A Powerful & Customizable Ecommerce Marketing Strategy (FREE)

A comprehensive ecommerce marketing strategy, covering the entire sales funnel and all digital marketing channels. Designed to you get more traffic and customers for your ecommerce business.
Prepared by: Eduardo Yi
Created on: March 5, 2025
Your Strategy
Primary Item (H2)
Primary Item (H2)

The Sales Funnel

The sales funnel is a visual way to understand the journey your customers take, from first discovering your business to eventually making a purchase. Imagine it like a funnel shape: at the top, many people might learn about your business, but fewer move down to become actual buyers.

Optimizing your entire sales funnel, you're able to increase the number of people who move smoothly from interested browsers to loyal, paying customers.

It helps ensure every part of your business—from your website to your follow-up emails—is designed to guide people toward buying. The clearer this pathway, the easier it is to boost your sales and grow your business.

The marketing plan below includes dozens of marketing ideas and tactics to optimize your entire sales funnel.

Your Target Personas

A target persona is a fictional representation of your ideal customer, created by researching and understanding the behaviors, needs, and preferences of people most likely to buy your products or services.

Think of it as drawing a detailed portrait of your best customer, including details like their age, interests, job, daily habits, and the challenges they face.

By visualizing this customer, you're better able to understand what motivates them, how to communicate effectively, and how to reach them through your marketing efforts.

Rather than trying to appeal to everyone—which can lead to wasted resources and ineffective marketing—you can specifically tailor your messages to resonate deeply with the people most likely to become loyal customers.
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Your Target Persona #1: Eco-friendly Emma
Age: 30 | Education: Bachelor's in Environmental Science | Occupation: Marketing Specialist at a nonprofit
"I often feel overwhelmed by the number of products in stores that claim to be eco-friendly, but I’m not sure which ones are genuinely sustainable and safe for my family."
🥅
Visible Goals
These are the goals your target persona would tell you about.
Find sustainable kitchenware that is stylish and durable
Reduce the carbon footprint of my household
Learn more about eco-friendly cleaning supplies
👀
True Goals
These are the real things they want to achieve.
"I want to feel proud of my purchases and their impact on the environment"
"If I can make sustainable choices, I will set a good example for my friends and family"
"I need to simplify my life by using fewer products that harm the planet"
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I'm worried that eco-friendly products are just overpriced alternatives without real benefits"
"I feel confused about whether these products will actually perform as well as conventional ones"
"I don't have a clear understanding of how buying eco-friendly affects my budget long-term"
👍
Answer to Objections
These are your product's answers to your target persona's doubts.
Many eco-friendly products are competitively priced with great discounts for bulk purchases, offering better value without compromising quality
Our products are tested to ensure they perform just as well, if not better, than conventional cleaning supplies
Investing in eco-friendly items allows for savings over time, especially with our subscription service and loyalty rewards
✨
Transformation
In your target persona's own words, here's how your product has improved their life.
"Now that I've switched to eco-friendly products, I feel empowered knowing I'm making a positive impact. My home feels safer for my family, and I can confidently tell my friends about my choices and the savings I've seen over time."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.
😃
Your Target Persona #2: Family-oriented Fiona
Age: 35 | Education: Bachelor's in Education | Occupation: Stay-at-home mom
"I struggle to find affordable eco-friendly products that are effective and safe for my kids. I want them to learn about sustainability, but it's hard to know where to start."
🥅
Visible Goals
These are the goals your target persona would tell you about.
Create a safe home environment for my children
Educate my kids about sustainability from an early age
Stock up on cleaning supplies that I can trust
👀
True Goals
These are the real things they want to achieve.
"I want my family to live healthily and sustainably while protecting their future"
"If I organize our living space with eco-friendly products, I will feel accomplished"
"I need to teach my kids values about caring for the planet without feeling overwhelmed"
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I think that eco-friendly products might not be effective for cleaning tough messes"
"I'm concerned that sticking to a budget may prevent me from buying these types of products"
"I don't see enough differentiation between eco-friendly options and conventional products"
👍
Answer to Objections
These are your product's answers to your target persona's doubts.
We offer a selection of high-performance eco-friendly cleaning supplies that tackle even the toughest stains easily
Our pricing model makes it easier to stock up while staying within a budget, especially with free shipping on orders over $50
Our products are clearly labeled and feature transparent sourcing, making it easy for you to understand their benefits
✨
Transformation
In your target persona's own words, here's how your product has improved their life.
"By choosing eco-friendly products, I've created a healthier home for my children that also sets a strong example for sustainability. I feel fulfilled teaching them about caring for the Earth and have noticed how much cleaner our home is compared to before."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.

