Automation in under 10 minutes. Part 2: Feedback

Despite the growing benefits and the ease with which it can be implemented, marketers remain reluctant to execute marketing automation. Contrary to popular belief, marketing automation requires little time and resource. Read on for part 2 of a series helping you to quickly and simply apply an automated strategy to your business.

A review of a product or service can often be the difference between a new customer and a lost customer. However, as we’re all aware, life can often get in the way of completing feedback surveys and sometimes the timing just isn’t right.

Obtaining feedback doesn’t have to be intrusive for the customer nor time-consuming for the marketer. By incorporating surveys into follow-up campaigns, you can ensure messages are relevant and make the recipient feel valued.

Automating this process ensures communications are achieved in real-time as well as lessening marketing manpower and man-hours.

Taking this one step further, automation capabilities now available mean marketers can now adjust subsequent emails according to customer engagement.

A great example of how to use automation to gather feedback and tailor communications according to behavior is shown in this campaign by online takeaway service, Just Eat.

email

Within the body of the email, there are two clear call-to-actions linked to the main message (and overall objective of the campaign) i.e. to find out whether the customer is happy with their experience.

If the recipient is willing to leave a review, they’re sent through to a survey – feedback received. Job done.

However, if the customer decides against leaving a review, they land on a different page and are left until a later date. A simple email then follows as a second attempt at gathering feedback using the line: “Hey, why not leave a review and let the world know?”

Feedback automation program – in under 10 minutes

A campaign like the one above is easy with dotmailer’s Program Builder. To prove it, I set myself a 10 minute limit and got to work…

Step 1: Contacts are enrolled based on their last order date.

Step 2: First review email is sent.

Step 3: A one-day delay is implemented before deciding whether a review was completed. If it was, the applicable customers leave the program. If no review was left, a reminder review email is sent.

program

View part 1 of this series to find out how to execute an easy and quick automation program aimed at inactive subscribers.

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