 

Learning
Invite Tools
RIGHT TIME 

S
U
N

M
O
N

T
U
E

W
E
D
HOUR OF THE DAY
T
H
U

F
R
I

S
A
T

TIME AFFINITY 33
DAY OF WEEK
RIGHT FREQUENCY* 

34
PREFERENCE CENTER
THE RIGHT PERSON 

CUSTOMER LIFECYCLE 35
 
User Activation

Email Welcome
Verification Email

36
 Personalized Ideas for Business Prospect 

First Transaction

Invite for
Product USP Event / Meet Best Practices
Up

How it
Works
Industry
Customer Project
News &
Reviews Update
Trends

Free
Awards & Join Free Subscription
Recognition Webinars for limited
period
Resources 

Campaign
Resource

Weekly
Win Back
Digest38
 
MARKETING AUTOMATION - RIGHT CHANNEL
TOOLS
Purchase
EMAIL DRIP
CAMPAIGNS
Browse Email
Offer
MARKETO

RESPONSYS

TERADATA

HUBSPOT
Purchase

MARKETING CLEVERTAP
ORCHESTRATION
Browse
GROUP ASSIGNMENT 

Amazon Product - Brand, Book,

APP Flipkart New Category - Genre, VR Glasses
Option Netflix Launch Service - Personalized
Hotstar Products, Payment Card

Plan - Optimize for Sales / Watch Time

1. TG - CS Lifestage, Category Affinity etc

2. Launch Visibility
3. BAU Visibility & Optimization
4. CRM Journeys
5. Upsell
6. Cross Sell
7. Engagement / Educate
8. Post Purchase Engagement
SCOPE 

Session 3

STORE MERCHANDISING
Selection

AIDA - Attention - Interest - Desire - Action

First Principles in eCommerce

UPSELL STRATEGY
How to Increase Basket Size

REPEAT STRATEGY
How to Increase LTV

ENGAGEMENT STRATEGY
How to increase time spent

41


42


43
SCOPE 

Session 4

RETENTION KPI
How to measure retention

COHORT ANALYTICS
First Principles in Digital

RFM SEGMENTATION
How to Increase Basket Size

GROUP ASSIGNMENT

Q&A

44
RETENTION KPI 

DAU / Daily / Monthly Active Users

CHURN
1 - ( Retention Rate)
MAU RATE

((Promoters (8to10) -
STICK Stickiness Factor =
NPS Detractors (0to6)) / Survey
INESS (DAU/MAU)*100
Responders))*100

(# of customers at end of
RETENT period (120) – # of customers BEHAVIOR
ION acquired during period (20)) / FLOW % of User who follow Behavior
RATE # of customers at start of RATE
period (104) ) x 100 = 96%
45
RETENTION COHORT ANALYTICS 

46
Product Lifetime vs User Lifetime
RETENTION COHORT ANALYTICS 

47
Acquisition Cohort vs Behavior Cohort
RETENTION CURVE 

75% Drop Better

Better
onboarding
2nd Drop Onbord
experience
Point experience
required
required

48
Alternate Visualization for Acquisition Cohort
RFM SEGMENTATION 

Customer Loyalty Metrics

49
 RFM SEGMENTATION 

Customer Loyalty Metrics

This results in 64 distinct customer segments (4x4x4), into which customers will be segmented.

50
 
CUSTOMER LOYALTY
 
CUSTOMER LOYALTY
WHY SO
CURIOUS?
 
CUSTOMER LOYALTY
RETENTION COHORT ANALYTICS 

Analytics + Action = The Formula for Greater Retention

● When is the best time to re-engage with your users? When is the best time for
remarketing?
● What is the rate of acquisition of new users to maintain (if not increase) your app 55
conversion rate?
 RETENTION COHORT ANALYTICS 

A
A cohort
cohort is
is a
a group
group of
of individuals
individuals who
who experience
experience the
the same
same event
event in
in an
an identical
identical
timeframe.
timeframe.

Cohort 1

Cohort 2

Ask the right Question for Actionable Insights 56

 RETENTION COHORT ANALYTICS 

Define Problem Statement - How long it takes a user to purchase after viewing a product

1. Define relevant Action / Events - Product View and Product Purchase Mapping
2. Analyse them over a period of time

57
RETENTION COHORT ANALYTICS 

Does adding communication via Retention Channel Adds to efficiency

58
RETENTION COHORT ANALYTICS 

Which are your most effective Acquisition Channels

59
How Sales affects Customer Purchase Behaviour 

● Irrespective of which month

your users made their first
purchase in, as high as 8.5%
of them. return to your site to
grab seasonal deals. This
seems to be largely true for all
your seasonal sales.
● As high as 7.7% of users who
made their first purchase in a
sale, make return purchases
in the consecutive sales.
● As high as 3.9% of users who
made their first purchase in a
sale, made a repeat purchase
in the non-sale months too.
● There is a considerably high
difference between the repeat
purchase rates of sale
months and the non-sale
months.

60
Learning Resources 

Session 4

1 Email Marketing Metrics | Link 8 50 Email Content Ideas | Link

2 RFM Segmentation | Link 9 Modern Email Marketing Guidebook | Link

3 Retention Knowledge base| Link 10 Sender Reputation Guide | Link

4 Marketing Automation Tool Buying Guide | Link 11 Right Email Frequency| Link

5 Marketing Automation Process | Link 12 Email Preference Center | Link

6 MyBestSegments by Nielsen| Link 13 Email Campaign Resource | Link

7 Advantages of Data Driven Market Segmentation| Link 13 Anatomy of an Email | Link

61