A Powerful & Customizable Furniture Business Marketing Strategy (FREE)

A comprehensive furniture business marketing strategy, covering the entire sales funnel and all digital marketing channels. Designed to you get more traffic and customers for your furniture business 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.
😃
Your Target Persona #1: Mandy Modern
Age: 28 | Education: Bachelor's in Communications | Occupation: Marketing Specialist at a tech startup
"I'm overwhelmed by the vast choices in furniture out there, and I'm not sure what will fit my style or my small apartment layout. I want to create a cohesive look but find it hard to visualize everything together."
🥅
Visible Goals
These are the goals your target persona would tell you about.
Furnish my new apartment with stylish furniture
Stay within a budget while shopping
Create a comfortable and inviting space
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True Goals
These are the real things they want to achieve.
"I want to express my personality through my home decor"
"If I have a well-furnished home, I’ll feel more at ease and proud of my space"
"I need to impress my friends with my interior design choices"
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I am worried about spending too much on furniture that won’t match my style later"
"I don't think it's worth it to spend more on customizable options"
"I have doubts about the quality of online-purchased furniture"
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Answer to Objections
These are your product's answers to your target persona's doubts.
Our customization lets you select colors and sizes that fit your vision, ensuring satisfaction
Investing in quality and customizable furniture adds value and longevity, supporting sustainable practices
We offer a 90-day satisfaction guarantee and customer reviews that affirm our commitment to quality
✨
Transformation
In your target persona's own words, here's how your product has improved their life.
"After buying from this furniture business, I transformed my space beautifully without sacrificing my budget. Now, I feel more relaxed and eager to invite friends over to see how wonderful my home looks. I find joy in hosting gatherings and love to show off my stylish, curated furniture."
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.
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Your Target Persona #2: Fatherly Furnishings
Age: 40 | Education: Master's in Civil Engineering | Occupation: Project Manager at a construction company
"I struggle to find furniture that is both stylish and practical for my children’s everyday use. I want solutions that won’t wear out quickly but also look good in our living space."
🥅
Visible Goals
These are the goals your target persona would tell you about.
Upgrade my family living room with durable furniture
Create functional spaces for kids while maintaining style
Find eco-friendly options that align with my family's values
👀
True Goals
These are the real things they want to achieve.
"I want to ensure my family has a beautiful and safe environment to live and grow in"
"If I invest in great furniture now, it will last through my kids' growth and activities"
"I need to make a good investment that reflects my commitment to sustainability"
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I’m concerned about the price being too high for the quality offered"
"I worry that customization will take too long and disrupt my schedule"
"I’m skeptical about the durability of eco-friendly materials"
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Answer to Objections
These are your product's answers to your target persona's doubts.
We provide competitive pricing without sacrificing quality, along with financing options to fit your budget
Our team can streamline the customization process to meet your timeline, ensuring efficiency
Our eco-friendly materials are rigorously tested for durability, providing both style and resilience
✨
Transformation
In your target persona's own words, here's how your product has improved their life.
"Once I bought from this furniture business, my living room turned into a harmonious blend of safety, style, and sustainability. Now, my family enjoys an inviting space where we can create lasting memories, and I feel proud of my choice in providing quality furnishings that support our values."
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 Instagram
Engagement rate on blog posts
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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 Tips for Decorating a Small Apartment on a Budget' for Mandy Modern.
Video tutorial: 'How to Choose the Right Furniture Sizes for Your Space' targeting Fatherly Furnishings.
Infographic: 'Sustainable Furniture: Benefits of Eco-Friendly Materials' appealing to both personas.
Web series: 'Room Makeover Challenges' where you feature real customer transformations using your furniture.
Seasonal email campaign: 'Spring Sale Highlighting Customizable Furniture Options’ aimed at early engagement.
Social media poll: 'What is your biggest challenge in furnishing your space?' to gather insights from both personas.
