Customer Journey

TODO:

• Identify first 120 days strategy
• Identify FYE (First Year Engagement) strategy
  • Surprise and delight
• Segment the user base to understand where the revenue sits (is most of the revenue with the top 4% or 5% of users?)

Customer Lifetime Value: CLTV \

• (( Cards x Card Price ) + Subscription Price + Add-On Products) x Tenure
• For Amex: ((Activation Rate x Spend Level) + multiple products) x tenure
  • Activation rate is how much they buy
  • Multiple products were insurance

Customer Lifecycle

• Acquisition
  • Product Differentiators
    • Local Artists
    • Reminders
    • Pre-Addressed, Pre-Stamped Envelopes
  • Tactics:
    • no-sub reminder email
• First 120 Days
  • Reinforce Product Features
    • Recipients
    • Pre-Addressed/Pre-Stamped Envelope
  • Tactics
    • Reminder/Recipient Update
• First Year Engagement
  • Cross-Sell Relevant Products
    • Donations
    • Photos
    • Dried Flowers
    • Supplemental Cards
  • Tactics
    • Marketing Emails
• Ongoing
  • Engagement
    • Spend
      • Cards purchased
    • Interactions
      • Addresses
      • Birthdays/Anniversaries
  • Loyalty
  • Retention