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1、Marketing Automation in RetailAn advanced guide to OMETRIA.COM02Whats inside?IntroductionThe benefits of marketing automation for retailersWhy its time for marketing automation 2.0Automation throughout the customer journeyAdvanced automation tacticsCampaign examples03.04.06.08.10.14.The stakes are r

2、apidly rising when it comes to consumer expectations about the marketing messages they receive from brands.As retailers wake up to the need to make their marketing messages relevant to the person on the receiving end of them,responding to customer interactions whether thats browsing online,making a

3、purchase,joining a VIP program(or indeed failing to interact for some time)is becoming increasingly important.Automation has a vital part to play in this new world of personalized marketing,enabling marketers to create sophisticated campaigns without having to do the manual legwork themselves.Market

4、ing automation is something weve been writing about since Ometrias inception in 2013 so why,five years on,have we decided to dedicate a whole book to it?Good question.The truth is that basic cart abandonment emails or generic welcome campaigns just arent going to cut it with the modern shopper for m

5、uch longer and why should they when consumers are being offered individually tailored experiences by those at the forefront of personalization?This guide aims to provide retail marketers with a practical toolkit for taking their marketing automation to the next level,using best practice advice and e

6、xamples.Once humans can no longer cope with the volume,velocity,and complexity of modern customer engagement,automation will fill the void.Marketers will be freed from their daily minutiae,allowing them to concentrate on creating vital customer-driven brand experiences.Stop Improving Your Marketing

7、Processes:Start Disrupting,Forrester(Source)IntroductionINTRODUCTION03The benefits of marketing automation in retailWhile most retail marketers will be familiar with the concept of marketing automation,its worth setting out the specific benefits that it offers brands.Here are just a few of the bigge

8、st:Making customers feel valued by tailoring their experience with relevant,timely messages across brand touchpoints.Improved customer experienceDriving consistent additional revenue without the need for large amounts of manual work.Increased efficiencyPrompting customers to continue shopping with y

9、our brand rather than relying on them to come back to buy again.Improved customer loyaltyActivating shoppers at every stage of the customer journey and increasing their customer lifetime value(CLV).Increased CLV0405THE BENEFITS OF MARKETING AUTOMATION IN RETAILPremium cycling apparel retailer Caf du

10、 Cycliste called upon Ometria because it wanted a single solution that would provide both detailed customer insight and the ability to action that insight in a personalized retention marketing strategy.Part of this involved us helping the brand to set up a program of advanced automated campaigns acr

11、oss the customer journey,segmented based on gender,location and whether the customer visited a store or the website.As a result of using the Ometria platform,Caf du Cycliste experienced:A 39%click-to-open rate on its automated emails A 129%growth in reactivated customers and a 132%increase in reacti

12、vated customer revenue,year-on-year A 49%growth in total customers shopping,year-on-year A 22%uplift in repeat rate A 14%increase in customer lifetime value(CLV)You can view the full case study here.CASE STUDY/CAF DU CYCLISTE06Why its time for marketing automation 2.0Already have some automated camp

13、aigns in place?Great work,but dont get too comfortable just yet.A retail marketers work is never done,and as consumers become more and more accustomed to receiving automated marketing messages,brands should prioritize making theirs stand out from the crowd.(Good news is,a lot can be achieved without

14、 the need for large amounts of ongoing resources on the marketers part.)Common issues with basic automation campaigns include:No cross-channel:They tend to focus on a single marketing channel(like email),regardless of whether or not that channel is favored by the recipient.No customer insight:Only s

15、hort-term behavioral data(such as abandoning a shopping cart)is taken into account,as opposed to,for example,using their full customer profile.No single customer view:They tend to be sent from“bolted-on”solutions that arent hooked up to that all-important single customer view(SCV)that offers a consi

16、stent experience hello to being followed around the internet by the exact same pair of shoes youve just bought!No personalization:They lack any trace of individual personalization beyond product recommendations.No offline context:Offline activity is not taken into account,resulting in confusing mess

17、ages being sent to customers(e.g.,sending“We miss you!”emails to a regular in-store shopper).Overcoming these issues opens up a whole world of exciting opportunities to level up your automation strategy.The age of the customer demands customer obsession for successful competitive differentiation.How

18、 To Build A Contextual Marketing Engine(Source)07WHY ITS TIME FOR MARKETING AUTOMATION 2.0 Foundation in data:True 1:1 personalization requires a detailed view of a customers brand interactions.Choose a solution that provides a true single customer view,incorporating all sources of customer data,and

19、 the means of turning that data into meaningful insights that you can use to personalize your automated campaigns.Retail-specific:Its vital that your automation strategy is supported by relevant expertise and functionality.Choose a solution that focuses on the retail vertical to ensure that the prod

