NEWS // New Representation: Tea & Water Pictures


I’m pleased to announce that I am now represented by Tea & Water Pictures in New York, London and Beijing. They are an exciting agency that have a some great production experience and a team with really diverse but complimentary backgrounds, so I’m excited to see what we can achieve together over the next few years!

They’ve also done a little interview with me which, if you’re interested, you can read here 

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NEWS // New Representation: Tea & Water Pictures


I’m pleased to announce that I am now represented by Tea & Water Pictures in New York, London and Beijing. They are an exciting agency that have a some great production experience and a team with really diverse but complimentary backgrounds, so I’m excited to see what we can achieve together over the next few years!

They’ve also done a little interview with me which, if you’re interested, you can read here 

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Analyzing The Makeup of Sephora’s Marketing


Sephora has long been a retail heaven for beauty lovers and casual shoppers. Founded in 1969, the high-end beauty retailer remains a market leader in the beauty industry. In this article, we’ll take a look at the marketing strategies Sephora uses to delight customers, drive loyalty, and build market share.

More from PostFunnel on marketing strategies:
Building an Online Marketplace Strategy
How to Make Your Digital Strategy More Personalized
A Guide to Personalized Marketing In 2019

In-store Techniques

Amidst a retail apocalypse, Sephora is opening more brick and mortar stores. The beauty retailer plans to open 39 stores in the US in 2019. Stores remain an integral part of Sephora’s strategy; 3/4 of customers interact with the brand for the first time in their physical locations. Here’s how Sephora uses its stores to market to today’s consumers.

Omnichannel:  Sephora’s omnichannel marketing capabilities is based on their 360-degree customer profiles. Integrating online and offline, Sephora offers in-store customers real-time offers, notifications to pick up items left in their online shopping cart, emails containing details of the products they tried in-store and the ability to check product reviews and ratings using the Sephora app.

Hands-on Experimentation: Focused on providing upscale experiences, Sephora stores are hubs of experimentation. Sephora Beauty TIP stores have over 13,000 products and customers can experiment with makeup in an interactive setup.  The brand’s use of experimentation as a differentiation point is bolstered by their in-store technology such as augmented reality, sensory technology, and facial recognition.

Personalized Experiences: Sephora uses personalization to attract and maintain loyal customers. Customers can get personalized consultations from Beauty Advisors, or use a Color IQ system to find the right products. Sephora keeps customers within its ecosystem-website, mobile app, and social media. This gives the brand enough data to deliver tailored experiences and relevant product recommendations.

Retail Pulse

Loyalty Program

Launched 12 years ago, Sephora’s Beauty Insider program remains a reference point for companies on how to master a loyalty program.  Sephora’s Beauty Insiders program creates a strong bond between brand and consumers, as 80% of members refuse to consider a competitor. Below are three strategies Sephora uses to keep customers hooked on its loyalty program:

Tiers: Beauty Insider is divided into tiers based on yearly spending: Beauty Insiders, VIB, and VIB Rouge. Using gamification techniques, the brand’s loyalty program aims to make customers reach the highest tier- VIB Rouge.  VIB Rouge is open only to customers who spend $1000 per year, thus creating a sense of exclusivity.

Relationships: Sephora’s loyalty program is hinged on creating relationships and powered by peer-peer feedback. Through its  online Beauty Insider Community, customers receive beauty recommendations, inspiration, and answers to beauty-related questions. The community also gives Sephora insight into what customers want. To create a sense of ownership, members can moderate the community and attend offline in-person events to meet other members.

Rewards: Rewards are based on spending status and tailored to customers’ beauty profile. Catering to its customers’ love for experiences, the beauty brand provides a range of experiential rewards such as one-on-one makeup consultations and meetings with CEOs. In addition to receiving personalized rewards, Beauty Insider members can choose their free birthday gifts and personalize their perks.

Inclusive Marketing

With the rise of multicultural customers and evolving global conversations, inclusive marketing isn’t a trend to Sephora. The beauty retailer has been making conscious efforts towards inclusivity. Below are two strategies the beauty brand uses to appeal to its diverse range of customers:

Promoting Diversity:  To promote inclusive beauty, Sephora switched their tagline from “The Beauty Authority” to “Let’s Beauty Together.


