In one of our past articles, we covered, in detail, how to use Samba to effectively sell your products and services to low-CLV customers, via automated personalized discounts, and drive them towards becoming more valuable customers in the future.
This time, we’re going to focus on an opposite approach - selling goods with higher prices, and usually higher margins, to customers that spend more or have a higher than average Customer Lifetime Value, or CLV. Getting these vital customers to consistently shop and spend more is important for every e-shop because they often generate a significant share of overall revenue and profit.
However, getting in front of these customers with a highly-relevant offer, including a selection of targeted higher-priced, higher-quality items is not always easy and is vastly different than how you should approach customers on the opposite side of the spectrum. Thankfully, Samba has you covered and will help you speak to each respective segment in a relevant, effective manner.
The most important aspect that goes into creating a well-targeted, high-value campaign is having and utilizing advanced filtering tools that are capable of effectively accessing and processing customer data.
In this respect, Samba gets the job done, providing a wide range of segmentation settings and filters, both in terms of product and customer selection, that effectively harnesses all relevant customer data.
To help illustrate how Samba can help your business accomplish this, we’ve put together the steps involved in creating a Custom Campaign in Samba that targets high-spending customers.
To get started, we’ll need to first create a new Custom Campaign. To do so, we’ll navigate to our Custom campaigns section, using the main navigation menu, and then click the “Create campaign” button in the top right corner.
From the next window, we have the option to set the date and time of when the campaign will be executed, but for now we will leave it alone and can set it later. Instead, we’ll click the “Add newsletter” button (see image below).
Upon doing so, you’ll be presented with an option to choose the audience type for your email. You can choose from two types: Smart Targeting or Precise Segmentation (see image below). For more information on which option is best for your campaign, please have a look at the Custom Campaigns documentation. For our purposes, we’ll choose Smart Targeting, which will effectively combine Samba’s AI targeting with our own detailed filtering.
Once selected, a new default email template will be created for the given campaign and we can access it by clicking on the “Settings” button on the right of the respective entry (see image below).
Once within the Settings, you’ll be presented with the Base settings. Here, in addition to being able to set the subject of the email we’ll also be able to set the Preheader text and one of the most important parts, the Products.
Before getting into the Product filtering, it’s important to note that the subject and email texts themselves are essential to the process. It’s important to be creative and choose words carefully, considering the nature of these high-CLV campaigns. If you’re unsure, you can also create a few emails and try A / B testing to see which subject, and email texts, are generally more successful.
With that aside, when it comes to selecting products it’s important to note that while we have the option to choose specific products for our email it would somewhat undermine the inherent personalization functionality of Samba’s AI. To that end, it’s usually best to leave the lion’s share of the product selection to Samba’s smart algorithms, which will identify and include the best products for each customer individually.
With that said, while Samba will automatically select the best products for each customer, for our high-CLV campaign we don’t want it to include less expensive products or those with a discount, which is why we’ll need to set up some filters.
To do so, click on the “Detail settings” button on the bottom of the page to open up some advanced options, including filters that will limit which products Samba can choose from.
The first option is for filtering based on Price. Here we can set a general pricing category from which Samba will pull products from, including the option to filter product prices that are “Less than”, “Less than or equal to”, “More than”, “More than or equal to”, “Equal to” or “Between” a certain value.
For our example, we’ll choose “More than or equal” and enter a baseline price that we’re comfortable with when it comes to identifying high-priced products from within our catalog. Obviously, this amount will vary based on the type of goods and services that your e-shop sells, but for our example we’ll set it to 500.
Additionally, just under the Price filter we have the option to use a Brand filter to include those brands of goods that generally have a higher value and margin. Again, this will limit which products Samba has to choose from. In this same way, you can also limit the selection to specific product Categories as well. With all of that said, it’s essential to keep in mind that filtering must not be too restrictive, as you may not leave Samba with many options to choose from.
Another important step is to choose which customers will be the most suitable for this type of campaign. In this case, they’re composed of customers who have a high AOV, a high CLV, and a higher tendency to purchase from our shop (see image below).
In Samba you have several options for customer filtering and you can combine filters with logical operators. For example, you can specify a segment of customers who meet the condition that their average order value was above a certain amount.
As shown in the image below, Samba informs you of how many customers will be reached by the campaign based on your filter settings. In our case, we set the filters too rigidly and started with only 14 customers who will actually be targeted. In that case, it made sense to manually adjust the overall relevance restriction by shifting the corresponding slider to the right a bit, resulting in a final audience of 546 customers.
The last part of the email, the Design, is also an incredibly important part of the campaign. While we won’t go too deep into that process here, we generally recommend focusing on the header and footer, choosing appropriate colors, visuals, and other related elements that will resonate with your high-CLV customer base and help sell the overall appeal of your product range.
As you can see, thanks to the combination of Samba's Smart Targeting and advanced filtering options you can easily create and target various customer segments, providing them with highly-relevant offers.
Since no two customers are created equal, Samba puts you in an ideal position to offer each customer what they truly want, while keeping the required work to an absolute minimum. If you missed our other related article, be sure to have a look at how Samba can help you Get your Low-CLV Customers into the Flow and Spending More.