What to measure:
Page views on blog posts
Average time spent on content
Social shares of content
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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:
How to decorate a small apartment
Furniture styling tips for renters
Affordable modern furniture online
Eco-friendly furniture options
Best furniture styles for families
Trendy sustainable materials for home decor
Creating functional family spaces
Small living room furniture ideas
Customizable furniture benefits
Decorating tips for new homeowners
What to measure:
Organic traffic to blog
Keyword rankings for target phrases
Click-through rate from search results
🎯
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: Individuals aged 25-35 interested in interior design and sustainable living.
[Prospecting] Google Ads: Target users searching for 'stylish furniture for small spaces.'
[Remarketing] YouTube Ads: Users who engaged with our previous videos showcasing furniture customization.
[Prospecting] Facebook Ads: Parents 30-45 looking to furnish their homes with eco-friendly options.
[Remarketing] Google Ads: Visitors who viewed the customization options but did not purchase.
What to measure:
CPC (Cost per Click)
Impression share
Ad engagement rate
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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:
Instagram Stories: Share behind-the-scenes content on sustainable furniture production.
Facebook Live Q&A: Host a live session discussing space-saving furniture solutions.
Create engaging polls on social media asking about furniture preferences and challenges.
Share user-generated content showcasing customers' furnished homes using your products.
Weekly tips series on social media featuring how-to advice related to furniture customization.
What to measure:
Engagement rate on posts
Follower growth rate
Reach of the stories
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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 blog post headlines to see which draws more traffic.
Test different layouts for the product images on the homepage.
Experiment with call-to-action buttons color on blog posts to improve conversions.
Monitor the performance of different onboarding processes for new newsletter subscribers.
Run tests on landing page copy to determine what resonates best with both personas.
What to measure:
Traffic sources analysis
Bounce rate from landing pages
Conversion rate from A/B tests

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.
Returning visitors to website
Email subscription rate
Social media engagement rate
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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:
Webinar: 'How to Visualize Your Furniture Choices in a Small Space' appealing to Mandy Modern and Fatherly Furnishings.
Case study: 'Transforming Spaces with Our Customization Options' featuring real clients and their experiences.
Blog post: 'Understanding the Benefits of Quality Over Quantity in Furniture Purchases' aimed at both personas.
Video testimonial collection: 'Real Families Share Their Experiences with Our Durable Furniture.'
Guide: 'A Comprehensive Guide to Choosing Eco-Friendly Furniture’ that addresses both personas' concerns about sustainability.
Monthly newsletter: Featuring recent stylish furniture trends and practical tips for interior design.
What to measure:
Webinar registration rates
Page views on case studies
Newsletter open rates
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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:
Benefits of customizable furniture for small spaces
How to choose eco-friendly furniture for families
Comparing quality and price in durable furniture purchases
Furniture maintenance tips for extending product life
How to create a cohesive look in your home decor
Trendy furniture recommendations for modern living
The impact of furniture choices on small space functionality
Sustainable furniture options for conscious consumers
Creating functional family spaces with style
Investing in high-quality, customizable furniture
What to measure:
Number of organic leads
Average time on page for valuable content
Bounce rate on engagement-focused content
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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] Facebook Ads: Young professionals seeking stylish yet budget-friendly furniture solutions.
[Remarketing] Google Ads: Users who have viewed the customization section but haven't returned.
[Prospecting] YouTube Ads: Target individuals interested in eco-friendly living and modern furniture ideas.
[Remarketing] Facebook Ads: Visitors who viewed specific furniture collections without completing a purchase.
[Prospecting] Google Ads: People searching for eco-friendly furniture for families.
What to measure:
Cost per lead (CPL)
Click-through rate (CTR)
Conversion rate from remarketing campaigns
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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:
IGTV series: 'Real-time transformations of rooms using our furniture, showcasing processes and outcomes.'
Facebook Live sessions: FAQs on customizing furniture and styles suited for small spaces.
Create engaging social media posts highlighting testimonials from satisfied customers.
Host challenges on social media encouraging followers to share their furnished spaces using your items.
