First thing’s first—use the purchase data c level executive list you analyzed to create segments of your customers to determine which kinds of lapsed-purchase campaigns you should use.
Depending on how often they
buy, you might adapt your lapsed-purchase campaign. As mentioned, knowing what they’ve purchased in the past also allows you to segment based on what kinds of products they purchased, and offer recommendations for similar and complementary products.
Segmentation is pretty straightforward: b
y adapting your campaign to target customers based on whether they’re a first-time customer (lapsed-purchaser at 35 days) or a second-time customer (lapsed-purchaser by 28 days), you can personalize your campaigns and your approach to winning them back.
You might segment a first-time customer like this:
From there, you can add on or layer your segmentation to account for their average order value, how many times shopping cart vs shopify they’ve ordered from you, number of products ordered, and so on.
For example, you could segment your first-time customers even further by adding a layer of segmentation based on AOV. Perhaps you’d be more interested in reconverting customers with a higher be numbers AOV, and so you’d sweeten the incentive to reflect that.
