When they don't convert on the first message, they use a different offer.
Here, they simply highlight the benefits of joining the Rewards Program - in this case free coffee. Notice how everything - from the email subject line to the images reinforce the central benefit.
Disney is a master at cross-selling and bundling products.
When Disney launched their new streaming product, Disney+, they took advantage of their existing product line acquire customers. The result was a bundle that allowed customers to enjoy Hulu, Disney+, and ESPN+ in one single subscription.
"one thing that continues to impress us is the opportunity to have the bundle in the U.S. be even larger." - Bob Chapek, CEO Disney
Even better, bundling products allowed Disney to increase their prices while simultaneously providing more value to their average customer. The result was more profits without customer churn.
"these were our first price increase since we launched. I have to say that we're extremely pleased with how the market reacted to both. In the U.S., we've not observed any significantly higher churn rate" - Bob Chapek, CEO Disney
Leveraging customer data to create customer lifecycle marketing strategies
Customer data is the key to effective lifecycle marketing.
Successful eCommerce stores must leverage customer data platforms to create the most effective strategies. While we showcased concrete examples above, here we will take a more theoretical approach to designing lifecycle strategies.
Lifecycle strategies during customer acquisition
The acquisition stage really consists of two sub-steps. First is discovery where customers get to know your brand. Second is exploration, where customers go through your offerings.