ADVANCED HVC SEGMENTATION
DripDrop knows that the most successful retention programs segment customers, tailor messaging, and focus on their best customers. And the numbers don’t lie. Since they started using Daasity, DripDrop has seen a 300% increase in repurchase rate: so, once customers DripDrop, they don’t stop.
For these segments, DripDrop leverages Daasity Audiences to pass both RFM (Recency, Frequency, Monetary) Segment data from Daasity into Klaviyo. Every day, Daasity’s data is updated based on changes in customer purchasing behavior, which automatically updates the Segments and flows in Klaviyo.
DEEPER RFM SEGMENTATION
DripDrop not only tracks the growth of their high-value segments but also has been able to analyze and learn about the progression of all customer purchase behavior over time. For example, using Daasity’s RFM framework, DripDrop tracks when Single Buyers become Multi-Buyers and when Multi-Buyers become High-Value Customers (HVCs), and build out flows to specifically target customers in each segment as they progress through their customer journey.
DripDrop takes their High-Value customer program a step further, though. They segment their High-Value Customers in order to target their best-of-the-best customers in other flows, like a VIP flow and Referral flow. Knowing these customers love their brand they send spend offers and messages to these customers to become evangelists for their brand. Driving LTV and bringing in new customers with potentially high future LTVs as well.
Thanks to the automated segmentation and data enrichment, the team savess 20-40 hours per month that can be used (among other things) to perform customer research at an even more granular level:
WINNING BACK CUSTOMERS, HYDRATING THEM ANEW
DripDrop takes their retention program to the next level tracking when customers haven’t purchased in a while and may be at risk of churning. To ensure they don’t pass the lapse point they tailor special messaging for these high impact moments.
The Churning HVC and Lapsed High Value Customers are automatically placed into winback flows to retain as many customers as possible.. This automation allows DripDrop to drop more customers back into their marketing funnel and extend their LTV.