Top of the Funnel

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Your Goal at the Top of the Funnel: Awareness
At this stage of the funnel, your marketing persona isn't aware of your product and isn't even necessarily looking for a product. They just know they have a problem. Your objective at the top of the funnel is for them to be aware of your business by providing value (without trying to get them to buy right away.)
New visitors to website
Total views on social media posts
Engagement rates on content
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Content Marketing
Content marketing is all about creating the assets you'll promote and optimize on through the different marketing channels (SEO, social media, email marketing, and ads.) At the top of the funnel, you're creating your mass-market content, aimed to attract as many people as possible.
Content ideas:
Blog post: '10 Essential Eco-Friendly Kitchenware Products for a Sustainable Home'
Infographic: 'The True Impact of Eco-Friendly Cleaning Supplies on Your Home and the Planet'
Video series: 'Eco-Friendly Living 101: Simple Tips for a Sustainable Household'
Podcast episode: 'Interview with an Eco Brands Founder: The Importance of Transparency in Sourcing'
Webinar: 'Understanding Your Carbon Footprint: A Beginner's Guide to Sustainable Choices'
Social media challenge: '30 Days of Eco-Friendly Living' featuring daily tips and community sharing
What to measure:
Page views on blog posts
Social shares of infographics
Video watch time
🔎
SEO
With SEO, you can get your content to rank on the top of search engines for the keywords that your marketing persona is typing into Google. At the top of the funnel, the keywords you'll target will likely have a higher search volume and will be harder to rank for.
Keyword ideas:
What is eco-friendly kitchenware?
Benefits of sustainable cleaning supplies
How to start living sustainably
Eco-friendly products that actually work
Family safety tips for eco-conscious homes
Affordable green cleaning solutions
Sustainable brands to watch
The importance of eco-certifications on products
Natural alternatives to common household cleaners
Reduce your carbon footprint at home
What to measure:
Organic traffic
Keyword rankings for targeted terms
Bounce rate on landing pages
🎯
Paid Advertising
When it comes to ads, targeting is probably the most important predictor of a winning campaign (closely followed by ad creatives.) At the top of the funnel, you'll be looking for brand new audiences who have never heard about your company — these are called "Prospecting" campaigns.
Target audience ideas:
[Prospecting] Facebook Ads: Target eco-conscious individuals aged 25-40 interested in sustainability and home improvement.
[Prospecting] Instagram Ads: Young mothers focused on parenting and healthy living, promoting eco-friendly kids' products.
[Prospecting] Google Ads: Search ads targeting those looking for 'affordable eco-friendly home products'.
[Prospecting] YouTube Ads: Viewers of eco-living content who engage with sustainability and lifestyle influencers.
[Remarketing] Facebook Ads: Visitors who viewed eco-friendly product pages but did not make a purchase.
What to measure:
Click-through rate (CTR)
Cost per click (CPC)
Impressions
📱
Social Media
The hardest part about doing social media as a brand/business, is that you should look to not behave like just another business on social media. Your social media content should be native to each channel in tone, format, and style. Because of its mass usage, social media is perfect for top of the funnel content.
Social media campaign ideas:
Create an Instagram Story series showcasing customers using eco-friendly products at home, engaging them to tag you.
Host a Facebook Live Q&A session discussing the benefits of transitioning to eco-friendly products.
Share user-generated content featuring before and after transformations using eco-friendly products.
Run a poll on Twitter about household cleaning challenges and provide eco-friendly solutions based on feedback.
Participate in sustainability-focused online events and share insights via LinkedIn to increase brand visibility.
What to measure:
Post engagement rates
Follower growth
Traffic from social media platforms
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Marketing Experiments
For whatever campaign you launch, there will always be room for improvement. It's a good idea to pick a few experiments ideas and launch split tests designed to improve your most important metrics.
Experiment ideas:
A/B test headlines on the homepage to see which resonates more with visitors looking for eco-friendly products.
Test different layouts for a blog post to optimize user engagement time.
Experiment with CTAs in content to encourage newsletter sign-ups or social shares.
Run a usability test on the product category page to identify barriers in navigating eco-friendly options.
Evaluate the effectiveness of different lead magnets (e.g., eBooks vs. discount codes) for gaining new email subscribers.
What to measure:
Conversion rate on landing pages
Average session duration
Exit rate on key pages