Acknowledging their diverse audience, Sephora’s campaigns feature models of different ethnicities, skin tones, and ages. Additionally, to build an emotional connection with consumers, Sephora uses real people in its marketing. For its Reach Out and Gift Campaign, Sephora featured employees.

Gender Fluidity: Throwing out gender norms, Sephora’s  “Identify as We” Campaign celebrated inclusion by featuring gender-fluid individuals and using gender-neutral pronouns such as, “They, Xe, and We.” Additionally, to support the non-binary and transgender community, Sephora offers free make-up classes as part of its  Classes for Confidence program.

Event Marketing

To connect with beauty fans and foster 1:1 connection, Sephora has delved into event marketing through SEPHORiA: House of Beauty. First launched in 2018, the paid beauty event attracted 5000 beauty fans and allowed them to learn and play. Here are some marketing strategies Sephora used to make the event successful:

Brand Focused: SEPHORiA was centered around its roster of prestige brands and personalities. Attendees met brand founders, customized products, and attended make-up workshops with top makeup artists.

Event Buzz: Sephora and its brand partners used social media to create some event buzz and drive brand awareness. Sephora sponsored influencers from the beauty community to promote its event on Instagram using #sephoria and brands gave attendees free product samples in exchange for tagged photos on Instagram.


Post Event Engagement:  SEPHORiA featured over 40 brand activations and attendees were given RFID tags so that Sephora could track what they interacted with and what they were excited about.


To measure the event’s ROI, the brand looked at email signups, ticket purchase rate, social engagement, and monitored its Beauty Insider community page for feedback about the program.

Social Media

With over 18 million followers on Instagram and 18 million likes on Facebook, the brand mastered the art of using social media to engage its audience. Let’s take a look at how Sephora uses its social media channels to connect with its audience.

Instagram:  Sephora’s Instagram page is filled with inspiring, entertaining and educative content. The brand uses Instagram’s highlights to make content easy to find and engage with and IGTV to share campaigns and tutorials. Sephora also uses influencers to promote its brands on Instagram. Presently, the beauty retailer’s Instagram influencer marketing strategy focuses on building long-term relationships with homegrown influencers and creating an online community.

Facebook: Sephora uses Facebook for event coverage, sharing educational content, news on upcoming events and live Q & A sessions. The brand also has a Facebook messenger bot that consumers can use to book reservations and a shop page to drive traffic to its website.


Sephora also uses instructional and visually appealing ads to drive social media fans to its store.

YouTube: Beloved by 1.2 million subscribers, Sephora uses YouTube to engage followers wherever they are in their beauty journey. Videos are long-form and focused on educative content such as how-to tutorials. The videos also feature experts giving step-by-step guides for creating a certain look using Sephora’s line of products.


This helps customers make informed purchases without an in-store experience, while also boosting sales. Additionally, Sephora includes shopping ads in its videos to encourage viewers to make a purchase.


As consumers continue to explore what’s new in beauty, Sephora remains relevant by offering a wide range of product assortments. The makeup and skincare haven use several strategies to perfect their product selection, including:

Carrying Indie Brands: Sephora gives exposure to indie cosmetics brands and highlights them with a store section dedicated to new brands under its “The Next Big Thing initiative”. Among other things, Sephora partners will indie brands based on their uniqueness and innovation.

Introducing New Product Categories: Striving to keep up with consumers’ need for healthy, non-toxic ingredients, Sephora launched a clean beauty category. The beauty retailer has also expanded into the health and wellness category, offering CBD products and organic supplements.

Exclusive Products: 1/3 of Shepora’s offering is exclusive to the brand. Sephora uses exclusive collaborations to create hype and offers best-in-class product curation. Fenty Beauty, Too Cool For School and Kat Von D are all sold exclusively at Sephora. To create buzz, Sephora sometimes sells some of its exclusive products for a limited period.

With an innovative mindset and a marketing strategy focused on its customers, Sephora remains a leader in the constantly evolving beauty industry.   Other marketing strategies Sephora uses that are worth mentioning include voice marketing on Google Home and Nest and leveraging WeChat for social commerce in China. Apply these marketing ideas to your own org and reap the rewards.


