Send flyers to at-risk customers

Direct mail is a marketing strategy that uses printed media to send offers and advertising to a customer’s physical address.

Direct mail is a great way for your brand to stand out in the age of digital ads and overflowing email inboxes. With the right audiences, direct mail gives your brand a physical touchpoint with which you can make a positive impression on your customers.

Many direct-to-consumer companies prefer using direct mail because they can show the brand (and products) using a tangible format that customers can hold in their hands.

Direct mail campaigns are a great way to reach customers who are at risk of churning.

The following sections describe using the Segment Editor to build a segment that starts by building an audience of customers who are at risk of churning, and then filters that audience for customers for which your brand has a contactable address, and then filters that audience by primary buyer to help ensure that only one flyer is sent to that household.

SEND FLYERS TO AT-RISK CUSTOMERS

Open the Segment Editor.

Open the Segment Editor, look in the lower-right of the page and make sure your customer 360 database is selected.

Use your customer 360 database to build segments.
Find at risk customers.

The first step is to identify customers who have are at risk of churning. There are many ways you use Amperity to build this type of segment, including order recency, historical purchaser lifecycle status, and predicted lifecycle status.

  • Order recency

    You can identify customers whose most recent purcase was between 6-12 months ago.

    Choose the Latest Order Datetime attribute from the Transaction Attributes Extended table, select the “is in between” operator, enable the Use relative dates checkbox, and then set a date range to be between 6-12 months ago:

    Find customers with a historical value of dormant.

  • Historical purchaser lifecycle status

    You can customize the historical purchaser lifecycle status tiers to align to the windows you use for your churn prevention campaigns. For this example, customers whose most recent purchase was between 6-12 months ago are configured to belong to the “Lapsed” tier.

    Choose the Historical Purchaser Lifecycle Status attribute from the Customer Attributes table, select the “is in list” operator, and then select “Lapsed” from the list:

    Find customers with a historical value of lapsed.

  • Predictetd lifecycle status

    Tenants with Amperity predictive modeling can use predicted customer lifetime value (CLV) instead of Historical Purchaser Lifecycle Status attributes. Choose the Predicted Lifecycle Status attribute from the Predicted CLV Attributes table, set the operator to “is in list”, and then choose “Cooling down” and “At risk”:

    Find customers whose predicted lifecycle status is "Cooling down" or "At risk".

The approach that you choose depends on how your brand defines customers who are at risk of churning. This is most often represented as a window of time, such as 60-90 days after a customer’s most recent purchase, 6-9 months, or even 1-2 years. It depends on the products and services that are being offered in the marketing campaign.

Note

This topic will use historical purchaser lifecycle status beyond this step.

After you have added the attribute that will identify customers at risk of churn, click the Refresh button located on the right side of the Segment Editor to see how many customers are in your segment, how much they spent in the past year, how many are active, and how many of them should belong to a future campaign.
Filter for customers with contactable addresses.

The next step is to identify customers who have a contactable address. Choose the Contactable Address attribute from the Customer Attributes table, and then select the “is true” operator:

Filter for customers have a contactable address.

Keep the and/or slider set to AND.

Click the Refresh button located on the right side of the Segment Editor to see how many customers remain in your segment, how much they spent in the past year, how many are active, and how many of them should belong to a future campaign.
Filter for primary buyer for household.

The next step is to identify customers who are the primary buyer for their household. Choose the Is Primary Buyer Household attribute from the Customer Attributes table, and then select the “is true” operator:

Find customers who are the primary buyer in their household.

Keep the and/or slider set to AND.

Click the Refresh button located on the right side of the Segment Editor to view updated values for the combination of customers who are at risk for churn, have a contactable address, and represent the primary buyer for their household.
Save your segment.

You’re done building your audience! Click the Save As button in the top right corner of the Segment Editor. Give your segment a name that clearly describes the purpose and audience type for the segment. For example: “Send Flyer to At Risk Customers”

Give your segment a name.

Tip

Use good naming patterns to ensure that you can always find your segments when you need them. Be sure to include the brand name and/or the region name if you have multiple brands or have multiple regions and want to build segments that are brand- and/or region-specific.
Segment insights page

After your segment is saved the Segment Overview page opens and shows additional details, such as historical and predicted revenue, the percentage of customers that are reachable by email, by phone, on Facebook, and customer trends, such as purchases by channel, revenue by lifetime spend.