Middle of the Funnel

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Your Goal at the Middle of the Funnel: Consideration
At this stage of the funnel, your marketing persona is aware of your product but isn't ready to purchase. They are still doing research and comparing your solution against competitors. This is the time to build trust by giving them more information and provide answers to questions they might have. Your main objective at the middle of the funnel is to turn a stranger into a lead.
Return visitors to website
New email subscribers
Lead conversion rate
📝
Content Marketing
The content you'll create for the middle of the funnel is typically called a "lead magnet." This is usually a free (or very cheap) piece of content that you'll offer to your marketing persona in exchange for their contact information (e.g. email address or phone number.)
Content ideas:
Blog post: 'How to Choose Eco-Friendly Products Without Going Overboard' targeting Emma and Fiona's concerns about feeling overwhelmed.
YouTube tutorial: 'Effective Use of Eco-Friendly Cleaning Supplies for Every Household' showcasing product performance for skeptical users.
Email series: 'Eco-Friendly Living Made Easy' providing tips and insights directly addressing common objections while educating readers.
Webinar: 'The Cost Benefits of Switching to Sustainable Products in Your Home' aimed at demonstrating long-term savings.
Case study: 'How Families Are Transitioning to Eco-Friendly Products' featuring testimonials and success stories from customers like Emma and Fiona.
Interactive quiz: 'What’s Your Eco-Friendly Home Score?' that provides personalized recommendations based on responses to resonate with their values.
What to measure:
Time spent on content pages
Number of content downloads
Social shares of case studies
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SEO
At the middle of the funnel, your marketing persona is likely specifically searching for information about the solutions to their problem (without looking into any specific product, yet.) These keywords are considered to have "higher intent" (aka, more valuable) than the ones at the top of the funnel, but they will have smaller search volumes.
Keyword ideas:
How to select effective eco-friendly cleaning products?
Understanding the performance of green kitchenware
Sustainable product budget planning
Benefits of eco-friendly subscriptions for household supplies
Eco-friendly product transparency: What to look for?
Top eco-friendly choices for homes with kids
Learning about eco-certifications on products
Affordable sustainable home hacks
Real-life benefits of reducing your carbon footprint
Local sustainability initiatives and resources
What to measure:
Number of organic leads
Average time on page
Click-through rate for targeted keywords
🎯
Paid Advertising
At the middle of the funnel, your paid advertising campaigns will zoom into people who are already aware of your brand somehow, but haven't yet become leads. "Remarketing" campaigns are great for this (although, you might also sometimes experiment with prospecting campaigns that try to convert strangers to leads right away.)
Target audience ideas:
[Prospecting] Google Ads: Target searches like 'effective eco-friendly cleaning products' to capture interest from eco-conscious users.
[Prospecting] Facebook Ads: Target families interested in sustainable living, with creatives highlighting the efficacy of home products.
