Обнаружено 18.03.2026 в 17:57
Кастомный анализ
AI-анализ изменений
Добавлено тестирование небольших стимулов, таких как бесплатная доставка или бонусный образец, в рамках стратегии возврата клиентов.
Внедрена стратегия гибридных потоков, объединяющая email и SMS для возврата клиентов, которые перестали взаимодействовать с email. Подробно описан процесс создания сегмента и последовательности сообщений для возврата клиентов.
Diff изменений
Анализируемый период: 2026-01-01 — 2026-03-10 ПОЯВИЛОСЬ ЗА ПЕРИОД: - When someone opts in to both your email and text message marketing, they’re basically raising their hand twice.At Aplo Group, we often see that customers who opt in to receive marketing across both email and SMS tend to have higher lifetime value (LTV) than those who only opt in to receive emails. - Segment category - Criteria - Engagement - has not opened an email in the last 90 days and has not clicked an email in the last 90 days - Consent and tenure - is subscribed to email marketing and is consented to SMS marketing and first subscribed to email more than 45 days ago (this avoids pulling in brand-new email subscribers who haven’t had time to engage) - Hygiene filters (recommended) - Exclude bot clicks. Exclude iOS privacy opens, or apply “non-iOS open” logic if that’s your standard. - Additional refinement (optional) - Include/exclude specific profile properties (VIP, category interest). Include/exclude purchase history (e.g., “bought BFCM 2024 collection”). - Save this as something clear, like “Lapsed email, SMS-consented (90-day inverse).”“Channel affinity can come into play as one of the optional refinement ideas, too,” says Stefan Milicevic, strategy director at Underground Ecom. “If someone’s affinity is primarily email, but you’re now sending them an SMS, that might be the disruption they need to engage with your content again.” - Step - Channel - Timing - Goal and message type - 1 - SMS - Day 0 - Re-introduce the brand, confirm value and consent, and reassure subscribers they can reply STOP anytime. - 2 - Email - Day 2 - Highlight your top value proposition with a single, clear CTA. - 3 - Day 5 - Share bestselling products or collections with direct links. - 4 - Day 9 - Add social proof like reviews or user-generated content and encourage browsing. - 5 - Day 14 - Test a small incentive (e.g., free shipping or bonus sample). - 6 - Day 20 - Offer a win-back or preference-update option. - 7 - Day 27–30 - Give a final nudge through content or reminder (e.g., fit guide, quiz, or refill suggestion). - Exit condition - — - Subscriber re-engages (opens, clicks, or purchases), then exits the flow automatically. - That’s 6–8 touches. You can stretch to 10 if your brand cycles are longer. The key is balance. SMS does the visibility work, while email carries richer content. ИСЧЕЗЛО ЗА ПЕРИОД: - Don’t just leave them there, waiting until they qualify for your sunset flow. - When someone opts in to both your email and text message marketing, they’re basically raising their hand twice. - At Aplo Group, we often see that customers who opt in to receive marketing across both email and SMS tend to have higher lifetime value (LTV) than those who only opt in to receive emails. - Segment categoryCriteriaEngagementhas not opened an email in the last 90 days and has not clicked an email in the last 90 daysConsent and tenureis subscribed to email marketing and is consented to SMS marketing and first subscribed to email more than 45 days ago (this avoids pulling in brand-new email subscribers who haven’t had time to engage)Hygiene filters (recommended)Exclude bot clicks. Exclude iOS privacy opens, or apply “non-iOS open” logic if that’s your standard.Additional refinement (optional)Include/exclude specific profile properties (VIP, category interest). Include/exclude purchase history (e.g., “bought BFCM 2024 collection”). Save this as something clear, like “Lapsed email, SMS-consented (90-day inverse).” - “Channel affinity can come into play as one of the optional refinement ideas, too,” says Stefan Milicevic, strategy director at Underground Ecom. “If someone’s affinity is primarily email, but you’re now sending them an SMS, that might be the disruption they need to engage with your content again.” - StepChannelTimingGoal and message type1SMSDay 0Re-introduce the brand, confirm value and consent, and reassure subscribers they can reply STOP anytime.2EmailDay 2Highlight your top value proposition with a single, clear CTA.3SMSDay 5Share bestselling products or collections with direct links.4EmailDay 9Add social proof like reviews or user-generated content and encourage browsing.5SMSDay 14Test a small incentive (e.g., free shipping or bonus sample).6EmailDay 20Offer a win-back or preference-update option.7SMSDay 27–30Give a final nudge through content or reminder (e.g., fit guide, quiz, or refill suggestion).Exit condition——Subscriber re-engages (opens, clicks, or purchases), then exits the flow automatically. That’s 6–8 touches. You can stretch to 10 if your brand cycles are longer. The key is balance. SMS does the visibility work, while email carries richer content. ИЗМЕНИЛОСЬ ЗА ПЕРИОД: - A lot of shoppers who opt into both email and SMS start strong, then quietly fall out of your 90-day engaged email [segment. → segment.Don’t][+ ][+just][+ ][+leave][+ ][+them][+ ][+there,][+ ][+waiting][+ ][+until][+ ][+they][+ ][+qualify][+ ][+for][+ ][+your][+ ][+sunset][+ ][+flow.] - Over the years, our team at Aplo Group has worked with over 100 brands in the direct-to-consumer space, and one of the most common strategies we see is [the → the90-day][~~ ~~][~~90-day~~] engaged segmentation approach. - That’s why I [use → useSMS][~~ ~~][~~SMS~~] to meet lapsed email subscribers where they still pay attention, then coordinate both channels from a single hybrid flow. - [and → andhas][~~ ~~][~~has~~] consented to receive SMS marketing - Hybrid flows should be one ongoing conversation, not two channels talking over each [other.David → other.] [+David][+ ]Visser, [CEOZyber → CEO][+ ][+Zyber] + Unlocked - Try all the winback angles and strategies until you find the best [one.Stefan → one.] [+Stefan][+ ]Milicevic, strategy [directorUnderground → director][+ ][+Underground] Ecom
