We can help you to automate your campaigns too
There are many articles on this topic and information. Properly targeted personalized campaigns, will strengthen the relationship with your customers, and help build brand loyalty. We will advise you on which automation to run for your customers first, so that you increase your turnover and maximize your time savings.
Abandoned cart and recently viewed products
These two automations tend to be very powerful. Because they correspond directly to the customer’s behavior (what they really looked at / put in the cart), so they are very relevant. Both work on a reminder basis, and soon after visiting the site, we reshow to the customer exactly what they were looking at and thus motivating them to complete the purchase, because they have already shown interest in the products. In general, the sooner a user is notified of an abandoned cart, the better the chances of completing the purchase. According to worldwide statistics from the Baymard Institute, up to 57.6 percent of online baskets are abandoned. You can also lure back the customer with reviews of the viewed product, free shipping, or attach useful information, such as “We have noticed that you like our new knitted sweater. Do you know how to take care of it to last you as long as possible? ”.
Welcome process
The goal of this campaign is to acquire new contacts. Let’s say the average conversion rate of an e-shop is 4%. That is, out of 100 imported customers, there are only 4 that make a purchase. The other 96 leave. If you do not have contact with them, you will have no choice but to “race” within the paid channels (PPC, RTB, etc.). However, if you get in touch with the customer, you can contact him directly and free of charge. A thoughtful welcome process will help you in this. Despite the fact that even a small motivation will increase the conversion rate of the e-shop. And it doesn’t have to be discounted right away. But be careful what message you send. After you have acquired a customer, you need to establish a relationship with them so that they can receive your communication and get what you want to tell them. Distinguish between the received e-mail with and without the order. It is advisable to distinguish whether the customer has already made a purchase, or you are only motivating him to make the first purchase, and to adapt the communication accordingly.
Welcome campaign
We often find that e-shops are not doing well at this stage of the purchasing cycle. They include the acquired contact to regular emailing. The customer will start receiving e-mails after the purchase without context or establishing any contact. The salesperson should consider what dialogue he will have with the customer. The salesperson has a great opportunity to establish a relationship with the customer, tell him what he needs, and prepare the ground for their second order. If the customer finds some good information in the newsletter he will open it regularly. If you take the open rate of newsletter (“NWL”) statistics, you will find that immediately after the purchase. The customer is curious, and more willing to open / buy. The NWL will help you have a better chance of delivering the information you intend. Avoid overwhelming the customer. Personalize as much as you can, the products which you offer. For example By adding things like the address and subject.
Retention and reactivation
Retention of customers is important when we want to encourage the customer to make another purchase. We try to maintain and support the loyalty of the customer who ceases to be active, so that we do not lose him. Retaining a customer is always easier and cheaper than trying to attract a new one. You need to motivate them to make another purchase, whether with a discount code or a small gift. For example in the case of loyalty programs in the form of bonuses you can persuade customers to make the next order. But be specific. For example, you can select a group of customers who bought, say, a month ago. With the addition of a dynamic field, choose from the categories of products purchased, and send the entire group a discount coupon for the relevant goods (to be purchased). You can put your audience into segments, even more specifically into different customer groups based on what they last bought, and customize the entire content, from recommended products, with different parameters and personalized text for that audience, including subject matter and address. It makes sense to send a retention campaign shortly after the purchase. If the customer buys a second time, he is more likely to buy a third time, etc.
Reactivation
When retention does not work, the customer becomes inactive and it is necessary to engage with the customer and make him active again. This is the last attempt to get him to buy. If you don’t know how to do it, test and evaluate what works best for you. If the customer does not reach your content, he stops opening the NWL and he stops buying, well then you need to return back to the beginning.
You don’t have to be a data specialist
The client’s knowledge is important. You can achieve this by collecting quality data, and then working with that data. It is not true that you would need a data specialist with ten years of experience to work with data, all you have to do is find a suitable tool that will make your work much easier. One of the advantages of using the Targito platform is the practically unlimited possibilities of working with data. Based on customer behavior information, you can create your own customer segments, which you can then use to target your specific audience and their needs. The smaller the segment you create, the more specific you can be in your communication. As a result, you can take your personalization to a new, higher level. And as we mentioned above, personalization is the key to strengthening your customer relationship.
Before thinking about hypotheses, come up with a campaign and try it out, see how it works for you. We will be happy to advise you. Arrange a free consultation, we will go through possible scenarios for your needs and provide you with further information.