Steven Pope

It makes it so much easier to get that first order and make it so you can retarget those people as much as possible to get them a second order and turn them into a customer.

That boosts your customer lifetime value.

Hopefully it also boosts your average order value and in turn lowers your overall customer acquisition costs.

And that actually builds into my third point, retention.

You need to have a retention funnel.

And what I mean by retention funnel is not just the idea of sending a welcome sequence and then sending a discovery sequence and then sending some incremental things.

Oh, we're running a sale.

No, none of that.

I am talking about a well built out campaign funnel for retention.

You need to be able to be nurturing people.

You need to be trying to get that second sale within the first five days after they purchase one time from you.

If you can get that secondary sale within the first five days, then you solidify that person as somebody you can remarket to in the future.

You should also be creating and segmenting people based on what they purchase.

You should not send out just a mass blast to every single person for just whatever sale event you are going on.

at this time.

If somebody purchases one product from you and you have another product that is complimentary to it, you should put that person into their own segmentation.

You should market directly towards them for retaining them.

Push every single segment into 30 days, 60 days, 90 days, and then lifetime retargeting segmentation.

This is going to allow you to essentially hit each person based on where they actually are in your sales funnel.

Now, you should not just be using retention from an email standard either.