20、uct is built to solve your specific use cases and make sure the advice you are given is always relevant and cutting edge.Autonomy:Having to rely on others whether thats an agency for insight or a tech team for creating or making changes to campaigns is a serious blocker to carrying out your amazing

21、automation strategy.Choose a solution that gives you the insight and autonomy to create and implement advanced campaigns by yourself.Future-proofing your marketing automation isnt as hard as it might seem it all comes down to getting your tech right.Here are some things to opt for:Its all in the tec

22、h stack08Automation throughout the customer journeyRecognizing customer context is all-important when creating relevant automation campaigns that inspire loyalty.Whether your goal is getting that all-important first purchase over the line,recognizing a loyal customer or winning back someone who hasn

23、t shopped in a while,thinking about the customer journey is a helpful starting point for framing your automation strategy.09AUTOMATION THROUGHOUT THE CUSTOMER JOURNEYHere are some of the most popular types of automation campaigns used by marketers today.Well go into detail about each type of campaig

24、n in more detail later on in the guide:Sent to a new subscriber to educate them about the brand and encourage them to make a purchase.Sent to subscribers who add an item to their shopping cart but leave the site without purchasing.Sent when a subscriber browses an item a set amount of times,but does

25、nt take any action.Sent a set time after a customer has made a purchase whether thats a first or repeat purchase to cross-sell or offer follow-up content.WelcomeCart abandonmentBrowse abandonmentPost-purchaseSent to a customer who has previously bought a consumable item and is due to reorder.Sent wh

26、en a customer is lapsed or“at risk”of lapsing.Sent to loyal customers to let them know they are appreciated.Sent to a subscriber to mark a customer milestone,like a birthday or a purchase anniversary.ReplenishmentWin-backVIPAnniversaryThese campaigns form the building blocks of a successful automati

27、on strategy that targets customers throughout their journey with your brand,but retailers should look to expand and grow their campaigns based on their business model and problem areas in their conversion path(more on that next).10Advanced automation tacticsNow that weve firmly rooted our automation

28、 strategy in the customer journey,its time to explore some tactics that retail marketers can apply to their campaigns to enhance them and make them really stand out.These include:Dynamic content Campaign segmentation Cross-channel campaigns Dynamic content Behavior-triggered emails are naturally mor

29、e personalized than batch-and-blast newsletters because they respond to customer activity.However,advanced automation campaigns can(and should)take the content of these emails several steps further.Using dynamic content such as individually personalized product recommendations,incentives and other c

30、ontent blocks that change depending on the profile of the recipient is a great way of taking templates to the next level.Dynamic content refers to sections within a marketing message(typically an email)that change according to the“customer profile”of the recipient.Factors that can be used to power d

31、ynamic content include:Demographic information(such as gender,location or whether the recipient is a student or not)Lifecycle stage(lead,one-off customer,repeat customer,lapsed or“at risk”customer)Category and brand affinity(based on their individual profile)Customer lifetime value(whether theyre a

32、VIP shopper or not)What is dynamic content?11This translates into many different uses for dynamic content within a campaign template,but it can include:Copy personalization can go beyond FNAME for example,subject line and body copy can be personalized depending on the product or category a recipient

33、 browsed or abandoned,or their journey stage(e.g.,“Thanks for making your first purchase with us.”)Subject line and copyChanging up the prominent imagery in a campaign is a good way to encourage engagement(e.g.,personalizing the hero image to the category browsed or the purchase made).Creatives,bann

34、ers and calls to action(CTAs)Personalized product recommendations are a great way of engaging recipients whether thats offering alternatives in a cart abandonment email or recommendations to tempt a lapsed customer back to shop again.Product recommendationsAI-powered recommendations learn the best p

35、roducts to put in front of each individual customer,based on both their behavior,and successful recommendations for those displaying similar customer traits.Using dynamic content,you can offer different customers different incentives.For example,you might choose to offer high-CLV lapsed customers a

36、more meaningful incentive than those who shop regularly with you.Offers and incentivesAI gives retailers the power to predict the amount of incentive(if any)that an individual customer should be given to take an action,based on factors such as their lifecycle stage.ADVANCED AUTOMATION TACTICS12Order

37、Last Order is trueSegmentSplit test100%Wait10 weeksSend EmailUsing at-risk-winbackSend EmailUsing at-risk-winbackSend EmailUsing ometria-winback-2Send EmailUsing ometria-winback-2Send EmailUsing ometria-winback-1Split test100%Split test100%Split test100%Split test100%Spend 200.Date last visit after

38、5SegmentSpend 200.Date last visit beforeSegmentDate last visit after 5 weeks.LifecycleSegmentSegmentEveryoneDate last visit before 5 weeks.Life.Reentry allowed every 6 weeksCampaign segmentationWhile dynamic content can personalize the contents of your messages,segmenting the flow of your automation

