Automated Mailing: A Customer Retention Tool
Automated mailing is a customer retention tool. A base of 53,000 subscribers, $38,500 in a 3-day sale
About the project
12x growth in LTV.
Clients weren't making repeat purchases. Acquisition costs were high, and retention was low. We decided to build and warm up a customer base with quality content.
Result: an architecture and automation of the customer journey — a renewable business asset made of hot subscribers.
How we achieved this
An always-on process for attracting and retaining new subscribers.
Continuous refinement and updating of the path the client takes with the company. A content matrix with clear goals.
Production of quality content: video, graphics, text. Regular mailing.
Splitting the base into client groups by different categories and working with each group separately.
1. Building the base
On every platform and landing page, we offer users the chance to subscribe to the mailing list.
Opt-in page for a free training featuring the film '8 Psychotypes'
2. Customer journey
We built the client's journey with the company: from the first click on an ad to buying a training and beyond, to repeat sales and referrals. Identifying drop-off points and re-engaging clients' interest.
The project's YouTube channel: 7,956 subscribers as a source for the base
3. Content
Subscribers need to receive emails regularly, about once a week. Otherwise the base cools off. Content production is an ongoing process. A team works on the content.
Tools and solutions
Educational. Educational videos and articles. In total, 1,200 hours of video were released on YouTube, gathering 7,956 subscribers.
Warm-up. Leading up to sales, steering the audience's interest in the right direction. Contests, giveaways, announcements.
Entertainment. Fun videos, vines. Popular articles and reviews on trending topics.
Sales. Sales content isn't just the emails that sell — it's the whole chain, 6–10 emails per sale. Plus case studies and testimonials.
Landing page for the book '8 Psychotypes' — educational content as an entry point to the base
Cover of the film '8 Psychotypes' — the project's flagship content
4. Segmentation
We segmented all subscribers and clients by interests, purchasing power and warmth. The base is cut into segments, and each segment is worked with separately.
Solutions and tools
Interests. Business, children, self-development, solving problems.
Purchasing power. VIP (purchases above ~$1,500), mid segment (~$230–1,500), economy (up to ~$230).
Warmth. A client's readiness to buy. This is our know-how: we calculate the warmth score using our own methodology, factoring in the number of trainings purchased and the time since the last purchase.
Base cleanup. Constant removal of dormant, cooled-off and irrelevant subscribers. This keeps engagement high and saves resources.
Product lineup by segment: from basic courses to the business school
Contact groups: 53,269 subscribers in the base, segments by category
Result
A business asset was created that brings steady profit.
Clients who couldn't afford our programs would wait a year for a sale to come around. These sales bring in extra money. For example, on one sale we collected ~$38,500 in 3 days on tickets of $14–45.
A renewable business asset was created — a base of hot clients.
Automated mailing is one loop in Lab8's system: the automated funnel filled the base, the sales department worked the warm segments, and together they fed a $647,721 launch pipeline. We build retention systems like this as part of our content marketing and automation work.
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George Ryzhenko
CEO, Digital Experts
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