Customers buy once and disappear
We establish who returns and who does not, then prepare repeat-purchase scenarios.
Marketing
CRM marketing and customer retention
We develop a strategy for people who have already bought or left their contact details: segments, offers, follow-up scenarios and contact rules. Channels and technology are chosen to serve the strategy, not the other way around.
What CRM marketing means at Eqvola
It is a plan for how a business communicates with customers after their first contact or purchase. We segment the database by purchase history and behaviour, then define what to offer each group, when and through which channel.
CRM marketing is a strategy, not a single channel. Emails, messaging apps, SMS and manager calls are simply ways to implement it. Managing specific channels and technically configuring CRM are separate services available at Eqvola.
We plan marketing messages only for people who have consented, always with a simple unsubscribe option. Segments use data you already hold, without buying databases or collecting unnecessary information.
We do not guarantee repeat purchases: these also depend on the product, service and price. We help you stay in touch with customers and measure which scenarios work.
When you need this service
You have a database but do not use it
We check what data has been collected and whether messaging consent exists, then determine which segments to start with.
Everyone receives the same offers
We group customers by differing needs and prepare relevant messages for each group.
Many customers have not bought for a long time
We develop a reactivation scenario and rules for when to stop making contact.
Different people manage channels without a shared plan
We bring emails, messaging apps and calls into one plan with shared contact-frequency rules.
You may need something else
You have a strategy and need email campaign management → Email marketing
You need CRM implementation or configuration → CRM implementation and configuration
You need a rewards or referral programme → Loyalty and referral programmes
What CRM marketing includes
Database analysis
- checking data on customers, purchases and communication consent;
- segmentation by purchase recency, frequency and value;
- customer lifecycle stages: new, regular and inactive;
- a list of missing data and appropriate ways to collect it.
Offers and scenarios
- an offer for each segment;
- scenarios after the first purchase, for repeat orders and reactivation;
- a channel choice for each message;
- contact frequency and unsubscribe rules.
Measurement
- retention and repeat-purchase metrics based on available data;
- control groups to measure impact where database size permits;
- requirements for CRM and email platforms;
- a prioritised scenario launch plan.
HOW WE WORK
How the work progresses
You provide data access and approve offers; we analyse the database, design scenarios and help launch them.
- 01
Data audit
We review what is stored in CRM, accounting systems or spreadsheets and how communication consent was obtained. Outcome: a clear picture of the database's condition.
- 02
Segmentation
We group customers by behaviour and value to the business. Outcome: segments with descriptions and a method for updating them.
- 03
Strategy and scenarios
We define offers, channels, message sequences and contact rules. Outcome: a scenario map for approval.
- 04
Launch
We prepare copy and configuration briefs. Eqvola's automation team or your specialists configure the scenarios in existing services.
- 05
Analysis and adjustment
We compare segment behaviour, remove unnecessary messages and refine the ones that work.
What you receive
Customer database segments
Groups with descriptions, criteria and work priorities.
Communication scenario map
What each segment receives, when and through which channel.
Contact rules
Frequency, consent, unsubscribe options and restrictions for each channel.
Measurement plan
Which metrics to monitor and how to distinguish a scenario's impact from chance.
System requirements
What needs configuring in CRM and messaging platforms.
What we need from you
- access to CRM, accounting systems or a database export;
- information on how customers gave consent and what they consented to;
- details of the product range and discounts the business can afford;
- a person who approves offers and contact rules.
We process personal data only within the agreed scope, and database exports should be transferred securely.
What determines the cost
Ways to work together
Database strategy. Analysis, segmentation and a scenario map for your team to implement.
Strategy with support. We help launch scenarios, analyse results and refine them.
What determines the cost
- the database's size and condition;
- the number of segments and scenarios;
- the number of communication channels;
- existing systems and data availability.
What is paid for separately
- paid email, SMS and messaging services;
- CRM licences and configuration.
FAQ
Questions about CRM marketing
Can’t find your question?
Send it through the form and we will reply.
Go to formHow does CRM marketing differ from email marketing?
CRM marketing determines who receives which offers and when. Email marketing is one channel through which the strategy reaches customers. You can commission the strategy alone, email campaign management alone, or both.
How does it differ from CRM implementation?
CRM implementation is technical work: selecting and configuring the system, migrating data and training the team. CRM marketing uses that data to plan customer communication.
Can we message everyone in the database?
Marketing messages go only to people who have consented, with an unsubscribe option. If consent is missing, we suggest appropriate ways to obtain it.
Our database is small. Does this make sense?
Yes, but the tools will be simpler. A small database often needs only a few scenarios and manual work by a manager, without complex segmentation.
Do you guarantee repeat purchases?
No. Customers returning also depends on the product, service and price. We establish systematic communication and use data to show which scenarios have an effect. All questions and answers
Marketing · group 07
Customer base and repeat sales
- CRM marketing and customer retention
- Email marketing
- Messenger, SMS and push communications
- Loyalty and referral programmes
YOUR NEXT STEP
Let’s discuss your task
Tell us what you have, what is not working and what result you expect. We will review your enquiry, clarify the details and suggest the next step.