39、 campaigns means that you can create more custom workflows for different customer groups.How you might choose to segment a campaign will vary from brand to brand,but criteria you can use for this segmentation includes:Lifecycle stage:Whether someone is a“lead”(yet to make a purchase),one-off custome

40、r,repeat customer,“at risk”of lapsing or“lapsed.”Example:targeting“at-risk”customers with more messages than regular repeat customers who are likely to shop again anyway.Customer lifetime value(CLV):High-value shoppers versus low spenders.Example:creating a cart or browse abandonment campaign that t

41、argets loyal,active customers with fewer or no messages at all.Frequency:Depending on their current engagement levels with your brand across multiple touchpoints.Example:not targeting highly engaged shoppers on more expensive channels,like social custom audiences.Order returns:Whether someone has re

42、turned an order,or decided to keep it.Example:creating a separate campaign flow,with different templates and content,for those who have returned an order.Category segmentation:The category,brand or product attribute that someone has shopped from or abandoned.Example:for retailers with a small produc

43、t range,creating a series of custom campaigns based on the product browsed,added to cart or purchased.13OrderLast Order is trueSegmentSplit test100%Wait10 weeksSend EmailUsing at-risk-winbackSend EmailUsing at-risk-winbackSend EmailUsing ometria-winback-2Send EmailUsing ometria-winback-2Send EmailUs

44、ing ometria-winback-1Split test100%Split test100%Split test100%Split test100%Spend 200.Date last visit after 5SegmentSpend 200.Date last visit beforeSegmentDate last visit after 5 weeks.LifecycleSegmentSegmentEveryoneDate last visit before 5 weeks.Life.Reentry allowed every 6 weeksCAMPAIGN SEGMENTAT

45、IONInstead of creating manual rules for segments,machine learning algorithms can process vast sets of data to send automated campaigns at the best possible time per recipient.Here are a few examples:Predictive“at risk”or lapsed:Using machine learning to identify if a customer is displaying the behav

46、iors associated with churning in order to trigger a campaign.Predictive cross-sell:Predicting what someone is likely to buy next,and the right moment to prompt them to make that purchase.Predictive replenishment:Identifying when a customer is likely to need to repurchase a consumable product.AI also

47、 makes it easier to incorporate factors like the size or volume of products purchased and can even recognize the need to group items into one email so as to avoid sending too many repurchase reminder messages.AI-powered campaign flows14Cross-channel personalizationGiving consumers consistent experie

48、nces and messages across all of the channels they interact with your brand on will become ever more important for those who are serious about retention marketing.And while email remains the channel of choice for many consumers,backing your messages up on other channels is a sure-fire way of grabbing

49、 their attention:Social custom audiences(e.g.,Facebook and Instagram ads)Direct mail Push notifications SMS Customer service In-store experience Onsite recommendations Going cross-channel with your campaign has a number of benefits,including:Upping engagement with customers who have stopped engaging

50、 with your emails Increasing brand awareness The ability to prioritize channels(so that you only spend money on more expensive channels when cheaper alternatives like email dont work)Ensuring a consistent message is sent across all channels,with no contradictory(or direct replicates)of messages.Exam

51、ples of cross-channel marketing in action:Targeting those who do not engage with win-back reactivation emails(especially high CLV“hero”customers)with a direct mail campaign.Using Facebook and Instagram ads to target new subscribers who dont make a purchase after receiving your welcome email series.P

52、rioritize sending cart abandonment push messages to those who have your app(before you send an email).10%Of!15CROSS-CHANNEL PERSONALIZATIONNext-level marketing automation in action Talking about the importance of upgrading your brands automation is one thing;implementing it is another.To help you vi

53、sualize what everything weve talked about so far actually looks like,well now take a look at eight popular automation campaigns that weve taken to the next level:16Welcome campaignCampaign aims Introduce a recipient to your brand(e.g.,its personality,core values and key selling points).Turn leads in

54、to first-time purchasers.Turn first-time purchasers into repeat customers.Introduce(or remind)a recipient of other channels they can interact with your brand on(e.g.,social media and physical stores).Give new subscribers the opportunity to provide more information about themselves or their contact p

55、references.Target audience New subscribers(signed-up only and subscribed via a purchase).Best time to send As soon as they sign up.Best practice checklist Use either dynamic content or campaign segmentation to create different experiences for those who(a)are already familiar with your brand and have

56、 made a purchase and(b)know nothing about your brand and are yet to make a purchase.Thank the recipient for signing up to your newsletter.Avoid ambiguous sender names,ensuring the email is identifiably from your brand.Make your product offering clear by highlighting key categories or product lines.L

