I was recently asked to produce a Customer State Marketing ecosystem for an online retailer. In less than five minutes I designed a marketing ecosystem that does three things:
1) Attempts to convert a recently signed up contact to a customer. A cascade of two promotions and reminders sent to the contact, one every 5 days. The promotion and reminder solicitations stop automatically as soon as the contact buys.
2) Adds to contact to the daily email blast list and then adjusting the frequency of the mailings according to the contact’s open behaviour.
3) Stimulate the customer to purchase by sending them different promotions 30, 60 and 90 days after their last purchase.
This is an example of a simple Customer State Marketing ecosystem that anyone can build quickly and easily. The three scenarios work together. The coordination of activities is governed by the customer's state at the time of the event.