[Remarketing] Instagram Ads: Retarget users who engaged with educational content but did not proceed to make a purchase.
[Remarketing] YouTube Ads: Utilize previous viewers of product demos to inform them about eco-friendly options that outperform conventional alternatives.
[Prospecting] Facebook Ads: Young adults (25-40) engaged in sustainability topics, directing them to informative content about eco-friendly products.
What to measure:
Cost per lead (CPL)
Ad engagement rates
Conversion rates from ads
📱
Social Media
The social media campaigns at this stage of the funnel are designed to get your marketing persona off of the social media channel and into your own platform (e.g. your website), where you can actually capture their contact information.
Social media campaign ideas:
Run an Instagram Live where experts discuss how to make smart choices when selecting eco-friendly products, answering viewer queries in real-time.
Create a Facebook group dedicated to eco-friendly solutions where members can share experiences and product recommendations.
Host a TikTok challenge focusing on daily sustainable tips, encouraging user-generated content and community participation.
Post testimonials from current customers on social media emphasizing product effectiveness in addressing common concerns.
Share infographics that visually explain the cost benefits of using eco-friendly products over time.
What to measure:
Engagement on educational posts
Group membership growth
User-generated content submissions
📧
Email Marketing
Email marketing is an often overlooked channel that's critical for the middle of the funnel. Email is a very effective way to reach your marketing persona directly. The most common mistake businesses make is underutilizing email in their marketing (you should think beyond just email newsletters.)
Email marketing campaign ideas:
Welcome email series for new subscribers highlighting effective eco-friendly practices and product introductions.
Customer testimonial email showcasing real-life stories of families that transitioned to eco-friendly products.
Educational email campaign providing insights on budget-friendly eco-friendly solutions and subscription services.
Invitation to join a webinar focused on the cost-effectiveness of eco-friendly living, helping users overcome budget objections.
Monthly digest of blog and video content related to eco-friendly living aimed at maintaining engagement and educating leads.
What to measure:
Open rates of educational campaigns
Click rates on webinar invitations
Subscription growth rate
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Marketing Experiments
For this stage of the funnel, your experiments will be designed to maximize the number of leads you get from your campaigns.
Experiment ideas:
Run A/B tests on subject lines for email campaigns targeting educational content versus product promotions to assess engagement.
Test different landing page layouts for the eco-friendly product showcase to determine which converts best.
Experiment with varying lead magnet offers to see which ones attract more newsletter sign-ups.
Evaluate the content block placement on the homepage to maximize visibility for middle-of-funnel resources.
Implement feedback surveys on content engagement to gather insights for improving audience targeting and interests.
What to measure:
Lead conversion rate from landing pages
Content engagement rate
Bounce rate on middle-of-funnel content