57、et the recipient know what they can expect from your newsletters,and how often theyll receive them.Personalize the content of the email according to the data provided in the sign-up process.Personalize the content of the email according to any behavioral and/or transactional data available(e.g.,anyt

58、hing they browsed,added to cart or purchased).Include clear CTAs about what you want the recipient to do next(e.g.,browse,shop,use a discount,provide more information about themselves).Things to test The number of messages you send in the campaign.Adding a cross-channel element to the campaign,such

59、as retargeting non-openers on Facebook or Instagram.Segmenting the campaign based on whether the recipient has made their first purchase or not(as they may have joined the newsletter following an initial purchase).Trying out different product recommendation engines such as“recently viewed items”vs.“

60、best sellers”to see which is more successful at converting leads to first-time buyers.Tweak the copy and images of your automated campaign according to the season.A welcome campaign is your brands chance to make a strong first impression getting it right is paramount to securing a subscribers future

61、 engagement.Below shows a single welcome email template,which uses dynamic content blocks to display different messages for two different recipients:a.Jo,who has just subscribed to Mia Made without making a purchaseb.Alexa,who has subscribed to Mia Made while making a purchase17WELCOME CAMPAIGN01.Pe

62、rsonalized subject line based on recipients lifecycle stage(e.g.,lead vs.first-time customer)02.Dynamic hero image based on category of purchase 03.Personalized copy based on whether or not recipient purchased 04.Personalized incentive depending on whether or not recipient purchased 05.Dynamic produ

63、ct recommendations,based on recipients purchase activity 06.Location data used to tell or remind recipient about their nearest offline store 07.Email campaign followed up with cross-channel social retargeting until recipient makes a follow-up purchaseShop Now!This will be funMia MadeSponsoredLikeCom

64、mentShareThis will be funMia MadeSponsoredFind out whats going on in the Marylebone Store.Free shipping when you spend 40 or over.Free returns within UKFind your nearest store.Free shipping when you spend 40 or over.Free returns within UK.Are you on Instagram?Follow us for street style inspo,insider

65、 upates and more.SHOP NOWSHOP NOWSHOP NOWWe saw these and thought of youSHOP NOWSHOP NOWSHOP NOWCheck out our latest arrivalsSIGN UP NOWYouve earned 10 points.Why not join our loyalty program?SIGN UP NOWFancy joining our loyalty program?Special discountsV I PExclusive access to SalesFirst notice on

66、new arrivalsStyle TipsWhat you expect to hear from usThank you for shopping with us!Welcome to the club.Thanks for signing up-its great to have you on board!The adventure starts hereThis will be funHome Clothes Shoes Accessories Sale Blog Welcome to the club,Jo!Subject:Ready for your adventure?Congr

67、ats on your first purchase,Alexa!0102030405060718Cart abandonment campaignCampaign aims Recover abandoned purchases by reminding the recipient of any items left in their cart.Increase the recipients average order value(AOV)by cross-or up-selling alternative suggestions.Target audience Shoppers who h

68、ave added items to their cart and then abandoned the site.Best time to send This depends on the recipients browsing and purchase behavior,but tends to range from 30 minutes to two hours after abandonment.Best practice checklist Say why youre getting in touch:to remind the recipient theyve left somet

69、hing in their cart,and that theres still time for them to purchase.Make sure you depict the items abandoned,and that any CTAs link to a cart with the items in it.Include dynamic product recommendations based on the product(s)recently abandoned.Include key features or benefits(such as next-day delive

70、ry)that might help get the purchase over the line.Include clear CTAs about what you want the recipient to do next(e.g.,to purchase the product abandoned or check out similar items).Set up exit criteria that halts the sending of abandonment emails if the recipient makes a purchase.Things to test Segm

71、enting your campaign to target loyal,repeat shoppers less(if at all).Incorporating product recommendations into the templates,and monitoring their impact on conversions.Testing whether certain product recommendation engines have a greater impact on conversions for example,“similar products”vs.“new i

72、n stock”engines.Using dynamic content to make the hero image match the category of the item abandoned.Incorporating more channels,such as push notifications(if you have an app).Tweaking your automated campaign according to the season.Cart abandonment campaigns have become a staple of retention marke

73、ting,and are a great way of recouping revenue left on the table when would-be customers fail to complete a purchase.Below shows a single cart abandonment email template,which uses dynamic content blocks to display different messages for two different recipients:a.Tom,a VIP customer of sportswear bra

74、nd Breath,who has added a tennis racket to his basket but left the site without purchasing b.Lily,a lead yet to make a purchase with Breath,who has added a jumper to her cart but left the site without purchasing19CART ABANDONMENT CAMPAIGN01.Personalized subject line based on category of item left be