The post Analyzing The Makeup of Sephora’s Marketing appeared first on Post Funnel.

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Life in Space: Meet TalkSpace’s Lifecycle Manager


Elisha Singh-Kramer

Lifecycle Marketing Manager, TalkSpace

Elisha Singh-Kramer is the lifecycle marketing manager at Talkspace, an online therapy platform that connects users to licensed therapists via text, audio, and video messaging.

The company, founded in 2012 in New York by Oren and Roni Frank, raised more than $100M to date. Its YouTube channel has over 2 million subscribers. And Michael Phelps, the most decorated Olympian of all time with 28 Olympic medals (23 of them gold. Also a record), is the company’s leading presentor. In January Phelps 2018 revealed he has struggled both with ADHD and depression, having contemplated suicide after the 2012 Olympics.

Before Talkspace, Elisha worked in growth marketing at ClassPass. Much of her career has been focused on driving acquisitions at startups. She also volunteers her expertise in email marketing at some of her favorite non-profits such as Work (formerly Team Tassy).

See you there, Elisha!

The post Life in Space: Meet TalkSpace’s Lifecycle Manager appeared first on Post Funnel.

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The Supreme Guide to Creating A Killer Lead Magnet In 9 Easy Steps


Remember those high school days when all you had to do was go to school, hang out with friends at the cafeteria, and wait to “grow up” a little more to start College?

Your teenagehood was all about that—partying, dating, and… oh, right… studying

Homework and midterm exams were truly a problem for you. Those were responsibilities that you blamed your parents for because they signed you in for school against your will when you were just a toddler (very mature thinking, ha!).

“You can’t go to the birthday party on Saturday because you’re grounded”, “You’re grounded because you haven’t finished your homework”.

Ring any bells?

Your parents simply didn’t get that the low grades on your report cards were not a real proof of your knowledge and effort at school.

For you, failing exams in high school was a tragedy. But failing Spanish, French, or Latin? Oh boy, that was really the end of the world!

I actually saw my classmates struggle to pass their Latin and French exams. And that’s when I started my own Latin business in my classroom and converted my classmates into leads

I offered them free after-class Latin tutoring and I assured them they’d not fail an exam again. I was offering them the problem-solving lead magnet they simply needed.

Then, I was ready to sell them customized handmade Christmas storybooks written in Latin that the teacher had asked us to create as part of the final project before graduating.

The same thing happens with any other business. 

You don’t need to be a marketing expert to create your own lead magnet offers. You don’t even need to be out of high school yet!

Just follow the steps I put together for you in this supreme guide and I assure you’ll be creating your own lead magnet offer ipso facto.

Now let’s take a look at the 9 steps so you can start creating your high-converting killer lead magnet!

What Is A Lead Magnet? 

A lead magnet is a free offer that gives your website visitors some relevant value in exchange for their contact information. 

A vital step in a well-constructed sales funnel is to convert a prospect into a lead. And the same way a magnet attracts metal, a lead magnet attracts prospects. If you offer your readers something for free, you’ll create an irresistible offer few would say no to.

However, most people won’t freely volunteer their contact information. But, if they get something valuable in return, they’ll gladly give you their email address. 

It’s not only about offering something for free though. It has to add value to the prospect. Otherwise, they won’t want it and they won’t return to your site. 

Lead magnets are important for all businesses. With them, you build (and grow) your email list with prospects that are interested in your products or services.

Now, don’t think you need to be a marketing expert to create your own killer lead magnet offer. Remember the story on how I created my own free Latin tutoring in High School as my lead magnet? 

All you need to do is follow the steps from this supreme guide I created for you.

Step 1. Define the value of your service or product (from your client’s or customer’s perspective). 

“If you provide enough value, then you earn the right to promote your company in order to recruit new customers. The key is to always provide value.”

That’s what Guy Kawasakithe “Guy” who helped Steve Jobs launch the Macintosh computersaid about the importance of providing value to your product or service.

The first step for creating a killer lead magnet that converts is to understand and define the value of your product or service. Then, and only then, you’ll give your site’s visitors a compelling reason or motivation to download your offer. 