Run regular polls on furniture preferences and lifestyle needs concerning sustainability.
What to measure:
Engagement rate on testimonials
Participation rate in challenges/polls
Growth in followers on social media platforms
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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:
Webinar invitation email campaign about visualizing furniture choices.
Follow-up email sequence for webinar attendees with additional resources and customizable furniture options.
Monthly newsletter sharing furniture tips and recent trends.
Promo email offering exclusive discounts on personalization services for new subscribers.
Feedback request email after purchase to gather insights on customer experiences.
What to measure:
Email click-through rates
Registration rates for the webinar
Feedback response rates
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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:
Conduct A/B tests on landing page designs to see which resonates more with visitors.
Test different email subject lines for the newsletter focusing on registration rates.
Analyze the impact of varying call-to-action placements on blog pages.
Run split tests on social ad visuals to determine which drive more traffic.
Evaluate member-specific offers for email subscribers versus non-members.
What to measure:
Landing page conversion rates
Engagement rates on A/B test content
Overall email campaign effectiveness

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 of leads to customers
Average order value (AOV)
Customer acquisition cost (CAC)
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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:
Customer testimonial video series: Showcase satisfied customers like Mandy Modern and Fatherly Furnishings discussing their experiences.
Blog post: 'Why Investing in Customizable Furniture Pays Off in the Long Run' targeting concerns about spending.
Guided virtual consultation: Offer live sessions for potential buyers to visualize how furniture fits their spaces.
Comparison guide: 'Standard vs. Customizable Furniture – What You Need to Know' addressing customization doubts.
Interactive quiz: 'What Style of Furniture Suits Your Home?' to engage potential buyers and provide tailored recommendations.
Infographic: 'The Journey to Your Perfect Home: How Custom Furniture Makes a Difference.'
What to measure:
Views on testimonial videos
Engagement on comparison guides
Click-through rates on interactive content
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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:
Customizable furniture online reviews
Quality sustainable furniture options
Best places to buy furniture with returns
Comparison of customizable vs standard furniture
Customer satisfaction with customizable furniture
Furniture delivery process and options
Benefits of investing in durable furniture
How to choose sustainable furniture brands
Online furniture shopping trust factors
Custom furniture buyer's guide
What to measure:
Conversion rate from organic traffic
Keyword ranking improvements for buyer intent queries
Traffic from product-related 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] Facebook Ads: Visitors who viewed specific furniture products but did not complete a purchase.
[Remarketing] Google Ads: Users who added products to the cart but abandoned the checkout process.
[Prospecting] YouTube Ads: Target individuals searching for terms like 'best quality furniture reviews' and 'customizable furniture options.'
[Remarketing] Instagram Ads: Previous visitors engaging with posts related to sustainable living or customizable options.
[Prospecting] Google Ads: Potential buyers researching 'buy eco-friendly furniture online.'
What to measure:
Cost per acquired customer (CAC)
Return on ad spend (ROAS)
Conversion rate for remarketing campaigns
🚀 Help me execute this paid ads strategy
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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:
Social media stories featuring limited-time offers on customizable pieces.
Highlighting customer reviews and transformations on platforms like Instagram and Facebook.
Behind-the-scenes content showcasing the manufacturing process and commitment to quality.
Run a social media challenge: 'Share Your Furniture Story' to encourage engagement.
Leverage Instagram polls about final design choices to encourage interactions.
What to measure:
Engagement on review posts
Conversions from social campaigns
Traffic generated from social media
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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:
Follow-up email sequence for leads highlighting unique selling points and customer testimonials.
'Last Chance' email promoting a limited-time offer on customizable furniture options.
Post-purchase thank you email including an exclusive offer for future purchases.
Feedback request email to recent customers with incentives for completing a review.
Promo email targeting segmented list for upselling complementary products based on past purchases.
What to measure:
Email open rates for promotional campaigns
Conversion rates for upsell emails
Response rates for feedback requests
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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 email subject lines to increase open rates for promotional offers.
