The document discusses optimizing customer lifetime value (CLTV) through e-commerce. It recommends focusing on both acquiring new customers through marketing while also retaining existing customers by getting them to make repeat purchases. Staying engaged with customers through targeted communications at each stage of the customer journey is important for increasing CLTV. Data analysis can help identify problems and improve marketing efforts to boost sales and customer loyalty over time.

1. THE KEY TO SUCCESS IN E-COMMERCE OPTIMIZING THE CUSTOMER LIFETIME VALUE Zoomio Nederland Ben van der Laan Managing Director Nederland T: 020 497 06 57 W: www.zoomio.nl E: [email_address]

2. ABOUT ZOOMIO Page  Founded 2003 in Kopenhagen Leading European supplier in email marketing Offices all over Europe: DK, NL, D, UK, S, RUS More than 850 international clients

3. HOW TO GROW IN E-COMMERCE Page 

4. HOW TO GROW IN E-COMMERCE Page  Ads PPC Keywords 148,129 61,976 28,480 10,406 7,435 3,549 16,792 11,925 294,651 201,687 16,221 15,579

5. AVERAGE CONVERSION RATE Page  3 %

6. NON BUYERS Page  97 %

7. BUYING ONLY 1 TIME Page  80 % 3%

8. WHAT CAN YOU DO? Page  Get in touch with your (potential) customers

9. WHERE IS THE NEWSLETTER SIGN-UP? Page 

10. WHERE IS THE NEWSLETTER SIGN-UP? Page 

11. WHERE IS THE NEWSLETTER SIGN-UP? Page 

12. HOW TO GROW IN E-COMMERCE Page  Share of Wallet No. of Customers

13. HOW TO GROW IN E-COMMERCE Page  Umsatz via Acquisition No. of Customers Umsatz via Retention Increase CLTV Share of Wallet

14. DO NOT TRY THINGS LIKE THAT… Page 

15. AT LEAST – MAKE IT LOOK NICE Page 

16. EVEN BETTER – BE FOCUSSED Page 

17. EMAIL MARKETING IS MORE THAN NEWSLETTERS Page 

18. Page  Email Marketing is much more than sending newsletters EMAIL MARKETING IS MORE THAN NEWSLETTERS

19. CUSTOMER LIFECYCLE MARKETING Page  Potential Customer First Time Buyer Establ. Customer VIP Reactivated Customer Exclusive offer for you! Be the first to…! Thank you for choosing…! Safe & easy shopping! We miss you!

20. CUSTOMER SEGMENTS Page  Cost no object – as long as it is the lastest fashion € No Matter Brand Addict Willing to spend money – but only for the favorite designers Only able (or willing) to buy, when items are on sale I Love Sale

21. EMAIL MARKETING – 3 WAYS OF DOING IT Page  Event NL Xmas, trade- fair etc. Topic NL Product NL PUSH 1:N Special NL

22. DO NOT GET BORING Page  Promotes products, assortments or services. Example: new ski m odels The focus is on a certain topic Example: Safety tipps for skiing If there is something special, make it special. Example: new brand or saison sale The communication is related to a specific event. Example: Ski opening in the Alps Product Special Topic Event THERE ARE 4 DIFFERENT TYPES OF NEWSLETTERS

23. EMAIL MARKETING – 3 WAYS OF DOING IT Page  Promote Opt-In Potential 1 st Timer 2 nd Purchase Established Premium Prevent Opt-Out Event NL Xmas, trade- fair etc. Topic NL Product NL WF: Sign-up Caputre leads onsite W ork F lows – automated processes CAMP aign – segmented actions PUSH 1:N PULL 1:n/1:1 Special NL WF: Honey Moon Turning prospects into customers WF: 1 st Timers Feedback mails & mollow-up incentive WF: Reactivation After 90 days 180 days WF: Tell a friend CAMP: Product Actions Targeted sales CAMP: UpSelling Sell more expensive CAMP: CrossSelling Sell aditional items WF: Birthday Greetings WF: Premium Program Welcome CAMP: Clear Warehouse Sell overstock

24. CLIENT CASES – THE REAL LIFE Page 

25. PRODUCT – OFFER SUITABLE PRODUCTS Page 

26. PRODUCT – OFFER SUITABLE PRODUCTS Page 

27. PRODUCT – OFFER SUITABLE PRODUCTS Page 

28. SPECIAL NEWSLETTER Page 

29. BE POLITE TO YOUR CUSTOMERS Page 

30. BE POLITE TO YOUR CUSTOMERS Page 

31. FOSTER SALES Page 

32. FOSTER SALES Page 

33. FOSTER SALES Page 

34. FOSTER SALES Page 

35. FOSTER SALES Page 

36. FOSTER SALES Page 

37. FROM „FREE“ TO „SOLD“ - AN AUTOMATED PROCESS Page 

38. CUSTOMER LOYALTY & BASE EXTENTION Page 

39. CUSTOMER LOYALTY & BASE EXTENTION Page 

40. CUSTOMER LOYALTY & BASE EXTENTION Page 

41. CUSTOMER LOYALTY & BASE EXTENTION Page 

42. CUSTOMER LOYALTY & BASE EXTENTION Page 

43. CUSTOMER LOYALTY & BASE EXTENTION Page 

44. TIP A FRIEND Page 

45. PROMOTE ONE-TIME BUYERS TO A SECOND BUY Page 

46. CUSTOMER REACTIVATION Page 

47. SOLVE CLIENT PROBLEMS Page 

48. SOLVE CLIENT PROBLEMS – WITH DATA ANALYSIS Page 

49. SOLVE CLIENT PROBLEMS – WITH DATA ANALYSIS Page  Frequency Score (1..5) Recency Score (1..5) Marketing Activity Score (1..5)

50. OPTIMIZING THE CLTV - FIGURES Page 

51. CONCLUSION Page  Get the right balance between customer acquisition and customer retention Work smarter, not harder – let marketing automation do the work for you Say „Goodbye“ to simple mass mailings – targeted communication will boost your sales

52. Fragen? Your questions, please! Zoomio Nederland Ben van der Laan Managing Director Nederland T: 020 497 06 57 W: www.zoomio.nl E: [email_address]