75、hind 02.Dynamic hero image based on category left behind 03.Image of product(s)left behind 04.Incentive personalized by whether or not recipient is a VIP customer 05.Dynamic product recommendations based on product(s)abandoned 06.Personalized by location data and whether or not recipient is a VIP cu

76、stomer 07.Email campaign followed up with cross-channel retargeting.E.g.,For cart abandonment,this could mean a push notification asking the recipient if they meant to leave an item behindAre you part of the social club?Find out whats going on in the Cardiff Store.Your VIP perks|Free returns within

77、UK.Find your nearest store.Free shipping when you spend 40 or over.Free returns within UK.We think youll like.Buy Nowwe noticed you left this awesome item in your basket.THERES STILL TIME TO MAKE IT YOURS.Tom/LilyHome Clothes Trainers Kit Sale Blog BREATHLily,did you mean to leave your jumper behind

78、?Tom,did you mean to leave your tennis racket behind?Subject:VIPbreatheCoupon CodeAs one of our VIP customers,have free next-day delivery on us!Use the code at the checkout.Shop NowRemember,free delivery when you spend over 40!Youre almost eligible!0102030405069:41OpenDid you mean to leave this behi

79、nd?BREATHtime09:41Tuesday 22 May20Browse abandonment campaignCampaign aims Remind a recipient of what theyve been looking at,and make it simple for them to continue browsing or make a purchase.Demonstrate to a recipient you understand what theyre interested in.Target audience Those who have viewed a

80、 specific product or category but have not added to their cart or purchased.Best time to send Send-time will depend on the browsing and shopping habits of each individual recipient,but a good benchmark is within 30 minutes to two hours of abandonment.Best practice checklist Thank the recipient for c

81、oming to your site,and offer to help them find what theyre looking for(include an image of the item or category browsed).Since theyve not demonstrated definite intent to purchase the item,use a light touch,customer service angle in your copy and tone.Personalize the content of the email such as hero

82、 image according to the product category browsed.Incorporate dynamic product recommendations to suggest alternative items they might wish to buy.Include clear CTAs about what you want the recipient to do next.Include key customer service details in your footer(e.g.,your returns or shipping policies,

83、helpline number).Set up exit criteria that halts the email if the recipient adds the item to their cart and/or makes a purchase.Things to test Testing specific product-based templates versus category-based templates.Creating customer-service style,text-based email template vs.something more fun and

84、visual.Including any ratings or review info for the items featured.Supplementing emails with category-based retargeting on Facebook or Instagram.Targeting visitors with emails based on the categories and products that theyve browsed(but not purchased)is a proven way of driving revenue through releva

85、nt,timely automation.Below shows a single browse abandonment email template,which uses dynamic content blocks to display different messages for two different recipients:a.Sarah,a loyal customer of jewelry brand Gemini,who has been browsing the“Amethyst ring”on the site b.Wendy,a lead yet to make a p

86、urchase with Gemini,who has been browsing the“Sapphire necklace”on the site 21BROWSE ABANDONMENT CAMPAIGN01.Personalized subject line based on item browsed 02.Dynamic hero image based on the stone category viewed 03.Image of the product(s)viewed 04.Personalized incentive based on recipients lifecycl

87、e stage 05.Dynamic product recommendations based on product(s)browsed 06.Social CTA personalized by recipients lifecycle stage 07.Location data used to tell or remind recipient about their nearest offline store 08.Email campaign followed up with cross-channel social retargeting.E.g.,For browse aband

88、onment,this could mean retargeting the recipient with category-based Instagram ads(and a“shop now”CTA)Shop Now!GeminiSponsoredShop Only TheFinest JewelsLikeCommentShareShop Only TheFinest JewelsGeminiSponsoredShoreditch store updates.Free shipping when you spend40 or over.Free returns within UKBehin

89、d the scenes in our WorkshopSHOP NOWSHOP NOWSHOP NOWRecommended for youSIGN UP NOWAs a loyal customer,were treating youto free next-day delivery for your next purchase.Just use the code J2G432 at the checkout.Sarah,did something catch your eye?Have another lookFind your nearest store.Free shipping w

90、hen you spend40 or over.Free returns within UKBecome part of the Social ClubSHOP NOWSHOP NOWSHOP NOWRecommended for youSIGN UP NOWReceive a FREE Gemini magazine(RRP 6)whenyou make your first order with usHave another lookWendy,did something catch your eye?Home Necklaces Rings Bracelets Stone Chart B

91、log Subject:Sarah,did the Amethyst ring take your fancy?Wendy,did the Sapphire necklace take your fancy?010203040506070822Post-purchase campaignCampaign aims Encourage first-time purchasers to become repeat customers.Encourage loyal customers to keep shopping with you.Gain feedback on a purchase or

