Audience Use Cases

Use Case: Enhance New Customer Engagement and Retention

Objective: To effectively onboard new customers by providing a personalized welcome and guided experience through their initial steps with the brand, thereby enhancing satisfaction and fostering long-term engagement.

Steps:

1. Identify New Customers:
   • Utilize the audience builder in OptiKPI to segment customers who registered within the last 30 days but have not yet made their first purchase or fully engaged with the platform’s features.
   • Use “Customer Properties” to segment by registration date and “Event Performed” to assess initial activity levels.
2. Personalized Welcome Workflow:
   • Develop a series of welcome emails or messages that introduce new customers to key features and benefits of your service. Include tutorials, how-to guides, and video demonstration links.
   • Schedule these messages to start immediately upon registration, with follow-ups at strategic intervals (e.g., one day, three days, and one week after registration).
3. Engagement Tracking:
   • Monitor engagement with the onboarding materials by using “Event Performed” criteria to track onsite interactions. Employ campaign performance reports within OptiKPI to track opens, clicks, and overall engagement with the communications.
   • Continually refine the onboarding content based on engagement metrics to enhance its effectiveness.
4. Incentives for First Purchase:
   • Include a special offer or discount in the onboarding communications to encourage first purchases. Tailor these offers based on the interests shown during registration or initial browsing behaviors.
5. Feedback Loop:
   • Towards the end of the onboarding sequence, send a feedback survey to collect insights on the new customers’ experiences and any additional support they might need. Use this feedback to continuously improve the onboarding process.

Outcome: This structured onboarding process welcomes new customers in an engaging and informative manner, enhancing their confidence and competence in using the service. By providing valuable resources and incentives, the strategy aims to convert new registrations into active, satisfied customers, ultimately increasing customer lifetime value and retention.

Use Case: Targeting High-Value Customers for a Loyalty Program

Objective: To enhance engagement and retention among high-value customers by enrolling them in a premium loyalty program.

Steps:

1. Identify High-Value Customers:
   • Navigate to the audience builder in OptiKPI.
   • Use the “Customer Metrics” option to segment customers based on a high Customer Lifetime Value (LTV). Set criteria such as LTV greater than a specific threshold that indicates top spending behavior.
   • Add criteria under “Customer Properties” for consistent engagement, such as country or currency.
2. Refine the Audience:
   • Apply “Event Performed” to ensure the segment only includes customers active within the last month, enhancing the relevance of the audience.
3. Activate and Engage:
   • Save the refined list as a “Scheduled Audience” to daily update as customers meet the criteria.
   • Launch a recurring campaign directly targeting this audience with exclusive loyalty program invitations, using personalized messages that acknowledge their premium status.

Outcome: The campaign directly targets customers whose engagement and spending behavior qualify them for premium rewards, potentially increasing their loyalty and lifetime value.

Use Case: Reactivating Dormant Customers with a Promotional Offer

Objective: To re-engage customers who have not made a purchase in the last six months with a special promotional offer to reignite their interest in the brand.

Steps:

1. Segment Dormant Customers:
   • In the audience builder, use “Customer Metrics” to identify customers who have not made any purchases in the past six months. This ensures you are specifically targeting customers based on their transaction history.
   • Verify that these customers had made purchases before becoming dormant. This step confirms they are genuinely dormant and not new or infrequent users.
2. Exclude Current Campaign Participants:
   • Utilize the “Part of an existing audience” option to exclude customers currently targeted in ongoing campaigns. This ensures that your special offer is only sent to those who are not already engaged in another promotion.
3. Prepare and Launch Campaign:
   • Save the audience as a “Scheduled Audience” that updates weekly. This setup captures any customers who newly meet the dormancy criteria.
   • Develop a marketing campaign that offers a special discount or incentive to encourage these dormant customers to make a purchase.

Outcome: The promotional offer re-engages dormant customers by providing a timely incentive, increasing the likelihood of converting previously inactive customers back into active buyers.