How to create a Mail Marketing Automation based on Customer Journey
Improving the structure and approach of mail marketing can bring a competitive advantage. In fact, being accurate in managing the target audiences of our email campaigns and helping to improve their results means lowering the CAC (cost per customer acquisition) in some cases. It is clear how knowing the usual behaviour of our customers can influence our actions, especially the messages I intend to send, whether commercial or simply informative newsletters. With the application of predefined rules, marketing automation can bring a major competitive advantage within your target industry by increasing the number of sales directly from your ecommerce platform.
Valuable tools to boost your Email Marketing Campaigns
Cohort Analysis in Email Marketing Campaigns
A deep dive into your email marketing campaigns can uncover which campaigns brought you repeat customers versus one-time purchases. It’s an essential report for customer acquisition that every ecommerce company should monitor. There are multiple marketing automation software that could create an effective advantage for you, in this article we will explain the concepts behind a proper approach toward marketing automation regardless of the tools.
Cohort should be read from left to right (in this case), and the first day in blue means the first day of acquisition, and the others in the same row identify the amount of returning customers acquired in the blue day.
In the case of Cohort analysis, we are then able, with evidence including graphical evidence, to understand the lifecycle of our customers how they move within the web platform and what level of loyalty they achieve over time.
Triggered Scorecard
Another really interesting methodology is the Triggered Scorecard. First, we should assign each user behaviour a positive or negative goes into a number that helps the marketer value the customer or potential customer. As can be seen from the example depicted below, each action is precisely pinned to a score which, when added to all the interactions, produces a total number. The higher the number (score), the greater the customer's interest in our products/services.
| Name | Goal | Trigger |
|---|---|---|
| First Order Bonus | Customer - Increase number of purchases | Purchase from 0 to 1 after X days |
| Happy Birthday | Customer \ Increasing number of purchases | Birthday Day (if it exists in db) |
| Abandoned Cart | Customer - Recover lost purchases | If the cart has a value greater than X and the user has not been active for X days on the ecommerce |
| Welcome series | Customer - Increase profile data: date of birth and receive a bonus | If customer registered after X and is not Elapsed Customer or Reminder Coupon, then send email after X days |
| Product life cycle | Customer - Repurchase product | After X days of consumption, propose the same product again with FREE SHIPPING |
| Loyalty program | Customer \ How to take care of the purchased product | After X days product purchase |
| Customer Scoring | Customer \ Value of customers | If the average cart is X in Y months, then add score +1, otherwise -1 |
| Customer Scoring | Customer - Nr of purchases | If the nr of purchases is X in Y months, then add score +0.5, otherwise -0.5 |
| Customer Scoring | Customer - Interaction with brand (openings/clicks) | At each opening and click adds +0.25, otherwise 0.25 |
| Name | Goal | Trigger |
|---|---|---|
| First Order Bonus | Customer - Increase number of purchases | Purchase from 0 to 1 after X days |
| Happy Birthday | Customer \ Increasing number of purchases | Birthday Day (if it exists in db) |
| Abandoned Cart | Customer - Recover lost purchases | If the cart has a value greater than X and the user has not been active for X days on the ecommerce |
| Welcome series | Customer - Increase profile data: date of birth and receive a bonus | If customer registered after X and is not Elapsed Customer or Reminder Coupon, then send email after X days |
| Product life cycle | Customer - Repurchase product | After X days of consumption, propose the same product again with FREE SHIPPING |
| Loyalty program | Customer \ How to take care of the purchased product | After X days product purchase |
| Customer Scoring | Customer \ Value of customers | If the average cart is X in Y months, then add score +1, otherwise -1 |
| Customer Scoring | Customer - Nr of purchases | If the nr of purchases is X in Y months, then add score +0.5, otherwise -0.5 |
| Customer Scoring | Customer - Interaction with brand (openings/clicks) | At each opening and click adds +0.25, otherwise 0.25 |
Don't forget about your customers!
Keeping interest high and giving primary importance to our customers must be a must for every entrepreneur. Not only commercial emails as the ultimate goal of selling the product but also and especially informative newsletters, gamification practices and reward campaigns can make the customer feel pampered in every way.
Put the customer journey on top of your following decisions.
"Following" our customer throughout the customer journey and thus identifying each step is ultimately the best retargeting option and method to minimize CAC and expand marginality with each repeat purchase within a customer's lifecycle.
The steps that lead users to choose one option over another within each customer journey should be well understood and delineated. Evaluating this choice ensures that any marketing implementation considers user behaviour and, in some way, can predict the user's future choices.
Base Abbigliamento: a case of success.
The founder of one of the most prominent wholesale suppliers of high fashion goods, Cinzia Ciano, has had to face the difficulties of an eCommerce launch, albeit at the head of a recognized company in southern Italy.
Coping with seasonal peaks was the biggest challenge regarding ecosystem analysis, so it was tried to research through meticulous analysis of customer journeys what the focal points were on which to focus efforts and conduct market tests.
Each user provides us with particular data, which changes in each case. Identifying all the key customer journey steps, where a drop in affected traffic is evidenced, and providing an "antidote" to this malfunction can make a difference.
I provided optimized market testing that resulted in x5 in sales compared to the marketing budget invested.
Want to find out more about how I did it? Read the full article here.