Blog.
Low Spend Customers Campaign
The discovery
At Coco HQ a fictitious company, the marketing team was buzzing with ideas. The quarterly figures were in, and while loyal customers continued to shop, a significant segment was slipping through the cracks, those who had spent less than £200 over the past month.
“We need a way to bring them back,” said Olivia, the CRM Manager. “Let’s create an exclusive offer tailored just for them.”
But before launching the campaign, Olivia needed one thing: the exact number of customers who fell into that category.
The Challenge
The CRM team had data on every customer: names, emails, and total monthly spend. But that data was raw, no segmentation, no insights, and no immediate way to answer strategic questions like:
“How many customers spent less than £200 in the past month?”
Without that answer, the team couldn’t size their audience or tailor an effective offer.
The Vision
Olivia, the CRM Manager, envisioned a world where the marketing team could quickly identify segments and launch personalised offers—all automated within Salesforce Marketing Cloud. But to get there, she needed to transform that customer data into insight.
Show me and implementation
Organizing the Customer Data
The Coco team had a master list of all customers stored in Salesforce Marketing Cloud. This list, named “Master Customer”, contained key details for each contact:
| Field Name | Data Type | Length | Primary Key | Nullable |
|---|---|---|---|---|
id |
Text | 50 | Yes | No |
email |
EmailAddress | 254 | No | Yes |
first_name |
Text | 50 | No | Yes |
last_name |
Text | 50 | No | Yes |
Total_spend_month |
Decimal (18,2) | – | No | No |
Writing the SQL Query
To uncover the number of low-spending customers, Olivia created a SQL query activity in Automation Studio:
SELECT
COUNT(id) AS eligible_customers
FROM [Master Customer]
WHERE Total_spend_month < 200
Proof and business logic
-
Explanations
-
SELECT COUNT(id) AS eligible_customers: This counts the number of unique customer records where the spending condition is met. -
FROM [Master Customer]: The data is pulled from the main customer data extension. -
WHERE Total_spend_month < 200: This filters for only those customers who spent less than £200 in the month.
-
Business value
Within minutes, the results came back. Olivia now had a precise number of eligible customers to target for the promotion. The team could confidently move forward, crafting a personalized campaign aimed at increasing spend among this segment.
Close and next steps
The Coco team now had the insight they needed to move forward confidently. With a precise segment of low-spending customers, they could launch a reactivation campaign backed by data, powered by SFMC.