Bottom of the Funnel

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Your Goal at the Bottom of the Funnel: Purchase
At the bottom of the funnel, your marketing persona already knows your product and is ready to make a purchase decision. They already have all the information they need. Your objective at this stage is to address purchasing objections and convince them to take that last step and become a paying customer.
Conversion rate from leads to customers
Average order value (AOV)
Customer acquisition cost (CAC)
📝
Content Marketing
The content you'll create for the bottom of the funnel is purposely design to get your marketing persona to purchase. You don't have to be afraid to be sales-y or about talking about your product directly.
Content ideas:
Blog post: 'Top 5 Eco-Friendly Products That Offer Value for Your Money' providing in-depth comparisons and testimonials to address concerns about pricing and performance.
Video testimonial series featuring satisfied customers like Emma and Fiona discussing how products met their eco-friendly needs while fitting within their budgets.
Webinar: 'Making the Switch to Eco-Friendly Products: What You Need to Know Before Buying' offering a Q&A segment addressing final purchasing doubts.
Interactive product comparison chart that highlights features, pricing, and discounts of eco-friendly vs conventional products.
Limited-time discount email campaign presenting a curated list of top-rated eco-friendly products alongside special offers for first-time buyers.
Social media posts showcasing customer reviews and success stories which emphasize satisfaction and environmental impact post-purchase.
What to measure:
Time spent on decision-making content
Engagement with product-specific pages
Number of webinar participants
🔎
SEO
At the bottom of the funnel, your marketing persona will be searching Google for information about your product (for example: reviews, pricing, features, etc), which is why you'll be optimizing for a lot of "branded" searches — these are searches that include your brand/product name.
Keyword ideas:
Best eco-friendly products for families
Eco-friendly kitchenware buying guides
Price comparisons of eco-friendly vs conventional products
Customer reviews of [Brand Name] eco-products
Sustainable products for budget-conscious shoppers
How to use eco-friendly products efficiently
Top-performance eco-friendly cleaning solutions
Long-term savings with eco-friendly home products
[Brand Name] product reviews
[Brand Name] best offers
What to measure:
Conversion rate from organic traffic
Organic search rankings for brand-related terms
Click-through rate from product pages
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Paid Advertising
At this stage of the funnel, you'll be running conversion campaigns to get purchases. These will be your highest revenue campaigns, where you will be keeping a close eye on your return on ad spend (ROAS.)
Target audience ideas:
[Remarketing] Google Ads: Target users who visited product pages but did not purchase, showcasing special offers on those products.
[Remarketing] Facebook Ads: Retarget visitors who added items to their cart, highlighting benefits and customer testimonials.
[Prospecting] YouTube Ads: People searching for eco-friendly product reviews or comparisons, emphasizing product effectiveness and user satisfaction.
[Prospecting] Instagram Ads: Target families interested in sustainability, promoting limited-time discounts on selected products.
[Remarketing] Pinterest Ads: Users who saved eco-friendly products or articles related to sustainable living, encouraging them to make a final purchase.
What to measure:
Cost per acquired customer (CAC)
Return on ad spend (ROAS)
Conversion rate from ads
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📱
Social Media
The bottom of the funnel campaigns will usually only make up a small minority of your social media content.
Social media campaign ideas:
Create Instagram highlight reels featuring customer testimonials and product performances to build trust.
Host a live Q&A session on Facebook to address last-minute questions or misconceptions about eco-friendly product effectiveness.
Share 'before and after' videos on TikTok demonstrating the results of using eco-friendly cleaning supplies.
Encourage customers to tag your brand in their eco-friendly living posts for potential features, building community engagement and social proof.
Monitor mentions of your brand on social media and respond promptly to encourage testimonials to be shared widely.
What to measure:
Engagement rates on testimonial posts
Inquiries generated from live sessions
Volume of user-generated content
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Email Marketing
Email is perfectly tailored to run bottom of the funnel campaigns. After you've provided value to customers via your other email campaigns, you can run sales and promotional campaigns to get conversions.
Email marketing campaign ideas:
Abandoned cart email reminders offering personalized recommendations and a limited-time discount to encourage conversion.
Thank you email with tips for using purchased eco-friendly products effectively, fostering a relationship post-purchase.
Special promotional email highlighting best-selling eco-friendly products with clear calls-to-action for immediate purchase.
Loyalty program invitation email encouraging repeat purchases by detailing the benefits of rewards for continued shopping.
Monthly follow-up emails gathering feedback on recently purchased products to enhance customer satisfaction and retention.
What to measure:
Open rates on promotional emails
Conversion rates from abandoned cart emails
Feedback response rates
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Marketing Experiments
Your bottom-of-the-funnel experiments will have the objective of maximizing your profits. That could be by getting more first-time customers or increasing the amount of money you get from each customer on their first purchase.
Experiment ideas:
A/B test different checkout page designs to identify which layout reduces cart abandonment rates.
Experiment with various subject lines on email campaigns to determine what increases open rates for promotional content.
Run split tests comparing one-time promotions versus loyalty program offers to see which drives more sales.
Survey customers who don’t convert to identify common barriers in the buying process (e.g., price, perceived effectiveness).
Implement pop-up offers on product pages for quick discounts to entice first-time buyers before they leave.
What to measure:
Cart abandonment rate
Sales conversion rate
Test results on A/B experiments

