Mastering the Customer Lifecycle for Handmade Sellers: From Newbies to Loyal Fans
As a handmade seller, one of your biggest goals is not just to get customers, but to keep them coming back for more of your beautiful creations. And how do you do that? By understanding the customer lifecycle—the journey your customers take from discovering your brand to becoming loyal advocates (and maybe even BFFs!). Today, we're diving deep into each stage of the customer lifecycle, breaking it down with examples from my own handmade business experience, so you can optimize every step for maximum engagement and sales.
What is the Customer Lifecycle?
The customer lifecycle is the path that your customers travel with your brand. It consists of three main stages:
New Customers: Attracting new customers who are discovering your brand for the first time.
Existing Customers: Keeping those who have already bought from you engaged and turning them into repeat buyers.
Lapsed Customers: Re-engaging customers who haven't bought from you in a while and need a nudge to come back.
Let’s break these down further with some real-world examples and actionable tips.
1. New Customers: Attracting and Nurturing
This is the phase where potential customers first interact with your brand. Your goal here is to capture their attention and nurture them until they’re ready to make their first purchase.
Browse Abandonment: Ever noticed someone poking around your website, clicking on multiple products, but then leaving without buying? That's browse abandonment. To win them back, we use a friendly follow-up email saying, “Hey, saw you were eyeing our best-sellers. Still thinking about them? Here’s a 10% off to help you decide!”
New Subscriber Welcome Series: When someone signs up for your newsletter, you want to roll out the red carpet. In my experience, a solid welcome series includes 3-5 emails that introduce your brand story, showcase your best-selling products, and maybe even throw in a cheeky discount to entice them to make that first purchase.
Cart Abandonment: The dreaded “almost purchase”! When customers add items to their cart but don’t check out, it’s a perfect opportunity to gently remind them. We send out a cart abandonment email 2 hours after they leave and then another 24 hours later with a limited-time offer to sweeten the deal.
The goal is to turn a curious visitor into a paying customer. Keep it simple, engaging, and fun! The first impression is everything.
2. Existing Customers: Keep Them Coming Back
You’ve done it! They made a purchase. Now, it’s time to keep the excitement alive and build a relationship that keeps them coming back for more.
First Purchase Welcome Series: After a customer’s first purchase, we send a series of emails thanking them, giving them tips on how to use their new handmade goodies, and maybe sneak in a discount on their next purchase. This series is all about making them feel special and welcomed into the community.
Feedback and Review Requests: A few days after they’ve received their order, we ask customers for their feedback. Did they love the handmade soap? Did the necklace match their expectations? Not only does this provide valuable insights, but positive reviews also act as powerful social proof for other potential buyers.
Cross-Sell and Upsell Campaigns: Based on what they’ve purchased before, we suggest related or complementary products. For example, “Loved our lavender candle? You’ll adore our lavender bath salts for a full spa experience!”
VIP Programs: For our top customers, we create a VIP program. These folks get early access to new collections, exclusive discounts, and even personalized thank-you notes. This makes them feel valued and encourages continued loyalty.
Existing customers are more likely to buy again than new customers. Focus on building relationships and making them feel like a part of your brand family.
3. Lapsed Customers: Bring Them Back to the Fold
Sometimes, customers drift away. Maybe they’ve forgotten about you, or maybe they’re just not feeling the love anymore. The good news? They can be won back!
Replenishment Reminders: If you sell consumable products like skincare or candles, send a reminder when it’s likely they’re running low. “Need a refill on your favorite face cream? We’ve got you covered, and we’ve added a little surprise to your next order.”
Win-Back Campaigns: For those who haven’t shopped in a while, it’s time to roll out a special win-back campaign. In my handmade business, we send an email with the subject line: “We Miss You! Here’s 20% Off to Welcome You Back” It’s a simple way to remind them of what they’ve been missing.
How to Implement the Customer Lifecycle in Your Email Marketing with Klaviyo
Segment Your List: Use Klaviyo’s segmentation tools to categorize your customers into these lifecycle stages. This helps you tailor your messaging to where they are in their journey.
Automate Your Flows: Set up automated flows for each stage—Welcome Series, Abandoned Cart, Replenishment, Win-Back, etc. Klaviyo makes it easy to trigger these flows based on customer behavior.
Monitor and Optimize: Keep an eye on your metrics. What’s working? What’s not? Don’t be afraid to tweak your strategies for better results.
Question for You:
What stage of the customer lifecycle are you focusing on the most right now? Share your experiences and tips in the comments below!
By understanding and optimizing the customer lifecycle, you’ll not only grow your handmade business but also build a community of loyal fans who keep coming back for more. Happy selling! 🎉
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