But what could those reasons and motivations be?

The field of Neuro-Linguistic Programming (NLP) explains that there are two motivation directions that are likely to move people to take action. We are programmed to buy something for pleasure or for avoiding pain.

The best value proposition you can offer is the one that your prospect needs. So, instead of trying to create something you think they could just want, think about what they need and deliver to them the solution.

Get the “bigger is better” thinking out of your system. Don’t try to write a long ebook or guide just to try to look fancy, or a tedious 30-day email course that not even you’d complete. Be concise, specific, and cut to the chase!

Find the common problems that your site’s visitors struggle with and provide the quick solution they have been looking for. 

Now, you know how we are working with our clients in our Done-For-You sales funnel service based on the “leads first, funnel second” principle? Well, for your site’s visitors you should focus on getting them results fast too. 

For instance, a client of our service who we will call Ed has a commoditized type of service. He works with web design agencies and startups. His business helps them to turn their Photoshop designs into a well-coded WordPress website that looks good on mobile and desktop.

He came to us (partly) because he was struggling with how to create a lead magnet that converts. He was offering a generic type of lead magnet that wasn’t converting. It was something like “7 Steps To Scale Your Startup Business Online” guide.

But what was wrong with his lead magnet offer? 

  • First, the alignment was off. He was targeting startups when he really wanted to target web design agencies. And since startups are early-stage companies, they are more likely to not have the money to afford a service like Ed’s.
  • Second, his proposal was too generic. “Scale your business” was giving prospects the wrong expectations. He was simply not thinking from his customers’ perspective and wasn’t attracting the right leads.

Think from your customer’s perspective based on Maslow’s Hierarchy of needs—first physiological (food, water, etc.), then safety, and then love. Or what comes down to getting Laid, Paid, and Made.

Put yourself in your prospects’ shoes and answer the following questions:

  • If I invest in your product or service, how will that help me make money or save money? 
  • How will your product or service reduce any risks in my business? 
  • How will your product or service solve my problems?
  • How does your product or service save me and my business time? 

The faster you understand how your products or services will be solving money, time, and efficiency problems for your prospects, the more confident they will feel about your offer.

Step 2: Brainstorm lead magnet ideas that educate or highlight the value of your product or service.

Take what you know so far about the value your product adds to your prospects and start brainstorming lead magnet ideas.

There are actually thousands of lead magnet examples you can find online that can inspire you during your brainstorming session.

For our client Ed, we actually came up with a bunch of cool lead magnet ideas. We are currently developing a checklist for his target audience on outsourcing design to code projects profitably and painlessly.

This idea matches perfectly with his services and solves the problems his audience struggles with.

For another client of our Done-For-You service, we created an assessment as his lead magnet. The quiz determines how “fit” a business is. 

He is an executive coach who works with CEOs of companies making $10M-$100M per year. 

His lead magnet offer works because it’s directly related to the service he provides. It also highlights the problems that his service addresses. And it helps prospects recognize and evaluate where their businesses are at in terms of development and growth.

So, with the knowledge you already have about the value of your service or product, start brainstorming possible ideas that will educate or highlight that value. 

Write them down and choose odd numbers (if you’re doing a list type of lead magnet) for creating your topic. 

This is a good tactic because numbers help convey value. People perceive it as a quantifiable amount of value. For us, making a list of 7 or 11 items for a lead magnet has converted really well. 

Step 3. Choose the right type of lead magnet.

By now you already know the value your product or service adds. So you should have a pretty good idea of what type of lead magnet you are going to offer. 

Now it’s time to choose what could effectively deliver your value proposition to prospects.

Here are some things you should keep in mind that will help you decide:

  • Keep your lead magnet simple: A complicated and hard-to-digest lead magnet won’t attract customers. Keep it simple, concise, and packed with value.
  • Focus on your skills: If you are a great writer, offer an ebook. Not so great at writing but you feel comfortable on camera? Go with a video or webinar instead.
  • Prioritize rapid consumption: Choose a lead magnet format that’s easy and fast to download and consume. This will give your prospects peace of mind and will move them down your funnel quicker. 
  • Promise one quick win: The lead magnet type you choose should promise (and deliver) one quick win for your visitor. It should help them achieve something easily.