Retention

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Your Goal at the Retention Stage: Increase Lifetime Value
In the retention stage, your marketing persona is already a customer of your product. Your objective is to increase the value you can extract from them directly by generating repeat purchases, upsells, or reducing churn; or indirectly by improving brand image or promoting referrals.
Customer lifetime value (CLV)
Repeat purchase rate
Churn rate
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Content Marketing
The objective of the content you'll create at the retention stage is to keep your existing customers happy by providing ongoing value (even after purchasing.)
Content ideas:
Monthly blog post: 'How to Maintain Your Eco-Friendly Products for Longevity' providing valuable care tips and usage advice.
Customer spotlight video series showcasing how families like Emma's and Fiona's integrate eco-friendly products into their daily lives.
Infographic: 'The Environmental Impact of Your Eco-Friendly Choices Over Time' highlighting the benefits of sustainability.
Quarterly webinar: 'Using Eco-Friendly Products Effectively: Real-Life Examples and Tips' to foster a sense of community and experience sharing.
Email campaign featuring success stories from other users highlighting their long-term satisfaction with eco-friendly products and their impact.
Loyalty program updates explaining how members can maximize rewards from repeat purchases.
What to measure:
Engagement rates on retention content
Time spent on retention-related pages
Participation in webinars or live events
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SEO
At the bottom of the funnel, you'll want to make sure your marketing persona can find all the information she needs to get the most of your product (e.g. knowledge base articles), or to solve any problems that may arise (e.g. support/contact page.)
Keyword ideas:
How to care for eco-friendly household products
Benefits of using sustainable products long-term
Eco-friendly product maintenance tips
Best practices for eco-friendly living with children
Comparing performance: eco-friendly vs conventional items over time
User success stories with eco-friendly products
Savings from using eco-friendly products long-term
Top eco-friendly brands to consider for diverse needs
Cleaning tips for maintaining eco-friendly products
Understanding the lifecycle of eco-friendly materials
What to measure:
Organic traffic to retention-focused content
Keyword rankings for long-term eco-friendly searches
Bounce rate on retention articles
🎯
Paid Advertising
At this stage of the funnel, you might choose to be run campaigns promoting of new features, upgrades, or promotions.
Target audience ideas:
[Remarketing] Facebook Ads: Target customers who haven’t made a purchase in the last 30 days, highlighting new eco-friendly arrivals.
[Remarketing] Google Ads: Retarget visitors of loyalty program pages, showcasing benefits and enticing offers.
[Prospecting] Instagram Ads: Target eco-conscious individuals interested in sustainability updates and eco-friendly product usage tips.
[Remarketing] YouTube Ads: Show ads to previous customers promoting new tips and success stories around existing product lines.
[Prospecting] Pinterest Ads: Showcase infographics and success stories related to eco-friendly living targeting users interested in sustainable health.
What to measure:
Return on ad spend (ROAS) for retention campaigns
Cost per retained customer
Ad engagement rate on loyal customer segments
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Social Media
Retention campaigns on social media revolve around building a sense of community with your existing customers. You'll do a lot of monitoring of brand mentions on social media.
Social media campaign ideas:
Create posts featuring user-generated content where customers showcase their favorite eco-friendly experiences.
Establish a monthly Q&A session on Instagram Live focusing on product maintenance and sustainability practices.
Run a campaign encouraging customers to share how they're integrating eco-friendly products into their routines for potential brand features.
Monitor social media mentions for customer feedback, responding promptly to ensure resolution and gather testimonials.
Collaborate with eco-conscious influencers to discuss best practices in sustainable living related to product use.
What to measure:
Engagement rates on community-driven content
Growth in followers from retention-focused content
Responses to social media campaigns
📧
Email Marketing
Retention email campaigns will be a mix of educational emails (onboarding, activation, etc), transactional emails (reports, receipts, reminders, etc), and promotional emails (upgrades, upsells, etc.)
Email marketing campaign ideas:
Monthly newsletter summarizing best practices for using and maintaining eco-friendly products.
Exclusive promotions for loyalty program members to keep them engaged and encourage repeat purchases.
Feedback email after purchase, asking customers about their experiences with eco-friendly products to improve services.
Educational email series focused on the environmental impact of continued sustainable choices.
Invitation for customers to participate in a referral program where they can invite friends for discounts.
What to measure:
Open rates on retention-focused emails
Click-through rates on promotional emails
Response rate to feedback requests
🧪
Marketing Experiments
Your retention experiments will have the objective of maximizing lifetime value of existing customers.
Experiment ideas:
A/B test loyalty program sign-up incentives to identify which offers increase retention and repeat purchases.
Evaluate customer journeys to identify drop-off points for engagements after purchase and implement retention strategies.
Use customer feedback to optimize the retention email sequence, adjusting content based on common themes.
Implement exit surveys for customers not participating in the loyalty program to understand barriers.
Test different layouts for the loyalty program section on the website to simplify navigation and understanding of benefits.
What to measure:
Retention rates post-implementation of funnel changes
Conversion rates of loyalty program sign-ups
Customer satisfaction scores post-engagement

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