92、customer experience.Target audience Those who have made a purchase.Best time to send This is based on each brands buying cycle,however is usually sent between 1-15 days after purchase.Best practice checklist Ensure you leave enough time following a purchase to ensure the purchased item has been deli

93、vered.Give the email context from the outset;e.g.,remind them of what they bought.Make sure the item hasnt been subsequently returned or exchanged.Ensure the email takes into account any other follow-up messages that you might be sending,such as review requests.Include a link to your customer servic

94、e contact details.Personalize the copy and/or design of the email according to the product and product category bought.Include dynamic product recommendations based on the product(s)recently purchased.Things to test Using general lifestyle imagery vs.images based on category purchased in your hero i

95、mage.Segmenting your post-purchase campaign by lifecycle stage(e.g.,if its the recipients first purchase with your brand,congratulate them).Whether different product recommendation engines produce greater conversions.If your brand has a photo-sharing campaign on social media,invite the recipient to

96、share a snap of their new purchase with your dedicated hashtag.As strong advocates of retention marketing,we consider post-purchase campaigns to be a great opportunity to set up future purchases and ultimately drive loyalty.Below shows a single post-purchase email template,which uses dynamic content

97、 blocks to display different messages for two different recipients:a.Elinor,a loyal shopper of Jeans Candles,who has just made a purchase b.Floyd,a brand-new shopper of Jeans Candles,who has just made a purchase23POST-PURCHASE CAMPAIGN01.Personalized subject line based on recipients lifecycle stage

98、02.Dynamic hero image based on recipients gender 03.Personalized copy based on recipients lifecycle stage 04.Personalized incentive based on recipients loyalty points 05.Dynamic product recommendations based on product purchased 06.Location data used to tell or remind recipient about their nearest o

99、ffline store 07.Email campaign followed up with personalized direct mail and social retargeting.E.g.,For post purchase,this could be sending VIP customers a thank you note in the post.For everyone else,this could be cross-promoting the category of the item purchased on InstagramShop Now!Jeans Candle

100、sSponsoredLikeCommentShareJeans CandlesSponsoredSubject:Elinor,thanks for shopping with us again!Floyd,congrats on your first purchase with Jeans CandlesHome,50+|Under 20|Best-sellers|Scent guide|Visit us Free delivery for UK deliveries.Visit our Notting Hill store.FREE RETURNS!Keep an eye on what w

101、ere up to inside the Jeans Candles workshop!Check out which candles you can spend your points on!You now have 60 loyalty pointsFor you,Jean Recommends.SHOP NOWSHOP NOWSHOP NOWThanks for shopping with us again!We hope youre loving your new candle.ElinorFree delivery for UK deliveries.Visit our Leices

102、ter store.FREE RETURNS!Keep an eye on what were up to inside the Jeans Candles workshop!Find Out MoreWould you like to join our loyalty scheme?For you,Jean Recommends.SHOP NOWSHOP NOWCongratulations on your first order and thank you for choosing us!Floyd0102030405070624Replenishment campaignCampaign

103、 aims To encourage repeat purchases.To provide a brilliant customer experience by reminding customers of what they need to reorder and when.Target audience Customers who have bought consumable products.Best time to send Predicting when a customer is about to run out of your product can be achieved v

104、ia two methods:(a)Order gap analysis and(b)AI-powered predictive replenishment.a.Order gap analysis works out the average time between consecutive orders(of a product or category)made by a large number of shoppers,leaving a retailer with an average time its likely to take future customers to repurch

105、ase.b.Predictive replenishment:Using AI-powered algorithms,replenishment emails can be based on individual customer purchase patterns.If there isnt enough data on a customer?An algorithm can draw on historical data of customers who have a similar profile and have bought the same item.Best practice c

106、hecklist Include an image of the product that youre reminding the customer to repurchase and link to the correct product page.Use dynamic banners to emphasize any offers or delivery deals that youre running at any given time.Segment the email by lifecycle stage,or use dynamic content to include offe

107、rs for those who are,for example,lapsed or“at risk”.Personalize the copy and design of the email according to the product category being replenished.Include dynamic product recommendations to up-sell the purchase.Ensure these are set to items that are of a greater value than the original purchase.In

108、clude clear CTAs about what you want the recipient to do next(e.g.,fill up,reorder,buy an accompanying product).Things to test Entirely email-based campaign workflow vs.one that incorporates targeting shoppers using social custom audiences as well.Change up the product recommendation engine used suc

109、h as:“Similar products”vs.“Bought this,bought that.”Replenishment campaigns are designed to remind a recipient to reorder any consumable products when theyre likely to be about to run out(or have already run out).As well as driving repeat purchases,theyre a great way to demonstrate good customer ser

