Stoo’s back with yet another dotMailer platform product update – and this one’s got the whole office buzzing
As far as product updates go, the newest addition to the dotMailer platform has us all very, very excited.
Many dotMailer users will be aware of one of the main features of our suite – the Automation Program Builder, which is currently still in Beta. This allows marketers to build free-standing programs which can automatically enrol users into email campaigns, based on online behaviour such as opting into a newsletter subscription, clicking on a particular set of links, or abandoning a shopping cart.
Our latest program update enhances the automation capabilities of the Program Builder. You can now schedule automation programs to trigger, based on whether your customers actively meet any segment criteria that you’ve defined in dotMailer.
What does this mean?
The start node now has an extended set of options: Scheduling, Rule and Limits.
These new options now enable campaigns to trigger and pull specific contacts into a program every day, on a set day(s) of the week, or on a date of your choosing.
However, our new feature rollout means that dotMailer’s segment builder now enables us to send targeted emails, based on customer lifecycle. For example, you might segment your email contacts into:
- Contacts considering purchasing
- Recent purchasers
- Retained/repeat purchasers
- Lapsed purchasers
You can now use the program builder to automatically target contacts in these segments at an appropriate point in their lifecycle.
A prospect has downloaded a whitepaper, and has had initial contact with your brand (recorded via CRM), earlier in the week – this customer is clearly within the consideration stage segment. We can now identify and enrol them into a suitable soft opt-in program to bring them closer to a purchase. If your call to action is best fulfilled on a weekday, you might also want to limit when contacts are enrolled into the program.
Your customer has converted – but how are they enjoying their purchase? Are they a repeat customer? Or do they have a good average order value? Why not send them content to encourage retention – for ideas of programs to reengage one-time or lapsed purchasers, check out our previous RFM segmentation blog.
Retained Purchaser & Advocacy Stages
So you’ve now got a solid repeat customer – but how can you encourage the next stage, advocacy? You can now trigger a segment based on email and web engagement. If you have data in your CRM that includes social too – for example via an integration between Salesforce and Insightpool – you can pull in a very tight and targeted segment, to deliver content to.
So now you can segment based on very granular user details, the only thing to worry about is what you’re actually going to send. I *suppose* we’ll do a detailed blog on that in due course 😉
So now it’s over to you – start segmenting! As is our mantra, ‘Start Small, Think Big, Scale Quickly’. Combined with our most recent feature updates of Live Program Status, and Contact Level Reporting (covered in this blog) you can set up robust testing to allow you to review and refine your email campaigns, boost brand engagement, build communities around your products and most importantly, generate sales.
Let us know how you get on!