Get your Low-CLV Customers into the Flow and Spending More

June 27, 2019
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6
min

When you get down to it, your customers can generally be divided into three CLV categories: High, Medium, and Low. How you work with each group can differ dramatically, and for good reason when you consider you want to spend a large chunk of your time and money connecting with and catering to the needs of your highest-performing customers.

But what of your low-CLV customers? Considering the ramifications of committing too much time, money, and resources to increasing their CLV, Samba gives you a cost-effective, hands-off means of working with these customers, combining the power of Samba’s automated Flow Campaigns and your ability to give them what they want - discounts.

To that end, we’re going to walk you through setting up a Flow Campaign in Samba Enterprise that targets low-CLV customers and automatically creates and distributes a targeted email, complete with highly-relevant discounted products.

Flow Campaigns: Segmentation

Video of this tutorial is here:

Working with CLV is made easy through the utilization of Samba’s Flow Campaigns, which need only be set once and then Samba’s AI will continuously analyze and adjust moving forward. To spotlight this process and help you get your own Flow Campaign set up, we’ll walk you through the requisite steps of setting up our own campaign.

To start, from within Samba we’ll navigate to the Flow Campaigns section and click the “Create campaign” button.


Upon doing so, a pop-up window will appear prompting us for some basic information regarding the campaign.


For now, we don’t need to worry about getting these initial settings exactly as we would like them as we can easily change everything at a later time under the “Advanced settings”.

For our campaign, we’ll name the campaign “TopSales for low CLV”; run it “Every month”; and have it execute at 8AM on the 1st of each month (for reference, please see the image above). Once we’ve entered the necessary information, we’ll click the “Done” button.

We’ll now be presented with a blank campaign flow “canvas” where we’ll be able to construct the structure of our campaign using simple, intuitive controls. To add our first condition, we’ll click on the small "+" button.


Now we’ll need to include our low-CLV segment into the campaign flow. From the menu, we’ll select the Segmentation module (see image below).


Once selected, the module setup window will slide in from the right side of the admin panel.

We’ll enter “Low CLV Audience” as the Audience Name; choose “CLV category” from the segmentation drop-down menu and set its value as “low”; and press “Done” to save this segment.


Please note, while we have the option of adding additional filters from the extensive segmentation list, like filtering out customers who haven’t purchased within a certain time period or haven’t clicked through an email, we’ll stick with a more general and simplified approach for our example.

Flow Campaign: Channel & Product Filters

Now that we have our audience set, it’s time to choose the channel we’re going to use and the products with which we want to build our campaign around.

To get started, we’ll hover over the dot below the number “1” and a “+” symbol will appear. We’ll click that to open the module menu.


From the menu, we’ll select “E-mail” because that’s the channel with which we want to connect with our customers.

Once again, a settings window will appear from the right-hand side of the admin panel where we can enter the various parameters of the email.


In the Basic settings, we’ll include a name for the email, a catchy email subject (this time we’re offering products with a discount of more than 30%), and preheader text (the text that appears under the subject line when an email is viewed in an inbox). If necessary, you can also set UTM parameters. Once we’re set, we’ll click the “Next“ button to proceed to the next step.

In this next step, we’ll set Product filters that will in effect create a pool of products that we believe will be the most interesting for our low-CLV customers. Remember, we’re simply filtering Samba’s selection process, as its artificial intelligence will automatically select the most relevant personalized offer for each customer from that filtered selection of products.


For this campaign, we’ll have Samba select only from those products that have a “Sale (%)” that is “More than or equal to” “30”. Additionally, we will filter even further by having Samba select only those products that have a “Margin (%)” that is “More than or equal to” “10”, ensuring we still maintain a healthy enough margin.

Like with segmenting the audience, you can set other segmentation criteria ​​but it’s important to not limit Samba’s AI too much that it only ends up with a pool of products that aren’t relevant, limiting the efficacy of Samba’s personalization capabilities, or with simply no products at all.

Once everything is all set, we’ll click the “Next” button to move onto the last part of the process, the Design.

Flow Campaign: Template Design

When it comes time to choose the template of your email, you’ll be presented with a variety of options, including “Creating a new template” or selecting from our saved designs. While we have a template prepared, which we can locate by typing, “personal” in the search field, you’ll have to create your own personalized email template via the built-in email editor.  


After searching for our template, we’ll select it and click on the “Done” button.

With email settings complete, our Flow Campaign is now basically set. We’ll save the campaign by clicking the “Save campaign” button. We could of course expand the Flow Campaign to incorporate even more

As you can see in the picture below, this advanced Flow Campaign has multiple branching paths and you can see within each individual module the number of customers who meet the criteria of the given filter.


If you do not see any numbers, you don’t have any customers that meet those conditions usually because you’ve set the criteria to be too restrictive or it’s simply set incorrectly.

Once the Flow Campaign is complete, you have to enable it as it’s “paused” by default. To activate it, we’ll navigate back to our Flow Campaigns section and locate the campaign from the list, clicking the slider on the right to “active”.


Wrap-up

As we’ve seen, setting up a Flow Campaign that will automatically select highly-relevant, optimal products for low-CLV customers is simple and above all, maintenance-free. Now that it’s set, our Flow Campaign will continue to run and Samba will automatically adjust based on a variety of factors, including stock levels, new discounts, new customer interests, and more.

All you have to do to ensure those low-CLV customers will convert, is to make sure you’re always offering a discount on relevant products around the same time the campaign is set to run. By doing so, you’ll get them to purchase more and slowly build their CLV over time.

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