What are the four steps of database marketing?

The increment of new users is a very important factor to measure the potential of a website. According to the user's contribution, it is roughly calculated, that is, per capita contribution = total sales/total consumption = total sales/total registered number/registered consumption conversion rate.

For a stable website, its style, commodity price, commodity quality and drainage channels are all certain, which basically determines where the target group of the website is. Furthermore, the conversion rate within the website (from registration activation, payment rate and repeat purchase rate) is basically stable. Unless you modify the shopping process, payment process, product display and other things, there will not be much change. Based on this assumption, your total registration number is a key indicator. (PS: If you can't figure it out, look at the curve of Taobao registered user growth and sales growth. This is the user bonus. )

When the user completes the registration, you will have the relevant contact information, usually the email address, and if it is more clear, there will be a phone call. It would be better if it is a social login, so the cost of pushing messages is low. For new registered users who do not generate sales, the general practice is to complete the first order with discount information. There is a simple reason. Sometimes the discount may make you lose money on the first order, but you have the following information: the user's contact information, the specific delivery address (probably where he lives, for regional marketing), and more importantly, the experience of the first order. This is very important, just like going once, it is easier to go next time. For the whole shopping process, the most complicated place to complete a purchase is the discount.

Second, remind

The reminder is divided into two parts. The general shopping process is divided into two parts: selection and payment. Some of the payment parts start from the collection, to the shopping cart, to the order, and some directly start from the unpaid order. This depends on your own system. As long as the relevant data is recorded, unpaid orders can be simply urged to pay. Of course, if you really don't think it's enough, you can pay some benefits. You just need to control the time of payment reminder, such as 1 day, 7 days, 30 days. Depending on the strategy, 1 day is just a reminder, with points sent in 7 days and cash coupons sent in 30 days.

You can also urge users of different levels to pay. Users can be divided into users with higher cumulative consumption, more recent times and larger single order amount, and different cash coupons can be set to remind them accordingly. Payment reminder channels can also be set, such as using chat software, SMS, email and my account.

The part of the shopping cart is to quickly generate orders and complete payment. It is best to use relevant discount coupons or threat marketing. For example, the price increase of shopping cart goods is aimed at those who have bought some special goods. For example, when some goods are in low inventory, they will be reminded to take off the shelf and pay immediately.

The other part is the collection list. What is the general function of the favorite list? Nothing more than a few points, 1. About the goods, wanted. 2. comparison, the general direction has been taken, choose a few goods to compare prices and styles. From this, we can roughly distinguish several points: category preference and price preference. With these points, we can make a big fight, promote a certain category and a large collection of goods as a whole, design price discounts, and then make relevant adjustments according to the target population.

Third, classification

Users who have purchased the 1 order have already got a basic understanding of your website. From shopping on the website, to payment, receipt of goods and the quality of related goods, with a preliminary impression, you can carry out related user group marketing. Basic user groups can be divided into the following categories:

1. or, more accurately, product preference. This user only sells products on your website. For example, I prefer to buy gadgets on Taobao, books on Dangdang and clothes on Milan. Everyone generally has a fixed preference for what to buy on each website. Especially those who often shop online. Commodities, collections, shopping carts and purchased commodities that can be browsed from the website can basically be analyzed.

2. Price preference. By comparing the price distribution of categories with the prices of purchased and clicked goods, the user's price preference can be basically analyzed. There are also cases of using discount coupons and points, which are carried out by using existing discounts. For example, some people are sensitive to commodity prices, and you can adjust the cost of freight completely; For another example, freight is a service category, while goods are a physical category. Many people like to spend 10 yuan to buy goods from 20 yuan, that is, to buy services. And if you charge 30 yuan directly, he will feel expensive. These require some price AB tests to test whether users value goods or services.

3. Holiday preference. People with this preference are lazy. There are several reasons for holiday preference: 1. There will be some discounts on holidays, and the discounts are often relatively strong. 2. Merchants will prepare related products according to various themes and then divide them into various types. With these two points, goods are easy to find and discounted, and naturally there are many lazy people waiting. This kind of person is often a combination of the former two, and just holidays meet their demands, so there is such a group. However, the usual tricks of merchants are price increase and discount, tail goods treatment and so on. If you are lucky, you may meet merchants who use popular products for drainage and activities.

Fourth, retain.

Reservation refers to reserved marketing for users who no longer buy products. There are usually 1 month, March and June. Different categories and platforms correspond to different times, in other words, different categories and platforms have different user life cycles. Female users similar to Taobao clothing are generally more active than male users of Taobao clothing. Female users 1 month may be lost without logging in, and male users may be normal. So this can be considered according to the attributes of the platform and category.

We can set an approximate threshold, and when it exceeds a certain set value, we will take retention measures. Retention measures are generally to recommend new products, use points, remind discount coupons and related retention activities. For a large number of platforms, you can set up a special area to retain users for marketing. The main way is to attract different groups of users with corresponding high-quality goods, and then exchange them with corresponding discounts and services, which will be more accurate.

There is also a very sharp practice, the points are directly exchanged for cash coupons, and the points are far from consumption. If you directly exchange cash coupons, it will make people feel cashed and increase stickiness. Think about the WeChat red envelope. Directly issuing red envelopes leads to the binding of millions of bank cards, or it shows that there are many people with this mentality.