110、vice.Below shows a single replenishment email template,which uses dynamic content blocks to display different messages for two different recipients:a.Maxwell,a VIP customer of the apothecary Drops of Comfort,who is due to reorder a box of detox tea.b.Dawn,an at risk customer of Drops of Comfort,who

111、is yet to reorder 50 ml of hydrating face cream she bought a while ago.25REPLENISHMENT CAMPAIGN01.Personalized subject line based on item purchased and lifecycle stage 02.Dynamic hero image based on whether recipient is a VIP customer or not 03.Personalized copy based on item purchased and recipient

112、s lifecycle stage 04.Incentive personalized by recipients lifecycle stage 05.Dynamic product recommendations based on what other customers who bought the same product also purchased 06.Email campaign followed up with cross-channel social retargeting.E.g.,For replenishment,this could be a post on Ins

113、tagram saying“Come back and shop again!”10%offWE MISS YOUDrops of ComfortSponsoredLikeCommentShareWE MISS YOUJeans CandlesSponsoredReorderWe sell worldwide.Free returns over 30.Follow us on socialBuy NowBuy NowBuy NowBuy NowBuy NowEnjoy withGet spending!40 Loyalty PointsYou currently have.Have 10%of

114、f your next orderDROP9We havent seen you in a while!Hey Maxwell,ready to reorder?Place your order now and itll be with you by the weekend.Hey Dawn,long time no see!Ready to reorder?Place your order now and itll be with you by the weekend.Herbs .Food .Supplements .Beauty .Cookery BooksDROPS OFCOMFORT

115、Subject:Maxwell,theres a box of detox tea in our workshop with your name on it Dawn,youre overdue to reorder your hydrating facecream 50ml!Purchase today and receive 10%off 01020304050626Win-back campaignCampaign aims Re-activate customers that have lapsed.Re-engage those at risk of lapsing.Target a

116、udience Lapsed customers,those at risk of lapsing.Best time to send The point at which you consider a customer“lapsed”or“at risk”will depend on factors such as your product catalog and sales cycle,but can be calculated using order gap analysis,or using predictive churn algorithms.Best practice check

117、list Remind the recipient of the key benefits of shopping with your brand.Segment your campaign by lifetime value or use dynamic content to focus on incentivizing high-value shoppers to come back and make a purchase.Include dynamic product recommendations based on the recipients taste profile.Includ

118、e clear CTAs about what you want the recipient to do next(e.g.,fill up,reorder,buy an accompanying product).Things to test Targeting those who do not engage with your win-back emails with social retargeting or via direct mail(particularly high-CLV customers).If youre contacting a high-value customer

119、 who has lapsed and your initial email is unsuccessful,consider creating a process for customer services to do a personal follow-up.Trying different product recommendation engines(e.g.,“latest products”versus completely personalized)and monitoring which drives greater conversions.As the name suggest

120、s,win-back campaigns are designed to re-engage customers who have lapsed or who are at risk of lapsing.Below shows a single win-back email template,which uses dynamic content blocks to display different messages for two different recipients:a.Ed,an at-risk customer of Pierre Joseph b.Amanda,a lapsed

121、 customer of Pierre Joseph who was once a loyal shopper27WIN-BACK CAMPAIGN01.Personalized subject line based on lifecycle stage.(Ed is at risk of lapsing,whereas Amanda,a once loyal shopper,has lapsed)02.Dynamic hero image based on recipients gender 03.Personalized copy and incentive based on recipi

122、ents lifecycle stage 04.CTA based on recipients lifecycle stage 05.Product recommendations based on latest products,personalized by recipients gender 06.Reminds recipients what theyre missing out on 07.Recipients who dont engage with the win-back email retargeted on social with general brand awarene

123、ss adsShop Now!Treat yourselfthis Season.Pierre JosephSponsoredPJLikeCommentShareTreat yourselfthis Season.Pierre JosephSponsoredPJSubject:Ed,heres a discount just for youAmanda,we want you back!Extra special offer insideNext-day delivery,Free UK returns,Personalised serviceTreat yourselfthis Season

124、.Spring Collection|Sale|Key PiecesPierre JosephSplash OutGo on,its been a while.Just use the coupon codePJTREAT876 at the checkout.What youve missedShop ItemsShop ItemsShop ItemsNext-day delivery,Free UK returns,Personalised serviceTreat yourselfthis Season.Spring Collection|Sale|Key PiecesPierre Jo

125、sephWhat youve missedShop ItemsShop ItemsShop ItemsRSVP NowWe hate losing great customers,which is why were inviting you tobook in your free personal shoppingappointment.0102030405060728VIP campaignCampaign aims Look after VIP customers in order to keep them close and maximize their revenue potentia

126、l.Target audience Retailer-dependant,but focuses on the top 5-10%of customers(usually based on lifetime value,frequency of purchases and average order value).Best time to send Much like a welcome email,you should send an email shortly after someone reaches VIP status.(That said,VIP campaigns can als

