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Onboarding Emails and Lifecycle Management Increase Customers’ Lifetime Value Potential


A retail clothing brand was experiencing low retention rates among first-time online purchasers.


We helped to develop an email program unique to first-time online purchasers and designed to strengthen the customer relationship while driving additional sales. We also supported it with cross-media messaging opportunities.

We suspected that a major reason for customer attrition after an online purchase was the immediate availability of this brand in third-party retail stores combined with a weak follow-up experience to online purchases.

This six-touch on-boarding stream was designed to impact the customer at the onset of their lifecycle, encourage satisfaction with online shopping, and create a subsequent online purchase.

A second online purchase was a strong indicator of long-term retention and thereby significantly higher lifetime value.


Comfort with online shopping by keeping the customer informed about their order status, in control of their preferences, and aware of their options on returns and exchanges
Perception of the brand by displaying the brand’s personality and sharing ratings
Sales by offering “complete your outfit” cross-sell items, online sale items, and directing customers back to the website

Keys to success

Discover how we did it. Contact us today.

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