Now it’s time to choose the type of lead magnet that goes better with your ideas and value of your service. The most common are:

  • Guide
  • Checklist
  •  Report
  • Free shipping
  • Cheatsheet
  • Coupon
  • Spreadsheet
  • Case study
  • Toolkit/resource list
  • Webinars
  • Video training
  • Templates
  • Free trial
  • Recipes
  • Discount
  • Audio file
  • Cookbook
  • Swipe files
  • Tutorial
  • Inspirational quotes
  • Quiz/survey
  • Transcripts
  • Assessment/test
  • Printable poster
  • Sales material
  • Plug-in or web app
  • Catalog
  • Desktop wallpaper

Choose the lead magnet type that you feel most comfortable creating based on your skills, knowledge, and on your value proposition.

Checklists, quizzes, and templates are the highest converting lead magnet types and often convert the best quality leads. And actually, according to HubSpot, ebooks are the most popular form of lead magnet and 27.7% of marketers use them today. 

If the lead magnet is not aligned with what you are offering, though, your site’s visitors will leave.

So get the strategy to convert leads right, and you’ll get results. Don’t focus so much on the tactics.

Step 4. Create a name for your lead magnet.

The title for your lead magnet is essentially a headline for your value proposition that appeals to your site’s visitors. It’s similar to writing an eye-catching headline for an article or blog post. 

The title is the main point on which the prospect will base his decision on. 

Follow these tips to create a compelling title for your killer lead magnet…

  • Be clear and descriptive, not vague or generic 
  • Mention the desired end result 
  • A minimalistic approach to entice curiosity 
  • Include numbers or a shocking statement

Step 5. Use tools to create the content and design for your lead magnet.

It’s ok if your lead magnet doesn’t look that great at first. You can always make it better and improve it over time. Your main focus should be to add value and convert leads.

The exact tools you need will depend on the type of content you want to create. For example, if you want to create a nice design, there are certain tools you can use. And for creating just text, there are some others. 

These are the most popular…

  • AutoGrow: We’ll create and execute your funnel for you on demand. We’ll do everything from scratchincluding the lead magnet of course. 
  • Canva: This is a friendly free graphic design software with paid content upgrades.
  • Google Docs: This is probably the easiest tool to use to create your lead magnet and it’s free.
  • Microsoft Word: Advanced text editor for any written content like guides, checklists, worksheets, templates, ebooks, etc.
  • Raw Shorts: Drag and drop explainer video software.
  • Stencil: Its features aren’t as extensive as Canva but you’re able to create images faster.
  • Free flowchart and diagram builder.
  • Free infographic designer with paid upgrades.
  • Piktochart: Web-based tool for creating charts in the form of infographics. 
  • Infogram: Turns data into a pretty visual.
  • Typeform: A beautiful quiz/form creator that has a free option.

Step 6. Model proven lead magnet examples (and best practices).

Copy what works. Simple.

Directly plug your services on a dedicated landing page with one or two sentences with a clear CTA button and BOOM. You’ll be moving prospects to the next stage of your funnel.

Here are some ideas of lead magnet examples proven to convert that can inspire you to create your own…


The Printmaker System is a SaaS company focused on helping photographers tired of the shoot-and-burn approach to switch to In-Person Sales.

They offer a great toola sales checklist for photographers who want to go from making hundreds of dollars in average sales to making thousands with just a few clients.

This valuable resource tells you step-by-step which actions you need to take to switch to In-Person Sales and ditch the shoot-and-burn style.

Their checklist design is solid and visually attractive, and the title absolutely clear.


MuleSoft helps companies connect various SaaS tools and enterprise-level apps together to create automation and shared data benefits.

This ebook example on how to make your app enterprise ready gives readers insights into key technology trends impacting the enterprise. 

This resource works because it offers tips on how to expand the addressable market without additional resources. And SaaS executives can learn more about how to position their apps for the enterprise market from a tech perspective.

Its design is nice and the title clearer than water.


Recipes make great lead magnets. They are easily digested (pun intended) and highly actionable. 

Minimalist Baker is a company that offers simple recipes made with 10 ingredients or less and in 30 minutes or less. 