Evaluate checkout page designs with/minus testimonials to see which has a higher conversion rate.
Test various product display formats (e.g., carousel vs grid view) to see what influences purchases.
Experiment with different call-to-action phrasing to drive urgency ('Shop Now' vs 'Limited Time Offer').
Optimize page loading speeds to reduce bounce rates during the checkout process.
What to measure:
Conversion rate from A/B tests
Bounce rate during checkout
User behavior flow on product pages

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 repeat purchase rate
Customer lifetime value (CLV)
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 home decoration tips email series with ideas on how to refresh living spaces using purchased products from our range for Mandy Modern and Fatherly Furnishings.
Follow-up post-purchase video: 'How to Care for Your Eco-Friendly Furniture' demonstrating maintenance techniques.
Seasonal design guides featuring furniture pairings to inspire further purchases, such as 'Refreshing Your Living Room for Fall'.
Post-purchase survey inviting customers to share feedback, which also includes an offer for a discount on future purchases.
Customer success story blog post highlighting how specific pieces have transformed their spaces, featuring testimonials from Mandy Modern and Fatherly Furnishings.
What to measure:
Engagement rate on follow-up emails
Survey response rates
Traffic to customer success stories page
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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 maintain eco-friendly furniture
Decorating tips for seasonal changes
Customer satisfaction with customizable furniture care
Best practices for furniture upkeep
How to refresh your home decor affordably
Using furniture to maximize small spaces
Real customer experiences with modern furniture
Creative ways to style sustainable furniture
Furniture accessories for enhancing your space
Top furniture trends for returning customers
What to measure:
Organic search traffic for retention-related content
Keyword rankings for post-purchase care
Page views on seasonal guides
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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: Previous purchasers who viewed additional items but haven’t bought since their last purchase.
[Remarketing] Google Ads: Customers who left items in their wish list or cart but haven’t completed the purchase.
[Prospecting] Instagram Ads: Targeting demographics interested in home decor and sustainable living, promoting a special collection or discount for past customers.
[Remarketing] Email Ads: Existing customers who opened the post-purchase feedback request email but didn’t visit the website afterward.
[Prospecting] YouTube Ads: Showcasing video testimonials from satisfied customers to re-engage previous buyers.
What to measure:
Click-through rate (CTR) for remarketing ads
Conversion rates from remarketing campaigns
Cost per acquisition for returned customers
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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 social media challenges encouraging customers to share their styled spaces using purchased furniture for a shout-out.
Monitor social media mentions to respond promptly and engage with customers sharing their new furniture experiences.
Feature weekly customer posts on Instagram celebrating their furnished rooms, highlighting user-generated content.
Run a live Q&A session on sustainability practices and furniture care to engage with existing customers.
Encourage customers to share reviews and photos related to our products for possible giveaways.
What to measure:
Engagement rate on user-generated content
Follower engagement on interactive posts
Mentions of brand on social platforms
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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:
Follow-up email for recent buyers with exclusive offers on complementary products.
Monthly newsletter showcasing customer highlights and decor tips using our furniture.
Feedback request email with a loyalty discount for completion.
Sneak peek email for upcoming collections or limited-time styles exclusively for existing customers.
Re-engagement campaign for inactive customers offering incentives to return.
What to measure:
Email open rates for feedback requests
Click-through rates for reusable discounts
Registration rates for re-engagement initiatives
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Marketing Experiments
Your retention experiments will have the objective of maximizing lifetime value of existing customers.
Experiment ideas:
A/B test different promotional offers for returning customers in email campaigns to see which yields higher engagement.
Evaluate impact of personalized product recommendations based on previous purchases on conversion rates.
Test different discount thresholds to find the most effective incentive for repeat customers.
Experiment with email frequency to determine optimal engagement without overwhelming customers.
Analyze customer journey touchpoints post-purchase to identify drop-off rates.
What to measure:
Conversion rates from retargeting efforts
User behavior analytics for email engagement
Repeat purchase analysis post-segmented campaigns

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