127、o be used to simply thank loyal customers for being great,and/or update them on where they are in a loyalty program.)Best practice checklist Remind the recipient how valuable they are to your brand and thank them for being a loyal customer.Personalize the incentive of the email according to the reci

128、pients browsing and shopping habits(e.g.,would they appreciate free delivery,or do they always do click and collect anyway?).Include dynamic product recommendations based on the recipients taste profile.Change the“contact details”section of the email to a dedicated,more personal email address or pho

129、ne number(if this is something you can actually offer VIP customers).Things to test Segmenting your VIP customers further,and tailoring the number,channel and content of messages to match(for example,having a“super VIP”segment of your top 1%of customers).Using dynamic content and/or campaign segment

130、ation to test different types of incentives e.g.,discounts versus“perks”like free delivery.Customer service-style,text-based email template vs.more visual,fun style.Adding a cross-channel element by adding those who do not engage with your campaign to a list for customer service to call.Turn trigger

131、ed emails like cart and browse abandonment messages off for your VIP category altogether(since theyre likely to be loyal customers anyway).Change the wording in the triggered messages for your VIP category to acknowledge their important status.Below shows a single VIP email template,which uses dynam

132、ic content blocks to display different messages for two different recipients:a.Alissa,a female VIP customer of Freds department store b.Charlie,a male VIP customer of Freds department storeVIP customers are probably your most sacred sources of revenue.This campaign is designed to keep them engaged w

133、ith your brand.29VIP CAMPAIGN01.Personalized subject line based on recipients gender 02.Dynamic hero image based on recipients gender 03.Dynamic product recommendations based on whether recipient is interested in womenswear or menswear 04.For luxury brands,email followed up with a phone call to see

134、how recipient is doing.For non-luxury brands,email followed up with a personalized card in the post thanking the customer for being so loyal Email us.Call us.Paris branch.Be part of the clanHeres a sneak peek at our AW CollectionJust click on the link to see whats inside&confirm your delivery detail

135、s.Alissas Goodie BoxCharlies Goodie BoxTo say thanks,wed like to send you a free goodie box.Thanks for being such a loyal customerClothingCosmeticsAccessoriesF R E D SSubject:Alissa,just a quick note to say.Charlie,just a quick note to say0102030430Anniversary campaignCampaign aims To drive conversi

136、on by reminding customers about their relationship with you.Target audience Those celebrating milestones with your brand,such as a first-purchase anniversary or their own birthday.Best time to send At the time of the event(e.g.,the birthday,the shopping anniversary.)Best practice checklist Segment y

137、our campaign or use dynamic content to change up the incentives you offer based on lifecycle stage or other factors.Make sure the data is accurate(are you sure its their birthday?Is this information they have willingly offered?).Include dynamic product recommendations based on the recipients taste p

138、rofile.Things to test Different types of product recommendation(e.g.,a“Personalized”product engine(which draws on all customer data,past and present)vs.“recently viewed”product recommendation.If you dont know your recipients date of birth,let them know you treat subscribers on their birthdays within

139、 your welcome campaign and give them an opportunity to provide you with this information.Celebrating your subscribers milestones is a great way to demonstrate to them how much they mean to you,and to encourage them to continue being loyal to the brand.Below shows a single anniversary email template,

140、which uses dynamic content blocks to display different messages for two different recipients:a.Robyn,a VIP customer of bookstore Volume 2,who is turning 40 years old b.Jane,an intermittent customer of bookstore Volume 2,who is turning 29 years old31ANNIVERSARY CAMPAIGN01.Subject line based on whethe

141、r or not recipient is a VIP customer 02.Dynamic banner reminding recipients how many loyalty points they have,or inviting them to join the program 03.Dynamic hero image based on demographic data available 04.Personalized incentive based on whether or not recipient is a VIP customer 05.Dynamic produc

142、t recommendations based on recipients taste profile 06.Location data used to tell or remind recipient about their nearest offline store 07.Birthday email accompanied by personalized card in the postLeeds branch.Click-and-collect.Free delivery over 50.Find your Store.Click-and-collect.Free delivery o

143、ver 50.Just for youTake your pickUse the code at checkoutFree Shipping for the next weeKBDAY40Use the code at checkoutEnjoy 10%off to celebrate!BDAY10We hope you have an amazing Day!Happy40th Birthday!Happy29th Birthday!You have 50 Points!Fiction/History/Health/Travel/PoliticsVolume 2Subject:Did you think wed forget,Robyn?Free shipping for the next week!Did you think wed forget Jane?10%off your next order.010203040506OMETRIA.COMIts time to say goodbye to your ESPGet ready for a new era of personalized,AI-powered customer marketing with Ometria