Don’t just leave them there, waiting until they qualify for your sunset flow. When someone opts in to both your email and text message marketing, they’re basically raising their hand twice. At Aplo Group, we often see that customers who opt in to receive marketing across both email and SMS tend to have higher lifetime value (LTV) than those who only opt in to receive emails. Segment categoryCriteriaEngagementhas not opened an email in the last 90 days and has not clicked an email in the last 90 daysConsent and tenureis subscribed to email marketing and is consented to SMS marketing and first subscribed to email more than 45 days ago (this avoids pulling in brand-new email subscribers who haven’t had time to engage)Hygiene filters (recommended)Exclude bot clicks. Exclude iOS privacy opens, or apply “non-iOS open” logic if that’s your standard.Additional refinement (optional)Include/exclude specific profile properties (VIP, category interest). Include/exclude purchase history (e.g., “bought BFCM 2024 collection”). Save this as something clear, like “Lapsed email, SMS-consented (90-day inverse).” “Channel affinity can come into play as one of the optional refinement ideas, too,” says Stefan Milicevic, strategy director at Underground Ecom. “If someone’s affinity is primarily email, but you’re now sending them an SMS, that might be the disruption they need to engage with your content again.” StepChannelTimingGoal and message type1SMSDay 0Re-introduce the brand, confirm value and consent, and reassure subscribers they can reply STOP anytime.2EmailDay 2Highlight your top value proposition with a single, clear CTA.3SMSDay 5Share bestselling products or collections with direct links.4EmailDay 9Add social proof like reviews or user-generated content and encourage browsing.5SMSDay 14Test a small incentive (e.g., free shipping or bonus sample).6EmailDay 20Offer a win-back or preference-update option.7SMSDay 27–30Give a final nudge through content or reminder (e.g., fit guide, quiz, or refill suggestion).Exit condition——Subscriber re-engages (opens, clicks, or purchases), then exits the flow automatically. That’s 6–8 touches. You can stretch to 10 if your brand cycles are longer. The key is balance. SMS does the visibility work, while email carries richer content. A lot of shoppers who opt into both email and SMS start strong, then quietly fall out of your 90-day engaged email segment. Over the years, our team at Aplo Group has worked with over 100 brands in the direct-to-consumer space, and one of the most common strategies we see is the 90-day engaged segmentation approach. That’s why I use SMS to meet lapsed email subscribers where they still pay attention, then coordinate both channels from a single hybrid flow. and has consented to receive SMS marketing Hybrid flows should be one ongoing conversation, not two channels talking over each other.David Visser, CEOZyber + Unlocked Try all the winback angles and strategies until you find the best one.Stefan Milicevic, strategy directorUnderground Ecom
When someone opts in to both your email and text message marketing, they’re basically raising their hand twice.At Aplo Group, we often see that customers who opt in to receive marketing across both email and SMS tend to have higher lifetime value (LTV) than those who only opt in to receive emails. Segment category Criteria Engagement has not opened an email in the last 90 days and has not clicked an email in the last 90 days Consent and tenure is subscribed to email marketing and is consented to SMS marketing and first subscribed to email more than 45 days ago (this avoids pulling in brand-new email subscribers who haven’t had time to engage) Hygiene filters (recommended) Exclude bot clicks. Exclude iOS privacy opens, or apply “non-iOS open” logic if that’s your standard. Additional refinement (optional) Include/exclude specific profile properties (VIP, category interest). Include/exclude purchase history (e.g., “bought BFCM 2024 collection”). Save this as something clear, like “Lapsed email, SMS-consented (90-day inverse).”“Channel affinity can come into play as one of the optional refinement ideas, too,” says Stefan Milicevic, strategy director at Underground Ecom. “If someone’s affinity is primarily email, but you’re now sending them an SMS, that might be the disruption they need to engage with your content again.” Step Channel Timing Goal and message type 1 SMS Day 0 Re-introduce the brand, confirm value and consent, and reassure subscribers they can reply STOP anytime. 2 Email Day 2 Highlight your top value proposition with a single, clear CTA. 3 Day 5 Share bestselling products or collections with direct links. 4 Day 9 Add social proof like reviews or user-generated content and encourage browsing. 5 Day 14 Test a small incentive (e.g., free shipping or bonus sample). 6 Day 20 Offer a win-back or preference-update option. 7 Day 27–30 Give a final nudge through content or reminder (e.g., fit guide, quiz, or refill suggestion). Exit condition — Subscriber re-engages (opens, clicks, or purchases), then exits the flow automatically. That’s 6–8 touches. You can stretch to 10 if your brand cycles are longer. The key is balance. SMS does the visibility work, while email carries richer content. A lot of shoppers who opt into both email and SMS start strong, then quietly fall out of your 90-day engaged email segment.Don’t just leave them there, waiting until they qualify for your sunset flow. Over the years, our team at Aplo Group has worked with over 100 brands in the direct-to-consumer space, and one of the most common strategies we see is the90-day engaged segmentation approach. That’s why I useSMS to meet lapsed email subscribers where they still pay attention, then coordinate both channels from a single hybrid flow. andhas consented to receive SMS marketing Hybrid flows should be one ongoing conversation, not two channels talking over each other. David Visser, CEO Zyber + Unlocked Try all the winback angles and strategies until you find the best one. Stefan Milicevic, strategy director Underground Ecom