We'll show you how to set up automation
There are plenty of articles on this topic, and just as much information. Well-targeted, personalized campaigns will strengthen your relationship with your customers and help build brand loyalty. We’ll advise you on which automations to run for your customers first so you can increase your revenue without spending too much time on it.
Abandoned Cart and recently viewed products
These two types of automation tend to be very effective because they respond directly to customer behavior (what the customer actually viewed or added to their cart), making them highly relevant. Both work on the principle ofreminder, shortly after visiting the site. We’ll remind the customer exactly what they were looking at, thereby motivating them to complete their purchase, since they’ve already shown interest in the productsinterest.
Generally speaking, the sooner a user is on abandoned cart the more you draw their attention to it, the greater the chance they’ll complete the purchase. According to global statistics from the Baymard Institute, up to 57.6 percent of filled online shopping carts are abandoned. You can also entice customers with reviews of the product they’re viewing, free shipping, or by providing useful information, such as, “We noticed you like our new knit sweater. Do you know how to care for it so it lasts as long as possible?”
Welcome process
The goal of this campaign isacquiringnew leads. Let’s say the average conversion rate for an e-commerce site is 4%. That means that out of 100 customers brought in, 4 will make a purchase. The other 96 leave, and if you don’t have their contact information, you have no choice but to “chase” them through paid channels (PPC, RTB, etc.). However, if you obtain a customer’s contact information, you can reach out to them directly—and essentially for free. A well-designed welcome process will help you do just that.
Not to mention that even a small incentive can boost an e-shop’s conversion rate. And it doesn’t have to be a discount right away. But be careful about the message you’re sending. Once you’ve acquired a customer, you need toestablish a relationshipso that they are willing to receive your messages and actually get the message you want to convey. Distinguish between emails received with and without an order. It’s a good idea to determine whether the customer has already made a purchase or whether you’re just trying to encourage them to make their first purchase, and tailor your communication accordingly.
Welcome campaign
We often see that e-commerce sites don’t handle this stage of the customer journey correctly. They add the new contact to their database, and after the purchase, the customer starts receiving emails without any broader context or attempt to build a relationship. The seller should think about what kind of dialogue to have with the customer. They have a great opportunity to build a more personal relationship with the customer, let them know what they need, and lay the groundworkfor his second order.
If a customer enjoys the communication or finds it helpful in some way, they will open newsletter regulary. If you were to keep track of the statistics of newsletteropen rate, you'd find that immediately after making a purchase, customers are curious and more willing to open and occasionally buy newsletter This way, you’ll have a better chance of providing them with the information they need. Avoid overwhelming customers with general news. Personalize your communications as much as possible—through the products you offer, the way you address them, and the subject line.
Retention
Retentioncomes into play when we want to encourage a customer to make another purchase. We try tohold a supportthe loyalty of a customer who is becoming inactive, so we don’t lose them. Retaining a customer is always cheaper than acquiring a new one. You need to motivate them to make another purchase—whether with a discount code or a small gift, or, in the case of loyalty programs, through a bonus—and thus encourage them to place another order.
But bespecific.For example,you can selecta group of customers who made a purchase—say, a month ago—and, by adding a dynamic field, choose from the category of the purchased product and send this entire group a discount coupon for relevant items (based on their purchase).
Or you can split up the audience, more specifically, todifferent customer groupsbased on what they last purchased, and tailor all content—from recommended products with various specifications to personalized text for that audience, including the subject line and salutation.
It makes sense to send a retention campaign shortly after a purchase. If a customer makes a second purchase, they are more likely to make a third purchase, and so on.
Reactivation
When retention efforts fail and a customer becomes inactive, there’s a need to bring them back to life. It’s kind of likelast chance to get them to make a purchase. If you’re not sure what to do, test different approaches and evaluate what works best for you. If your content doesn’t resonate with customers, they’ll stop opening your newsletters and will likely stop buying as well—and you’ll be back at square one in the customer acquisition process.