This type of lead magnet works because cookbooks and recipes offer tremendous value within 5 minutes from opting in. This is because the prospect can start consuming the value of it right away. 

Step 7. Create a visually attractive lead magnet.

Make sure your content is nicely formatted, clean and readable. It doesn’t have to look spectacular but it has to be useful and easy to digest. 

Format your documents properly. Maybe start with the main page, introduction, content, and conclusion. If it’s 10 pages long, include a table of contents. This will show professionalism and will make it easier for the reader to go through it.

When creating your killer lead magnet, you could start by following the principle of the minimalistic approach. You don’t want anything on the page that will divert the attention from your offer so you can add a simple design first, and then you can spice it up.

For instance, find a good background image or texture for the design. Use a clear font size and contrasting colors. And add illustrations that catch attention. 

Keep in mind that the visual impression of your lead magnet can make or break its success.  So put some extra effort into making the cover of your book or the preview of it attractive. Prospects will base their decision on how your offer looks.

Once you have the design done, focus on writing the message that will encourage people to try out or download your offer. This is normally displayed on a pop-up widget. But wherever you advertise it, make sure the text contrasts with the background and isn’t hard to read. 

Also, include a reason why they shouldn’t miss your offer. If you’ve read some of the 313 case studies analyzed in the Proven Sales Conversion Pack, you’d know that FOMO can actually increase the number of people opting in by 38.25%.

Always make sure your landing page is responsive and fast, that your CTA button stands out, and include “Free” in the CTA because doing so can increase the opt-in rate by 131.22%.

Step 8. Flip the switch and promote your lead magnet.

Promoting your lead magnet can be as easy as turning your Facebook Ads. 

But nowadays, email is by far the most effective marketing channel we have today. It gives you the ability to reach your current and potential customers whenever you want. 

If you haven’t signed up for an email service provider yet, now is the time so you can flip the switch and start promoting your lead magnet.

And here are some ways to promote it…

  • Facebook groups
  • Email
  • Newsletters
  • Blog posts
  • Forums
  • LinkedIn Pulse
  • Facebook Ads
  • Landing page
  • Social Media
  • Guest post
  • Sidebar widget

You can try Optimize Press and Leadpages for promoting your lead magnet too.

However, don’t forget to promote your lead magnet with a clear and outstanding CTA guiding prospects to the next steps. 

For instance, after the prospect opts in, ask him some qualifying questions. This will let you collect more information and find ways to follow up with them and move them to be paid customers. And last but not least, add a thank you page (a plus if you add a video).

If your lead magnet contains the most groundbreaking solutions for your prospects but you offer it in a Facebook post with a wall of text, it won’t catch attention. Bring your offer in front of the right eyes.

As a side note, if you have a low budget for adsif you’re spending $10 per day, you’ll get results slowly. And the Facebook algorithm will learn slower in terms of targeting the right audience. 

This is a process. It’s why we provide a service for clients. They don’t want to deal with the problems but we do! So if you need help implementing or creating your sales funnel, just reach out to AutoGrow.

Step 9. Optimize your lead magnet.

There are different ways to present the same lead magnet with a different title. If you see no leads coming in, change the title of your lead magnet and AB test them. It’s a process of implementing, launching, measuring, and implementing again.

It’s a system that won’t make you rich in a single day. But if you do it right, it will certainly put some money in your pocket.

If you aren’t getting the response you aimed for, make some changes to your lead magnet title and design, and then tweak the process to promote it better. You can use Google Analytics to check how many people see your lead magnet offer but won’t opt-in. 


There you go. Creating a killer lead magnet with this supreme guide is a piece of cake.

All you need to do is create an offer that is business orientated, concise, actionable, problem-focused, specific, useful, and easy to digest.

Start by asking yourself…

  • If your prospects invest in your product or service, how will that help them make money or save money? 
  • How will your product or service reduce any risks in their business? 
  • How will your product or service solve their problems?
  • How will your product or service save them and their business time? 

