Using the Anti Churn Value Template

The churn or unsubscribing rate is an important metric for marketers to monitor. This metric will enable you to measure your client's fidelity and the effectiveness of your marketing communications.

Implementing strategies to avoid customer churn is essential for your brand. Indeed, keeping your customers while acquiring new ones is a key principle for your company's growth.

What is the churn?

The churn can be defined as the loss of a client : whether he has unsubscribed, he has not/less purchased from your brand in some time or etc.
If managed in time, customer churn can be avoided. Otherwise, you run the risk of ending up with inactive profiles in your databases, which you will need to properly reactivate.

To avoid customer churn, you need to discover the cause so you can reactivate them at the right time.

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To determine the cause of your client's churn, you can analyze certain purchasing behaviors: less and less shopping baskets, declining basket value, etc.

These behaviors are be represented in Actito in the form of segmentations.

To help you set up customer reactivation (anti-churn) strategies, Actito has developed an entirely customizable reactivation scenario template.

This anti churn value template, consists of one or several messages, sent one after another to reactivate your inactive profiles. These messages are sent automatically after a prolonged period of inactivity.

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You can add promotional offers in your messages to encourage your profiles to become active again with your brand.

Using this template allows you to :

• Reengage with your customers with a personalized offer

• Understand why your customers tend to spend less in your brand

• Limit customer churn

• ...

Good to know

If you want to activate this template or any other Actito templates in your license, please contact your account manager.

Using the template scenario

To create and customize your scenario, go to the 'Manage Scenarios' app (Catalog > Automation > Manage Scenarios).

Click on 'Create a scenario'.

Once you have named and linked your scenario to your database, in the right-hand panel, you can select a template among the ones proposed by Actito.

Choose the 'Anti Churn value' template and click on 'Create'.

You will then have access to a pre-defined customer reactivation scenario that you can modify to link your e-mail campaigns to it and that you can customize to suits your needs.

By default, this scenario includes:

• A segmentation start block: that will trigger the scenario for profiles added to the defined segment. With this block, you must define the segmentation to which the profile will be added, as well as the condition on the segmentation from which the profil comes. In this case, you want to contact profiles for which there has been a change in purchasing behavior (for example, profiles for which the average basket value has moved down a category). For more information on this block, click here.

• A split A/B block: that will allow you to determine which campaign has a higher impact to contact the profiles that have churned and which will divide your profiles into two different routes, each containing :

  • A first sending e-mail campaign block: to link to a reactivation e-mail campaign that you have created and activated beforehand. You can use this campaign to integrate exclusive offers that encourage profiles to become active again by purchasing from your brand. More information on the creation of scenarized e-mail campaigns, here.

  • A waiting for opening a mail block: that will stop the flow of the scenario until the profile opens the e-mail campaign. It will also send profiles who have not opened the e-mail within the time you've set to a a sending e-mail campaign block and profiles who have opened the e-mail to a starting scenario block.

  • A start a scenario block: that will sent the profiles who have opened the e-mail to a scenario of your choice (for example, a welcome back scenario)

  • A second sending e-mail campaign block: to link to a goodbye e-mail campaign (announcing, for example, that if you do not hear from your client, you will not be sending them any more marketing content) that you have created and activated beforehand.

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This template scenario has a segmentation starting block. Therefore, in addition to target more easily your profiles (and offer them personnalised content), the use of precise segmentations will alow you to reactivate more easily your profiles according to the reason why they have churned.

The use of more targeted segmentations, allows you to tailor messages and offers to each segment to create personalized and targeted communications.

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You can integrate your reactivation strategies in your other scenarios too. Therefore, if one of your customers drops out in the middle of a scenario, he will receive a reactivation e-mail to get him back.

Once you have set up your scenario, you can save it and activate it.