Generally speaking, customers can be divided into two types according to their status: new customers and old customers.
New customers may refer to those who have traded with you for the first time in the last 3 to 6 months, or even within 1 month. New customers should be selected and given special attention. The period of time to establish contact with new customers can be called the “love period”. After the love period, the relationship between men and women will return to normal, and the same is true for customer relationships, so you must not end the “love period” too early. Merchants can provide these new customers with more discounts or preferential information on products and services, so as to give them a feeling that you did not “leave them after falling in love”, but continued to care for them and make them feel that they are valued.
In fact, the standards for old customers are different, and they still need to be set according to the characteristics of the merchant itself. Compared with new customers, old customers may have higher loyalty. New customers may be customers who have traded with you for the first time, while old customers must have traded with you twice or more. And the repurchase behavior of old customers itself is a kind of trust in the merchant. Therefore, maintaining this trust is much more important and valuable than regaining a trust. For example, you can express gratitude and greetings to old customers in the email, provide them with exclusive discount opportunities, etc., which can consolidate loyalty and increase return rate and transfer rate.
According to the activity level of customers, we can divide customers into inactive customers and active customers.
Any customer who has not opened or clicked the email you sent within a limited period of time can be regarded as an inactive customer. Inactive customers are not worthless. Sometimes they may take a look at your push emails on a whim, or they may not open emails often, but they never read emails. So don’t delete them from the mailing list for this reason. The best way is to put them in a separate group and send them emails again within a certain period of time, and carry out some targeted incentive activities. For example, planning a promotion activity with a large discount, I believe there will always be customers who are tempted.
Active customers refer to customers who have opened and clicked the emails you sent many times within a period of time. These customers are generally more loyal. For active customers, the corresponding discount can be slightly smaller, because they are attracted by the goods, and a large discount may make them feel that “cheap goods are not good”. At the same time, we can encourage them to introduce friends to buy products through activities. For example, customers in North America are particularly fond of sharing. When they find something that suits their taste, they can’t wait to share it on their social networks.