And then follow the most important steps…

  • Defining the value of your service or product (from your client’s or customer’s perspective). 
  • Brainstorm lead magnet ideas that educate or highlight the value of your product or service.
  • Choose the right type of lead magnet.
  • Create a name for your lead magnet.
  • Use tools to create the content and design for your lead magnet.
  • Model proven lead magnet examples (and best practices).
  • Create a visually attractive lead magnet.
  • Flip the switch and promote your lead magnet.
  • Optimize your lead magnet.

Your best bet is to create a lead magnet that covers a problem in your niche. So that should mean you have some experience with solving that problem. And if that isn’t the case, Google is your friend. 

Now tell me something, have you ever created a lead magnet? What are you offering to your prospects?

Let me know in the comments below.

Keep funnelin’, stay focused,


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Make Sure You’re Rewarding Your Loyal Customers Enough


Your most valuable customers are those most loyal to your brand.

On the surface, this makes sense: your most loyal customers bring your business the most revenue. These customers also require less “maintenance.” It’s typically much easier (and cheaper) to keep loyal customers on board than it is acquiring new shoppers.

A better way to define your VIPs

Loyal customers also create more engagement opportunities, such as taking advantage of new offers and making future purchases.


 You owe a great deal of your business’ success to these loyal customers.

More from PostFunnel on customer rewards:
The Best Examples of Retailers Reinventing Their Loyalty Programs
For Best Results, Keep Loyalty Programs Simple
Level Up Your Customer Loyalty with Gamification

By thanking and rewarding them for their continued business, you show your customers how important they really are to your organization. And if your company builds its reputation on:

  • Consistently providing top-notch value to its customers
  • Always going out of its way to add value to the customer experience
  • Constantly discovers ways to reward its loyal customers

You’ll journey on towards long-lasting success. Rewarding loyal customers is just good for business.

The question is:

Are You Rewarding Your Loyal Customers Enough?

Sadly, as far as rewards go, it is not “the thought that counts.” If customers don’t find your rewards valuable, all those resources you poured into making them happy won’t matter.

So, it’s not enough to provide just any ol’ gift, discount, or freebie and assume it’ll keep your customers hanging on in the future.

To engage and make loyal customers feel appreciated, your rewards must:

Be Relevant

Rewards should enhance your customers’ overall experience with your brand. For example, The North Face’s VIPeak program (TNF) allows members to use their points toward attending brand-sponsored events and excursions (in addition to product-related discounts):

Similarly, Starbucks’ loyalty program allows customers to exchange points for coffee, food, and branded products, such as mugs and thermoses:

For both brands, the rewards program relies heavily on customization.

In TNF’s case, loyal customers who need a new wardrobe can buy what they want, while others can attend a sponsored event. Similarly, Starbucks customers can opt for a free coffee or save their points for a branded product. Provide the ultimate rewards experience by offering several rewards options that stay true to your brand.

Get Creative

To keep customers interested, you’ll need to think beyond the basic three-tier customer loyalty program. Sephora’s Beauty Insider program, for example, include several unique offers:

Customers who spends over $1,000 receives can attend exclusive events and gain early access to special offers. You can also get creative beyond the rewards.

Chick-fil-A’s Cow Appreciation Day gives free entrees to customers who come dressed as cows.

But the meal is only part of the reward. The other part is in the ridiculous memories created by Chick-fil-A’s patrons every year in July:

While Sephora’s and Chick-fil-A’s approaches to rewarding their customers differ, they both provide engaging experiences, created for their loyal customers.

By implementing something customers will love—and making it exclusive to loyal customers—you’ll show them how much you appreciate their business.

Continue to Evolve

One of the main issues in rewarding your loyal customers is that each reward loses value once you hand it off to your customers.

At some point, the customer will get used to receiving these rewards and won’t feel as excited getting their 11th free coffee in sixth months. The freebies, discounts, and other such gifts will blend into their normal customer experience.

And you don’t want that. You must evolve.

Maybe you’ll decide to create a new tier for your VIP customers, for an deeper experience with your brand. Or, perhaps you’ll revamp your loyalty program to include more engagement and rewards options. Or, you might hold more customer appreciation-related events.

How you decide to reward your most loyal customers is up to you. Stay a step ahead of your customers’ needs by keeping an eye on their customer experience expectations. When focusing on creating rewards, put their needs first, and you’ll be able to surprise and enhance their journey with your brand.

