Email can still be said to the most impactful marketing
channel to maintain contact with prospects and customers. Consumers are
bombarded every day with email and increasingly difficult to stand out of the noise.
In the middle of the election, pandemic, and sales of the
year, how can we ensure our email stands out as relevant and is important
enough for customers to open? How can we use the actions taken by customers on
our website to provide valuable content? One answer is the use of strategic
email automation.
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What is Automation Email?
Simply put, email automation is a way to create an email
that reaches users with the right message at the right time - without having to
create a campaign from the start at any time. By using visitor actions of
certain websites that trigger automatic e-mail, we can send contextual messages
at all stages of the customer's life cycle. The workflow automatically helps
encourage prospect funnel, turn it into a customer and in the end, advocate. We
see value in this work all the time.
Recently, because of implementing a series of automatic
workflows, we can increase the client's bottom line of 20%.
This is what we did.
Workflow # 1: limited trolley
The abandoned train workflow has gained popularity in recent
years, and if you are a frequent online shopper, you almost certainly receive a
few. The concept is quite simple: visitors add items to their trolleys and
leave the site without completing checkout and filled with emails gently remind
them to complete the transaction. Strong email workflow will even make a list
of items left in the trolley. This workflow usually only works for existing
customers in your database, but with some creativity, it can work for
non-customers too.
After 2 months, this workflow converts 20% of the
wheelbarrow left for our clients.
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Workflow # 2: Win-back customers
The ideal use case for email automation is involved back
with lost customers to win their business back.
This workflow consists of a series of emails sent during
various periods inactive and stops so customers completely new purchases. At
this point, customers are considered active, and workflows reset and will not
start again until the customer becomes inactive.
Since launching a Win-Back workflow, customers who were
previously inactive have contributed 22% of all e-commerce income.
Think about it. 22% of income comes from customers who -
without email automation - may have been lost forever.
Workflow # 3: Request Reviews
It's no secret that user reviews influence how products are
felt by those who are not familiar with the brand. Doubtful practice, such as
the Amazon Harvesting Scandal Review, has caused buyers to question the
legitimacy of online reviews. To overcome this, this is important, now more
than before, to review the delivered by the Verified Buyer.
Unifying workflows that allow customer enough time to use
the product before asking for feedback is a great way to get quality reviews on
your site. Using this workflow results in a product review of 32% by the buyer
verified and - as a bonus - has produced thousands in additional income.
Workflow # 4: loyal customer gift
According to the study, customers are considered "loyal
brands" after the fourth purchase. We created this workflow to encourage
customers with three purchases to the threshold. Simple, "Thank you"
and small discounts are enough to show appreciation for their sustainable
business. This workflow has produced thousands of incomes, but more
importantly, encourages dozens of customers today to become brand evangelists.
Measure involvement and don't overdo it
There are many user behaviours that can trigger automatic
workflows and very easy to overdo it. Having a series of irrelevant emails
without relevant ever force you to unsubscribe to your business that you care
about? Make sure your messaging is timely and effective by maintaining the KPI
of constant email involvement.
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