The best part about automation is that it does the work for you. After work, when you’re drinking wine with your friends. On weekends when you take the family on a trip or on Sunday mornings when you don’t want to get out of bed. They are constantly working. Isn’t it wonderful?
You will definitely agree with me, if you already have some automated campaigns running. If not, I’ll give you some ideas on how to think about them below and in the articles that follow. Alternatively, I will inspire you on how to optimize them.
The first part of this mini-series focuses on Whom? to send them to. That is, how to navigate through your contact database. What to look out for, how to segment it…
Automated campaigns are so-called because they operate automatically. They send themselves based on predefined rules.
You have many options for segmenting your database and sending more relevant content, optimizing your margins, and making yourself appealing in your customers inbox. Remember that each campaign should be approached separately. There are no universal rules. It will work for one person but not for another. Someone sells items that customers buy for pleasure, while another sells items that customers buy because they need them. Customers shop once a month in one e-shop and once a year in the other. Don’t get sidetracked by universal advice. The time and effort you invest in developing a strategy will be repaid many times over.
1. Define your goal
But not just the conversion target. Conversion will be one of the goals for many campaigns, but it is also important to be aware of other goals. As an example:
- Please the customer. Help him in shopping / using the service / in life.
- Gather feedback. Strengthen relationships. Remind yourself. Learn more about your customers so that you can use it in future campaigns.
- Provide interesting or useful information. And, of course, encourage future purchases.
2) Examine your customers’ activity and behavior
- How often they open your emails and how they respond to them.
- How long has it been since they last purchased something?
- What categories or products do they purchase?
- How frequently do they buy your products or services?
- When do they make their purchases?
- Customers who benefited from the XY promotion.
3) Sort your customers into groups based on their worth
- Rarely shops
- Customers with large order margins
- Customers with low order margins
Create customer groups that make sense to you, then create content and set up sending rules. It could be any of the following combinations:
- A long-term customer who places high-margin orders but hasn’t purchased in a long time.
- A first-time customer who visited your website but did not make a purchase.
- A visitor to the website who did not make a purchase.
- A customer shopping in the XY category.
- A customer who registers on your website but does not fill out their interests, date of birth, first and last name…
- A customer who gave a positive or negative NPS rating
- A customer who opens, clicks, and purchases frequently on your websites.
- A customer who opens your emails frequently, clicks but does not purchase.
These definitions are closely linked to the send time settings. That is, the logic behind when the campaigns will be sent.
Your Targito team 🎯