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Lapsed Customers Aren’t Lost – Reaching Out To Previous Clients


Lapsed customers are a more valuable resource than you might expect. Some organizations view them as lost because they haven’t been engaged with the core business in some time but reaching out to lapsed customers is much easier than user acquisition. Marketers are well-advised to periodically reach out to lapsed customers to reacquire them.

For most businesses, reaching out to lapsed customers is as simple as opening up a CIS or CRM database — and it’s well worth the effort. Roughly 60%-70% of previous customers are likely to make another purchase, compared to 5%-20% of first-time customers.

More from PostFunnel on lapsed customers:
5 Reasons Your Subscription Box Customers Are Churning
How to Win Back Late-Churn Customers (Part II)
Churning, Churning, Churned: 20 Ways to Win Back Customers

So how do marketers reactivate these customers? Thankfully, there are many strategies marketers can implement to re-engage across a multitude of channels. (For an overview of standard reactivation tactics, check out this list.)

Get Personal

This is the era of personalized marketing, no doubt about it. People want to feel like the companies they shop with know and remember them — why shouldn’t reactivation campaigns also be personal and customized?

If a customer’s history suggests they are roaming – returning to a brand intermittently during certain seasons – you may have success by targeting them as such. Figure out what trends are reflected in their shopping patterns and cater reactivation campaigns to match. A Harvard Business Review study saw one telecom increase performance of winback campaigns by tailoring reactivation messages to the reasons customers gave for leaving. Those who cited price were given discounts, while customers who cited value were given freebies.

Other professionals personalize by employing their cross-channel marketing resources. If a brand has data on a customer’s social media handle, and they aren’t engaging with email, you could send a personalized message instead. SMS messages also have a strong open rate. Meanwhile, 97% of millennials would happily engage with a loyalty program on an app.

CDP eBook

It’s important to consider segmentation here, as marketers agree that not all lapsed customers are the same. Sorting them into segments can help identify how to approach each group. Those with a high LTV might be worth a deeper than average discount, for example. Customers with a history of five or more purchases likely already consider themselves loyal, making them worthy targets for reacquisition.

Send “Just Checking In” Communications

Periodic customer check-ins are a high-touch service, but an effective reactivation method all the same. Check-ins tend to generate goodwill that influences the experiences of some 90% of Americans who share their customer service experiences with others. What’s more, the interaction can generate useful data for improving your marketing efforts even if a purchase isn’t made.

Check-ins with businesses confirm that 68% of millennials value reliability and durability – a good reason to persist with lapsed customers. Even acknowledging past loyalty can be worthwhile, as 61% of respondents to a Ometria survey were frustrated that their loyalty to a brand wasn’t recognized.

During check-ins, always remember that lapsed customers should never be treated like your regular customers. Avoid any kind of “hard sell” and focus on rebuilding brand awareness. Remind them of good experiences with their company, share brand-related memes, or direct them to social media pages with a call-to-action.

Show off a few new products, but don’t push too hard for a purchase. Keeping a casual tone, as though sharing something a friend or acquaintance might like, goes a long way to establishing brand trust.

Emphasize Transparency And Highlight Your Improvements

Some customers will lapse because they had a bad experience with your company — but that doesn’t have to end your relationship with them. Some 90% of consumers are more willing to give a brand a second chance after a bad experience if it has a history of transparency.

Did a customer leave because your brand didn’t have a product or service that it now offers? When reaching out, let them know! They may not have lapsed because they disliked your service, but because it wasn’t meeting their needs — around 50% of customers go to competitors for this reason.

The benefits of transparency go beyond those businesses that made a mistake. Consider offering a re-engagement email that lets users self-segment into specific marketing efforts, or adjust the frequency of brand contact. Giving users control of communications can actually help them become more engaged over the long term. Just remember: It can take months for them to click on that re-engagement email.

In many cases, a lapsed customer isn’t as lost as you think — they just need a better reason to engage. Perhaps a loyalty program or a mobile app can give more value to their purchases. Brand transparency, low-commitment interactions, or a friendly personalized email can also help. Making an effort with customers can truly influence their decision to return to you in the future.

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