[MUSIC PLAYING] I got a little secret for you. This course isn't just about email. What it is about is delivering the right marketing message to the right customer at the right time and exactly what that message should be. Email is just one medium for that message. Think about it. A new visitor to your site should experience your trust-building welcome messaging. That message should include some testimonials, some product highlights, and a nice personal touch.
Yes, that message can be delivered via email. You can also deliver these elements via series of Facebook ads. Also, as we've learned, you should be trying to turn your one-time buyers into multi-buyers. Yes, you can try to upsell or cross-sell them on related products via email. You can also feature those same products in a postcard that arrives in their mailbox. When you think about lifecycle marketing and set up your segments in your email software, you're actually building out some universal customer segmentation rules.
Once you sync your email software with Shopify, all your customer data will reside there often whether the customer has actively subscribed to a list or hasn't. In the later case, you just can email them, but their data, their purchase history is still in the system. Do you realize what that means? That ESP of yours is actually your CRM hub. CRM stands for customer relationship management, and it's a repository of all your customer data and segmentation rules.
It's the sum knowledge around how you want to interact with your customers no matter where they are in their lifecycle. Increasingly, you can build this logic in your ESP and push it to various channels. Most ESP, for example, allow you to sync customer segments with Facebook Custom Audiences. Shopify apps like PostPilot allow you to further extend your customer segments into targeted snail-mail postcards and catalogs.
Again, you can take all your logic and work and offers and create it from email, flip them onto postcards, and have yet another touch point with that customer. At Design Public, for example, we use the PostPilot approach to automate all our bounce-back campaigns, sending them out via email and postcards. And we had ROIs, inclusive of postage spend, in the 1000% range. Remember, as a best case, only 20% to 30% of your subscribers are even opening your emails.
What about the other 70%? You can still reach them on Facebook or with a postcard. The campaigns we've talked about in this course work. They work because they're based on user behavior in core lifecycle segments. And what do you do with something that works? You double down with Facebook, with postcards. The right message to the right customer at the right time no matter where they are.
Start to realize your email software is capable of much more than just email, and you'll have a leg up on your competition and get more juice from the squeeze. [MUSIC PLAYING]