Double 11 Member Marketing: Using a CDP to Lift Conversion Rates

Contents

1. The Double 11 opportunity
2. The value and uses of a customer data platform (CDP)
3. Putting a Double 11 member marketing strategy into action
4. How to optimize prospect conversion

The annual Double 11 (Singles’ Day, November 11) shopping festival is almost here. It is a shopping spree for consumers, and an important moment for companies to grow sales, extend their brand’s reach and attract new customers. In a fiercely competitive, fast-digitizing market, every brand needs to think hard about how to use member marketing strategies to drive results.

As companies adopt MarTech for digital transformation, the customer data platform (CDP) has become a key tool for success. It helps companies convert members and uncover new traffic more efficiently during Double 11. This article looks at how to use a CDP to optimize your Double 11 member marketing strategy, raise conversion rates and stand out in a crowded market.

The Double 11 opportunity

Double 11 is not only a shopping festival for consumers. It is also a great chance for brands to raise their profile, showcase themselves and attract new customers. At this special time, companies should focus on three key points:

1. Converting prospects:
   How do you turn prospects into buyers?
   Turning prospects into actual buyers is an essential step in any marketing strategy. Drive traffic with advertising, content marketing and social media campaigns, then use CDP data analysis to activate prospects in a targeted way.
2. Converting members:
   How do you get existing members to buy more often and spend more?
   For existing members, raising purchase frequency and average order value is central to growing sales. A CDP helps brands identify high-value customers and promote exclusive offers to them, giving consumers more reasons to buy.
3. Blue-ocean traffic:
   How do you plan keywords to tap untapped markets?
   Double 11 is a highly competitive market, but it is also an important time to explore untapped ones. With keyword planning and in-depth market research, merchants can find emerging demand and grow their market share.

The value and uses of a customer data platform (CDP)

A customer data platform (CDP) brings together customer data from different channels into a 360-degree customer view. It helps companies understand customer needs better and deliver personalized marketing. During Double 11, the data advantages of a CDP deliver these benefits:

1. Precise customer segmentation A CDP analyzes consumer behavior data in depth, helping merchants identify different consumer groups and segment them by purchase history and interests. For example, customers who often buy high-priced items can receive exclusive Double 11 flash discounts to boost their desire to buy.
2. Personalized recommendations A CDP can generate personalized product recommendations based on customers’ purchase history and browsing behavior. AI-driven recommendations for products that match their tastes improve the shopping experience and significantly raise conversion rates.
3. Optimized campaigns With CDP data analysis, companies can track campaign performance in real time and adjust quickly. For example, if a promotion falls short of expectations, you can quickly analyze why and adjust your targeting strategy.

Putting a Double 11 member marketing strategy into action

1. Plan ahead Before Double 11 arrives, merchants should use their CDP to analyze data and set different marketing strategies for prospects and members. Send promotions early by email, LINE and other channels to build shopping anticipation.

2. Market across channels By combining online and offline channels, companies can design comprehensive campaigns. Reach customers through social media, email, LINE, text messages and various ad channels to increase brand exposure.

3. Unlock member potential By analyzing members’ purchasing behavior with a CDP, companies can design personalized promotions that motivate members to take part, such as flash discounts, points redemption campaigns or exclusive offers on frequently purchased products.
4. Adjust marketing with data:
   During the campaign, real-time CDP data helps brands adjust instantly based on consumer behavior. For example, consumers who browse often but don’t place an order can be retargeted with promotion reminders or flash discounts.

How should companies make the most of a CDP?

Growth is every company’s ultimate goal. “Data” is the most important driver of marketing productivity, and “putting data to work” is where companies see the most value.

How to optimize prospect conversion

During Double 11, optimizing prospect conversion is critical. With a CDP, companies can monitor customer behavior and market trends in real time and adjust their marketing strategies at any moment to raise conversion rates. For example, for users who added items to their cart but didn’t check out, browsed without adding to cart, or added products to their wish list, we can send notification messages through marketing automation. In general, each of these scenarios can lift conversion rates.

For users who have not yet made a first purchase, companies can use the following strategies and actions to encourage that first order:

1. Send a welcome email
   • Content: Thank users for signing up and introduce the core value of the brand and its products.
   • Call to action: Offer an exclusive first-purchase discount or coupon to motivate their first order.
2. Personalized product recommendations
   • Analyze user data: Recommend products they may be interested in based on their sign-up information or browsing history.
   • Email or push notifications: Send a personalized list of recommended products with direct links.
3. Limited-time promotions
   • Create urgency: Launch time-limited discounts or promotions that encourage users to buy within a set period.
   • Reminders: Remind users by email or text message, highlighting that the offer is about to end.
4. Cart reminders
   • Content: If users add products to their cart but don’t complete the purchase, send a reminder email.
   • Added incentive: Consider including a small extra discount in the reminder to encourage them to complete the purchase.
5. User education
   • Usage guides: Send educational content on how to use, pair or care for products, helping users better understand their value.
   • Video or article links: Include links to related tutorial videos or articles to build interest and purchase intent.
6. Special events or gifts
   • Create unique experiences: Invite users who haven’t bought yet to special brand events, such as livestreams or Q&A sessions.
   • Gift strategy: Offer a small gift with the first purchase to make buying more attractive.
7. Customer feedback
   • Ask why: Proactively ask users why they haven’t bought, to understand their concerns or needs.
   • Surveys: Collect feedback through a short survey and improve your service based on what users say.
8. Follow up regularly
   • Keep communicating: Regularly send users who haven’t bought yet updates on new products, promotions and brand news.
   • Stay top of mind: Ongoing communication keeps the brand present in users’ minds and strengthens purchase intent.
9. Introduce the membership program
   • Highlight member benefits: Present the brand’s membership program and explain the perks and rewards available after the first purchase.
   • Incentives: Encourage users to join as members for more offers, making the first purchase more attractive.

For Double 11, companies should plan their campaigns from the warm-up period (in recent years, most brands warm up from 10/27 to 11/5), through the main event (11/6 to 11/12), to the follow-up encore period (11/12 to 11/15). A dedicated, efficient member marketing plan makes the best use of resources.

During this special shopping festival, companies should make full use of their customer data platform to seize the chance to convert new customers and unlock the buying potential of existing ones. With personalized marketing, precise recommendations and real-time feedback, companies can not only grow sales but also strengthen customer loyalty to their brand. We hope every business makes the most of its CDP this Double 11 and achieves even greater success.

ESi Technology’s AIM is an all-in-one LINE marketing platform. It offers solutions for running a lively LINE presence and understanding who your LINE friends are, paired with in-depth data analysis, so you can grow your LINE friends more efficiently, avoid blocks and turn friends into paying customers.

ESi CDP brings your marketing tools together in one place, so you don’t have to juggle multiple systems. By providing complete, real-time, personalized data, it helps companies adapt to the digital environment, improve business efficiency, customer experience and competitiveness, and move forward with digital transformation.

Want to learn more about the customer data platform (CDP) and how to get started? Visit our website today for more information.

Further reading:

• All-in-one CDP: the secret to data-driven precision marketing and business growth
• How to market with a LINE Official Account: 8 ways to lift conversions with LINE marketing tools for members
• 5 benefits of marketing automation you need to know: how it helps marketers reach and engage more audiences