This is the second part of our big guide to triggered emails. In the first article, we talked in detail about behavioral triggers and touched on the topic of custom scenarios, service and custom and now we will share information about additional opportunities for triggered communication that many companies miss. We reveal secrets about the advantages of follow-up and the possibilities of flexible customization of customized scenarios.
Follow-up scenarios as a way to remind about yourself and increase revenue
In the process of developing an email marketing strategy, many specialists miss such an effective “tool” as follow-up, although it is capable of additionally motivating the client, leading him to a purchase and creating a sense of importance of completing a useful action in the online store. In simple terms, this is another “beacon” that attracts additional attention of the buyer to the online store and its products, and, therefore, service and custom is capable of influencing the growth of key business metrics.
For example, with the help of a follow-up, you can remind the client about online shopping when for some reason he did not open the newsletter letter after leaving the website basket. At the same time, an optimal time interval is set between the moment of leaving the store page and the first newsletter, as well as the newsletter and sending a follow-up, so as not to cause negativity in the recipient, but also not to allow him to forget about the unfinished purchase.
What is follow-up and what is it for?
If after a customer leaves your online store, he or she has not responded to the first trigger email, you can set up a follow-up email instead of giving up on trying to establish contact.
Often, the conversion rate into orders from reminder letters is higher than from the first mailings. It’s all about persistence, because in today’s information flow, a client can miss even important messages. But why do buyers leave an online store without placing an order? As a rule, they refuse an immediate purchase for 3 reasons:
- lack of need;
- lack of urgency;
- lack of funds.
Follow-up can become an incentive to make a purchase, working with one or even several of the above objections. And if the letter arrives at the right moment, the client’s desire to buy the product will prevail over the objections.
We inform you about price reduction
It is worth mentioning the scenarios “Price reduction for the product in the cart” and “Price reduction for viewed products”. The trigger for sending the letter is a price reduction for at least one of the products that the user left in the cart or recently viewed.
These scenarios bahrain email list 191152 contact leads in our trigger communications map several years ago after a study conducted by Retail Rocket analysts. According to its results, in a week in the fashion segment, the price of approximately 10% of products added to the cart by users is reduced by 5% or more. The system automatically monitors the price reduction of all products added to the cart and viewed by the user and sends an e-mail when the price of at least one of these products is reduced.
Offering products at a reduced price activates the “sense of missing out” and encourages the customer to make a purchase right now.
What results can be achieved by using follow-up correctly?
Of course, follow-ups are worth running, and these scenarios will be relevant even several days after the action (trigger) of the site visitor. Every day he receives many emails, and may not notice one email, but a series of letters will increase the chances of opening and, accordingly, making a purchase.
- Follow-up allows you to increase the average check and make each purchase not the last, but the next one throughout the entire communication with the client. By recommending additional products, you can form the next interest and sell more.
- Follow-ups help reactivate the buyer. Attracting a new client is more difficult and expensive than retaining an old one, so you should focus on retaining the already formed buyer audience. Those who are already clients are more likely to agree to a repeat purchase and are ready to spend more.
- Follow-ups help build trust. With regular letters, the store emphasizes its care for the client, reminding that he may have forgotten to complete some action on the site. And the more loyal the buyer is and the more involved he is in communicating with the store, the more likely he is to purchase the product.
Customized scenarios as an opportunity to create endless communication with customers
After getting acquainted with followup scenarios, let’s move on to custom triggers. We already touched on this topic in the first part of this article and the material incorporating keywords like , but this is far from all the useful information.
Since personalized trigger communications are an integral part of an effective. Email marketing strategy that works at all stages of the Customer Journey. They can and should be adapted to the audience of a specific store. This can be done with the AI Personalization Engine in combination with the Campaign Management System. Adjusting the content of mailings to each specific client. At the same time, you can endlessly receive the “fruits” from such communications in the form of an increase in orders, average check, and other metrics.
The formation of the scenario depends, for example, on the store itself – it can be an online platform or a company that also has retail stores. Service and custom on the site – what pages or pop-ups it has. Whether the wishlist works, on the marketing tools used – loyalty programs, audience segmentation, etc.
Why each store needs its own scenarios
Each email campaign, aimed at maximum efficiency, is formed taking into account. The individual characteristics of a particular business and store. There is always an opportunity to build a network of letters. Surrounding the buyer with attention and responding to his every step.
However, when launching complex chains, it is necessary to remember that recipients . Cannot be “overfed” with letters, service and custom which will soon be. Reflected in an increase in the number of unsubscribes. The main task is to benefit the buyer, to make their path through the sales. Funnel to the desired purchase as easy and short as possible. Therefore, in each letter, it is necessary to bring to the forefront what will bring real benefit to the subscriber. Be it a promo code, a checklist, expert advice or a reminder to replenish supplies.
We take into account seasonality and the interests of clients
For the online hypermarket of household goods ” Maxidom ” we segmented the customer audience based. On interest in the category and compiled a mailing taking into account “seasonality”. If a person is interested in canning products. Service and custom at the start of the new season of home. Preparations you can offer him everything necessary for this process. Jars, lids, seaming machines, etc. And a subscriber of “Maxidom” will most likely be interested in such offers:
We offer ” current ” sales hits all year round
Letters with new products and bestsellers are a popular marketing tool. Service and custom but these products will be different in each month/season. Our team took this into account, and subscribers to the CSKAshop. Ru store began to receive letters with product offers in those categories that are most relevant. At a particular moment – for example, before the onset of cold weather, these are hats. And before the hot summer season – baseball caps, T-shirts, etc.
We attract not only with text, but also with images
We have included dynamic banners in the automated mailing of the kcrj store . Which change in the letter depending on the category of interest to the client. For example, a buyer who has shown interest in “Laptops and computers” will receive a letter. With a banner showing products of this category, as well as product offers from it.