How to Start Your Retention Marketing Career in e-Commerce

This course is designed for aspiring digital marketers eager to master the art of retention marketing within the fast-paced world of e-commerce. Whether you're just starting out or looking to enhance your existing skills, this course provides a comprehensive foundation in the essential concepts, channels, tools, and strategies that drive successful retention efforts.

Course Modules:

Definitions You Need to Know: Begin by familiarizing yourself with crucial retention marketing terms. Understanding definitions like Customer Lifetime Value (CLV), Churn Rate, and Average Order Value (AOV) is vital as they form the core of retention marketing strategies. You'll also cover key metrics like Revenue Per Recipient and Deliverability Rate, which are essential for evaluating the effectiveness of your campaigns.

Channels You Need to Know: Explore the various channels used in retention marketing for e-commerce. This module will cover:

• Email Service Providers: Including tools like Klaviyo and Braze for managing automated email campaigns.
• SMS Service Providers: Such as Klaviyo and Emotive, for sending personalized SMS messages.
• In-App Mobile Marketing Providers: Tools like OneSignal and Airship for delivering targeted in-app messages.

Tools You Need to Know: Discover the essential tools for planning, executing, and measuring retention marketing campaigns. This includes:

• Analytics: Tools like Google Analytics and Mixpanel for tracking customer behavior and campaign performance.
• CRM & Segmentation: Platforms such as HubSpot and Salesforce for managing customer relationships and segmenting audiences.
• Reporting: Software like Google Data Studio and Tableau for analyzing and visualizing marketing data.
• Research: Tools like SurveyMonkey and Hotjar for gathering and analyzing customer feedback.
• Design: Programs like Canva and Adobe Creative Suite for creating compelling marketing visuals.

Strategies You Need to Know: Delve into core retention marketing strategies tailored for different customer segments:

• New Customers: Welcome Series, Onboarding Guide, and First Purchase Incentive.
• First-Time Customers: Thank You Email with Follow-Up Offer, Post-Purchase SMS Confirmation, and Onboarding In-App Messages.
• Repeat Customers: Loyalty Program Updates, Exclusive Offers via SMS, and Re-Engagement In-App Notifications.

Promotions You Need to Know: Understand the various promotional types that can drive retention. This module covers:

• Gift with Purchase: Pros and cons of offering a free gift with purchase.
• Discount Codes: Benefits and potential drawbacks of using discount codes.
• Buy One, Get One Free (BOGO): How this promotion can increase order volume but impact margins.
• Limited-Time Offers: The urgency created by time-sensitive promotions and its effects.
• Loyalty Program Rewards: How rewarding loyal customers can boost retention.
• Referral Discounts: Leveraging existing customers to attract new ones.
• Bundled Products: Increasing average order value through product bundling.

Anything Else You Need to Know: Conclude the course by exploring additional topics that can enhance your retention marketing efforts. This includes understanding legal rules for email and SMS marketing, such as CAN-SPAM and TCPA regulations, and staying updated on best practices and emerging trends in the digital marketing landscape.

Outcome:

By the end of this course, you will have a solid grasp of retention marketing within the e-commerce sector. You'll be equipped to design and implement effective strategies, use essential tools, and navigate the complexities of customer retention, making you a valuable asset to any e-commerce business looking to enhance customer loyalty and maximize revenue.